Digital Marketing for Engineers Blog

What can a 3D Printing Marketer do when the hype is over?

Posted by John Hayes

Aug 14, 2014 11:20:18 AM

It’s been a wild ride for the marketers of professional 3D printers.  And by professional I mean machines that cost anywhere from $20,000 to $1M.  Five years ago these marketers were focused on personal sales to large automotive and aerospace OEMs.  The industry was early stage, but rational. 

The marketers focused on identifying prospects who had an application problem that fit the capabilities of their machines.  Those prospects were mostly manufacturers who were making design prototypes, short run production parts or jigs and fixtures. 

 

Then the personal 3D printer boom erupted, leading to a deluge of inquiries from uneducated shoppers.  Consumers desperately wanted a 3D printer in their homes.

Read More

Topics: Digital Marketing Plans, Marketing Challenges, Marketing Qualified Leads, 3D Printing, Storytelling

8 Steps to an Outstanding Webinar for Engineers

Posted by John Hayes

Aug 7, 2014 1:58:00 PM

We run tons of webinars for engineers.  Some are good.  Some are truly excellent.  Here’s what separates the greats from the also-rans.

Webinar_pic
  1. Planning.  The best webinars begin up to 3 months in advance.  At this stage, be realistic about the sort of engineering audience that you want.  Decide what’s most important.  Is it volume of registrants or highly qualified leads? 

 

  1.  Choose a topic that suits your audience goals.  Very specific topics tend to attract relatively few, but highly qualified leads.  Focus first on giving information that will solve engineer’s problems. Leave the product pitch to the end.
Read More

Topics: Content Distribution, Content Marketing for Engineers, Sponsored Content for Engineers, Marketing Qualified Leads, Webinars

Should engineering marketers be publishers? It depends on the content.

Posted by John Hayes

Jul 31, 2014 11:42:00 AM

Marketers are increasingly asking engineering publications to write their stories.  That’s because 3rd party stories provide:

  1. Instant access to an audience of engineers
  2. Credibility
  3. Big time savings
  4. SEO juice from the link-backs

To preserve the credibility of these pieces, the authors conduct external research and bring their own expertise to the topics.  The resulting stories  lean more towards editorial than advertorial.  As a result, they travel far in social media, often garnering hundreds of shares. 

Read More

Topics: Paid Editorial, Content Distribution, Content Marketing for Engineers, Sponsored Content for Engineers

Anatomy of a Landing Page for Engineers

Posted by John Hayes

Jul 24, 2014 8:25:00 AM

A lot of engineering marketers are running lead generation campaigns these days. Many are trading white papers for contact information.  Just as many are running webinars. 

Read More

Topics: Lead Generation, Content Distribution, Webinars, Landing Pages

Canada’s Anti Spam Legislation is a Big Deal for Engineering Marketers

Posted by John Hayes

Jun 13, 2014 1:34:27 PM

Your CPLs for the Great White North will be going up

On July 1, Canada will implement new anti-spam legislation that is the strictest in the world.  If your marketing territory includes Canada and you send email to the Great White North, then read on.  Continuing your current practices could earn your company a $10M fine.

spam

Read More

Topics: engineering prospects, engineering marketers, Mobile Marketing, Content Distribution, Content Marketing for Engineers, Mobile Marketing for Engineers, engineering lead generation campaigns, anti spam legislation

Reaching Engineers in a Mobile World

Posted by John Hayes

Jun 5, 2014 11:00:00 AM

Almost 20% of engineering visits are on mobile devices

You’ve heard how fast mobile Internet traffic is growing.  But maybe you can ignore it a while longer.  After all, engineers aren’t using tablets and smartphones to do vendor research or product design.  Right?

Read More

Topics: engineering prospects, engineering marketers, Mobile Marketing, Content Distribution, Content Marketing for Engineers, Mobile Marketing for Engineers, engineering lead generation campaigns

Pitching a Story to Engineering Publications

Posted by John Hayes

May 29, 2014 9:41:00 AM

Content marketing works best when you can spread your stories

People pitch stories to ENGINEERING.com every day.  We even have a simple button for it. I read them all, but we don’t publish many.

Here's what it takes to get published:

Read More

Topics: Written Post & Amplification, engineering prospects, engineering marketers, Content Distribution, Content Marketing for Engineers, engineering lead generation campaigns

Balancing Engineering Lead Quotas with Lead Quality

Posted by John Hayes

May 15, 2014 10:30:00 AM

A framework for evaluating your engineering marketing campaigns

How do you get lots of high quality engineering leads?  Let’s try a thought experiment where you have an unlimited budget.  You would document every problem that your products solve.  That would provide you with the background to create hundreds of outstanding downloadable assets, each one about a problem in every relevant industry.  You could then spend your unlimited advertising budget to promote every one of those downloadable assets in every conceivable place.  Essentially, you would run a zillion One:One marketing programs that would cost more than sales people cold calling. 

Read More

Topics: engineering prospects, Marketing Qualified Leads, engineering lead generation campaigns, Engineering Lead Quotas

Decision Authority for Engineering Field Marketers

Posted by John Hayes

Apr 24, 2014 8:00:00 AM

Landing pages and number of fields have a big impact on conversions

form_fieldsMost engineering lead generation campaigns have a standard number of fields.  The lead criteria is set by corporate marketing and includes FIRST NAME, LAST NAME, EMAIL, COMPANY, TELEPHONE. There may be GEO, JOB ROLE or INDUSTRY as well. 

Read More

Topics: engineering field marketers, engineering lead generation campaigns

Content Campaigns for Awareness, Consideration and Decision Making

Posted by John Hayes

Apr 17, 2014 11:01:46 AM

Aligning your content marketing to the engineer’s buying journey

We’ve written before about how important it is to ensure that your content helps the engineer on their buying journey rather than going straight from Awareness to Marketing Qualified Lead

MappyingContentOfferstoBuyingCycle

Read More

Topics: Content Marketing for Engineers, engineer's buying cycle, Marketing Qualified Leads

Download_eGuide_-_How_to_Optimize_your_Digital_Marketing_for_Engineers
Google+