Digital Marketing for Engineers Blog

Using Digital Media to Reach Manufacturing Engineers

Posted by John Hayes

Nov 21, 2014 10:27:00 AM

Finding a manufacturing audience is tough because they self-identify by industry rather than role.

Let’s say you are responsible for marketing 5-axis milling machines, laser jet cutters, factory automation equipment, or ancillary products like actuators or electric motors.

A lot of your marketing budget goes to attending the big manufacturing trade shows. 

But where in the digital world can you find this audience of influencers and decision makers? 


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Topics: Lead Generation, engineering marketers, Content Marketing,, Audience, Manufacturing

How we restored our Engineering Visitors after Google’s Penguin update in October

Posted by John Hayes

Nov 13, 2014 10:18:17 AM

Google penalized us for something we didn’t do.  Thankfully, the fix was easy.

 Like all engineering marketers, relies on traffic from Google.  I track these figures daily because our 1.5M unique visitors per month are the lifeblood of our company. So when traffic to dipped one day in October, I was a bit anxious. 

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Topics: engineering marketers, ROI & Metrics, SEO, Google, SEO Rankings, Penguin

Find out what engineering marketers are planning

Posted by John Hayes

Nov 6, 2014 10:09:13 AM

In the next few weeks we’ll be sending you an invitation to participate in the 2015 engineering marketers survey.  Before we do, you have a unique opportunity to add your ideas to the questions we ask.

How big will your marketing budget be compared to last year?

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Topics: Digital Marketing Plans, engineering marketers, ROI & Metrics, marketing budget, marketing spend

How to use Social Media to get more out of your Next Conference

Posted by Rachel Wilson

Oct 30, 2014 9:49:03 AM

Let’s say you are attending a conference.  You have some clear objectives on what you want to learn.  You know which vendors you want to visit and the seminars you plan to attend. How can you use social media to get more out of your conference plan-of-attack?

With the rise of platforms like Twitter and LinkedIn, it’s easier than ever for conference organisers to put their in-person events online, in real time. And while this is great promotion for the conference, it’s good for you, too. Being active on social media during an exhibition can help you with business branding,expanding your network and getting more out of the entire conference experience.


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Topics: Social Media for Engineers, Storytelling, conference, Social media

10 Steps to Excellent Sponsored Editorial for Engineers

Posted by John Hayes

Oct 23, 2014 10:11:02 AM

More marketers are buying sponsored posts.  Here’s how to make sure yours are effective.

There is no denying the rapid uptake in the popularity of sponsored editorial among advertisers and the engineers who read them.  Why are they so popular? 

Sponsored posts let advertisers:

  • Bring attention to your products or events that publications might not otherwise cover
  • Speak to the audience with the credible and trusted voice of the publication
  • Get help to create outstanding content
  • Gain access to the publication’s distribution channels   
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Topics: Sponsored Content, Written Post & Amplification, engineering marketers, Content Marketing, Content Marketing for Engineers, Sponsored Content for Engineers, Storytelling, digital engineering marketers

Do you submit guest blogs to engineering sites?

Posted by John Hayes

Oct 16, 2014 12:39:26 PM

You may have read how Matt Cutts said that guest blogging is dead because it’s become too spammy. I admit that gets more than its share of requests to post content that looks pretty suspicious.  Naturally, we decline them. 

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Topics: engineering marketers, Sponsored Content for Engineers, digital engineering marketers, guest blogging, blog, SEO

Our secret test for hiring excellent digital engineering marketers

Posted by John Hayes

Oct 9, 2014 10:21:01 AM

Digital marketing requires a keen analytic mind.  At we give all job applicants a quiz to see whether they’ve got what it takes to win.

We start our interviews like everyone else, with the usual introductions and resume review to understand the candidates work history. But once that’s done, we hand each candidate a pencil and paper test and leave them alone for a while. 

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Topics: engineering marketers, analytics in marketing, recruitment, smart talent, digital engineering marketers, arithemetic

Should your engineering marketing team provide sales qualified leads?

Posted by John Hayes

Oct 2, 2014 10:40:00 AM

At your company, who is responsible for qualifying leads?  Sales or Marketing? 

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Topics: engineering marketers, Marketing Qualified Leads, engineering lead generation campaigns, Landing Pages, sales leads, lead qualification

Mapping your Content and Keywords to the Engineer’s Buying Journey

Posted by John Hayes

Sep 18, 2014 10:59:45 AM

As a marketer, you can message engineers at each stage of their buying journey : Awareness, Consideration and Decision.

You will have more success turning those engineers into leads if you match your content to the stage of the buying journey that the engineer is currently experiencing. 

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Topics: Digital Media, Written Post & Amplification, Digital Marketing Trends, engineering prospects, engineering marketers, Content Marketing, Content Marketing for Engineers, engineer's buying cycle, Marketing Qualified Leads, engineering lead generation campaigns, Webinars, Landing Pages, Storytelling

Are you destined for the marketing corner office?

Posted by John Hayes

Sep 11, 2014 11:56:06 AM

Are you destined for the marketing corner office?

Technology marketers need a lot of new skills, many of which weren’t taught in school.  Take this quiz to see if you are up-to-speed on the new stuff CMOs have to know. 

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Topics: Survey of Engineering Marketers, Digital Marketing Trends, engineering marketers, CMO Insights