How To Market Your Engineering Business
Marketing is a difficult task for engineering businesses. This is due to the fact that most engineering businesses are engineers who's expertise is, well, engineering. Engineers are fantastic when operating in the practical and logical realm. That's why great marketing is a pain point for them. Marketing deals with the human element and the human element is one of the most impractical and illogical elements ever.
I can help with that. With over a decade of experience working with engineers I use a plan that works.
Here's how to market your engineering business:
Identify what your customer really wants. Do they want the widget you sell or do they want the solution that your widget solves. Go deep on this question. Hint: It's usually tied to an emotion and emotion sells well.
Talk about their problems. In sales calls, on your website, in your email signature, etc... Hint: If you stop talking about your customers problems, they'll stop paying attention.
Communicate clearly. Knowing your target audience is key and non-engineers will be turned off if you use industry jargon. Clarity wins.
Position your business as the guide and your customer as the hero. Too many engineering businesses want to be the big bad hero that saves the day. This is pride. Hint: If you can make your customer feel like they've been transformed by your service, you'll have refferals for life.
Make a simple step by step plan. A 30,000ft view of the process will ease fears and give structure
Paint the stakes. Be sure to mention what life will be like if they do not use your business. Example: We'd love to work with you so you don't have to go home frustrated with your current widget anymore.
Use theses tips to create a marketing plan that sells it's self. That way you can stop feeling frustrated with your marketing and start growing your engineering business.
If you don't have the time or skillset to implement these tips then book a call with me and we can talk strategy.