Post by account_disabled on Mar 4, 2024 10:23:00 GMT 1
Veronica Casas Categories Inbound marketing , B2B Marketing 5 Common Marketing Mistakes for Engineers and Technical Audiences Establishing a marketing strategy for engineers and technical audiences is no easy task. We are talking about content intended to impact very specialized audiences who will not be carried away by more emotional marketing. Who is this ' buyer persona '? We are talking about professionals in medicine, IT, construction, etc., who are looking for products or solutions to make their daily lives easier. In what we call “marketing for engineers” or “ industrial marketing ”, content is still king, but not just any type of content. Sometimes you have to break the established marketing rules to reach this very specific audience and, above all, avoid these 5 mistakes: 1. Having unclear objectives (or not having them at all) The first step of any marketing strategy is goal setting, and marketing to technical audiences is no less.
Keep in mind that these objectives should be common for both your marketing and sales departments , to optimize resources and boost conversions. Ideally, you should follow the SMART method, or in other words, your goals should meet five conditions: Specific , Measurable , Achievable , Relevant , and Time-bound . time). These conditions are BTC Users Number Data especially important in the topic at hand: B2B marketing for engineers, since these are very long decision and purchasing processes , with many phases and many actors involved. These parameters will help us to have a clear focus and measure results correctly. 2. Not speaking their language Business writing experts tell us to avoid using very specific language, as we will risk not reaching much of our audience. But if we want to address engineers, architects, programmers... we must do just the opposite. These buyers live bombarded by technical vocabulary that is part of their daily lives . Marketing to engineers and technical audiences is a difficult audience, as they tend not to trust the advice of professionals who are not part of their sector.
Therefore, avoiding jargon or using it inappropriately is a telltale sign that you don't really know the reality of your industry . To write properly, immerse yourself in technical documents, specialized websites , etc. And, above all, don't stop updating your knowledge, since these sectors advance faster than any other. 3. Not knowing where your audience is Locate the environments in which your technical audience moves so that they can find you. At this point we are talking about both physical environments (conferences, scientific events, trade fairs...) and digital environments (social networks, specialized forums...). The large amount of content you must produce to carry out a good B2B strategy will have no effect if you do not distribute it in the right environments. Analyze your website, where do your users come from? What devices do they use? Should I make mobile-specific content? These are some of the questions you should ask yourself.
Keep in mind that these objectives should be common for both your marketing and sales departments , to optimize resources and boost conversions. Ideally, you should follow the SMART method, or in other words, your goals should meet five conditions: Specific , Measurable , Achievable , Relevant , and Time-bound . time). These conditions are BTC Users Number Data especially important in the topic at hand: B2B marketing for engineers, since these are very long decision and purchasing processes , with many phases and many actors involved. These parameters will help us to have a clear focus and measure results correctly. 2. Not speaking their language Business writing experts tell us to avoid using very specific language, as we will risk not reaching much of our audience. But if we want to address engineers, architects, programmers... we must do just the opposite. These buyers live bombarded by technical vocabulary that is part of their daily lives . Marketing to engineers and technical audiences is a difficult audience, as they tend not to trust the advice of professionals who are not part of their sector.
Therefore, avoiding jargon or using it inappropriately is a telltale sign that you don't really know the reality of your industry . To write properly, immerse yourself in technical documents, specialized websites , etc. And, above all, don't stop updating your knowledge, since these sectors advance faster than any other. 3. Not knowing where your audience is Locate the environments in which your technical audience moves so that they can find you. At this point we are talking about both physical environments (conferences, scientific events, trade fairs...) and digital environments (social networks, specialized forums...). The large amount of content you must produce to carry out a good B2B strategy will have no effect if you do not distribute it in the right environments. Analyze your website, where do your users come from? What devices do they use? Should I make mobile-specific content? These are some of the questions you should ask yourself.