There are industries where marketing programs and campaigns are a basic staple of everyday life. For example, marketing spend for businesses in the hospitality and tourism industry can often be the annual budget’s biggest line item.
And then, there are industries that take pride in being categorically anti-marketing. These are places where marketing consultants fear to tread, and where the words “we don’t need marketing” are an unofficial motto. And without question, one of these industries has traditionally been mechanical engineering.
Except, something just shy of miraculous has been happening in recent years: an increasing number of card-carrying, anti-marketing mechanical engineering firms are embracing inbound marketing. Below, we highlight the 5 key reasons why:
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Establishing Thought Leadership
Mechanical engineering firms are using inbound marketing to establish thought leadership and establish their credibility, experience, knowledge and competence – all of which are critically important for building relationships with clients and partners.
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Staying “Top-of-Mind”
Inbound marketing helps mechanical engineering firms make a connection with their future clients (and those who will influence their future clients), and stay “top of mind” for when it comes time to initiate a firm-client relationship – which can be months or years down the road.
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Publishing Sharable Assets
Inbound marketing allows mechanical engineering firms to publish assets (e.g. ebooks, reports, white papers, etc.) that can be easily and quickly shared among stakeholders -- of which there can be dozens. This is far more effective, efficient, impressive and influential than sending an ongoing stream long emails that attempt to get key messages across.
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Targeting Different Personas
Mechanical engineering firms need to communicate different messages to various audiences, including project managers, risk managers, procurement managers, financial managers, and the list goes on. Inbound marketing lets firms automatically send pre-selected content to different groups (a.k.a. buyer personas), which significantly increases relevance and engagement.
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Tracking & Analytics
Last but not least, mechanical engineering firms are extremely impressed with inbound marketing’s sophisticated tracking and analytics capacity. Unlike conventional (“interrupt”) marketing with fuzzy metrics that typically cannot be evaluated until months or years after a campaign ends, inbound marketing is fueled by comprehensive KPIs. These are used to optimize current campaigns and build better campaigns in the future – and ultimately drive ROI, which is what inbound marketing is fundamentally all about.
Learn More
If your mechanical engineering firm is ready to reap the rewards of inbound marketing, then contact the experts at Leap Clixx today. We are NOT an old-school marketing firm that wants to take you for “3 martini lunches” and sell you vague professional services. Our approach is data-driven, proven and professional. (And besides, we’re usually too busy working to eat lunch anyway!) Want to learn more about Inbound Marketing and best practices? Download our FREE eBook now:
Topics: Inbound Marketing
