For busy engineering entrepreneurs, marketing might slip down the priority list in the flurry of activity that comes with serving your existing customer base.
However, it’s wise to take the time to consider what you can do to extend your reach, grow your company and bring in more clients, which is where online marketing comes into play.
There are all sorts of tools to try and strategies to implement to promote your organization on the web, so here are a few examples to consider exploring as you push for growth.
Get Started with Social Media Marketing
With billions of active users, having an active presence on the main social media platforms can help drive brand awareness and engagement.
In order to attract prospects, it makes sense to create profiles for your business on Facebook, Instagram, Twitter, and LinkedIn.
Once these are live, start to post content regularly that resonates with your target audience. This can include informative articles or videos about your engineering services, as well as engaging stories from projects completed for existing clients.
Keep track of how many followers are interacting with each post so you know what’s working best for your audience. That way you can achieve organic growth, and also establish the authority of your brand in your industry niche.
Develop a Digital Advertising Strategy
As you grow your online presence, it's important to think about how best to reach potential customers. Developing an effective digital advertising strategy can help you target the right people with the right message at the right time.
Start by researching which platforms are most popular among your target market, and then decide where to allocate the budget accordingly. This can include mainstream options like Google Ads, as well as paid ads on the aforementioned social media channels as well.
It is also worthwhile investing in A/B testing any campaigns you run so that you know what gels with each platform before committing more resources to them. With careful planning and monitoring of results, digital advertising can be an invaluable tool that compliments your organic growth efforts.
Have Your Own Website - The Essential Tool for Online Visibility
Having your own website is essential if you want to market your small engineering business online. It provides a platform where potential customers can find out more about what you do and contact you directly.
Investing in an effective design will help ensure that visitors have a great user experience which encourages them to stay on the site and enquire further about services. Pair this with award-winning hosting solutions, and you’ll provide a consistently smooth experience to visitors, even as the amount of traffic handled by your site rises.
Additionally, having SEO-friendly content that’s regularly updated will also help boost visibility in search engine results pages (SERPs). This means more people find out about your business through organic searches, thus improving brand recognition as well as amplifying lead generation opportunities.
Identify and Reach Out to Potential Customers Through Email Campaigns
Email marketing is a great way to reach out directly to potential customers for your small engineering business.
With software like MailChimp, you can create targeted lists segmented by different criteria, such as location or previous engagement with your company. Once you’ve identified who you want to target, craft an engaging message that speaks directly to them about the services offered by your business while highlighting any special offers or discounts in order to entice them further.
Keep track of response rates, and use this data when creating future campaigns so that each one is more successful than the last.
Maximize the Benefits of Video Content
Video content is becoming increasingly popular as means of engaging would-be clients, and communicating complex information quickly and easily. As such, investing in the creation of high-quality videos for your small engineering business can help bring it to life online.
In the clips you commission, you can showcase your services, highlight customer testimonials, and even produce tutorials that explain how things work. This will show visitors that you’re an expert in the field.
Additionally, by optimizing each video with relevant keywords, descriptions, and tags, you’ll also be improving visibility on social media platforms as well as SERPs too.
Ideally, you’ll be able to produce video content in-house, which is easier than you might think thanks to the quality and cost-effectiveness of modern hardware, as well as the accessibility of editing software. And of course, if you do decide to outsource this, you can go the whole hog by offloading all of your content marketing to an agency if you wish.
Marketing a small engineering business online doesn’t have to be complex or time-consuming. Once you’ve got everything in place, it should be straightforward to manage and monitor over time, and the results should speak for themselves.