Often, engineers and other technical professionals struggle with understanding marketing. One of the main reasons is that, in the world of marketing, there are no equations with predictable outcomes like we are used to in our world of sciences. There are no guarantees; only generalizations, probabilities and possibilities. This lack of predictability can cause angst with the technically minded. However, as the owner of a technical firm, you must have some active marketing in place for growth and success.
Therefore, here are some tips in regards to marketing.
Define Your Target Market
This is the first step. Who are you trying to reach? Large companies, small companies, non-profits, government agencies? What problems can you solve for this target? Once determined, design a marketing message that clearly communicates your products, services, features and benefits to your target. Make sure you use language that your target will understand. Sometimes, technical jargon and language can be confusing to your target.
Get the Word Out
Now that you have a target market and message, it is time to get the word out with a marketing plan and marketing tactics. An excellent website is a good starting point. This will give you credibility and offers the opportunity for other tactics like SEO (Search Engine Optimization) and directory listings. Social media may have a place. Direct mail is still used. There are many other possibilities. If you are reading this, then it would appear that blog writing has some merit.
One of the better tactics for the small engineering or technical firm is old-style networking. I mean face-to-face encounters. Consider brushing up on your networking and social skills. Seek networking events that your target is likely to attend. Depending on your target, these events could be technical conferences, association meetings, chamber meetings and more.
Word of Mouth
This is one of the best marketing tactics of all. Referrals! In time, this is what we all hope for. Professionally ask you current clients and close business network for referrals. It will be helpful to have that excellent website and marketing message in place. This is where many of the referrals will go to investigate your firm.
Marketing takes time and effort. It is real work and can be a grind. There are no guarantees. However, you need marketing to increase your chances of business growth and success.
Do you need assistance with your marketing? I am an engineer so I know where you are coming from. I speak both languages: technical and marketing. Please contact me today!