For engineering companies seeking to boost brand marketing and gain brand awareness, having a strong public spokesperson is essential. The right spokesperson becomes the face and voice that represents your technical expertise and thought leadership to the outside world. Their speaking engagements, media appearances, and published content can significantly expand your reach and credibility.
What’s more, a good spokesperson can become an icon for the organization—a face for people to remember when they think of your brand. This is especially true in industries where engineers may not traditionally get much public recognition—like medical device development or software engineering. Having someone who can easily speak on behalf of the firm helps bridge the gap between engineers and everyday consumers, creating a connection they’ll remember next time they think of your brand.
Forming a wider audience through speaking expands your network beyond existing contacts. While content on your own site is helpful, proactively building an external platform as an industry thought leader magnifies impact. Audiences gain more trust seeing engineering leaders share their knowledge across various formats and channels.
The spokesperson role in an engineering firm can take many forms:
- CEO Keynotes: The chief executive often serves as the lead spokesperson, delivering keynote addresses at major industry conferences. This establishes their position as an innovative leader.
- Subject Matter Experts: Engineers and technical leaders speaking at niche conferences and meetings build thought leadership around specific solution areas.
- Media Engagement: Partaking in interviews, expert panels, and podcast appearances as an engineering authority helps attract press coverage.
- Contributed Content: Authoring articles in trade publications and engineering media outlets showcases expertise to broader audiences.
- Internal Training: Having engineers share knowledge via talks, panels and teaching roles elevates their skills.
A strong spokesperson expands your company's reach by proactively engaging external platforms important to your audience - like pitching to be a guest on industry podcasts and authoring contributed articles in key trade publications.
The benefits of investing in spokesperson training and enablement include:
- Increasing brand awareness beyond your existing network
- Establishing thought leadership in your niche
- Building credibility and trust with target audiences
- Recruiting talent by strengthening your employer brand
- Driving website traffic, social media followers, and inbound inquiries
A strong spokesperson will be able to attract more attention to the company by gaining brand awareness. Media campaigns, press releases, interviews and speaking engagements are all great ways for a spokesperson to help spread the word about the company and its products or services. Additionally, having a knowledgeable person on hand can create trust within customers and potential customers--reassuring them that their needs will be taken care of by someone who understands both their business goals and how the engineering company operates.
A Checklist for the Engineering Spokesperson:
- Know your audience. Research the background and knowledge level of who you are speaking to. Adjust terminology and explain concepts accordingly. Use examples relevant to their industry.
- Capture attention quickly. Explain your key messages upfront. Move to a demo within 5 minutes. Use case studies and ask questions to engage listeners. Convey your passion for the topic.
- Adjust as needed. Read body language and energy of the audience. Pivot to keep them interested by asking questions, relating to common problems, and getting interactive.
- Speak to industry trends. Demonstrate your broader understanding beyond just your products. Have informed opinions on forecasts, competitors, and potential issues. Avoid too much company jargon.
- Use real-world examples. Support messages with specific customer success stories, projects, images, and videos. Make it tangible and concrete for the audience.
- Close strongly. Restate key messages and have a call to action. Ask follow up questions to continue the conversation. Offer additional assets like images to support their needs.
- Request feedback. Ask audiences afterward what resonated and what additional information would have been helpful. Incorporate learnings into future talks.
An engineering spokesperson with media savvy, stage presence, storytelling ability, and relevant expertise acts as an invaluable ambassador for your brand. They put a human face on your technical capabilities. A strategic public speaking program helps multiply the impact of your marketing exponentially.
Hire TREW for a speaking engagement or on-site workshop. Our marketing consultants will energize, educate and inspire your team with presentations on inbound marketing, content strategy and development, marketing planning and more. Our onsite workshops are ideal for teams who are seeking in-depth focus on a particular aspect of their marketing or who need help with a specific market or competitive situation.
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