Traditional sales and marketing tactics, such as advertisements and trade shows, aren't as effective as they used to be. Today, successful engineering firms are using content to reach B2B technical audiences.
Engineers and scientists are searching for information throughout the entire buying cycle, from the initial research “awareness” stage at the top of the funnel, to the “opportunity” stage at the bottom, where they make a purchasing decision.
Because the majority of the buyer’s journey happens before a prospect reaches out to your company, it’s important to carefully plan your content development, target it to your key personas, develop relevant themes and engage your target audiences through a consistent cadence of content development.
Content is a critical component to any inbound marketing program. It’s how new people find your company’s website it educates prospects and compels them to continue to learn about and engage with you, and it ultimately builds trust between your business and your prospects and customers.
Get started with content marketing by downloading our Getting Started with Content Marketing: Year One Ebook.
After researching engineers, we know that technical B2B buyers use search engines to find new vendors and products. If your website and content isn't optimized to perform well on search, you are losing out on business. To effectively reach new buyers online, you must put together a content marketing strategy that includes search engine optimization.
TREW Marketing can help you brainstorm and plan your content marketing. We develop topic clusters and pillar pages--the latest SEO strategies--that bring new visitors to your website. With topic clusters, you can effectively develop content that fully covers your core service offerings.
Smart, well-developed content is key when coming up with your company’s marketing strategy, but what qualifies as smart content? This is content that is targeted towards your key personas, has relevant themes, and engages your target audiences through a consistent cadence of content development.
Our Content Marketing Kit offers a checklist that allows you to build a content marketing plan that will attract visitors to your site and move them through your sales funnel.
Once you build up a foundation of content targeted to your buyer personas, you should shift your focus to automating your marketing processes. Much like adding automation to the plant floor, marketing automation allows you to build workflows that send appropriate marketing content to prospects at each stage of the buyers journey. As a certified partner of HubSpot marketing automation software, we help you get started and maximize HubSpot tools to work smarter (not harder) to reach your marketing goals.
Email marketing has grown to become a direct marketing activity that businesses use to connect with their prospects and customers. The benefits are numerous: