Smart Marketing Blog

How Do Engineers Search For Content Online?

Oftentimes, marketers targeting technical audiences grapple with how to best implement online and content marketing to attract skeptical engineers, scientists and technology professionals. To shed light on this, we recently partnered with ENGINEERING.com for a survey, Smart Marketing for EngineersTM: Content and Online Marketing. The survey of 580 engineering professionals reveals insightful findings about engineers’ preferences for online content marketing and channels such as the types of content engineers most value and trust, and where they look for that content online.

Creating a Killer Corporate Pitch Deck

Once your message is set, you’ll need content to share and deliver the story of your company. A great way to do this is to have a well-designed corporate slide deck. A corporate slide deck can be disseminated through your company so that multiple teams can give presentations that have the same look, feel, and message. I recommend writing a script for the slides and including it in the notes of the slide. Presenters don’t need to use the script verbatim, but an available script allows a presenter to understand the main point for each slide and get a feel for the key related messages. They can then use whatever words and personal stories they need to articulate the corporate message with their own voice.

6 Steps to Strategic LinkedIn Advertising

If you’ve visited LinkedIn in the last month, you’re far from alone. More than 260 million people around the world visit the social platform at least monthly, and engineers in particular find LinkedIn to be a valuable source of information. TREW’s 2019 research shows 61 percent of engineers globally believe LinkedIn to be somewhat or very valuable when seeking information on the latest engineering technologies, industry trends and products or services.

B2B Website Checklist: 6 Steps to Generate Leads

Your website serves many roles in your organization, from your company storefront, to a customer support resource, to a recruiting center, to name a few. From a marketing standpoint, it is the hub of all your activities and the main vehicle for generating leads and creating your online branding experience. It has the unique ability to serve as both an outbound and inbound marketing tool; as a way to communicate your brand image to your audiences; and as a response mechanism for prospects that are interested in learning more about your company, products and services. You can think of your website as a valuable, 24-hour-a-day employee in your marketing organization. As such, it’s always on, always ready to communicate your brand value, and always focused on generating leads.  

Web Strategy: 5 Steps to Website Redesign Success

We like to say that developing your website strategy is like architecting a blueprint before you build a house. You need to fully understand the design and requirements and have your foundation fully set before you build it. Your website plan should work similarly.

Are News Releases Dead?

In short, no. News Releases are still very much alive and well. While anyone can make a “news” section on their website and include blog post-style announcements, today we will talk about official, wired news releases, paid to be published online via a newswire at a certain time.  

Lots of Qualified Leads, Now What

A recent customer conversation epitomized the power (and potential pitfall) of effective inbound marketing. One of the more marketing-savvy business owners I contacted said that he only reaches out to customers that “raise their hand.” This is certainly the ideal state - customers telling you they are interested in your products and services instead of the other way around. Besides, cold calling isn't fun and can be especially ineffective when your sales model requires highly technical engineers and scientists to sell sophisticated solutions to other highly technical engineers and scientists.

Avoid These 3 Website Navigation Fails

When companies redesign websites, they often overlook or incorrectly implement a few website navigational elements. Because they are often overlooked or undervalued, we include the following site navigation fails and corresponding best practices during the website strategy meeting or as part of the design review process.

Social Media for Engineers: Best Practices

Social media is an easy and strategic method to promoting your content from blog posts to case studies.  However, to successfully create a social buzz, you must center social media to your target audience.  Catering social media posts to engineers is much different than promoting content targeted towards millennials.  This post will discuss the best practices for reaching engineers through social media and what platforms are most effective.

Highlights from Content Marketing Workshop for System Integrators

Last week TREW Marketing held a half-day Content Marketing for Engineers workshop as part of the CSIA Executive Conference in beautiful Asheville, North Carolina. Presenters Wendy Covey, TREW CEO, and Jennifer Dawkins, TREW Account Director, took a hands-on approach to educate on content marketing industry trends backed by new research, discuss best practices for writing and promoting technical content, and guide attendees in creating their own content marketing plan.

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