Hiking Apparel and Equipment

1. Engineers are not your average audience

Marketing is often about getting an emotional reaction and using that to form a connection. When marketing to engineers it’s different. They are more likely to pick apart your cleverness to find the weak spots, especially if they sense a lack of authenticity or any attempt to manipulate them. They usually don’t appreciate superlatives or the usual cleverness that creatives so enjoy. If an engineer thinks you’re trying to trick them, you’ve lost them.     

2. Just the facts, ma’am. So many facts.

Engineers are a data-driven demographic. Wherever you find them, or they find you, you should be ready with detailed data sheets and clear, direct communication. Chances are, they don’t want to speak to your sales team if they can avoid it. Its likely they already have an innate distrust of salespeople (and marketing, by extension) that you can only overcome by speaking their language. Don’t tell them the conclusion, just give them enough data that the conclusion becomes clear. Free trials and demos do make a huge difference. 

3. Understand their pain points

An engineer on the floor may have different specific needs than one in management, but they’re both focused on getting the job done correctly, on-time, and on-budget. The pressure to do that can be significant. Engineers won’t be swayed with “exciting and new,” which sounds an awful lot like “unproven and “unreliable.” Show them the evidence that what you’re selling works, and will fit easily into how they already do their job…except better, naturally.”

4. Be the Authority

To set yourself up as a trusted authority, and the industry-standard in your field, you’ll need a lot of strong, accessible content.  That means publishing articles, providing training videos, and leaning hard on case studies with proof points from similar customers. Peer reviews can be highly influential with engineers, as with most demographics. The difference is data. You can tell when it’s an engineer writing an Amazon review, for instance. 

5. Help them to find you

It can feel impossible to get through to engineers, so part of any good strategy is always being easy to find. That means getting ranked on Google, yes, and also on trade-specific search engines. The places that most laypersons wouldn’t even know about. Another way is to create a rich, information-dense website that answers questions before they’re even asked. Also, it never hurts to have your name in lights, so to speak, in industry publications, and on industry blogs. Find the big influencers in your engineering circle and reach out. 

If you could use a hand planning and executing a marketing campaign geared towards engineers of all stripes, we have years of experience across industries. Our team is still working (albeit remotely) to bring people and products together with video-forward marketing.