Roy Harry, Creative Director, Media II, Inc.
In our last issue, we showed that engineers overwhelming (60%) prefer Internet searches to uncover new components, materials, techniques and services. We provided some tips that you could use to get found in the myriad of websites.
In this issue, we will focus on what content and tactics appeal to engineers. As the chart shows, engineers are information hungry. Your job is satisfies that hungry.
That’s why you need a comprehensive digital marketing strategy that creates a broad and deep online presence to connect with engineers. Online catalogs, e-newsletters, webinars, social media, content marketing, search engine optimization and banner advertising all have a place in your marketing portfolio.
At the hub of this interdependent marketing universe is your company website.
Driving engineers to your website, and keeping them engaged once they get there, will help keep your audience connected to your brand and your company and products top of mind when customers are ready to buy. Here are the top tips for turning your website into a hub of productive customer activity.
Provide Links to Relevant Pages
Use your other marketing channels, such as e-newsletter ads, social media or directory listings to drive engineers to specific pages on your website. It doesn’t have to be the home page, which is often a general page, but instead a page related directly to the message that motivated the click.
It could be a custom landing page or another page that resides deeper in your site. For example, an e-newsletter ad or a directory listing for a specific product should link to a landing page about that product.
Give Reasons to Explore
If a customer lands on a page other than your home page, make it easy to explore related content. You can do this by providing clear and simple navigation options and by grouping related content so that it’s easy to find.
Secondary content columns can show related links, such as white papers related to the page topic or links to complementary products or services. From any page a visitor should be no more than one click away from accessing your contact information. A search box can help visitors find exactly what they’re looking for.
Encourage your audience to stay engaged with your brand. Try these tactics: Offer downloads (with or without registration forms, depending on your strategy), invite customers to subscribe to your newsletter, add polls or short surveys to solicit their opinions and collect useful data, and prompt technical professionals to view archived webinars or read your latest piece of thought leadership.
Try adding live chat functionality or creating a discussion area for customers to interact with each other or your subject matter experts. Some visitors will naturally explore your site once they arrive, but most will need to be encouraged and offered information they find valuable.
Why does anyone visit a website on a regular basis? Answer: Because there’s something new to discover. Outdated or stale content will drive your audience away and can even damage your reputation and brand. Make a focused effort to keep content fresh and to add new content on a regular basis. The weekly blog post, the monthly webinar, the new offer—promote these items in e-mails and on social media to entice your customers and prospects back to your site on a regular basis.
Also, you should audit your existing website content at least twice a year for accuracy and currency, and purge or update any content that is outdated or no longer relevant.
More and more engineers are using mobile devices such as tablets and smartphones for work-related purposes, but not all websites render well on mobile devices. If your site is too difficult to use on a mobile device, your customer might click away.
The next time you’re refreshing or replacing your website, create a website that is “responsive” in design, which means that navigation and pages will automatically render in a way that optimizes the experience on a mobile device. At the least consider creating responsive landing pages that are tied to marketing campaigns such as e-newsletter ads or white paper offers.
Your company website shouldn’t be your only marketing channel, but it can serve as the hub for your marketing strategy. Your goals should be to drive customers to your site, give them reasons to stay, and motivate them to engage with you.
Need more information on what engineers want from your website? Contact us.