Is digital marketing suitable for mechanical engineering

Marketing in mechanical engineering: this is how you address the decision-makers of tomorrow

Digitization is arriving and has long been in mechanical engineering arrived. You won't read anything about Industry 4.0 here today, but something just as important: what the perfect digital marketing strategy for mechanical engineering companies looks like and how you address the decision-makers of tomorrow.

In mechanical engineering too, marketing has to address the right people

For marketing to be successful, it has to be tailored to the target group. It is no different in mechanical engineering either. Interested parties and decision-makers in technical professions differ from other target groups in one respect in particular: They want clear facts.

Doris, 42, a passionate hobby cook, likes to read recipe blogs. The concept of these blogs is that the actually sober recipe is supplemented by a detailed text in which the author explains his emotional relationship with the dish with great attention to detail.
Thomas, 40, mechanical engineer in a company that manufactures large milling machines, has little time. He would get out of such texts after the second paragraph at the latest and get information from another company.

What you can take away from this comparison: Orient your B2B marketing strategy linguistically to your target group: With clear facts, exact information and texts that get straight to the point. Of course, that doesn't mean that you should only publish a few bullet points on the topic on your website, from which the user then has to put something together. This is where content marketing comes in: Write interesting but not excessive blog posts on the topic and offer other exciting facts in the form of whitepapers and case studies for download - because:

Content marketing in mechanical engineering supports sales

In mechanical engineering, marketing is particularly important for sales. This is especially true for decision-makers of the new Generation Y - and the future of Generation Z. These digital natives grew up with computers, smartphones and, above all, the Internet and know how to use these media.

The Internet does not only provide extensive information about the first symptoms of a cold, as the search suggestion “cold or pregnant” shows. All information that is important for business decisions is also obtained about companies and thus potential partners and sellers.

The decision-makers of tomorrow are no longer interested in printed brochures, information flyers and boring exhibition stands. Before the sales meeting, you can find out online whether your company is really the right supplier for vehicle parts. A study carried out in 2017 shows that more than 90% of engineers prefer companies that regularly produce relevant content. That brings us back to content marketing: With relevant content, you convince potential customers of your company, generate leads and create optimal sales opportunities.

How exactly should that look? Of course, interested parties will only receive the above-mentioned white papers and case studies in exchange for their email address. With a well-planned e-mail funnel, you can continue to convince the recipients of your company - and the sales department has new contacts.

Machine builders rely on attractive websites

What the study also makes clear: the first impression of your company depends largely on your website. So once prospects have found your website, it is important to keep them there. This is also an important cornerstone of content marketing.

At a very early stage, for example, you can address people who are looking for information about training in your company. How about useful contributions from other trainees in which they report on their training? Anyone interested in an apprenticeship in mechanical engineering can therefore decide more easily whether he or she is really at the right place here. You can also use content marketing as a recruiting tool in mechanical engineering if you align your content to different career levels and thus not only address potential customers, but also new employees.

The following applies here: content is only good if it is done correctly - keyword “relevance”. Refrain from only sporadically reporting on company anniversaries and changes in management on your website. Firstly, this does not count as content and, secondly, it is hardly relevant for prospects and potential customers. It is far more important to address the interests and problems of your target groups with your content. Does digitalization perhaps pose challenges for your customers or would they like to reduce their costs while maintaining quality? Then go into it in your articles and introduce yourself to your customers as a problem solver!

Less is no more

Even if we said at the beginning of the article that you should rely on facts and data as much as possible: When it comes to marketing in mechanical engineering, the motto “less is more” does not apply. Far too many companies only rely on information about products and services on their website - and thus waste valuable opportunities to win new customers.

A click on “Products” only shows your customer the “What” - but what about the “Why”? Why are special machines better suited than others? Why should customers choose your company and what makes your products so special? And building on that: why exactly should you buy your machines or arrange a consultation with you? You can answer exactly these questions with content marketing. In this way you not only offer your prospective customers real added value, but also create trust. After all, who wouldn't rather get in touch with a company that appears to be a real expert in the field?

Google searches for “mechanical engineering” around 27,100 times a month. With relevant specialist articles that answer specific questions or explain important terms, you can build on this to secure a top position in customer acquisition. However, a suitable digital marketing strategy is essential for this - and after this article, what makes more sense than introducing content marketing?

Photo source cover picture: © Halfpoint /