Making Marketing Work: A Simple Guide for Engineering Firms
You’ve got great ideas and products, but you’re finding it hard to let everyone know just how good you are.
In the past, companies like yours might have relied on your reputation in the industry and your contact book to spread the word.
But now you realise you need to step things up in an ever-changing world.
What you’ll find inside:
Why Traditional Methods Aren’t Enough
Remember the days when having the biggest ad in the Yellow Pages was like holding a golden ticket?
For engineering companies in Hampshire, Surrey, and Berkshire, this was the go-to method to get noticed.
Your ad was your loudspeaker, and the local business community was your attentive audience. Simple, effective, and straightforward.
But let’s fast forward to today.
The world’s gone digital, and so has the way we find businesses and services. It’s not just about being the biggest name in a local directory anymore.
The internet has opened up a whole new world – quite literally!
Now, your potential customers aren’t just down the road; they could be sitting in a café halfway across the globe, scrolling through their phones.
This shift from a local directory to global opportunities is exciting, but it’s also a bit like trying to be heard in a bustling, crowded room.
With so many voices online, it’s crucial to find a way to stand out. This means understanding how to be seen on search engines, how to engage people on social media, and how to make your website as welcoming as your front door used to be.
But let’s not overlook the other side of the coin. Even our most loyal, local customers are now faced with a world brimming with options. They’ve got more products to choose from, more suppliers knocking at their digital door, and a myriad of opportunities at their fingertips.
This isn’t just a call to action; it’s a call to evolution.
For businesses, especially in the engineering field, it’s essential to not just be a choice but to be the preferred choice.
In essence, the marketing game has expanded.
We’re not just playing on the local field anymore; we’re in a global arena. But the heart of it all remains the same – connecting with people, whether they’re just around the corner or across oceans.
It’s not just about reaching out to the new and unknown; it’s about nurturing and growing with those who have been with us from the start.
It’s about standing out in the crowd while keeping our potential customers close and engaged.
So where do we start?
Creating a Marketing Strategy for Your Engineering Firm
Think of a marketing strategy as the engineering design process but for your business’s growth.
Just as you wouldn’t start a new engineering project without a detailed plan, diving into marketing without a strategy is a leap in the dark.
A marketing strategy sets out clear steps and goals, helping you understand your customers, your market, and the best ways to connect your incredible engineering solutions with those who need them most.
So, what exactly is a marketing strategy for an engineering firm?
It’s a well-thought-out plan that guides all your marketing activities. This plan isn’t just a one-off thing; it’s the foundation stone of all your marketing efforts.
It helps you stay focused and consistent in your messaging, making sure everything you do is aimed at meeting your business goals.
Without this strategy, you might find yourself engaging in random acts of marketing – like a one-time ad or a social media spree – which might look good momentarily but don’t really lead to long-term success.
Understanding and developing a marketing strategy involves more than just knowing your products and services; it’s about diving deep into the heart of your business and your customers.
When researching a marketing strategy for your engineering firm, the journey begins with a detailed analysis of your products and an in-depth understanding of your current customers.
This exercise goes beyond just listing out the technical specifications of your engineering solutions. It’s about exploring the deeper value they bring – how they solve complex industry problems, improve efficiency, or introduce innovative technologies. This exploration often leads to eye-opening insights about your business and its place in the market.
This process serves two crucial purposes.
First, it strengthens your understanding of what you’re offering to the market.
Are your engineering solutions more energy-efficient, cost-effective, or technologically advanced than your competitors’? Recognising these unique selling points helps you communicate the value of your products more effectively to your target audience. It aligns your product strengths with the specific needs and challenges of your customers.
Secondly, this in-depth analysis frequently reveals untapped opportunities – gaps in the market that your engineering expertise is uniquely qualified to fill.
For example, you might discover that while your current customer base primarily consists of large-scale industrial clients, there’s a growing demand in the niche market of small-scale renewable energy projects.
These projects might require a different type of engineering solution or a more flexible approach that your firm can provide but hasn’t yet capitalised on.
This insight could open up a whole new market segment, necessitating a tailored marketing approach that speaks to the unique needs and values of these emerging sectors.
By thoroughly analysing your products and existing customers, you’re not just laying the groundwork for an effective marketing strategy.
You’re uncovering potential for growth in new areas, guiding your engineering firm towards undiscovered opportunities.
It’s a strategic process that involves understanding where you currently stand, visualising potential new markets, and planning the journey to reach them.
What does a marketing strategy include?
Have you ever heard of the 7P marketing framework? It’s like a Swiss Army knife for marketing, giving you all the tools you need in one handy package. This clever model was first whipped up in the 1960s by a smart guy named E. Jerome McCarthy.
As the world’s changed over the past 60 years, the original 4Ps have grown to include seven essential elements to think about.
It’s like a map for engineering businesses to make sure they’re covering all their bases when it comes to marketing.
Think of it as your go-to checklist for marketing, covering everything from what you’re selling (Product) and your prices (Price), to where you’re selling (Place) and how you get the word out (Promotion). But it doesn’t stop there; it also helps you focus on your team (People), the way you deliver your services (Process), and the evidence that shows you’re doing a great job (Physical Evidence).
The 7P Marketing Framework for Engineering Companies
The 7Ps – Product, Price, Place, Promotion, People, Process, and Physical Evidence – together provide a robust structure for analysing and planning marketing activities.
This framework is especially suited to the engineering sector where products and services are often complex, and customer relationships are critical.
The 7Ps help in dissecting each element, from the technical specifics of an engineering solution (Product) to the way it’s delivered and experienced by the client (Process and Physical Evidence).
By applying the 7P model, engineering firms can ensure a well-rounded marketing strategy that covers every touchpoint in the customer journey.
It encourages business owners to develop a deeper understanding of the market and the client, leading to more effective and targeted marketing efforts.
Whether it’s about showcasing the innovation in your products, setting the right price points, reaching the appropriate market segments, or ensuring client satisfaction through quality service, the 7P framework provides a focussed lens through which to view and improve your marketing strategy.
- Product: This is about the engineering solutions you offer. Think beyond just the technical specifications – consider the innovation, efficiency, and problem-solving aspects of your products. How do they improve processes, reduce costs, or offer sustainable solutions in engineering projects?
- Price: Pricing in engineering can be complex. It’s not just about being competitive but also about reflecting the value, quality, and research that goes into your engineering products or services. Consider pricing strategies that align with the industry standards and the unique value your product offers.
- Place: For engineering firms, ‘place’ refers to where your services or products are available. This might include various markets like commercial, industrial, or residential sectors. It’s also about your online presence – ensuring that potential clients in different sectors can find you, whether they’re local businesses or international corporations.
- Promotion: Promotion in engineering involves communicating your technical expertise and the benefits of your products. This can include industry-specific trade shows, technical whitepapers, targeted online advertising, and content marketing that highlights your firm’s innovations and case studies.
- People: The staff and representatives of your engineering firm are crucial. They should not only have technical expertise but also the ability to communicate complex ideas clearly to clients. The right team can greatly enhance your firm’s reputation and client relationships.
- Process: In engineering, the process is about how you deliver your services or products. This can involve project management, quality control, client communication, and after-sales service. A smooth, efficient process can be a significant selling point.
- Physical Evidence: In the engineering world, physical evidence is about showcasing your work’s quality and reliability. This could include case studies, testimonials, or demonstrations of previous projects. Physical evidence helps build trust and credibility in an industry where quality and precision are paramount.
By focusing on these 7P’s with an engineering lens, you can develop a marketing strategy that accurately represents the strengths and unique aspects of your engineering firm, aligning with both the industry’s demands and your clients’ expectations.
Marketing Coaching for Engineering Firms – How Coaching Can Help
Let’s face it, when you’re running a small engineering firm, getting your head around marketing can feel like trying to solve a complex puzzle.
Maybe you’re short on time, maybe marketing just isn’t your thing, or maybe you just don’t know where to start.
This is where a bit of friendly guidance can make all the difference. And that’s exactly what marketing coaching is all about – it’s like having a knowledgeable friend who’s there to help you figure it all out.
That expert friend is Jamie Morgan.
He’s not just any marketing expert; he’s walked in your shoes. With his own experience in the electrical and fire safety industry, Jamie knows the ins and outs of marketing for engineering firms.
He uses something called the Entrepreneurs Marketing and Sales System – think of it as a toolbox full of everything you need to get your marketing on track.
With Jamie’s help, it’s not about throwing random ideas at the wall to see what sticks; it’s about building a solid, step-by-step plan that really works for your business.
The best part? Working with Jamie isn’t just about getting some tips and being sent on your way. It’s a learning journey.
He’s there to teach you the ropes, so you can either take the reins of your marketing yourself, work better with marketing teams, or make a smart choice if you decide to outsource.
It’s like getting a crash course in marketing, tailored just for your engineering business.
With Jamie’s marketing coaching, you’re not just improving your business; you will be improving your profits too!
In the End, It All Boils Down to Business Strategy
A good marketing strategy considers everything – from who your customers are and what they need, to how best to reach them and what message will resonate with them the most.
It’s about understanding the unique challenges of your sector, like explaining complex products in simple terms and finding the best ways to stand out from the crowd.
In essence, a marketing strategy is more than just a plan; it’s a compass that keeps you oriented towards your business goals. It ensures that every penny you spend on marketing is an investment towards achieving those goals, rather than just a random expenditure.
With a solid strategy in place, you’re not just throwing darts in the dark; you’re aiming with purpose and precision, ready to hit the bullseye.