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How do industrial engineers use digital media?

Posted: Mon Dec 23, 2024 5:28 am
by muskanislam44
Many industrial companies that want to start or strengthen their digital strategy often ask us how often their target customers (engineers in the sector) use media such as Google or LinkedIn to search for information about new products and suppliers.



Industrial engineers are increasingly using digital media
According to statistics from IEEE Global Spec, industrial engineers visit between 7 and 12 websites a week in search of content that will help them solve various work situations.


They primarily use Google to search for new components, equipment, services and compare products between suppliers.


The study also shows that engineers use social media to whatsapp new zealand content related to their work, search for contacts and ask questions to experts in their field.



What can we do with this information?
The first thing to keep in mind is that while much of the sales process in the industrial market in Mexico and the rest of Latin America will continue to develop in a traditional way (a salesperson looks for a potential prospect and makes a sales call), things are changing and what works today will not necessarily continue that way.


According to research by MDM , buyers in manufacturing plants in the United States are reducing the frequency with which they receive sales personnel on site. They now prefer to research possible solutions online and even order certain products without the intervention of a field salesperson.


This phenomenon becomes stronger as buyers are younger and more familiar with the use of digital tools.


Another factor that influences this situation is the position, since while a floor manager may be interested in a call or visit from the sales representative, people in the procurement department often opt to use digital media to search for new products.


The dilemma or challenge for industrial sector suppliers in the coming years is to find the most effective way to combine current strategies with this new reality. With buyers who sometimes want to be served personally and other times prefer to use means such as Google to directly find what they need.


We invite you to discover our guide:
[ 5 common mistakes B2B companies make in their digital marketing strategy ]



Strengthen your website and industrial marketing strategy
Gaining presence in the digital area is essential for any industrial company, whether it is dedicated to the manufacture of its own products or the distribution of products from recognized brands.


This new effort towards digital media must create synergy with the traditional activities of generating sales opportunities, re-purchasing and cross-selling carried out by your internal and field sales areas.


Below we share some tips that can help industrial companies like yours strengthen their digital presence.



1. Your website should clearly show what you sell

If you want your potential customers to find you through search engines like Google, start by having information about the products and brands you represent on your website.


It is not a simple matter, but it is possible. You must have a plan in which new information about your solutions and products is constantly added.


This plan should involve your entire company, especially engineering, sales, projects and technical specialists.


It is essential that this plan be coordinated by content and SEO (Search Engine Optimization) specialists who will work in synergy with your team to make your content more visible in search engines like Google.



2. Your website should convey your experience with the industries you serve

Once your page clearly explains what you sell, it's time to convey confidence that you are the best option.


You can start with a section of recent projects where the visitor learns about your value-added services and the challenges you have successfully solved.


It is important to describe the following aspects for each project:


Your client's industry
Problem or challenge you were facing
Solution and products proposed by you
Results obtained

Talking about your recent projects conveys greater confidence and seriousness about your company. It also makes it easier for you to be perceived as a product and project provider that has an engineering and sales team that is expert in solving problems and providing the best options to its customers.


This is essential and is one of the many strategies that industrial distributors in the United States are currently using to reduce the impact that the new giant of industrial B2B marketing is generating: Amazon Business .



3. Start a blog with valuable content aimed at your target engineers

A blog is an excellent option for concentrating technical information of an educational nature. We recommend including 3 types of content in your blog:


1. Information on how to use your products

2. Articles where you talk about a technology in which your products are involved

3. Educational information that helps your target customers do their jobs better.



4. Share your content on social media and via email

It is essential that the content you are generating reaches your clients, opportunities, prospects and leads.


Industrial distributors in the United States plan to invest more resources this year in email and social media communications compared to previous years.


Start by gathering all your contacts into a database and segmenting them by concepts such as: industry, company size, position, and assigned salesperson.


Send emails and social media posts using tools that allow you to measure the impact beyond aspects such as openings and clicks to your website.


There are tools like Hubspot's marketing software that, when integrated with your CRM, can notify each salesperson on your team in real time about what their contacts are doing with the shared content and initiate a connection activity.