In this article you will read how you use Engineering as Marketing in your right target group as a power channel, and which mistakes should be avoided.
Recently I used this tool. What was it again? A backlink checker, or an online tool to check website speed.
That made me so enthusiastic that I also wanted to know more about the provider. I learned that the tool was not intended for the public at all at the beginning.
In the beginning it was a rather “nerdy” and unattractive tool, with which the company behind it had made manual and recurring work easier for itself.
At some point the resourceful founders came to the conclusion that it makes perfect sense to make an existing tool available to customers. This makes unobtrusive and value-creating marketing possible.
The Hubspot website grader is a very impressive example of successful engineering as marketing.
Engineering as Marketing is about using your engineering time (or that of your team) to build useful tools such as calculators, checkers or checklists, widgets and even micro-sites that place your company in the needs of potential customers.
Providing these tools creates trust as well as credibility with potential customers. You or he can take the first step towards your company without having to dig deep into your wallet.
Colleagues from Business to Community have found that around 90 percent of marketers confirm that interactive content, such as that from Engineering as Marketing measures, sets them apart from their competitors.
Please do not ask too much from potential customers. But still you should ask the user of your tool for something. Call to Action is essential, because if you think your leads and visitors know what to do next, you’re wrong. So the instructions should be clear and unambiguous.
The biggest mistake of many companies is to ask prospective customers and users of tools to fill out a long registration form and get too much information (name, position, email, phone or mobile number, company name and other details, etc.).
Forms that require too much information end up losing potential customers.
Many companies that use a tool or a freebie as a lead magnet make it difficult for their prospects due to bad layout, confusing instructions or too many alternatives. Therefore, always offer the tool on a page with as few other distractions as possible.
Engineering marketing tools, for example, often promise “87 steps to lose 5 kilograms”. This sounds like a lot of work to the customer and does not promise quick success. A formulation, if it can also be given as a product promise, could therefore be better read “In 5 minutes to a lasting feeling of satiety”.
In Marketing Funnel as a whole, the activities you carry out with Engineering as Marketing are located between Top of the Funnel and the middle range.
The focus here is on measures that (potential) customers first become aware of you and your solutions and want to learn more about you.
Engineering as marketing takes time and, compared to sales, for example, does not have a strong immediate impulse that encourages purchase.
The reverberation is strongly increasing over time due to the influence on other channels such as SEO as soon as your tools gain attention.
When you compile your portfolio of channels and actions, the actions of Engineering as Marketing will typically have the function of acting as networks for potential customers.
This channel therefore works best in combination with the extremely targeted spears and the seeds to be planted.
This key figure measures the number of hits on a single page of your website, for example your Engineering as Marketing tool. If your visitor first looks at the home page, then the about page and finally the lead magnet tool, this will be counted as 3 page views, but only as 1 session.
The length of stay provides information on how long a visitor remains on the page of your engineering marketing tool, for example, during the visit, i.e. how intensively the offer of the website interests the user.
The bounce rate is a percentage of how many of your website visitors leave a page without interaction.
The returning users provide information on how relevant the visitors find your engineering as a marketing offer or to what extent they consider the expectations to be true.
The use of tools that may already be available in your business is promising if it fits into your overall story with mission and vision. In Marketing Funnel, Marketing as Engineering is in the Top of the Funnel area, i.e. at the very beginning.
If you then design the lead magnets in such a way that they offer a quick win and do not offer the user too many possibilities, then you lay the foundation stone for throwing out a net with which you can draw the attention of potential customers to yourself in the long term.
And now: Take a look around on your hard drive to see if there is not already such a valuable treasure slumbering there for your customers that you can test out for marketing purposes quite quickly.
As a founder and entrepreneur, I experience every day how important customer centricity is for companies.
Integrate the essential customer perspective into your product genesis and marketing processes. That puts horse powers on the street, until it runs.