Social Media for Engineering Companies: Does Your Engineering Company Need Social Media?
In an era driven by digital connectivity, social media has become an integral part of the business landscape. It’s no longer just a platform for social interaction but also a valuable tool for businesses to connect with their audience, showcase their expertise, and foster brand awareness.
However, with engineering companies, the need for a social media presence might not be immediately evident. This article explores whether your engineering firm needs an online presence and provides insights on what steps to take if you decide to embark on this digital journey.
Are engineers on social media?
When accessibility was held constant, both ease of use and technical quality showed a little relation with frequency of use. Gerstberger & Allen (1968) concluded that “apparently, in the minds of the [studied engineers], there is some relation between their perceptions of technical quality and channel accessibility, but it is the accessibility component which almost exclusively determines frequency of use.1 [bolded words are mine]
Research Gate
I don’t believe the results of this study have changed. It is inherent to human nature to be drawn to convenience, and the prevalence of social media and online marketing has only reinforced this conclusion. Therefore, it is evident that engineers are on social media.
For engineering firms looking to reach out to potential customers, establish relationships with partners and suppliers, and acquire new talent, social media is a valuable tool.
Social media is no longer a mere recreational activity but a business necessity, and engineering companies need to get wired in and join the conversation!
Understanding the Benefits of Social Media for an Engineering Firm
So, while social media doesn’t directly influence search rankings, its role as a content promotional tool for brand visibility can indirectly contribute to improved SEO outcomes for engineering companies.
Before diving into the “how,” let’s consider the “why.” Why should an engineering company consider a social media presence in the first place?
Well, the benefits of the power of social media can be quite significant.
Here are 5 benefits of social media marketing for your engineering company:
- Increased Visibility: Social media platforms are bustling hubs of activity with millions of users. Establishing a presence on these platforms can significantly increase your company‘s visibility. Think about it – if millions of users, including engineers, are constantly scrolling through their social media feeds, wouldn’t it be great if they stumbled upon your industrial company? A social media presence can help you reach a wider audience and expand your brand’s recognition.
- Brand Building: Social networks allow you to build and reinforce your brand identity. You can share your company‘s mission, values, and commitment to quality. By regularly posting engineering content like updates, photos, and videos related to your company‘s projects, achievements, and industry insights, you can create a strong and relatable brand image. Social media gives you an opportunity to showcase your company‘s achievements and expertise in a visually appealing and engaging way.
- Thought Leadership: Position your company as an industry frontrunner by sharing knowledge, expertise, and insights on engineering and industry trends. Through a consistent stream of high-quality educational content, you can establish yourself as a thought leader in the engineering industry, providing engineers with a valuable source of information. Engineers find information and guidance from authoritative figures indispensable in their work. By becoming such a figure through your content, you not only foster trust and credibility with your audience but also provide social proof for your company as the primary destination on everything about engineering.
- Networking Opportunities: Social media platforms provide an excellent opportunity for networking within your industry. By connecting with other professionals, companies, and industry influencers, you can expand your network, reach engineers, and open doors to potential collaborations, partnerships, and business opportunities.
- Customer Engagement: In the context of social media, this concept takes on a new dimension, as it offers an unprecedented opportunity for direct and interactive communication between engineering firms and their target audience. Engineering firms can establish a real-time and two-way communication channel with their customers. This enables businesses to not only address customer inquiries promptly but also gather valuable feedback that can inform their product development, marketing strategies, and customer service initiatives. This enhanced level of engagement fosters a sense of connection and loyalty among customers, ultimately enhancing overall customer satisfaction. Consequently, businesses can engage with customers on a global scale, extending their reach beyond traditional geographic limitations.
- Improved SEO outcomes: A thriving social media account can play a significant but indirect role in enhancing the SEO (Search Engine Optimization) efforts of engineering companies. While social media platforms themselves do not directly influence search engine rankings, their impact on SEO lies in several key areas.
Here are two examples
Promote engineering content
Social media channels provide valuable opportunities to share and promote content from your engineering company’s website. When you share recent blog posts, company, pages, articles, videos, or other content on platforms like Facebook, Twitter, LinkedIn, and Instagram, you increase the visibility of your content. If your social media copy is optimized and engaging, it can attract likes, shares, and comments, increasing your brand’s online visibility and driving website traffic. Search engines like Google take into account the volume of traffic and engagement when ranking websites. So, a well-received piece of content shared on social media can indirectly contribute to improved search engine rankings.
Could appear on search engines results page
Social media profiles themselves can appear in search engine results when users search for your company or relevant keywords. Having an active and well-optimized social media presence can help control the first page of search results for your engineering brand, pushing down irrelevant content. Also, social media profiles can serve as an additional avenue for potential engineering clients or partners to discover your company on Google
So, while social media doesn’t directly influence search rankings, its role as a content promotional tool for brand visibility can indirectly contribute to improved SEO outcomes for engineering companies.
How to Grow Your Engineering Business Using Social Media?
Now that we understand the potential benefits, let’s move on to the steps you should take now that you decided that a social media presence is right for your engineering business.
Here are 5 indispensable tips for engineering firms:
1. Define Your Goals and Objectives
So, you’ve finally decided to jump into the world of social media for your engineering business. That’s great! But before you dive headfirst into the vast ocean of cat videos and viral challenges, it’s important to take a step back and set some goals.
What do you hope to achieve via social media?
For an engineering firm, these goals may encompass a variety of outcomes, such as heightened brand awareness, lead generation, customer engagement, or even broader aims like fostering industry thought leadership.
It’s crucial to establish these objectives right from the beginning because they will serve as a compass for your social media strategy and content on social media.
For instance, if the business goal is to increase brand recognition, this may involve sharing informative and captivating content that effectively conveys the company‘s fundamental principles, expertise, and distinctive selling points.
If one of your engineering company’s goals is to generate leads through social media networks, then it may require high-quality content that is engaging and relevant to capture the attention of your engineering customers.
Without clearly defined goals, you may find yourself aimlessly posting content without any purpose or direction. So, take the time to reflect on what you want to achieve and write your goals.
2. Know Your Audience
Once you’ve defined your goals for an engineering company, it’s time to turn your attention to your audience. Who are they? What do they care about? Where do they spend their time online? Understanding your target audience is essential for creating quality content that resonates with them and drives engagement.
For example, if your target audience is engineers, you might want to create content that focuses on technical topics and showcases your expertise in the field.
On the other hand, if your audience includes potential clients and decision-makers, you might want to create content that highlights the benefits of your engineering services and how they can solve their specific problems.
To get a better understanding of your audience, you can conduct market research, analyze your website analytics tools, and even engage with your current clients and prospective ones on social media channels. This will give you valuable insights into their interests, preferences, and needs. You can also use tools like surveys and polls to gather feedback directly from your relevant personal connections and buyer personas.
In some cases, where you do not have that information, what I tell my clients and mentees is to start with what you already have update it when you have relevant information, and adjust your tactics accordingly.
Remember, your audience is not a monolithic group. They have different needs, preferences, and pain points. Knowing who they are and what they care about, you can tailor your content to address their specific concerns and interests.
Understanding your audience is like a second language – failure to speak it may be costly.
3. Create Compelling Engineering Content
Alright, so you’ve done your market research and have a good grasp on who your audience is.
Now it’s time to put that knowledge to work and start creating some killer content that will make them sit up and take notice.
The first thing you want to keep in mind when creating content for your engineering company is to be creative. Think outside the box and don’t be afraid to try new things. Sure, you want to stay true to your brand, but that doesn’t mean you can’t experiment with different formats and styles of content.
Maybe you can try creating infographics or videos that explain complex engineering concepts in a fun and engaging way. Yes, it doesn’t have to be boring! Or perhaps you can write blog posts that provide valuable tips and insights for aspiring engineers.
The key is to come up with content ideas that are not only informative but also interesting and entertaining. Put yourself in your audience’s shoes and think about what kind of content would catch your attention and make you want to read or watch more.
Would you find a technical article about the latest advancements in engineering software intriguing? Or maybe you’d prefer a behind-the-scenes look at a project your favorite engineering company is working on. Whatever it may be, make sure your content is compelling and offer something of value to your audience.
Don’t be afraid to get creative with your content. Engineering may seem like a dry and technical field, but that doesn’t mean your content has to be boring. Experiment with different formats, like infographics, videos, and interactive presentations, to make your content more engaging and visually appealing.
Another important aspect to consider when creating content for your engineering company is to be unique.
In a competitive market like engineering, it is important for individuals or companies to differentiate themselves. Think about what sets your brand apart from the competition and highlight those aspects in your content.
Maybe your engineering company specializes in sustainable design or has a team of experts with decades of experience. Whatever it is, use it as a selling point and emphasize how it benefits your audience.
Remember what I said about being creative (see above)? Not only should your content be unique in terms of the information you offer, but also in its presentation. Think outside the box and come up with creative ways to share your content.
For example, instead of posting a traditional blog post on social media, consider posting an engaging video or legible infographic that breaks down complex engineering concepts in a fun and understandable way. This not only adds visual interest but also appeals to different learning styles, making your post across different online channels more accessible to a wider audience.
Getting personal with your social media post is a powerful strategy to forge a deeper connection between your engineering company and your audience. Stories have an innate ability to captivate and resonate with people, so take advantage of this by sharing narratives about your team’s journey. Whether it’s the obstacles your engineers have triumphed over or the inventive solutions you’ve crafted for clients, storytelling humanizes your brand.
When you provide your audience with a window into the individuals behind your engineering company’s logo, you create a relatable and authentic image. This personal touch not only fosters trust but also makes your engineering company more approachable.
Showcasing the people and their passion, dedication, and expertise, you invite your audience to be part of the journey, reinforcing the idea that your company is not just about engineering solutions but also about the talented and empathetic individuals who drive those solutions forward. This connection can bridge building lasting relationships and loyalty within your industry.
Don’t just be engineers; show them you are people too!
In communicating with your engineering audience, injecting some humor and wit into your writing can be the secret sauce that transforms your social media posts from dry and technical to engaging and memorable. Engineers, like everyone else, appreciate a good laugh, and humor can make complex topics more approachable.
How do you use humor and wit to connect with your engineering audience? Here are some examples:
- Analogies and Metaphors: Compare technical concepts to everyday situations. For example, “Explaining quantum physics to your grandma is like teaching a cat to do calculus – challenging, but not impossible!“
- Puns and Wordplay: Incorporate clever wordplay that relates to engineering. For instance, “When our engineers tackle a problem, they don’t take ’no” for an answer; they prefer ‘know’ instead!”
- Light Self-Deprecation: Poke fun at your own industry or company in a lighthearted way. It shows humility and relatability. For instance, “We know our software updates are slower than a sloth on a Sunday, but hey, quality takes time!”
- Anecdotes: Share anecdotes of engineering challenges and solutions with a humorous twist. Describe the engineering heroics that went into solving a problem, like, “Our team once turned a coffee machine into a rocket propulsion system – just kidding, but we can handle complex tasks just as smoothly!”
- Engage with Pop Culture: Relate engineering topics to popular culture references or memes. For example, “Designing a bridge that can withstand Godzilla’s stomp? We’re on it – just in case he visits!”
proTip
The goal is not to undermine the seriousness of engineering but to make it more relatable and enjoyable for your target market or audience. Infusion of humor and wit into your content can create a connection that goes beyond the technical aspects and resonates with the human side of your engineering audience – loyal clients and prospective customers.
Consider incorporating educational resources into your social media content marketing strategy. Engineering is a complex field, as we know it. Many people may not fully understand the intricacies of the work that you do.
Providing informative and helpful content not only demonstrates your expertise; it also helps educate your audience along their buyer journey and increases their understanding of what you can do for them in the engineering industry.
You can do this through blog posts, case studies, guides, tutorials, or even webinars. Identify common pain points or challenges that your audience may face in their own engineering projects and provide solutions or tips to overcome them.
Whether it’s problem-solving techniques, timesaving tips, or design strategies, sharing practical advice can be invaluable to your audience and set you apart from your competitors. When sharing these valuable resources on social channels, highlight them on your social media copies.
Through the sharing of knowledge and expertise, you establish yourself as a reliable source of valuable content in the engineering field and enhance the credibility of your company.
Incorporate collaboration into your content strategy for audience education. Beyond providing tips resources and company news on social media, embrace the opportunity to partner with fellow experts in the engineering industry. Explore the idea of showcasing guest contributions from seasoned professionals and business partners who bring distinctive viewpoints and insights to the table.
This approach not only diversifies your social updates and overall content strategy but also underscores your respect for the wealth of knowledge present in the field of engineering.
Through such collaborations, you reinforce your standing as a reputable source of information. Also, you communicate your unwavering commitment to delivering a rich tapestry of valuable perspective for the benefit of your audience – loyal customers and prospective clients.
4. Choose the Right Social Media Channels
When it comes to marketing your engineering brand, it’s important to leverage various channels to reach your target audience.
Not all social media platforms are created equal, however. Depending on your target audience and goals, you may want to focus on LinkedIn (for B2B networking), Twitter (for industry updates), or Facebook for building a community and sharing more casual content.
Consider your audience and the type of content you plan to share.
So what is the best social media platform for engineers?
TL; DR: If you don’t want to read this entire section, here is a quick glance.
| Social Media Platform | Why It’s Great for Engineering Firms | Tips for Usage |
| Professional networking platform | Share industry insights | |
| B2B connections and partnerships | Highlight expertise | |
| Job postings and recruitment | Engage in relevant groups | |
| Quick updates and industry news | Use hashtags | |
| Networking with peers and clients | Share project successes | |
| Highlight achievements and awards | Real-time engagement with the audience | |
| YouTube | Showcase complex projects and solutions | Create informative videos |
| Tutorials and how-to videos | Optimize for SEO | |
| Engage with a visual audience | Share customer stories | |
| Visual storytelling | Use high-quality images | |
| Behind-the-scenes glimpses | Showcase company culture | |
| Use keywords in the description | Highlight achievements and awards | |
| Wider brand visibility | Share informative articles | |
| Showcase project designs | Use keywords in description | |
| Targeted advertising opportunities | Run targeted ad campaigns |
what are the best social media platforms for engineers?
proTip
A study online conducted by GlobalSpec shows that YouTube (#1), LinkedIn (#2) Facebook (#5), and Twitter (#7) are the top social media platforms that engineers use.
Engage with Your B2B Audience
Let’s not forget the social aspect of social media.
Active engagement with your audience of engineers, purchasing officers, and other industrial marketing personas is crucial in the context of engineering-focused social media communication. It goes beyond using social media to distribute pertinent technical content to attract your intended audience.
It encompasses a multifaceted approach that places significant emphasis on proactively addressing comments, messages, and reviews to cultivate an interactive and mutually beneficial community.
When it comes to engaging with your audience on social media marketing platforms, promptly responding to comments, messages, and reviews is pivotal. This not only conveys your appreciation for their input but also signifies your interest in establishing a meaningful rapport with them.
Also, addressing comments and messages presents an opportunity to offer additional information or clarification on various tropics. If someone raises questions about a post, you’ve shared or seeks further insights into a specific engineering concept or project, taking the time to respond can facilitate a deeper understanding and meaningful connections.
Measure and Analyze
After putting in all that effort to publish and engage with your appropriate engineering industry audience on social media, it is crucial to understand what works and what doesn’t. It allows you to track your progress, identify patterns, and make data-driven decisions about your social media marketing plan.
One way to measure your social media performance is by tracking metrics, such as reach, engagement, and conversions. Reach measures how many people have seen your posts or interacted with your content. Engagement includes likes, comments, shares, and clicks on your social media posts.
Conversions refer to actions that you want your audience to take, such as signing up for a newsletter or purchasing a product. For your engineering company, tracking conversions could mean monitoring the number of inquiries or leads generated through your social media efforts.
When you monitor these metrics, you can gain insights into the effectiveness of your social media strategy. For example, if you notice that certain types of social media posts receive more engagement or lead to more conversions, you can adjust your content marketing efforts accordingly. You can also identify any gaps in your broader marketing strategy and make improvements to better reach and engage with your target audience.
You’ve put in the effort; now measure your success – check your metrics, note the conversions, and adjust accordingly.
Social Media for Engineering Companies | Consistency Rules the Game
The question of whether your industrial company has to be on social media has a resounding answer—yes, it absolutely does. These days an engaging, thriving, and active presence on social media is a vital component of a successful engineering marketing efforts.
However, it’s not enough to merely be present on social media platforms; consistency is key. Consistency in posting, messaging, and engagement is what transforms your online presence into a powerful tool for brand building, lead generation, and collaboration. It establishes your company as a reliable engineering industry player and keeps you top-of-mind with potential clients.
Managing social media for B2B companies can be overwhelming, but you don’t have to tackle it alone. Our team specializes in creating customized social media strategies for B2B businesses, including engineering firms. We can help you maintain consistency and achieve outstanding results without breaking your marketing budget.
Don’t miss out on the opportunities that our social selling specialists can bring to your engineering business.
Contact Social Success Marketing© today, and let us help you create and maintain a strong and consistent social media presence that will drive growth, boost credibility, and secure your engineering firm’s place in the ever-competitive digital marketplace.
Take the first step towards social success—reach out to us now!
Sources:
- Hertzum, Morten and Pejtersen, Annelise Mark. The information-seeking practices of engineers: searching for documents as well as for people. [Article]September 2000. Accessed October 1, 2023. https://www.researchgate.net/publication/222527109_The_information-seeking_practices_of_engineers_searching_for_documents_as_well_as_for_people
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