How to Get Your Product Noticed by Engineers
Engineers are consumers like the rest of us, but their well developed suspicion about marketing (and sales) is a often a difficult barrier to overcome. All of us are experienced at tuning out marketing and sales messages but we have found that engineers' distrust of 'being sold' is a direct result of their intrinsic problem-solving mindset. Before they will consider purchasing a product they want to learn from reputable sources about the underlying technology and make their own judgements about whether it will work for them.
Our experience in 15 years of working with our engineering communities is that successful communications starts with trust. Trust is the basis for everything we do at the Related Media Group. We have built a reputation with our user community by being open and transparent. Our fundamental focus is to provide valuable content and resources for working engineers. Stephane Boucher, our founder, talks with them openly--engineer to engineer.
When you engage with our communities as an advertiser your messages will be perceived differently because they are presented in the context of a trust-based environment. The barriers are lowered for you to make a brand impression or share some technical insights.
Content engineers will read
Here are some of the content pieces you should consider to reach engineers.
- Case studies
- How-to demonstrations (video or step-by-step walk-through with images)
- Well-documented white papers
- Survey results
Spark their intellectual curiosity. Give them ways to interact with your product on their terms. Solicit their feedback.
We have a lot of experience in engaging with engineers and our platform is an ideal environment to do it. If you want to talk about your ideas or challenges reach out to me. I will be happy to give you some more ideas about how to successfully reach working engineers.
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