5 Proven Strategies for Promoting Your Engineering Firm
For years you’ve worked to build your engineering firm. You do quality work and you’ve been involved in many good projects. But you don’t feel you’ve maximized your potential.
If you’re like most engineers, you rely on word-of-mouth to obtain new clients and learn about new projects. But with the growing number of engineers on the market all competing for the same jobs, some of whom may be more established and better connected than you, referrals may not be enough.
Maybe you’d like to accelerate your company’s growth. Perhaps you’d like to have more opportunities to bid on projects. Or maybe you’re landing clients, but they’re not the most interesting or profitable projects. Effective copywriting will help prospective customers learn about your company and recognize the value you bring to the table.
An engineering copywriter can help you create marketing tools that help you achieve those objectives. Let’s take a look at some of the tactics you can use to grow your engineering firm.
Your best marketing tool should be your engineering company’s website, as all other marketing tools should include your URL and drive traffic to it. Your website must accurately represent your brand.
You want to be confident that when prospects look at your website, they’re impressed with your professionalism and interested in possibly hiring you. Ask yourself these questions about your website:
Done right, your website will help your engineering firm gain recognition in the industry. According to Xcellimark Marketing, “An online presence is essential in order to expand your engineering firm’s footprint and to establish yourself as the ‘thought leader’ or ‘expert engineer’ among your challenging competition.”
Among the pages your engineering firm should include in its website are the following:
A website is the best investment for marketing engineering firms, according to Hinge marketing. It allows you to “show off your brand, demonstrate your expertise.” It also “has the ability to attract leads, nurture them and convert them into opportunities.”
If writing your website feels like a chore to you or perhaps isn’t the best use of your time, consider working with a website copywriter who understands engineering firms can easily put into words all of the wonderful reasons why clients should hire you.
Many engineers use a blog to maintain contact with their existing clients and attract new ones as well.
A blog makes you look like the authority you are, a leader in your industry. It also allows you to promote your expertise in a non-pushy way. A blog becomes a place where you can share information about your company’s achievements, developments in the profession, identify trends and educate others on engineering.
“When you combine your content marketing strategy with your traditional sales tactics, you’ll be a force to be reckoned with,” says Doug Crescenzi, founder of Hack Upstate, a marketing firm. “The engaging content you consistently publish will complement your referrals as well as the conferences and networking events you attend. It will tee up more productive face-to-face meetings, strengthen your reputation, and foster closer professional relationships based on trust.”
No matter what content you choose to write, your blog will help give your firm visibility and keep it top-of-mind for upcoming architectural jobs and referrals to others.
“Remember that the content that goes onto your blog represents your company,” explains Red-Fern marketing. “Your customers will judge your writing skills and the relevance of the content you provide. So if writing isn’t your area of expertise, consider hiring a blog writer and outsourcing your content.”
Case studies offer you an opportunity to tell the story behind the structures you design and build. They showcase your ability to develop solutions to complicated engineering problems.
Case studies are the perfect format for describing your accomplishments. And they’re not difficult to write. Just answer these questions:
Written case studies demonstrate how you solve problems and provide value to your clients.
Case studies are extremely effective in persuading new clients to hire you. Every time you complete a significant engineering project, think about creating a case study. Eventually, you will have an extensive portfolio that immediately says to clients that you’re an expert in your field and have significant experience in handling a wide range of projects.
If writing case studies yourself isn’t a job you relish, then establish a relationship with a case study copywriter who you can call each time you complete a project. If a case study helps you to land a single project, your return on investment in professional copywriting will be substantial.
When you’ve completed a sizable project, there’s no reason not to let the world know. A press release is a great way to toot your own horn without looking like you’re bragging. Written correctly, they sound like news stories that state the important facts.
Press releases help grow your brand and extend your reach to bigger, better clients. Much as a story you might read in the newspaper, they should include the following elements:
Once you’ve answered those questions and perhaps tossed in a quote or two from the parties involved, bring all the facts together with some creative copywriting. You can distribute your press release to the media using a distribution service and send out to your own mailing list. Don’t forget to also post the release on your website where it can inform prospective customers of your accomplishments.
If writing press releases isn’t your thing, a press release copywriter can get the job done right.
You might think sales letters are only necessary for new companies just starting out. But they have value for existing engineering firms as well and could help you land new business.
It’s best if you can come up with a niche to target. For example, if you’ve been involved in several engineering projects involving hospitals, write a sales letter about your special talents in this space and mail to other hospitals in your geographic area. You could easily substitute hospitals for schools, prisons, residences or any other specialty.
Sales letters introduce your firm and its capabilities to new prospects.
Consider working with a sales letter copywriter to create your targeted email. Invest in writing the letter once, but send it out to dozens or even hundreds of prospective clients.
When you write and publish useful information, you position your engineering company as subject experts and build your reputation. You open the door to new clients finding and hiring you.
As an engineer, writing your own copy probably isn’t the best use of your time and talents. Fortunately, you can easily find freelance copywriters who can take on those responsibilities, leaving you to stay focused on your engineering projects.
Freelance copywriters can be hired for specific projects. You don’t have to pay a retainer fee for a full-service marketing firm or ad agency. Identify the work you want done, request a quote, and then let the copywriter get to work. In just a few days you’ll have completed, professional copy ready to generate visibility for your engineering firm.
A freelance copywriter can provide content for your website, blog, case studies and other promotional items. Ultimately, what you spend on hiring a professional copywriter should come back to you many times over in the form of new business.