Build credibility with engineers BEFORE they have a need for your product.

You have an SEO strategy. Perhaps you advertise in industrial directories. That’s all good.

When an engineer searches for products like yours, you will be in the mix (alongside your competitors). But 99% of the time, engineers are not actively searching for a solution to the problem that your product addresses. They are busy doing what engineers do: designing, producing drawings, and solving other problems.

You can hope to catch their attention during the brief window when they are actively searching, or you can take a proactive approach by establishing relationships before they have a pressing need for your product.

So, how do you reach engineers BEFORE they need your product?

One effective method is to host free lunchtime webinars for engineers. Present an educational topic related to the products you sell, and award professional development hours (PDH) to the engineers.

It’s important to understand that an educational webinar is a demand marketing tool. It’s not a “Get a Quote Now” ad. The goal is to engage engineers and build trust BEFORE they have a need for your product.

Many engineers have challenges that your products can solve, but they might not be in a buying phase right now. If your marketing only targets those ready to buy immediately, you’re missing out on all the prospects who could be buying from you in 6 months or a year from now.

A 1 PDH lunchtime webinar gives you an entire hour of access to an audience of engineers. It allows you to establish credibility and create an authentic human connection with engineers, so they see real people when they think of your brand – not a faceless corporation.

In short, an educational webinar allows you to begin building relationships with engineers, making it more likely that they will consider specifying your product when the need arises.

Most industrial companies aren’t doing demand marketing. Hosting educational webinars gives you an edge that your competitors may not be taking advantage of.

If you’d like to chat with an expert to learn more about how to use PDH events to connect with engineers, book a free consultation.

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