5 Tips: No Nonsense Guide to Engineering Marketing

by Roxanne Reyes, Founder of Wae Tech Solutions


Engineers like to solve problems, especially huge ones. Imagine you’re a mechanical engineer and you just designed a robot dog that will enable to take the temperature and blood pressure from 6 feet away from a patient. In fact, I was just reading an article about a robot dog named Spot that could do all the crucial procedures a nurse would perform. This invention couldn’t be more timely, especially during the COVID-19 pandemic that’s happening right now.

Engineers has been using robots for years. From bomb robots to manufacturing cars and now taking temperatures from highly contagious individuals. Robotics has been a lifesaver throughout the years and this time it just makes sense.

So how do we market our product?

I have researched some ways you can bring your product to market in 5 strategic tips below to help you through the process.


5 Tips: The No Nonsense Guide to Engineering Marketing


  1. Create a Customer Persona


construction customer
Young engineer wearing a helmet while inspecting work


I believe the absolute first thing you must do before you start selling is to know everything about your customer. Often overlooked by many, it’s crucial to winning your customer over. Why? However, before we answer that question, we need to figure out what is it.

What is a Customer Persona?

According to usertesting.com, customer persona is defined as a buyer persona, which is the key traits of your customer. These traits are based on your market research and data you’ve collected over time.  These valuable details you’ve gained gives you insight on your customer’s buying decisions, attitudes, demographics, income level, education, status and much more. By learning these factors, it gives you a competitive advantage over your opponents and why your customer should choose to buy from you. It’s not only important for engineering marketing, but in any industry as well.


Why is it so important?

It’s simple, you need to know your customer inside and out if you want to make a profit. You can’t rely on hope. Creating a product or service is a serious decision. Your savings is on the line. Everyone is depending on you to make it work, especially if you have a family and employees to take care of.


Factors to consider in engineering marketing, which include:


  • Knowing what problem your product will solve and your customer’s pain points
  • Creating features that will benefit your customer
  • Designing a product that’s easy to use for your customer
  • Knowing what marketing channels to focus on and what not to waste your time on
  • Having your team plan more effectively on what matters the most



How to do a customer persona profile?


Your profile should be based on real data instead of personal assumptions. Therefore, you want to conduct an interview, manage a focus group or survey that ask important questions about your customer. Based on your results you gather, create a product or service that will solve their problem. If you need help with creating a customer persona, you can always reach out to us anytime. Contact us here.


12 Example questions you should ask in your interview


According to Hubspot.com, here’s about 12 questions to ask your ideal prospect.


  •  Describe your personal demographics – what age are they, are they married, what is your annual household income, what is their education level, are they male or female?
  • Describe your educational background. – where they went to college?
  • Describe your career. – are they the key decision maker or owner of the company?
  • What industry do you work in? – the type of service they provide to their customers and what industry their customers are in.
  • What is the size of their company? – how much employees they have, how much revenue the company makes etc.
  • What is your job role? – how long have you been in your position? do you manage people?
  • Who do you report to? – by doing this you can gauge their responsibilities based on the type of role they’re currently in. If they are in a B2B company, then the information becomes more crucial in selling to your customer.
  • How do you learn about information on your job? – the person will give you insights how they research and look at other products, such as magazines, trade publications, the internet, word of mouth etc.
  • Which publications or blogs do you read? – If they prefer reading information in a trade publication or magazine, then work on establishing credibility in those publications or blogs. It’s more likely they will run across your article or whitepaper in the future.
  • How do you prefer to interact with vendors? – The experience should be similar to the vendors expectations. Ask how long do you spend with the salesperson? Do you prefer in-person meetings or online or on the phone meetings?
  • Do you use the internet to research vendors or products? If yes, how do you search for information? Where are your customers likely to research on the internet. Do they ask their friends or family? What websites do they read product reviews from?
  • Describe a recent purchase you made. – They may tell you the experience they had, the salesperson, the company, the advantages or disadvantages of the product.



2. Protect Your Idea

As an engineer, you need to protect your idea. How? By filing a provisional patent that reduces the risk of investing too much into the product. You need to do market research and see if there’s a need first. Filing a PPA is affordable and allows you to test the market first before developing the product. Are companies going to buy it? Is it any good? You need to know first.


3. Contact the right companies

Reaching out to the right companies that will be a good fit. I recommend making a list of 30 companies and contacting them to get some feedback. It’s all about validating your idea. Will they buy your product? Will they tell others? Do they sound interested? I believe this goes for services too. By contacting the right companies, you avoid wasting time on companies that are not acceptable. Rather, you can concentrate on market research, talking to decision makers, creating surveys and engineering marketing.


4. Create a Strong Engineering Marketing Campaign


start-up website design Wae Tech Solutions


By creating engineering marketing that is primarily based on where your customer is getting their information, you’re more likely to succeed in getting more qualified leads. You may want to focus on LinkedIn, SEO or video. I’m a strong proponent of video because it’s consumed more often, you can build credibility, and you can talk more about your product and get feedback too.


Get on Social Media

Social media platforms, such as Facebook, Twitter and Instagram have features to reach a certain demographic. I would advise you to pick 1 or 2 channels to reach your target audience, so you can put all your energy in producing good content. Doing all the social channels may be suicide because you may spread yourself too thin and produce mediocre content overtime. Therefore, don’t get burnt out too fast by doing everything, instead hire an agency like Wae Tech Solutions to manage your social media and produce content that target your ideal client. Digital marketing has never been sweeter. Curious? Check out our digital marketing page here.


Google Ads is Gold

Google Ads is a great tool for getting qualified leads. I highly recommend starting a Google Ads campaign either PPC or display ads because you get clients that is ready to buy your product or service immediately.  You can have an agency like ours manage a PPC campaign that can grow your business exponentially. It’s an excellent source because there’s tons of options. Some features include: targeting by demographic, websites, cities, zip code, areas, states, countries, and YouTube. You can concentrate on how far you want to go by miles, but it’s worth it only if you have the budget. It can get pretty expensive real fast, so make sure you have a budget in mind.



5. Create a Responsive Website


engineering theme


No matter if you’re an engineer or own a business, building a responsive website is crucial today. Almost 80% of the world searches for products and services on the internet today.  A website is like your personal salesman 24 hours a day. People can look at your products and services and read about your company anytime day or night. You can also build your expert leadership in your industry by being perceived as more professional than a business without it.

The world of business has shifted dramatically in the last decade. Traditional businesses that haven’t pivoted to the technically savvy customer has seen some devastating losses. As a result, large department stores, such as Sears, Toys r Us, Woolworth, Linens and Things has permanently closed their doors. Therefore, if you’re still on the fence of deciding to get a website, my advice is to look at the history of businesses that chose not to change.

Depending on your needs, Wae Tech Solutions can build a website that’s in your budget. We have packages that have the features you’re looking for. Check pricing here.


Must Read: Why have a website is crucial?

Some Website package features include:

  • Responsive website
  • Custom Logo
  • Branding materials (business cards, letterheads, packaging etc.)
  • Strategy
  • Google Analytics
  • Website audit
  • Video
  • Google Ads Campaign
  • Social media management
  • Content writing
  • Project management