Growing your business requires a few different things, but the most obvious and most important is finding more clients, with most clients finding you through your marketing efforts.
For years, the Yellow Pages were a popular means of finding goods and services providers, but with the modern age, that has fallen by the wayside. Other traditional methods of marketing included television and radio. These are still in use, obviously, but their effectiveness is far from absolute, as they are broadcast to a wide audience that may never even have need of your services. Printing and distributing flyers or inserts have proven popular, but again your efforts aren’t necessarily putting you in touch with the right people.
In many industries, word of mouth advertising can be incredibly effective if you have a stable of satisfied customers, but while personal recommendations are golden, they are not always reliable.
Digital marketing is different in that it is precisely targeted and puts you in front of those who are seeking what you offer. In the chart below (Source: Google Trends) you can see how over the years more and more potential clients have been turning to Google to search for “Engineering companies near me” a true testament that people are turning to Google to search for you and your company.
The Elements of Digital Marketing
Digital marketing works on several different fronts all at once to bring you the results you seek. Perhaps the best known is Search Engine Optimization, or SEO, which focuses on building your online presence in a way that makes your website attractive to Google.
Sometimes this might require totally revamping your site, as there are many factors that contribute to your success or bring you difficulties. If your site is slow to load, for example, you are losing potential customers who become increasingly likely to leave your site as loading time increases.
The content on your page is another large factor. Do you add content regularly, or would a visitor see that the last time you posted was a year ago? The regular addition of high- quality content gives value to those who visit your page, and attractive images and video make them more likely to stay and visit other pages. In fact, the content may be the most important part of digital marketing for engineering companies. Not only is it great for your site, but it can be shared on social media, which we’ll discuss below.
Why does this matter?
When a Google user searches for something online, they will almost invariably click on one or more of the top three suggestions on the Search Engine Results Page (SERP). Results following the top three see considerably less traffic, and the number of clicks they receive diminishes rapidly as one goes down the list or on to the next page.
Search Engine Optimization For Engineering Companies
The purpose of Search Engine Optimization is to increase your visibility and traffic by moving you to the top of the list. It is an ongoing process that seeks to continually improve your site and your performance in search engines. The term “engineering companies” is searched over 1,800 times a month in Canada! These are potential clients looking for you.
Google even offers several tools to help assess, monitor, and improve your site including:
- Google Search Console
- Google AMP
- Google Analytics
- Google Speed Test
- Google My Business
- Google Tag Manager
- Google MAPS address verification
There are others as well, all of which can be leveraged to help your site and your business be found and remembered.
Google Ads for Engineering Companies
Another compelling option lies in Google Ads, which allows you to get more immediate results than SEO by itself. This pay-per-click (PPC) platform has you select search terms that, when entered by Google users, display your ads at the top of the SERP, giving you tremendous visibility. This can jumpstart your marketing campaign with quicker results than SEO on its own.
While Search Engine Optimization is the backbone of your strategy and allows for long-term gains by improving your company’s website, Google Ads is there for you when you seek more immediate results that are easy to interpret so that you have immediate insight into how well your ads are performing.
Getting Social for Engineering Companies
Social media is your direct connection to clients’ past, present, and future. The average person uses social media on a daily basis, offering you a myriad of opportunities to be seen by and to interact with your audience.
Social media is used for much more than simply staying in touch with family and old high school friends. Today, many users take to social media to learn more about companies and products. Aside from reviews and fan pages for various products and companies, users will be able to go directly to an official page to learn more about individuals and businesses.
By posting frequently on Social media, you can educate and inform followers about your business, what you do, the services you offer, and any other pertinent information. Your posts are a perfect method for building credibility and trust with your readers.
Social media platforms are also where you can share links to the content from your site. This will lead them directly to the selected page and creates the opportunity for them to further explore your website. Not only is this good for your social media account, but it brings you traffic.
Another significant benefit of social media is that when someone discovers content that they find useful or simply interesting, they tend to share it. This free advertising allows you to reach a much larger audience through the efforts of your followers.