If you’re in a customer facing role working in engineering, manufacturing, or any technical industry, you probably spend a good amount of your time just trying to get noticed by the right customers. There’s a smarter, more effective strategy you might not have considered yet—it’s called ‘Engineering as Marketing’.
Engineering as Marketing is about creating genuinely useful tools and resources designed specifically to attract your ideal customers.
Instead of spending large budgets on campaigns trying to chase down elusive customers, you turn the whole idea upside down. Think about it this way: “How can I create something so valuable that my customers naturally come to me?” Yes, it sounds bold, but trust us—it absolutely works if you get it right.
Here’s an example. Imagine you’re a business that makes temperature sensor assemblies. The engineers who use your products often need to calculate wake frequencies. So rather than making them hunt around the internet, why not create a simple, helpful tool—a Wake Frequency Calculator—and host it freely on your website? No barriers, no forced sign-ups, just immediate value delivered right to the engineers who need it.
But of course, for this to truly benefit your business, you’ll need a subtle way to convert some of this traffic into genuine leads. Here’s how it might look: right before users get their calculator results, a friendly prompt could appear saying something like, “Got a project coming up? Want a reminder in 3, 6, 9, or 12 months?” No pushy sales tactics, no spam—just an easy opt-in that keeps your business in mind for people who might genuinely need your help later on.
By offering immediate value upfront, visitors begin to know, like, and trust your brand long before a sales conversation ever takes place. It’s a refreshing approach to marketing that feels natural and respectful.
This approach works exceptionally well across various industries, whether that’s construction, tech, or manufacturing. Think about tools like ROI calculators, product configurators, or audit checklists—anything that genuinely helps your audience do their job better is an opportunity to build trust and bring them closer to your brand.
Because this method relies on inbound marketing principles, the leads you’re generating are warmer and more engaged. They’ve already seen your expertise in action, meaning they’re far more likely to convert.
So, instead of chasing down leads, why not build something valuable and let customers come to you? That’s the essence of ‘Engineering as Marketing’—it’s simple, effective, and it truly works.
And, if you need any help with any of this, then of course, we’d be more than happy to help!