Using social media to get your audience together
Mark Zuckerberg created Facebook from a desire to give his fellow students at Harvard a convenient way to connect with others when they were physically not together in the same place. This primary goal of bringing people together in the same room in cyberspace is a central theme for all social media platforms. The differentiator is why certain people gather, as it defines the composition of the groups.
Therefore, a fundamental requirement to effectively use social media for engineering marketing managers involves identifying the members of your target audience and where they congregate. Fortunately, engineers utilize popular online locations, and these should be included in your digital marketing strategy. However, to maximize the benefits, electronics manufacturers must understand and overcome the challenges of social media marketing to engineers.
Why Electronics Manufacturers Should Market on Social Media
The benefits of making social media a significant part of your digital marketing strategy are shown below.
Social media marketing benefits. Image from The Investor’s Book.
As illustrated in the figure above, social media marketing has immediate and long-term benefits for your business. Immediate gains can include increased Return on Advertising Spend (ROAS) due to direct sales from ad campaigns. At the same time, the more substantial advantages are enhanced brand awareness, increased organic and paid traffic to your website, higher conversion rates, customer loyalty, and increased ROI. Realizing these benefits necessitates you to overcome the challenges of social media marketing.
The Challenges of Social Media Marketing
The most significant challenges electronics manufacturers face when marketing to engineers on social media fall into one of three categories, as listed in the table below.
The success of your social marketing campaign is directly correlated to how well you can reach engineering professionals that are influential in determining what electronic components to purchase. Therefore, ensuring that your target audience is well-defined is a critical challenge of social media marketing that must be overcome. Next and just as important is the ability to create high-quality content that engages your audience. For example, when introducing new products, part quality and availability should be emphasized.
Social media can deliver long-term benefits if you are consistent with your content generation and publishing. However, management is necessary, and you should continually evaluate results and refine your strategy as needed. Marketing to engineers can pose some challenges; however, the rewards for a winning strategy can be extremely significant.
How to Win at Social Media Marketing to Engineers
Social media marketing is about leveraging the original intent of these platforms to bring together potential customers for whom your electronics products may be the best solution. Doing so successfully can only be achieved by mitigating or eliminating the challenges of audience targeting, content creation, and campaign management. Campaign reach, which can be thought of as how many potential customers you have access to, is a major attribute and driver of website traffic growth, sales, and ROI. Maximizing this attribute is best done by partnering with a well-known and trusted web presence, such as an online component and design data source, that can drive electronic component decision makers to you.
Discover how Ultra Librarian helps manufacturers. With services and resources tailored to streamline CAD creation and amplify part downloads, Ultra Librarian empowers manufacturers to boost productivity and drive part downloads. By leveraging these tools, manufacturers can achieve greater success in today’s competitive market landscape.
