5 Online Marketing Strategies For Engineering Firms

In this post, I’m going to provide you with my top 5 online or digital marketing strategies that you can/should use in your engineering firm.

All of these strategies are in fact great for ANY business, not just engineering firms but I’m going to tailor my advice towards engineering and manufacturing firms so that you can get a better idea of what is possible in this industry.


Vlogging or Video Blogging isn’t just for 8-year-old kids making slime in their parent’s kitchen (I know my kids want to be ‘Youtubers’ when they grow up) it can also be a very valuable marketing asset in your business when used correctly.

You don’t have to be Steven Spielberg to pull it off either. You can start out with just a basic video camera or even your smartphone. The key is to JUST GET STARTED and learn as you go.

How To Use It In Engineering

Vlogging can be used in the engineering marketing space where we would document systems and/or processes in video format then publish them to the Internet on video sharing sites such as YouTube and Vimeo.

Example 1

You have a new piece of machinery being installed. Video the delivery and installation and document the entire process. Then with some basic video editing, you can produce a short video showing the world your new piece of kit and how it was installed. This will portray your company as open, honest and forward thinking.

Example 2

There’s a large contract coming up, such as a building, bridge, demolition or the like. Plan for this project to be timelapse videoed, similar to the video of the Queensferry Crossing construction on my home page. These types of video are very engaging and look great on websites, social profiles etc.


Blogging or Web Log is where you publish helpful and relevant content about your business online. It’s not all about cat shoes, or underwater basket weaving. Having a blog for your business is an absolute must! This is my blog you’re reading right now. A blog is a simple and effective way to market your business online, but so many companies/ people get it wrong.

How To Use It In Engineering

If you don’t already have a blog for your business, I would suggest getting started right now! Have a look at some competitors websites and see what they’re ‘blogging’ about if anything at all. This will give you a good idea of what to talk about. There are also two good examples below to get you started.

Example 1

Your company has developed a ground-breaking new product or process, share it with the world via your company blog. Write about the entire process and don’t be afraid to share everything that went on with your audience. This will not only get your business noticed online but it will also stand you in good stead as an influential company in your professional space.

Example 2

Use your FAQ’s to create lots of posts. Regardless of the size and nature of your business, you will undoubtedly receive a lot of questions from potential customers about your products and services. Take note of these golden nugget questions somewhere like Evernote and create amazing, well thought out, definitive responses in your blog posts.

Email Marketing

Email marketing is one of the oldest, if not THEE oldest form of digital marketing but it still reigns supreme to this day. Email marketing is cheap and easy to do too, all you have to do is collect email subscribers and blast out updates and offers to those email addresses.

How To Use It In Engineering

As you already know, email marketing is possibly the oldest form of digital marketing there is but how can you use it to promote your engineering business. Check out my shortest article everStop Offering Newsletters for some tips on how you should be collecting email addresses from your website if you’re not already doing so.

Now that you have a good email list of active subscribers it’s time to nurture them even further. WE DO NOT propose on the first date. It’s a good rule of thumb to send 3-5 informational/educational emails before you even think about making an offer. People like to buy but they don’t like being sold to, especially not right away.

Example 1

You have a new and exciting product coming out soon. Build some hype and engagement by sending ‘sneak peeks’ and related information to your subscribers days and weeks in advance. You can even set up an automated email sequence to go out every couple of days or so prior to launch.

Example 2

Offer exclusive discounts, offers, event tickets etc to your valued subscribers. They’ll love you for it and stay engaged with your emails.


SMM or Social Media Marketing is another must in today’s business world, yet I still see so many businesses ‘shying away’ from it or doing it badly.

By shying away I mean not doing it at all. To me this is crazy! Everyone has FREE access to the worlds largest and most popular websites yet they do nothing about it. If this is you please check out my post ‘No Website – No Problem‘ for some quick and simple ideas on how to get started with the social web.

By ‘doing it badly’ I mean just constantly promoting your own products and services to your followers. I always like to think of social media as a cocktail party. You wouldn’t just walk in the room at a cocktail party and shout “I’m Robert, Who Want’s a Website?”

How To Use It In Engineering

Social Media Marketing can be a very important tool in your digital marketing arsenal if used correctly. As I’ve already mentioned, don’t be the self-righteous dick at the cocktail party. Be helpful, engaging and most of all, not too ‘salesy’. Share relevant, interesting industry related information, business updates and the occasional amusing Meme or YouTube video.

Example 1

You have a new and exciting product or service that your customers are just loving, ask them to share pictures and/or videos of them using your product with your social media followers.

Example 2

You have a big project in the pipeline and you want to increase your social media following. A good way to do this is to run a fun and engaging competition. We ran a Facebook competition recently for a local landscaping company to ‘Win a Garden Shed’ and increased their Facebook following by 3260 people. That’s a good return on investment for a £300 shed.

Digital Ads

While all of the above digital marketing tactics are mostly free, they just need you to spend some time on them, last but not least we have digital ads.

Digital ads are what’s built the Internet. Google, Facebook, YouTube (owned by Google), Twitter, Instagram etc all rely on smart business owners like you, spending your advertising budget with them. It’s a billion dollar a year industry and it’s not going anywhere anytime soon.

How To Use It In Engineering

Put simply, digital advertising can enable your business to tap into unknown markets and attract new customers on a daily basis if done correctly. To spare you from any more of my examples here’s a video from Facebook Advertising expert, Dino Gomez. You should take notes and try this stuff for yourslef.

If you got any benefit from this post please be sure to give it a like and share from the bar on the left and if you have any questions please feel free to leave a comment.

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