Word of mouth is the most crucial form of marketing across most industries, and engineering is no exception. As we have reviewed in the Rational Decision Making model, colleagues play a significant role in assessing options and making purchasing decisions.
But how do you influence word of mouth? How do you make an impression that lasts? This comes down to how your company is personified, the brand it establishes, and how it interacts day-to-day with customers and associates. Let’s explore several strategies to enhance word-of-mouth marketing in the engineering sector.
1. Establishing a Strong Brand Identity
A strong brand identity is foundational. Engineers, like other professionals, are more likely to recommend a company that they perceive as reliable and innovative. Consistent branding across all platforms, including your website, social media, and marketing materials, helps create a memorable image. Your brand should reflect your company’s values, mission, and expertise, making it easier for customers to trust and advocate for your business.
Tip: Ensure your branding is cohesive and resonates with your target audience. Conduct surveys to gather feedback on your brand perception and make adjustments as needed.
2. Leveraging In-Person Events
While in-person events like trade shows and exhibitions are vital, they are just one piece of the puzzle. These events allow for direct engagement with potential clients, showcasing your products and services in a tangible and interactive way. According to the Center for Exhibition Industry Research (CEIR), 81% of trade show attendees have buying authority, and 77% of executive decision-makers found at least one new supplier at the last show they attended (CEIR Report).
Tip: Ensure the staff attending these shows are comfortable in customer-facing roles. Investing in front-of-house staff who will encourage people to visit your booth can make a significant difference.
3. Encouraging Online Reviews and Testimonials
Online reviews and testimonials are powerful tools in influencing word-of-mouth. Potential customers often turn to online reviews to assess the credibility of a company. According to BrightLocal, 87% of consumers read online reviews for local businesses in 2020, which underscores the importance of maintaining a positive online presence (BrightLocal Report). Encouraging satisfied clients to leave positive reviews on platforms such as Google, LinkedIn, or industry-specific forums can significantly impact your reputation. Responding to reviews, whether positive or negative, also shows that you value customer feedback and are committed to continuous improvement.
Tip: Make it easy for customers to leave reviews by providing direct links to your review pages. Send follow-up emails thanking them for their business and gently requesting a review.
4. Creating Valuable Content
Producing high-quality, valuable content is another effective way to influence word-of-mouth. This could include technical blogs, whitepapers, case studies, and webinars that address common challenges and solutions in your industry. By positioning your company as a thought leader, you not only attract attention but also provide your audience with shareable content that can spread your influence organically.
Tip: Regularly update your content and ensure it addresses the latest trends and challenges in your industry. Encourage your employees to share this content within their networks.
5. Utilizing Social Media
Social media platforms are essential for modern word-of-mouth marketing. Engaging with your audience through regular posts, updates, and interactive content helps keep your brand top-of-mind. LinkedIn, in particular, is a valuable platform for the engineering community. Sharing industry news, insights, and company updates can foster a community of followers who actively promote your brand within their networks.
Tip: Use a mix of content types, including videos, infographics, and articles, to keep your audience engaged. Respond promptly to comments and messages to show that you value interaction.
6. Building Strong Relationships with Customers
Personal relationships are at the heart of word-of-mouth marketing. Building and maintaining strong relationships with your customers can lead to organic referrals. Regularly checking in with clients, providing exceptional customer service, and showing appreciation through personalized gestures can turn satisfied customers into enthusiastic advocates for your brand.
Tip: Send personalized thank-you notes or small gifts to long-term clients. Regularly check in to see how you can support their needs and build a stronger relationship.
7. Networking and Industry Involvement
Being active in industry associations and networks also helps. Participating in conferences, contributing to industry publications, and collaborating with other businesses can increase your visibility and credibility. These interactions can lead to word-of-mouth recommendations as your company becomes a recognized and respected name in the industry.
Tip: Volunteer to speak at industry events or host webinars. This positions your company as a leader and provides valuable exposure.
8. Providing Exceptional Customer Service
Lastly, exceptional customer service cannot be overstated. A positive customer experience often leads to recommendations. According to HubSpot, 93% of customers are likely to make repeat purchases with companies that offer excellent customer service (HubSpot Report). Ensure that your customer service team is knowledgeable, responsive, and empathetic to customer needs. Addressing issues promptly and effectively can turn a potentially negative experience into a positive one, further encouraging word-of-mouth promotion.
Tip: Train your customer service team regularly to keep them updated on the best practices and new tools that can help them serve customers better.
In conclusion, influencing word-of-mouth in the engineering sector requires a multifaceted approach. By establishing a strong brand identity, leveraging in-person and online interactions, creating valuable content, and building strong customer relationships, companies can create lasting impressions and foster organic growth through word-of-mouth marketing.
