Can Engineering Companies Generate Sales Through Blogging?

Digitalisation is spreading like wildfire – even for engineering companies. Run a little slower and you’ll either be burned or left behind with no rescue. Yup, there’s almost no choice but to be competitive in the market. 

I’ve heard many influential, educated figures and individuals in the industry ask me, “Does blogging really work or is it just a random gimmick?”

Ha! I’d be damned if blogging was just a gimmick. You can’t deny the importance of modern technology in this digital era. These ‘digital’ technologies can pay the bills! That’s right, I’m talking about more than just emails and yahoo messengers. We’re not on MySpace and that banana Nokia doesn’t do the work anymore. (Talk about walking down memory lane…)

This applies to you engineers. Your company is not an exception to the rule. 

Blogging mainly describes actions, events, mission or vision, and descriptions through words. And a little photo, image, or video can get your audience to stay a little longer on your website. 

If you’re looking for 4 reasons why blogging works for engineering companies, then here goes:

  1. Client Base

You won’t find a deer in a lion’s den. Nope, you find them in their respective habitat. When starting a brand, or even maintaining a brand’s reputation, you need to build your audience persona through a clear client base. 

This is where you get to know your prospects and customers. A platform where you divide both your time and effort to support existing clients while promoting to new prospects. By educating and playing to your strengths, you’re building trust that will last a lifetime with your audience. One of these days they’ll convert with the right trigger. But first, understand where they’re at and what they’re looking for.

  1. Traffic and Retention

Let’s not be hypocrites, we’re passionate about our work and don’t have the time to actually write thousands of words for a random blog that people may never even read. Nor are we motivated to do it.

Truth be told, writing a blog is easier said than done. You end up writing for 4 hours on the worst days and 1 hour on the best days just to realise that sometimes, it doesn’t matter because… Both of them yields no results. 

But out of those 10 blogs you rolled out, do you realise that some of them are driving an insane amount of traffic to your website? You’re capturing leads and retargeting these visitors through Omni-channel marketing and one way or another, they’re funneled into your system with no way back.

Blogging helps drive traffic to your website, builds backlinks, and drives long-term results. A stairway for generational wealth. 

  1. Public Relation and Brand Image

You don’t have to be a multi-millionaire international company to afford a PR campaign. In fact, you can start from your office or home today! Blogging is a great way to share news, insights, and collaboration requirements to increase and elevate your brand image. Whatever you’re trying to do, start with a blog! A market survey, news, event broadcast, newsletter lead capture, etc. 

What you communicate and say to your audience represents you as a brand. Every single moment of visibility can provide a good minute of momentum. Use it wisely.

  1. Leads and Sales

Is it time-consuming? Yes. But is the result worth it? Absolutely YES! Blogging is an opportunity for your business to reach new levels, Through a strategic marketing funnel, you’ll be able to create a no-brainer offer with the right message. Capture leads through psychology-backed terms and phrases and watches how your leads will be swarming like bees. People are always on search engines looking for new information and new data. Something posted in 2018 may be considered outdated. So the chance of your blog being seen when you cover great value, is nearly 100%!

More Website Visitors

Posting regularly updates your website, giving an opportunity for your website to show up on the search page. To increase and get the best side of the SERP (Search Engine Result Page) algorithm, make sure to index your site and have an SEO-optimised blog to increase keyword search-ability. 

Moreover, you can use your blog content from other social media or the other way around. While building out backlinks, encourage your readers to share the articles in their social media which will result in organic and sustainable marketing of your brand (via adding the value for your customers).

Increasing Brand-Customer Bond

By blogging you are adding educational and important assets and value to your businesses: you provide information that answers your client’s needs and wants. Whether it’s a high-quality lead or a reputable brand and trust you’re aiming for, blogging helps you stay on top of the market and in front of your audience. 

Blogging Strengthens Your Brand

By regularly posting articles and educational blogs, you’re building a centralised portfolio that stands as underlying material for your business credibility. Sources quote that in total, the number of people that own a smart and feature phone is 7.26 Billion, making up 91.54% of the world’s population.

On top of that, there are around 5 billion internet users in the world today. The total number of internet users around the world grew by 196 million in the past year – averaging more than 500,000 new users each day.

Still not sure if your blog won’t be found or read? 


Step 1: Identify your target audience.

When you know who your target audience is, you’re halfway there. Age, location, occupation, interests, etc. Have no doubt about who you’re looking for and what you’re offering them.

Step 2: SEO optimisation

When you know what topics to highlight in your blog, Make sure to do a basic keyword search to find out what competitive keywords should be within your articles. That will help your blog show up in most SERPs and generate higher quality and quantity of leads, more website visits, and thus more sales.

Step 3: Improve your website

Make sure your website is taken care of. When you write a blog and expect your readers to visit your main page – make sure that they LIKE what they see. Sure, it doesn’t mean that you have to forget about other social media platforms, but your website is the castle of your digital universe – it should always be prioritised. 

Step 4: Be consistent

Blogging once in a while might not have all of the above mentioned results. The process must be structured and consistent. It will encourage your clients to visit your blog again and again for new articles. And, surely, it will generate more leads and new visitors.

Step 5: Don’t keep your blog a secret

Repost it, share on your social media, announce the upcoming articles. Blogging must become one of the main parts of your digital presence on the Internet.

Trust me when I say this, leave the case to the expert. I don’t expect you to create a good blog if you’re not passionate about it, and that’s fine. Because you have the option to work with a PR or marketing expert that does all this for you! 

AR & Associates have helped IT, Engineering, Automation, and Energy companies all across Australia to generate leads, increase brand awareness, maintain reputable PR, as well as increasing sales.

We focus on helping you spend less time in marketing, and more time serving your customers. Leave the matter to the respective experts. As engineers ourselves, we understand the core values and importance of marketing through trust and reliability. 

We provide a full tailor-made solution that helps you build your company to the next level through digital and on-site marketing. With expertise in organic omni-channel marketing and on-site event or workshop planning, we offer a full turn-key marketing solution that gives you time, space, and freedom to focus on what you do best, which is to run your business. 

Email us here or call us today at (+61) 02 8416 4442 to get more information or to book a complimentary marketing consultation or strategy session.

Article inspired by hubspot, marketinginsider, entrepreneur, and AR.

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