Businesses today are constantly seeking innovative ways to stand out from the competition and attract potential customers. One such approach that has gained traction is "engineering as marketing." This strategy involves creating free tools or resources that showcase a company's expertise while providing value to users. By doing so, businesses can generate leads, improve their online presence, and build lasting relationships with customers.
In this article, we'll explore the concept of engineering as marketing, examine real-world examples from successful companies, and discuss how you can implement this strategy to grow your business. We'll also discuss the key elements that make this approach effective and why it's becoming increasingly important in today's competitive landscape.
What's engineering as marketing all about?
Imagine you're really good at baking cakes. Now, instead of just telling people you're great at it, you decide to give out free cupcakes. People try your cupcakes, love them, and then want to buy your bigger cakes for their parties. That's kind of what engineering as marketing is like, but for businesses and their skills.
Companies create free tools or resources that people can use. These tools solve a problem or help with a task. While people use these free tools, they get to see how good the company is at what they do. It's a win-win: people get something helpful, and the company gets to show off their skills and maybe get some new customers.
Real examples from big companies
Let's look at some companies that have done this well:
1. Microsoft's What Dog tool:
Microsoft created a free tool called "What Dog" to showcase Bing's Visual Search capabilities. This fun and engaging application allowed users to upload photos of dogs and receive information about the breed. By offering this tool, Microsoft was able to highlight its image recognition technology while attracting users to its search engine.
2. DuckDuckGo's privacy guide:
DuckDuckGo, a search engine that cares about privacy, made a guide called Don'tTrack.us. It shows how Google tracks what people do online. This clever move taught people about online privacy and got them interested in using DuckDuckGo instead of Google.
3. Wix's business name generator:
Website builder Wix developed a free business name generator to attract entrepreneurs and small business owners. This tool helped potential customers in the early stages of their business journey while introducing them to Wix's services.
4. Shutterfly's wedding hashtag generator:
Photo printing service Shutterfly created a free wedding hashtag generator. This tool appealed to engaged couples who were likely to need Shutterfly's products for their upcoming nuptials, effectively targeting a specific customer segment.
5. HubSpot's website grader:
Marketing software company HubSpot offers a free website grader that analyzes the performance of websites. This tool provides valuable insights to businesses while showcasing HubSpot's expertise in digital marketing and website optimization.
6. BaunIT's ElegantDoc and Toolbun.com:
Software development company BaunIT launched ElegantDoc, a free document generator, and Toolbun.com, a collection of free online tools for IT specialists. These offerings demonstrate BaunIT's capabilities in creating practical software solutions.
Why this strategy is a big deal
Now, you might be wondering, "Why would a company give stuff away for free?" Well, there are some pretty good reasons:
1. Finding new customers: When people use these free tools, companies often ask for an email address. This helps them build a list of people who might be interested in their paid products later on.
2. Showing up in Google searches: Free tools often get mentioned on other websites, which helps the company's website show up higher in Google search results. This means more people find the company when they're looking for related stuff online.
3. Standing out from competitors: Creating a useful free tool shows that a company is creative and good at solving problems. This can make them look better than other companies that don't offer such tools.
4. Getting started in the market: For new businesses, offering something free can be a great way to get people to notice them. It helps them build relationships with potential customers before trying to sell them anything.
5. Keeping customers happy: Free tools can make customers feel like they're getting extra value from a company, which makes them more likely to stick around and keep using the company's products.
Key elements of successful engineering as marketing
To make the most of this strategy, consider the following essential elements:
1. Provide genuine value: The tool or resource you create should offer tangible benefits to your target audience. It should solve a real problem or fulfill a genuine need.
2. Know your audience: Focus on creating a tool that caters to a specific customer persona. Understanding your target audience's needs and preferences is crucial for developing a successful engineering as marketing initiative.
3. Lead generation mechanism: Incorporate a way to capture user information, such as email addresses or newsletter sign-ups. This allows you to follow up with potential customers and nurture leads.
4. Alignment with core offerings: Ensure that your free tool complements your main products or services. This creates a natural pathway for users to explore your paid offerings if they need more advanced functionality.
5. Quality and user experience: The free tool should be well-designed, easy to use, and reliable. A positive user experience reflects well on your brand and encourages users to explore your other offerings.
6. Promotion and distribution: Develop a strategy to promote your free tool through various channels, such as social media, content marketing, and partnerships with relevant websites or influencers.
Implementing engineering as marketing in your business
Now that we've explored the concept and its key elements, here are some steps to help you implement engineering as marketing in your business:
1. Identify your target audience: Determine who your ideal customers are and what challenges they face. This will help you create a tool that addresses their specific needs.
2. Brainstorm tool ideas: Generate ideas for tools or resources that align with your expertise and provide value to your target audience. Consider conducting surveys or interviews with existing customers to identify potential pain points.
3. Assess feasibility: Evaluate the resources required to develop and maintain your chosen tool. Consider factors such as development costs, ongoing maintenance, and potential scalability issues.
4. Develop and test: Create a prototype of your tool and test it thoroughly. Gather feedback from a small group of users and make improvements based on their input.
5. Launch and promote: Once your tool is ready, launch it with a well-planned marketing campaign. Utilize various channels to reach your target audience and encourage them to try your free offering.
6. Monitor and iterate: Track the performance of your tool using relevant metrics such as user engagement, lead generation, and conversion rates. Use this data to make ongoing improvements and refine your strategy.
Conclusion
Engineering as marketing is a powerful strategy that combines technical expertise with creative marketing to drive business growth. By offering free, valuable tools to your target audience, you can generate leads, improve your online presence, and establish your company as an industry leader.
As we've seen from the examples of successful companies like Microsoft, DuckDuckGo, and HubSpot, this approach can yield significant results when executed effectively. By focusing on providing genuine value, understanding your audience, and aligning your free offerings with your core products or services, you can create a win-win situation for both your business and your potential customers.
