Customer profiling and brand building at the Advanced Engineering Show

Advanced Engineering Show Advanced Engineering Show

The biggest and best show for the engineering sector took place this week at the NEC. The Advanced Engineering Show featured exhibitors across a range of high value and interlinked engineering and technology industries – Aero, Composites, Automotive, Auto Electronics and Printable Electronics for Industry.

Many exhibitors serve a broad range of customers with their products and services and speaking to a few, there is still a heavy reliance in the sector on repeat customers, large sales teams and word of mouth to secure future new business. The overriding challenges seemed to be that of understanding specific customer requirements and attracting potential new customers with a very niche product.

The Anochrome Group

Surface coating and finishing specialists, The Anochrome Group, supply many market sectors from structural and automotive, to advanced electronic, aerospace and telecommunications industries. The company is currently using some key inbound marketing principles on their website, offering visitors the opportunity to download seminar presentations and whitepapers in exchange for data.

However, I found that visitors only had to register once on the site to be able to download any of these materials, meaning that you never really know what product or service each potential lead has an interest in. With some great content such as they are already producing, Anochrome could be creating dedicated landing pages for each piece of content, optimising the page to get found by people searching for a problem they can help solve and capturing data with unique forms. They could use their established blog to help leverage this content by placing calls-to-action next to relevant blog posts.

This inbound marketing approach helps nurture the lead from the start of the buying decision making process until they convert into a customer.

OGP UK

Derbyshire based multisensor metrology company OGP UK showcased their multisensor measuring equipment technology at the exhibition, demonstrating how the equipment could solve problems for aerospace, automotive and engineering-led manufacturers.

With their advanced technology, the company has a great opportunity to start producing a number of informative ebooks or how-to-guides to offer their  insights on common problems such as time and cost savings relating to programming and inspection routines for example, educating their potential customers and building trust and credibility in their brand. Content such as this will help OGP get found organically for key phrases that people in the industry are searching for when they have a problem that OGP can help solve.

Customer profiling

It’s easy to forget that people will not always search for your product or service – what if they don’t know the precise solution you offer even exists? What if they’re not yet ready to buy?

By understanding your ideal customer profile, you can better understand what problems they are likely to have which will better inform the type of content you provide them with. Producing content with a specific customer profile in mind, particularly when working across numerous sectors, will help get you found at the research stage of the buyer decision making process and makes sure your company is front of mind when that ideal prospect is looking to purchase.

By Rhiannon Hulse





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