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Watch this column for the latest tricks, tips, and trends for marketing to engineers.

karen_polaroid.pngThe EE Journal Marketing Insider is a new feature of EE Journal - designed specifically for high-tech marketers. We at EE Journal have more than a decade of experience working with dozens of companies on hundreds of online marketing campaigns - all targeting the engineering community.  

During those ten years, we have gained significant insight into what makes a successful marketing program in the engineering world, and we want to share that knowledge with you. Watch this space for regular articles that will help you kick your marketing programs into high gear, and sign up for our Insider email newsletter that will bring you the latest each month.

-- Karen Simon, Director of Digital Marketing Solutions
and Business Development

3 Keys to Earning a Click

by Karen Simon

You’ve decided to invest in some good old-fashioned advertising. You’ve got your product identified and a great looking landing page on your company's’ website to describe it. But unfortunately, “If you build it, they will come” does not work the same way on your website as it does in a cornfield.

Readers are bombarded with messages vying for their attention. Here are few things to keep in mind that will make your message stand out above the rest and earn you - and not your competitors - the almighty click.  Read More


When to Reach Engineers on Social Media

A Cheat Sheet for LinkedIn, Google+, Facebook, and Twitter

by Karen Simon

Finally, you have a great collection of content ready to be shared. But when is the best time to post it?

Well the answer to that depends on where you are planning to share it.

Posting your content at the right time on the right social platform can greatly impact the number of people who will view it, hopefully resulting in their sharing it and thus increasing the amount of traffic to your website.

Here is a quick cheat sheet of the best times to post on social media platforms to reach engineers.  Read More


It’s Not Who You Know

It’s Who Knows You

by Kevin Morris

Many marketers have become swept up in the lead-generation, CRM database-building craze. It’s an easy trap to fall into. It’s straightforward, measurable, and pretty satisfying. You can watch one simple number - the leads in your database - and imagine it being like a big ol’ speedometer for your content marketing programs. And the good news is that it generally only grows bigger, so it’s easy to consistently impress your boss.

In our quest to gather more and more information on our potential customers, though, many of us have forgotten one of the most important principles of marketing: the goal of marketing is for your audience to learn about you, not for you to learn about them. Nobody buys your stuff because their name and info are in your database. They buy your stuff because they’ve learned about your company and its offerings, and they have enough confidence in what they’ve learned to shell out some cold, hard cash.

Think about this: Can you draw a solid line between the growth of your lead database and an increase in your company’s revenues?  Read More


"Try It You'll Like It!"

How to Set Up a Successful FREE Trial

by Karen Simon

I recently overheard a conversation at the gym. The guy next to me was telling his trainer about a great new food service he is using. I was so impressed I had to reveal my eavesdropping.

“What is this service?” I asked.

He said it’s called “Blue Apron.” For sixty dollars a week, they deliver the ingredients for 3 gourmet meals for 2 people, all sourced by local farms. And the recipes are amazing! You can watch a YouTube video on how to make them, or just follow the easy directions on the card. They are all designed to take approximately 30 minutes to cook and are 600-700 calories. “

But here is the clincher…. He then said, “They are always sending me coupons for a free week of meals to give to my friends and family. If you give me your email I’ll send you one.”  Read More

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