Engineering as Marketing is a marketing strategy that involves creating and offering useful, free tools or resources to potential customers. This strategy aims to attract and engage a target audience by offering value before they make a purchase, fostering trust and brand loyalty.
Examples of Engineering As Marketing
Here are a few examples of EAM:
- Grammarly's growth to over 30 million users utilized Engineering as Marketing, providing a browser extension for grammar checking.
- Hitlist offered a service to find the best flight deals, demonstrating the strategy effectively.
- Companies can develop small, related free tools and collect user emails, such as building a screenshot tool as a part of their marketing strategy.
Purpose of Engineering As Marketing
Engineering as Marketing is a powerful strategy for marketing professionals because it offers a number of benefits, including:
- Establishes authority and expertise in the industry: By offering valuable tools and resources, businesses can position themselves as thought leaders in their field.
- Generates leads and builds a subscriber base for future marketing efforts: When users sign up for free tools or resources, businesses can collect their contact information and use it to nurture leads and build relationships with potential customers.
- Creates goodwill and a positive brand image: By providing value for free, businesses can generate goodwill and create a positive image in the minds of their target audience.
- Emerging Channels: EAM often leverages emerging channels, such as data, artificial intelligence, and customer experience. This allows businesses to reach their target audience in new and innovative ways.
Benefits of Engineering As Marketing
This method can provide a number of benefits to businesses of all sizes, including:
- Increased brand awareness: By creating and offering useful tools and resources, businesses can increase brand awareness and reach a wider audience.
- Improved customer engagement: By providing value to potential customers, businesses can improve customer engagement and build stronger relationships.
- Reduced customer acquisition costs: EAM can help businesses reduce customer acquisition costs by attracting and converting leads more efficiently.
- Increased customer lifetime value: By fostering trust and brand loyalty, This method can help businesses increase customer lifetime value.
Here are a few case studies of companies that have successfully used EAM to achieve their business goals:
- Grammarly grew its user base to over 30 million by offering a free browser extension for grammar checking.
- Hitlist reached over 1 million users by offering a service to find the best flight deals.
- Buffer, a social media management platform, increased its website traffic by 200% by offering a free social media scheduling tool.
If you're interested in implementing EAM method in your business, here are a few tips:
- Identify your target audience: Who are you trying to reach with your tools and resources? Once you know your target audience, you can develop tools and resources that are relevant and valuable to them.
- Choose the right channels: Where does your target audience spend their time? Once you know where your target audience is, you can choose the right channels for distributing your tools and resources.
- Create high-quality tools and resources: Your tools and resources should be well-designed, easy to use, and provide value to your target audience.
- Promote your tools and resources: Once you've created your tools and resources, you need to promote them so that your target audience knows about them. You can do this through your website, social media, and other marketing channels.
EAM is a powerful strategy for marketing professionals because it offers a number of benefits, including increased brand awareness, improved customer engagement, reduced customer acquisition costs, and increased customer lifetime value. If you're looking for a way to.
