More digital, more personalised, more effective

Mechanical engineering agency

Marketing for mechanical engineering, as we have known it until now, is outdated. Even one of Germany's most traditional industrial sectors now has to adapt to decision-makers and buyer centres that exhibit a fundamentally new approach to communication and interaction.

Whereas it used to be enough to be present at the most important trade fairs to generate leads and conversions, the situation is now quite different. The target group is thinking in an increasingly digital way and prefers to be addressed accordingly.

This entails new challenges for marketing and sales in mechanical engineering. Today, an agency for mechanical engineering has to combine the analogue world with the digital world. We at the Ruess Group do just that – for Schubert, Ishida, Hager+Elsässer, gebhardt and all who are now seeking to break new, digital, successful ground.

We are systematically expanding our knowledge in our key industry sectors. Our employees follow technological developments, the development of key market players, marketing events and current industry topics in plant and mechanical engineering. You benefit from a partner with a high level of consulting expertise who does not need long briefings and who proposes solutions that work.

Your contact

Steffen Ruess

Managing Partner
Ruess Group

T: +49 711 16446-581
M: steffen.ruess@ruess-group.com

public relations | content marketing

A crowd listens to the speaker from pr agency Schubert, all of them looking at a monitor hanging from the ceiling.

Schubert PR agency

As a full-service agency for the Schubert Group, we have been working as an outsourced marketing department for 50 years. Press work is just one of the key aspects of our diverse and challenging assignments in the context of fully integrated and international communication.

public relations | content marketing

Theegarten-Pactec PR agency

For the confectionery, food and non-food sectors, we realize strategic PR consulting, international B2B-specific product and thematic communication as well as innovative formats such as social media campaigns for the packaging machine manufacturer.

All disciplines

PR Mechanical engineering: These communication skills are now in demand

A communications agency for mechanical engineering companies has to abandon the notion that it is simply an advertising agency. After all, it is at the centre of the fourth industrial revolution, which is not only drastically changing machine engineering, but also the minds of the target group. Industry knowledge is what is needed.

1. Understanding of technical complexity in mechanical and plant engineering

The products of a mechanical engineering company are usually highly complex. The agency has to be able to communicate these topics, which are difficult to explain, to the target group in a way that is understandable and compelling. This calls for technical know-how and a high ability to think abstractly.

2. Sales cycle for mechanical engineering companies

The sales process in mechanical engineering is typically a lengthy one, as the buying centre usually carries out extensive analyses and evaluations. Here, it is important for a PR agency to accompany the leads through the entire decision-making process and build lasting relationships with potential buyers.

3. Global marketing strategy

Companies in the mechanical engineering sector usually operate internationally. This calls not only for a thorough understanding of the different cultures and the laws and standards that apply in each of them, but also for an international marketing strategy that can be efficiently and effectively adapted to the target markets in question.

4. Standing out from the strong competition

Competition has always been fierce in the mechanical engineering industry. This is because there are many companies offering similar and similarly good products. To succeed in the market, the PR agency for mechanical engineering needs to intelligently differentiate the products' performance and define communicative USPs.

5. Keeping pace with digitalisation

The rapid advance of digitalisation and Industry 4.0 also present a major challenge for advertising agencies working in the mechanical engineering sector. The task now is to make communication in mechanical engineering fit for the future by means of networking, digital analytics and machine learning (AI), just as industrial operations need to be.

6. Expertise in the after-sales area

In mechanical engineering, it is often the case that not only products are offered, but also extensive services such as maintenance, repair and subsequent delivery of consumables. These professional services need to be clearly communicated by a pr agency because they contribute not only to the purchase, but also to client satisfaction.

Marketing and communication: The PR agency for mechanical engineering must go digital

Let's not kid ourselves: The days of traditional marketing in mechanical engineering, with trade fairs and face-to-face meetings, are over. Before making a purchase decision, buyers now research products and services online.

Attending a trade fair is no longer as popular as it used to be, because a visit by an entire buying centre and the decision-makers above it not only generates extensive costs, but also takes up a considerable amount of time. In short, resources that are lacking for other important tasks in the company.

To meet the challenges of the future, an advertising agency for mechanical engineering must therefore develop and establish new digital strategies. It is important to address the target group precisely and to make the communication as customised and personal as possible.

The focus here is usually on product and service quality. And, of course, to create an actual and communicative added value for the buyers – to offer them exactly what they are looking for.

Customised communication: Tools for the mechanical engineering agency

Communication in mechanical engineering has to become more customised. Not a problem – there are a variety of tools for this.

As a mechanical engineering advertising agency, we draw on a whole range of software solutions to ensure that our customers reach their target group in the best possible way.

1. Marketing automation tools

Platforms such as HubSpot, Marketo or Pardot enable the automation of communication across a wide range of channels, including websites, emails or social media. At the same time, they provide detailed analyses of how potential prospects and buyers react to the content.

Additionally, lead scoring systems are used to track the behaviour of prospective customers and classify them according to their relevance. This enables you to send personalised content tailored to the potential buyer and achieve significantly higher conversion rates.

2. Customer Relationship Management Systems (CRM)

Salesforce, Zoho CRM or Microsoft Dynamics 365 are key tools for customising and measuring communication. This is because they document and analyse all interactions with users. This allows you to develop tailored communication that meets specific needs.

Furthermore, these various types of CRM software offer analysis functions that show how well the campaign and the individual measures are working. This is how they reveal potential for improvement and make it possible to achieve the set goals with more impact and less budget.

3. Account-Based Marketing Softwares (ABM)

Demandbase or 6sense are further important tools in the B2B area. They serve to collect countless data about a specific company or industry in order to develop highly individualised content. They also analyse which content scores and how far a lead is in the decision-making process.

ABM software can be used to tailor the individual marketing measures of a mechanical engineering company to individual major customers (accounts) and generate data that not only supports the creation of campaigns, but also the identification, conception and development of sales measures.

4. Analytic tools

Google Analytics or Hotjar provide detailed insights into how users behave on the company's website. Ultimately, their tracking functions enable you to understand which parts of the site work particularly well and which are less successful.

All of this helps the PR agency adapt the content, texts, images and graphics on the website in a targeted manner and to create personalised content based on the individual behaviour of the user. The aim is to increase the time spent on the site and conversions.

5. Email marketing tools

Tools such as Mailchimp or Campaign Monitor are used to send targeted content and measure its impact. They not only enable you to create and send emails, but also segment recipients according to specific criteria to allow a high degree of customisation.

They also provide the PR agency in mechanical engineering with detailed reports and analyses of opening and click rates, and support everyone involved in the creative process in evaluating the effectiveness of the emails sent, so that they can then be improved.

How to make communication for the mechanical engineering sector more effective

Digital communication is especially beneficial for mechanical engineering companies that have to make do with a limited marketing budget. At all touchpoints with the target groups, the mechanical engineering advertising agency can therefore design communication with the target group in a more specific, personalised and ultimately more effective way.

1. Website communication for mechanical engineering companies

For a mechanical engineering company, a targeted website is the first touchpoint with the target group and the beginning of the customer journey. It presents the company, its products and services, and its philosophy.

Unfortunately, however, the content of many websites today still resembles a classic company brochure. This is a waste of resources. With a website that works effectively for a mechanical engineering company and is designed to invite dialogue, we as an advertising agency achieve one thing above all for our customers: Conversions.

2. Content marketing and SEO for mechanical engineering companies

The aim of a marketing strategy is to convert prospects into buyers and curiosity into fans and brand ambassadors. This is only possible with customised, attractive and relevant content that gives users the feeling at every touchpoint that they are now better informed than before.

Search engine optimisation (SEO) also plays an important role for mechanical engineering companies. This is to ensure that your content ranks as highly as possible on Google, ahead of your competitors, and is found by potential customers. With our experience in content marketing, we will optimise your content and, as a PR agency for mechanical engineering, create industry-relevant texts that will be found.

3. Social media marketing in mechanical engineering

In the past, mechanical engineering companies mainly got in touch with their target groups at trade fairs or during a personal visit. Today, mechanical engineering companies also have to reach their target groups on social media.

As an experienced mechanical engineering agency, we create a well-thought-out social media concept for you, so that you are present on the channels where your target group is. This way, you can establish direct contact with your target group, inform them about new products and services and present your company as a brand.

4. Agency for mechanical engineering: We rely on targeted lead generation

Lead generation in mechanical engineering requires a strategic combination of content marketing, account-based marketing (ABM) and digital tools to inform potential customers about the technical advantages of products and build trust, for example, through technical articles, white papers and case studies.

At the same time, ABM should target decision-makers in specific companies to create tailored campaigns. Platforms such as LinkedIn and industry forums also offer direct channels for addressing relevant target groups.

5. As your agency for mechanical engineering: We optimise your email marketing

Email marketing is one of the best ways to generate relevant leads in the mechanical engineering sector and to address them in a targeted manner. We use analysis software such as Mailchimp to make personal and individualised offers.

This is because the data and information about the individual user increases with each contact.

So, from email to email, it becomes easier to bring the customer to a conversion or at least to a targeted contact, for example with the sales department. And all at a rather low cost.

Your mechanical engineering agency: It all comes down to these communication skills

An agency that wants to work for clients in the mechanical engineering sector has to be more than just an advertising or PR agency. It needs a combination of technical and creative expertise. It has to be able to delve deeply into highly complex matters while also being a creative service provider.

Our expertise as an experienced agency for mechanical and plant engineering is based on our technical understanding of the products and services offered. This enables us to identify the specific customer benefits.

As a PR and advertising agency for mechanical engineering, our mission is to convert technical specifications into relevant, comprehensible marketing content. We analyse the technical content and package it into campaigns and content in such a way that it appeals to both experts as well as target groups such as controllers.

At the same time, the creative team also plays a decisive role, especially in the areas of graphic design, video creation and content production. This is because engineering companies often need visual representations of their products, in the form of 3D renderings, animations or explanatory videos, e.g. on YouTube.

Our copywriters, designers and multimedia specialists not only have creative skills, but also an understanding of industrial aesthetics and technology. This enables them to present information in a way that is both visually appealing and factually correct.

Our consulting team consists of B2B marketing experts who are familiar with the unique challenges of building business relationships, sales cycles and lead generation in more than one industry.

With our team expertise as an engineering agency, we develop a well-thought-out content strategy for your company that includes social media, trade articles, white papers, case studies and technical blog posts. This is how we demonstrate your company's expertise, increase reach and boost trust among prospective business partners.

As a mechanical engineering agency, we at the Ruess Group also support sales in the digitalisation process. With online marketing and experts in search engine optimisation (SEO) and advertising (SEA), we make sure your company and its products and services are easily found on the web.

Media also plays an important role. Especially since it works differently in the B2B sector than in B2C. Here, LinkedIn, specialist portals, specialised platforms and influencers are the preferred channels for mechanical engineering companies to address the relevant decision-makers and buying centres in a targeted manner.

Ultimately, well-founded market research is also needed to understand what the market and the competition are doing and which trends are currently emerging. This knowledge is essential to position the company as a thought leader and trendsetter in the market.

With a team of interdisciplinary experts and specialists who have all the technical and creative skills and understand how effective marketing works in the complex B2B environment. Especially in mechanical engineering, where lifelong learning is the order of the day. We at the Ruess Group tick all these boxes.

Because our employees follow all developments. Be they technological, the behaviour of market participants, marketing events or current industry topics in plant and mechanical engineering. So that with us, you get a partner who doesn't need long briefings. For solutions that work.