This is something that has been around for a while but hasn’t really received a label that I am aware of. Engineering as Marketing is simply having some sort of tool that is related to your Business that helps customers in some way.
For example, a marketing automation company called HubSpot has an online tool that grades and reviews your Website based on certain marketing criteria. This tool acts as a lead generator which warms up a prospect for a salesperson to sell their Marketing Automation Software to them.
Another example could be a Bank offering a free mobile application to their customers to download that allows them to calculate monthly mortgage payments.
The tool itself doesn’t have to be complicated technically, it just has to be useful to your customers or clients!
One of the benefits of this concept is that it’s high-leverage. You spend some money upfront to get the tool made and for as long as it’s available to people, it is giving your Business a constant stream of leads. This can be more powerful and more scalable than constantly attending networking events and Chamber of Commerce meetings.
Another benefit of a tool for your customers is that it can illustrate or enhance the problem they already have. For example, if you have a course on how to quit smoking, a tool that shows how much they spend on cigarettes per month could spur them into taking your course.
To help you brainstorm some ideas for an online or mobile tool for your customers, here are some types of applications to help you get some ideas:
- Tracking App
- A Catalog
- Map or Location based tool
- Review or Rating app
I hope this gets you thinking about ideas for a tool or app that can help bring in more customers for your business.