The right way to market infrastructure

The infrastructure industry faces unique challenges that are often overlooked. From the long sales cycles to a highly informed audience, copywriting and marketing for infrastructure is unlike what we do for retail or other sectors. It is then necessary to know specifically who we need to target and the most efficient way to approach them.

1. Know your audience

 Targeting the right audience is a common query when it comes to the infrastructure industry. We can do business-to-business and even business-to-government marketing, since most infrastructure firms often sell to government agencies and municipalities. But who we actually need to focus on are the engineers; people who know what they’re buying and aren’t swayed by clever, persuasive language. Infrastructure buyers typically have a background in engineering, are engineers themselves, or are purchasing on behalf of engineers. These are people who seek factual, educational marketing materials that will inform them rather than convince them. Studies have shown that they need to see at least five pieces of factual content, with seven as an industry average, before making their purchase. It’s why writing for infrastructure needs to be authentic, technical and air-tight, as we are communicating with experts in the field.

2. Keep it short

 Infrastructure purchasers prefer concise copy that tells them what they need to know as soon as possible.  While traditional marketing is about persuading people to buy based on its unique selling point, information marketing is made to educate people about the product. “This is what makes writing for infrastructure much simpler to craft, and yet that much harder to get right,” explains Jasmine, our copywriter. “Because when the copy is stripped of its embellishments, witty content and compelling headlines, we are left with hard facts, and there’s no room for mistakes there.”

3. Make it visual

 Another way to deliver good informational marketing materials is by letting purchasers see, rather than read. For instance, our client, Pivot Electronics, developed the world’s most advanced Disconnect and Test Terminal (DATT), which revolutionised rail trackside testing. We launched this product by publishing a comprehensive functional specification document as well as an in-depth technical animation that explains the functionality and benefits of Pivot’s DATT. Because prospects usually seek basic education on new technology, the language used had to be easy to understand while still keeping in mind that the audience is made up of highly experienced engineers. Communicating to them through technical animation, infographics, and other visual materials can influence a potential customer’s purchasing decision.

4. Have the record to prove it 

Case studies can also be a very useful tool, as it presents quantifiable results and can be distributed both online and offline. Other materials such as publications, blogs, newsletters and online videos can also provide buyers with a better understanding of the product. Client testimonials are especially useful as they can attest to how your product solved real world situations.

5. Provide the right information

The infrastructure industry has no impulse purchases, and that means that these buyers are diligent in their research and will consume dozens of fact-based materials before making their decision. Infrastructure companies need to be able to provide enough information—either in the form of blogs, white papers, or annual reports—to thoroughly inform the buyers.

With information marketing, it’s all about contributing to the ocean of research that the purchasers carefully wade through early in the sales cycle. Prospects have little appreciation for anything other than the solution for their problem. So now, the onus is on us to provide materials that can help their self-education much earlier in the sales cycle, even before contact. And when you know who you need to be talking to and how to communicate with them, you can easily surpass your competitors and become the thought leader in your industry.