Promoted content: Does social media work for engineers – and how can you make it work for you?

Social media has revolutionised marketing for many industries, but can it deliver the same value for engineering and manufacturing companies? Do platforms like LinkedIn, YouTube and even Instagram genuinely help B2B businesses generate leads, or are they simply not worth the effort?

For many engineering businesses, the idea of using social media to win work might seem counterintuitive. After all, complex machinery or highly technical services aren’t typically what you’d expect to find trending on Instagram. Yet, in the right context, social media can act as a powerful gateway to generate interest, educate potential clients and even convert leads into business opportunities.

The key with social media is understanding that it isn’t necessarily the end goal. It’s part of a process. When used as part of a wider strategy that includes a well-optimised website and marketing funnel, it becomes an effective way to attract the right people, engage them with valuable content, and nurture them into a sales funnel.