Why Most Engineering Marketing is a Massive Waste of Money
If you run an engineering or technical consultancy here in Brisbane, you’ve probably noticed something frustrating. You’re highly skilled, you’ve spent years getting your qualifications, and you deliver solid results. Yet, when it comes to getting new business, you’re often treated like a commodity.
You get an enquiry, you spend hours (or days) putting together a detailed technical proposal, and then the client goes with the cheapest guy in Coorparoo because he was $500 less.
Most marketing advice for engineers is written by people who don't understand that you aren't selling t-shirts. You’re selling expertise, safety, and reliability. If you use the same 'flashy' marketing as a retail shop, you’ll look desperate. If you do nothing, you’re reliant on the 'old boys' network' which is drying up as a new generation of project managers takes over.
In this guide, I’m going to break down the three main ways engineering firms try to grow and tell you exactly what works, what costs too much, and how to stop chasing bad clients so you can actually enjoy running your business again.
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Approach 1: The "Wait and See" Method (Referrals Only)
This is how 90% of Brisbane engineering firms operate. You do good work, and you hope people tell their mates.
The Reality: Referrals are great because the trust is already there. But you can’t pay your mortgage on 'hope'. Relying solely on referrals means you have no control over your growth. When the construction industry in South East Queensland dips, your phone stops ringing, and you have no way to turn the tap back on.
What it costs: It feels free, but it’s actually the most expensive way to run a business. Why? Because you take whatever comes through the door. You end up with 'headache clients' who don't value your time because you're afraid to say no when you don't know where the next lead is coming from.
The Verdict: Keep doing great work, but stop pretending this is a growth strategy. It’s a survival strategy.
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Approach 2: The "Technical Expert" Method (Whitepapers and Jargon)
I see this a lot with firms in Milton and the CBD. They fill their website with 40-page PDFs about structural integrity or complex fluid dynamics. They think showing how smart they are will win the job.
The Reality: Your clients (developers, architects, or government project managers) usually aren't engineers. They don't want to know how the watch is made; they just want to know it tells the time. When you use too much jargon, you confuse the person holding the chequebook. And as the saying goes, a confused mind always says "no."
What it costs: Thousands of dollars in wasted time writing content that nobody reads. You might feel proud of that technical article, but if it doesn't result in a phone call, it’s a hobby, not marketing.
The Verdict: Save the technical talk for the actual project delivery. Your marketing needs to speak the language of the client's problem (e.g., "We get your DA approved faster" or "We reduce your construction costs by 15%").
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Approach 3: The "Strategic Authority" Method (What Actually Works)
This is the approach we use at Local Marketing Group for our professional service clients. It’s about positioning you as the only logical choice for a specific type of project.
Instead of being a "General Civil Engineer," you become the "Brisbane Expert in Small-Scale Residential Subdivisions."
How to do it: 1. Fix your website: It needs to work on phones and load fast. If a developer is on a job site in Chermside and tries to open your site but it takes 10 seconds to load, they’re gone. 2. Show, don't just tell: Stop saying you have "high standards." Everyone says that. Show a photo of a project you saved from a $50k mistake. That’s how you prove you’re the best choice to a skeptical prospect. 3. Google is your friend: When someone searches for "structural engineer Brisbane," you need to be there. Not in the 'sponsored' ads that everyone ignores, but in the local map results.
The Verdict: This takes some effort upfront, but it builds an asset that brings in leads while you sleep.
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The "Money" Talk: What Should You Spend?
I’ll be blunt: if you’re spending less than $1,000 a month on your marketing, you aren't really marketing. You're just dabbing your toe in the water.
For a small engineering consultancy (2–10 staff), here is a realistic breakdown of what you should be looking at:
1. Your Website ($3,000 - $7,000 once-off)
Don't let a nephew build it for $500. You need a site that actually turns visitors into enquiries. It needs to look professional, work perfectly on a Samsung or iPhone, and clearly state what you do within three seconds of someone landing on the page. If your current site looks like it was built in 2005, you are losing money every single day because people think you’re out of date.2. Local Google Presence ($500 - $1,500 per month)
This involves making sure you show up when people search for your services in Brisbane. It’s not about "tricking the system." It’s about making sure Google knows you are a legitimate, active business in Queensland. This is where you get the highest quality phone calls.3. Content that Sells ($500 - $1,000 per month)
This isn't about boring blog posts. It’s about case studies. "How we helped a Sunnybank developer save 3 weeks on their earthworks." That is gold. It shows you know the local councils, you know the local soil, and you know how to solve problems.---
Why Engineering Firms Fail at Marketing
I’ve sat down with dozens of directors in Fortitude Valley and beyond. The biggest mistake they make is thinking marketing is "dishonest" or "fluffy."
Marketing is simply making sure the people who need your help know that you exist and trust you enough to call you.
Another huge mistake is wasting money on tech marketing that is way too complicated. You don't need a complex "automated funnel" or a chatbot that annoys people. You need a phone number that people can click to call and a contact form that actually works.
The "Race to the Bottom" Trap
If you don't market yourself, the only thing you have to compete on is price. When you compete on price, you attract the worst clients. These are the ones who call you at 6 PM on a Friday, complain about every invoice, and expect the world for a pittance.By building a strong local brand, you can charge what you’re worth. Clients will pay more for the "Brisbane specialist" than they will for the "cheapest guy on Google."
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Your 90-Day Plan to More Enquiries
If you want to see results by next quarter, here is exactly what I’d tell my mate to do if they ran an engineering firm:
Days 1-30: The Foundation Google Business Profile: Claim it. Fill it out completely. Upload 10 high-quality photos of your team and your projects. Reviews: Call your five best clients today. Ask them for a Google review. Don't be shy—if you've done a good job, they’ll be happy to help. This is the single fastest way to get more phone calls.
Days 31-60: The Conversion Fix the 'Leaky Bucket': Look at your website. Does it have your phone number at the top? Does it show your face? People buy from people, especially in professional services. Get a professional photographer to take some shots of you and the team. No more stock photos of people in hardhats who clearly don't live in Australia.
Days 61-90: The Outreach Case Studies: Write down three projects you’re proud of. Explain what the problem was, what you did, and what the result was for the client (e.g., "Project delivered under budget," "Council approval secured first time"). Put these on your website and share them on LinkedIn.
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Is it worth hiring an agency?
Look, you’re busy. You’re managing staff, checking drawings, and dealing with councils. You probably don't have time to learn the ins and outs of how Google works or how to write persuasive copy.
However, don't just hire the first agency that emails you promising "Page 1 results." Most of them are offshore operations that don't know the difference between Indooroopilly and Ipswich.
You need someone who understands the Brisbane market and understands that for an engineer, one good lead can be worth $20,000 or $200,000.
If you’re tired of the feast-and-famine cycle and want a steady stream of high-quality project enquiries, we should talk. We don't do fluff, we don't do jargon, and we don't waste your time with reports that don't make sense. We focus on one thing: getting your phone to ring.
Ready to grow your firm? Contact Local Marketing Group today and let’s see if we’re a good fit to help you win more of the projects you actually want.