Should you choose digital marketing over traditional marketing for your heavy-duty equipment business? With the rise of online businesses, the competition has become quite stiff, and you need to be on top of your game to capture your target market and close sales.
When marketing your business, whether equipment leasing or selling, you need to combine both traditional and digital marketing strategies. Still, it’s safe to say that online marketing is taking the spotlight with the global online shopping market predicted to hit four trillion in 2020.
So, where do you start? This is what we’ll be addressing in this post, and we’ll take you through all the marketing tips that will help you market your heavy duty equipment successfully.
Create a Responsive and Robust Website
It’s nearly impossible to market your business without an online presence, and the first thing you need is a website. Your business website is the first place consumers looking for equipment leasing will start. A business website needs to be responsive, robust and optimized for search engines.
Your website homepage should be able to offer your target audience an understanding of your business is all about. Have a clear navigation and a comprehensive product listing as well. Customers should understand what equipment you’re leasing and which ones you’re selling.
Offer as much information about the machinery as you can, and include all the accessories that go with it. Upload professional pictures of the equipment as well. Beyond that, make sure your leasing and sales process is transparent.
The More straightforward you make your information, the higher the chances that consumers will reach out and do business with you.
Social Media Marketing
Social media is the epitome of online marketing. This means that you must maintain an online presence on social media platforms such as Facebook, Twitter, and even Instagram.
With 54% of consumers searching for products on social media, you need to have an active presence. This translates to posting on a regular basis, engaging with your customers, offering promotions and discounts, and sharing relevant information about equipment leasing.
One of the most important steps you can take is to understand who your customers are and where they come from. This will make targeting super easy, and you’ll benefit from your advertising efforts. Create customized geotargeting maps, especially if you have shops in multiple locations and lease or sell your equipment across states.
Take Advantage of Google My Business
A business like yours will greatly benefit from Google My Business. A business profile is imperative for organic and branded online searches because the information you upload will show up in the Knowledge Graph. This is a quick way for potential customers to not only find your website, but get the direction to your store, see customer reviews, and call your business.
If you have multiple locations, then you should do this for each one. On each page, ensure that the company address, name, phone numbers, and categories are well included.
Take Advantage of Video
The thing about video is that it’s no longer just nice to have. Video has become an integral part of marketing a business. Product videos are especially crucial for consumers. Most of them opting to view how products should be handled instead of reading about it.
When it comes to equipment leasing, you can easily show your customers how to operate the machines and how to take care of them while in their care. Film new models when they come in to appeal to more customers, use how-to videos as well as instructional videos to boost your sales
Start by creating a Youtube channel, which will serve your marketing goals quite well. Upload those videos on your social media handles, your email marketing campaigns, and even the video marketing campaigns to drive shoppers to your business.
Attend Conferences and Conventions
Have you attended the conventions and conferences in your industry before? You may be hesitant as a heavy equipment business, but the results will be well worth it. These events, especially on a local aspect, are an incredible way to build connections and appeal to the local customers.
If you’re seen as an expert in your field, you can offer your expertise and experience to write industry publications and speak at these gatherings. Even if you’re just starting out, as long as you can offer insightful and helpful information, then customers will look up to you.
In this business or any other business for that matter, it pays to be authoritative. Most customers conduct business with people they trust, and to instill trust, you need to be an authority in your industry.
Hire Professional Marketing and Advertising Experts
Marketing is no easy feat. When it comes to leasing equipment such as a forklift or vacuum excavator trailer, then having professionals could go a long way. Hiring professionals with extensive industry knowledge means you will have a professional marketing report strategizing the best way to get your products to your target market.
Having professionals market your business could have a positive effect and a good return on investments because you’ll reach the right market. One of the best things you can use is Google Adwords, which will work in your favor since you’re leasing and selling equipment worth a lot of money.
Equipment Leasing: Wrapping Up!
As you can see, there are many ways to market your equipment leasing business. With these marketing strategies, reaching your target market will be easy, and so will closing sales. Still, the competition is fierce out there, and you need to have people who know the industry trends and how to handle marketing tactics.
There are many marketing and advertising companies out there, which means you need to do some research to find the right one. You can also outsource marketing agents if you feel that hiring in house employees would be too much for your business.
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