Are you an equipment dealer who is part of the Copier Dealer Association (CDA)? Do you still relying on the traditional, person-to-person sales model as your primary way to get new customers? You could be missing out on thousands of potential buyers since many buyers go through 70% of the sales cycle online before contacting any sales reps. That’s why these 5 key components are “must-haves” when marketing for CDA Office Equipment Dealers.
The internet has changed everything, especially the way people buy, with 87% reporting that their primary way of researching a brand is online and through customer reviews.
To reach your ideal customers, you need to intercept them early in the customer journey. This means the minute they type a question about copier equipment dealers into their search bar, what should pop up? You guessed it, your website.
1. Your Professional Website
Don’t have a website? Then, all your online efforts are wasted. You need a hub for all your marketing and branding activities, and your website should be it. A Facebook Page might be free and easy to create, but it will never elicit the same trust and authority as a professional website.
If you already have an existing website, you’re one step ahead. However, you need to ensure it’s optimized so that it shows up near the top of the page in search results. How do you do this? Here are some critical features that will often impact search rankings:
- Easy navigation for site pages – customers should never struggle to find vital info;
- Targeted messaging that is relevant to customers – no fluff, all quality;
- Comprehensive product listings with accurate equipment specs & organized categories – such as shoppable online catalogues or even printable ones;
- Branded visuals and high-quality, high-res photos to represent your products;
- Clear information on your sales process that informs customers on how to order.
2. Your Search Engine Optimization
Search engines basically crawl all websites by quickly deploying search engine bots that “read” and then rank relevant sites according to certain parameters.
Search engine optimization (SEO) is a way to make your website easier to read, so these search engines can direct internet users to your site.
For your site to rank well in an organic search, it all comes down to how well it is optimized for SEO and for the customers you intend to reach. And here’s a secret on how to tell if your website is search-friendly.
Go online, shop your site, and ask yourself these key questions as you do:
- Can I easily locate the kind of equipment I’m looking for?
- Is my website fast to load and responsive or slow and cumbersome?
- Can I quickly find the location nearest me? Are there contact details?
- Does the website also look good on a tablet, smartphone, or laptop? Of website viewers, 51% will use a smartphone or similar device.
3. Your Content Marketing
Content can be anything from a blog, to articles, videos, and graphics. And search engines take into consideration the quality of your content. That’s why content marketing is so important and why it should be part of your strategic marketing for CDA Office Equipment Dealers.
In fact, content marketing, when done right, is proven to increase and attract better customers, while encouraging brand loyalty. If a business keeps giving relevant, helpful information on how to use, repair or improve the performance of their equipment products, then that will go a long way in building trust that could lead to repeat purchases and improved customer retention.
4. Alignment of Sales & Marketing for CDA Office Equipment Dealers
Content marketing can work for you by supporting your equipment sales team. But this can only happen when marketing and sales are aligned.
Marketing initiatives should be aligned with what the sales teams report from their customer interactions. That’s why monthly meetings between marketing and sales can help you target your content more effectively. The marketing materials that are produced should answer any gaps in company communications, or customer relations, and create meaningful online content for prospects.
Online content such as E-books, PDF catalogues, and infographics, can then be used by your sales team offline, as sales tools when interacting with customers. Sales agents can refer customers to company blogs for answers to common questions, or to address any anticipated barriers to purchase, which can save a lot of time and avoid repeat phone calls and unnecessary emails.
That’s why alignment is so crucial for both marketing and sales. If these two arms of your business don’t communicate what’s working and what isn’t, how can they refine their strategies?
5. Your Efforts to Cross-Sell to Customers
Of course, marketing is about getting new customers, but the ones already primed to buy from you are your existing customers. Cross selling means that you make existing customers aware of all your other offerings. This might seem like a no-brainer, however, many customers only experience one area of your business and you can’t assume they will make the leap to your other offerings, unless you nudge them along.
As a dealer, you must communicate how other purchase opportunities can benefit them. Maybe they complement a certain product or extend the longevity of a favourite product. It’s up to you to use your messaging as a way to communicate your company’s value and the value of what you offer. Make sure your sales and marketing teams can clearly convey that to customers.
Want More Effective Marketing and Branding?
Marketing for CDA Office Equipment Dealers has changed so quickly in the last five years, it can seem like an impossible task to keep up. Sometimes it helps to contact experts who are knowledgeable in this arena and who have a proven track record of helping similar clients in your industry.
Ready to conquer the digital domain? Contact us at 778.298.1966 or Toll Free at 1.855.298.8650, to learn more about how Original Ginger can help you develop a sound and effective marketing strategy.