Although these simple targeted strategies can apply to many different industries, one sector that’s seen a dramatic change in the past 10 years is the heavy equipment industry, with up to 70% of B2B (business to business) search queries made via mobile device and big players such as Grainger and Fastenal hitching their future hopes on E-commerce. Many companies that never needed a website or Facebook page, now find them to be indispensable tools for engaging customers. And while heavy equipment industry often needs to balance both the B2C (business-customer) and B2B customer bases, here are 5 effective marketing strategies that will work for both.
1. Your Business Website
A new website is a big investment and a significant one, since it has to last you a few years. If you’re unsure whether you need a new website, here’s an easy checklist to determine if your current site contains all the essentials in order to rank well in Google searches:
- Responsive Web Design – will your site look good on smartphones, laptops, and tablets?
- Is your SEO (search engine optimization) as strong as it can be? Does your site rank high in searches?
- Clear and straightforward site navigation – is it easy to locate critical info?
- Clutter-free home page with bullets and call-out boxes (since most people skim pages)
- High-quality professional photos of your equipment
- Clear purchasing info. Is it clear if you accept online payments, allow rentals etc.?
- E-commerce with integrated inventory management
- Geo-targeting that allows Google to target your locations and tell customers where you sell (especially helpful if you have multiple locations)
- Video content that showcases your sales and service techs, equipment demonstrations, how-to videos etc.
- A shoppable online catalogue with specs for all the equipment you offer, including any possible modifications for different uses.
2. Get Going with Google My Business
In the world of marketing strategies for heavy equipment industry, this is one tool you can’t afford to miss! When someone does an organic or branded search, a Google My Business (GMB) profile will show up on the right-hand side of the page, along with Google Maps. This is called the “Knowledge Graph”, and gives crucial info to the customer, such as your website, directions to your nearest location, customer reviews and contact numbers.
You must claim your GMB profiles for each location, and make sure your company info is correctly filled out and is run through Google’s verification process, if you want your GMB profile to show up in searches.
3. Craft a Clever Marketing Plan
“Content” includes everything from your website copy to blogs, graphics, and downloads. Branding and marketing strategies for heavy equipment industry should always include a content marketing plan. Every material you deploy should have a strategic purpose behind it, whether that purpose is to inform customers, create brand awareness, and/or brand trust.
Content should inspire and compel people to care about and appreciate your brand, which in turn, will lead to more sales and better customer retention.
What branded content will best serve the heavy equipment industry?
- Blogs – they boost SEO and help convey company news, industry developments, answer common questions and can support after-sales with helpful user tips!
- Downloads – these can be spec sheets, user manuals, condition reports for potential customers or case studies.
- Photos of your equipment and videos of them in action (even simple ones shot on a smartphone will do)
- E-books – a free E-book can address more in-depth topics and can categorize offerings or provide pricing.
4. Implement Innovative QR Codes
A Quick Response Code or QR code is basically a barcode that contains further information about an item. You might have used one before to scan something into your smartphone. Commonly used to open video, photos, or PDFs, QR codes can be used for heavy duty equipment clients for machine demos, repair info, contact info or to share warranty information.
It’s a great add-on to any online marketing plan because it shows great attention to customer needs even after the sale. Customers love it and so do our clients!
5. Promote Your Social Media Profiles
Social media isn’t just for B2C companies. Many organizations now realize the huge potential to widen their audience and engage customers in a meaningful way via social media platforms such as Facebook, Twitter, Instagram, and LinkedIn.
Even heavy equipment industry needs to hop on board! It’s crucial to maintain an active presence on most of the above platforms. However, posts shouldn’t be thrown up hastily. They should display consistent branded visuals, colours, and messaging, and each one should have a specific goal that fits into your overall content marketing plan.
Some of the social media sites most useful to heavy equipment vendors are:
- Facebook – this is a must for targeting potential customers and sharing website content
- LinkedIn – this platform is best to reach decision-makers such as CEOs, management etc.
- YouTube – this is the best way to show your equipment in action! Use this platform to share videos instead of uploading them directly to your site, which will slow your site down.
Need Marketing Strategies for Heavy Equipment Industry?
Don’t have a strategy for your marketing, branding or content? It’s a little bit like jumping out of an airplane with a parachute that works 50% of the time – by some great chance, you might land OK, but many times, it’ll be a flop.
If you have a strategy behind your marketing, you can better guide and steer your customers in the direction you want them to go. And if you don’t think your heavy equipment company’s marketing strategy is as strong as it could be, contact us. We can update your website, add E-commerce, craft a shoppable online catalogue or a branded printable catalogue (one of our specialties) and more!
Want to get started? Call 855.298.8650 or use our online form for a free evaluation.
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