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Top 8 Digital Marketing Strategies for the Heavy Machinery and Equipment Industry

If you are a manufacturer and sell heavy equipment or machinery like rough terrain cranes for sale, marketing can be difficult for you. B2B marketing isn’t as simple as you have to appeal to an entire team of decision-makers. Many B2B marketers face this challenge; however, it isn’t impossible to do.

There are different digital marketing tactics that heavy equipment companies like Tower Crane Supplier can use. However, choosing the best one can be tough or challenging.

The following digital marketing ideas for heavy machinery companies can help to get in the right direction.

Have a responsive website

The website of heavy machinery selling company is the first place for potential buyers to invest in equipment and find information about your offerings. To offer everything they are searching for, their website should be responsive, robust, and thorough.

Also, it should be optimized for various search engines to make it easy for potential customers to find. A few of the elements a website should contain include:

  • Clear Navigation
  • Complete product listings
  • Clean product images
  • Buying information

Have an optimized website for search engines

Search engine optimization (SEO) is a process to make a website easier to organize and read for search engine algorithms. Once search engines like Google can read the site, they can show your website to users who need to become customers.

Different fine details are part of SEO, and we can’t cover them here. In a nutshell, an SEO-friendly site helps users/visitors to see and buy your products easily.

Run Effective PPC campaigns

A heavy equipment company might also consider running PPC ad campaigns to attract qualified leads to your site.

Heavy equipment or machinery is a competitive industry. Whether you are a distributor or a manufacturer, you know reaching out to new customers can be a challenge.

PPC advertising enables you to reach out to your most qualified prospects while they are already searching online. One of the biggest advantages of PPC advertising is that you don’t have to wait for results. PPC is a great option if you want to quickly increase traffic to your website and increase revenue.

Leverage content marketing

Content marketing incorporates creating articles, blogs, videos, photos, downloads, graphics, and other informative products for a website.

The created content should be based on keywords you identified during keyword research to get as many new leads as possible.

One of the most popular ways to create new content is to start a blog. Through a blog, you can discuss

  • Common questions,
  • Company news,
  • Industry developments, and
  • Any other information relevant to your heavy equipment business

Similarly, you can use articles to offer similar solutions. Articles are better platforms to answer questions that demand an in-depth and long explanation. The company can also use them as equipment pages, category pages, pricing pages, and more to round off your site.

For downloads, you can upload specification sheets, user manuals, usage histories, and condition reports for potential buyers searching for certain equipment. Moreover, heavy machinery companies could also upload a downloadable guide on how to select equipment for first-time customers or contractors after entering the industry.

Videos are excellent content sources because they allow you to demonstrate your equipment in action. You should film heavy equipment if you have the opportunity, even if it’s just with your phone. It’s a huge boost for digital marketing, especially in such a crowded field.

Following that, photos are ideal for displaying your equipment in its best light. Take a few photos from every angle to show it off once it’s been cleaned, inspected, and is ready to sell. You can even go inside the cockpit or under the hood to ensure that customers see everything they need to see.

  • Facebook
  • Twitter
  • LinkedIn
  • Instagram

Offer your industry expertise

If you are running a well-known heavy equipment or machinery company, you may be conceived as your field expert. In this case, make sure to make it clear you are open to interviews.

Writers working for industry publications might need to speak with you about your field in general or company specifically. If so, remain willing to show your expertise. No one needs to read a generic or unhelpful article, so you need to be prepared for sharing insightful and useful information.  

Attend conventions and conferences

Do you go to major conventions and conferences in your industry? If not, then you are losing. Although this costs money and therefore, some heavy equipment manufacturers like mobile crane manufacturers remain hesitant to do it. However, attending trade shows and exhibitions is worth setting aside some of the marketing budgets.

These events are a great way to meet buyers and dealers, as well as a great source of content for your website and social media accounts.

Use company email to stay in touch

The heavy machinery and equipment industry carries a long sales cycle. Thus, it is crucial to stay in contact with every lead as they make their decisions. Campaigns for email marketing are an effective way to do this.

As a company, you can use drip campaigns, newsletters, and lead nurturing emails to ensure your leads remember you as a business and see you as a helpful source of information.  

Start a YouTube channel

If you have a plan to add videos to your website (and you should), it’s advisable to make a YouTube channel. A company-specific YouTube channel is an ideal platform to demonstrate what your machine or equipment is capable of. A channel can be much more interesting compared to images.

You can show videos of your equipment in action, post video testimonials from satisfied customers, and share any other type of video content. YouTube is a convenient platform for hosting the videos you want to share on your site and social media accounts, and it will allow you to address important aspects of your equipment as well as educate consumers.

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