Like most businesses, Heavy Equipment & Truck/Trailer Dealers are faced with challenges on how to get the best return on investment for their marketing dollars. To thrive in today’s business environment, heavy equipment and truck dealers need to leverage multiple channels including digital technologies in their marketing initiatives to remain competitive.
With new technologies and applications changing so quickly it can be a daunting task for businesses to keep up. Some heavy equipment and truck dealers are tempted to stick with their old methodology not realizing the risks associated with falling behind on current tech trends. To be competitive and relevant in business today heavy equipment and truck dealers need to stay current with the changing trends in technology and adopt the right technological investments moving forward. Plan Ahead!
When it comes to high ticket items such as heavy equipment and trucks, potential buyers can come from anywhere in Canada. Digital technology makes it possible to reach qualified buyers from any geographical region economically.
Here are some key strategies for Heavy Equipment and Truck Dealers:
1 Have a well-designed website that generates results:
Businesses are often judged by the quality of their website. Your website should not only look professional but should have useful content and be user-friendly. It should also have the following key features:
- Mobile responsive – today more people use their phones and tablets to search for equipment
- Inventory module to display your units as well as the ability to export the units to other marketing sites such as Heavy Duty Direct to garner added exposure
- Search Engine Optimized so that your business and inventory show up when people are searching for relevant keywords – more on this under digital marketing
- Utilize website development platforms that keep up with evolving technology and enable easy update of website content such as blogs, special offers, announcements etc.
2 Manage and grow your online presence using DIGITAL MARKETING.
This is important to increase your brand’s online visibility and credibility. Key elements of digital marketing include:
SEARCH ENGINE OPTIMIZATION
Search engine optimization (SEO) is a key activity that enables search engines to rank your site higher when a user is searching for relevant keywords to your business. SEO involves a number of steps including keyword research, on-page optimization (using meta tags), link building, analysis of traffic flow etc.
Good content on your website will not only add value to your readers but also build trust with your brand. Content could be in form of blogs, videos, photos, infographics etc. and could provide useful information about your company, your products, industry developments and other relevant subjects. Content marketing is critical part of overall digital marketing.
SOCIAL MEDIA MARKETING
A 2017 survey by Ryerson University on social media usage in Canada found that 94% of adult Canadian internet users have at least one social media account. The chart below shows the extent of the use of the various social media platforms.
Given the widespread use of social media, businesses need to develop an effective social media strategy to maintain their social presence and engage with their audience. This will build brand loyalty and increase visibility
PAY-PER-CLICK (PPC) MANAGEMENT
PPC has an immediate impact on your site’s visibility. There are different forms of PPC which include:
Paid Search Advertising
There are various tools that we use to determine which keywords to use. By strategically selecting the keyword combinations we can maximize the ROI.
Turn your valuable prospects into customers. Our team of professionals will help you re-engage users who have expressed an interest in your products or services
Used to generate awareness about your brand, product or service. We’ll develop a social advertising strategy aimed to meet KPIs and your targets
Display are used to increase brand exposure, engagement and conversions. We manage both direct response campaigns and brand awareness campaigns.
Videos are becoming very common and are very effective in getting your message across – whether it increasing your brand’s awareness or specific products. Videos can give you a competitive advantage.
Increase ROI through PPC search advertising. We deliver results that help our clients achieve their business objectives. We manage our clients’ accounts daily and monitor bid prices and budgets to ensure that we are maximizing ROI.
CONVERSION RATE OPTIMIZATION
Conversion Rate Optimization (CRO) is a way to increase your site’s performance by increasing the ratio of site visitors to those who take a certain action on the site. CRO focusses on increasing sales, click-through rates and other goals without having to increase the volume of traffic coming to your site.
3 Expose your inventory as widely as possible by placing it on other proven advertising sites such as Heavy Duty Direct
- Your inventory can be exported and displayed on Heavy Duty Direct by easily setting up an electronic feed from your website to Heavy Duty Direct and refreshed No manual intervention is required.
- Choose one of our optimum pay-per-click inventory package options to drive traffic exclusively to your inventory.
Our redesigned website utilizes latest technology and is designed to generate results for our customers by being both user and search engine friendly.
You will get leads in real time (calls and emails) as well as monthly analytics reports showing views on your inventory, calls and emails. You will be able to listen to the recordings of the calls and see how they were handled.
Numerous companies have their inventory automatically uploaded to Heavy Duty Direct. Here are some examples:
Here is a one minute video describing our services.
“We have been very happy with the professionalism and service the HDD group have provided to our business! The team is very responsive to adjustments that need to be made to any marketing efforts; furthermore, the HDD team has consistently provided great ideas and solutions.”
Get In Touch
Suite 101, 10460 – 176 St,
Heavy Duty Direct (HDD) has been serving buyers and sellers of Heavy Equipment, Trucks, Trailers and Attachments since 2004. We started off with a print magazine distributed across Canada and have evolved with the changing needs of the market.