

Marketing for capital equipment is specialized. With a lifecycle that can be more complex than your average B2B sale, marketers need to take advantage of every opportunity—especially the ones that are masking themselves as challenges.
Read on about some unique business challenges for the capital equipment industry and how we’ve used digital advertising to help.
In such a competitive industry, breaking into a new market where you have no public awareness can be a challenge. Whether opening a new location or acquiring a struggling competitor, you need every potential buyer to find you. When they might be searching for an outdated name or simply looking for a specific solution, digital advertising allows a dealership to quickly build regional awareness and authority where there was none.
Utilizing a branded digital ad campaign to bid on a company’s past and current name, plus variations as keywords, is one of the best ways to build momentum for a brand that is new to a region. It puts your name into the community’s mindshare when searched and redirects traffic you would otherwise lose.
If you work at a driven capital equipment dealership, there is always at least one line of business that isn’t succeeding as well as desired. With specific strategic campaign build-outs and budget allocation, digital advertising can help you generate leads specific to your “suffer” areas like:
Like many B2B sales cycles, the buying process for capital equipment can take a long time. Between 2016 and 2017, Google found that on average, there’s been a 10% increase in capital equipment-related searches. By utilizing digital advertising, you can focus on your buyers throughout the entire process while leading them down a path to the right purchase for their needs.
Utilizing the full gamut of digital advertising methods and techniques, moving your customers down the path to purchase has never been as targeted or streamlined.
For nearly a decade, Adpearance has tested and optimized the digital advertising tactics above to deliver results for the capital equipment industry. From 2017 to 2018, on average we saw:
With years of experience in digital advertising focused on the capital equipment industry, Adpearance wants to work with you. Better yet, get a $500 advertising credit when you sign up for digital advertising services with Adpearance. Sign up today!