We recently hosted a webinar to share data and digital marketing tactics that equipment dealers can leverage today. To help navigate the coming weeks, we wanted to dive a little deeper into the best practices that were discussed.
Review the best practices shared below or fill out this form to watch the webinar now:
Digital Marketing Best Practices For Equipment Dealers Today
Digital Advertising
- Meet search demand. Search volume for equipment terms is still strong, and we’re seeing conversion rates up 14.17%. Although there may be a slight decrease in overall traffic, there are still highly interested searchers in-market that digital advertising can help you capture. Make sure your paid search campaigns are focused on matching the search demand that’s in your market.
- Leverage OEM incentives. If you have financing deals or OEM specials, make sure your ad copy and display creative are up-to-date with the latest promotions or discounts.
- Adjust as needed. Audit your strategy regularly to make sure it aligns with your strategy and circumstances during this time. Adjust ad spend and targeting regularly to ensure you’re responsive and capturing the appropriate audience.
Social Media
- Control your brand presence. Now is a great opportunity to clean up your presence on social media and ensure you’re able to connect with customers who may be reaching out over Facebook, Twitter, LinkedIn, or other social networks. Start by making sure you have access to your business profile(s) and removing any duplicates.
- Update your profiles. Give your business profiles a refresh by updating your business hours, company description, and profile imagery.
- Consider a new posting strategy. Social media can be an effective way to communicate your company’s response to the current situation. If you need to adjust business hours or work from home, social media can be a way to keep customers up-to-date.
Search Engine Optimization (SEO)
- Share regular updates. If business is not operating as usual, let your customers know. Update your homepage and consider creating a landing page or blog specific to changes, safety precautions, or community involvement during this time.
- Update your Google My Business profile(s). This is the fastest way to make sure your business information is correct in search results and Google Maps. This is crucial for people searching for your products or services locally who include a city or ‘near me’ in their search. Adjust your hours, contact information, and business description as needed.
- Consider Google Posts. Google Posts are another quick way to share information in search results. Consider Google Posts to provide real-time updates for your customers.
Website
- Run a few tests. Test your phone handling and make sure the forms on your website are functioning efficiently and effectively. There’s potential for online activity to spike in the coming weeks, so it’s essential that forms are routing properly and leads are making it into your pipeline.
- Leverage video. Use your smartphone to shoot quick videos and consider adding them to YouTube and inventory pages. This will allow shoppers to get up close and personal with specific inventory while staying at home.
- Be transparent. If you’re taking extra precautions to ensure cleanliness or working from home temporarily, make it easy for your customers to review and understand the safety measures you have in place.
- Get the visibility you need. If you have Google Analytics or another tracking software installed on your website, log in regularly to review the data. During this transition from in-person to online, lean on your website analytics and leverage user-level tracking to get insights into your digital traffic and lead activity.
- Don’t neglect technology. If your customers are online and not visiting your business, you still need to know who your active leads are. Now more than ever, it’s important to use technology to understand who your active leads are and who to call today.
We’re Here to Help
If you have any questions about managing your digital marketing during the coronavirus outbreak, contact your Digital Advertising Strategist or reach out directly. We are closely monitoring traffic and will continue sharing data and updates in our resource hub to help your business during this period of uncertainty.
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