You already know that combining digital and traditional marketing is the best way to get successful results, but you might not know which strategies best support each other for your equipment dealership.
While we recommend going through Adpearance’s digital advertising health check and onboarding process for the most tailored recommendations, here are some broad ideas for combining traditional and digital marketing strategies.
Print & Display Ads
Whether you’re running newspaper or magazine ads, supplementing your marketing strategy with display ads allows your company to mirror distribution through a digital campaign. That way, in addition to encountering the advertisements in print, the ads will follow potential customers around the internet, creating the ad saturation you need to build brand awareness.
Direct Mail & Landing Pages that Convert
Sending direct mail to past customers can be a great way to encourage sales. In the capital equipment industry, the products you sell are expensive and generally won’t be purchased on a whim. That’s why we recommend optimized landing pages in tandem with your direct mail campaigns. You can entice customers through mailings and pair them with optimized landing pages to provide the additional information they need to make a final decision. Especially if you’re still using a website that looks like a virtual brochure, designing a user-friendly, optimized website should be a top priority.
Radio Ads & Remarketing Campaigns
Radio ads are designed to keep a brand top-of-mind, so if any listeners are considering buying heavy equipment, they’re frequently reminded of your brand. Remarketing does roughly the same thing, only with more qualified leads. Once someone has visited your website, remarketing campaigns deliver specialized advertisements, which support more general brand awareness and promote specific products based on a customer’s online activity. In fact, according to Digital Information World, website visitors who are retargeted with display ads are 70% more likely to convert on your website.
TV Commercials & Paid Search
Imagine a customer is watching the local news when a commercial for your company starts playing. The next day at work, they start researching potential equipment to buy. When they type in “forklifts for sale Oregon,” the top result is a paid search ad for your company. According to Main Street ROI, 98% of searchers choose a business that is on the first page of their search results.
Even if they don’t distinctly remember your TV commercial, your brand is still on their mind, which means they’ll be more likely to click on your website.
Billboard & Banner Ads
For restaurants or shops, billboard ads seem particularly appealing. You see the billboard, realize your desire, and follow the billboard directions to the nearest location. For heavy equipment purchases, you likely won’t be inspired to change your plans and get off at the next exit. But those ads serve as a means of increasing brand awareness, like TV ads. They plant a seed, so when a potential customer sees a banner ad on a website, they’re more likely to click. Like billboard ads, banner ads show up at times when customers are doing something else, but since banner ads are clickable, it’s easy to redirect their attention and get them the additional information they need to close the deal.
If you want to increase brand awareness and conversions, it’s not about choosing between digital and traditional marketing, but learning how to combine the two so you get the most out of each.
Whether you’re looking to build a conversion-friendly website, supplement your traditional marketing methods with digital advertising services, increase your web presence on social media, climb the search engine ranking with SEO optimization, or improve customer trust with reputation management services, Adpearance can help! Let’s talk digital advertising for your dealership that will complement your current traditional marketing efforts.