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New Marketing Techniques For Equipment Dealers and OEM’s

New Marketing Techniques For Equipment Dealers and OEM’s

You manage a dealership that sells heavy-duty trucks or construction equipment. Or maybe both. Or you’re an OEM. You have twin marketing goals: increased sales and increased customer loyalty.

If you’re just getting started with digital marketing, you know there are many techniques you can use to reach potential and also existing customers. Even if you’re a digital “veteran,” you’re always on the lookout for new marketing techniques that can bring you the best possible results.

Not everything that’s trendy is necessarily worth pursuing – especially considering your customer base. But here are a couple of truly useful ways to approach your marketing that will help you refine your targeting and, in the process, understand your customers even better:

 

New Marketing Techniques For Equipment Dealers and OEM’sPERSONAS

There’s nothing new about the marketing admonition to “know your customer.” But creating personas – imaginary “typical” customers – is a new way of making sure you really do know them. The process of defining each persona’s key attributes forces you to think more clearly about who your primary customer segments are and what they want and need, so you can accurately tailor your marketing content and make it easily accessible.

 

STORYTELLING

PEER Strategy | Engage | Loyalty BoundAnecdotal information – telling stories – has been around far longer than the written word. In the digital world, storytelling is simply a matter of using actual examples to help your audience understand how your products can help them solve job-related needs, make their business run smoother, save money, etc.

You can tell your own stories, or – better yet – you can share stories from your customers or others in their specific line of work. Because they involve real people and real-life experiences, stories are far more effective than spec sheets and lists of features when it comes to selling your equipment and services. You can tell stories with words, but also with pictures or video.

Reward customers for all their support, not just purchases.

Of course you want sales. And repeat customers are your best customers. It’s more efficient to market to them, to encourage them to buy more often, and spend more with each purchase. You do that with relationship-building – using your most effective digital marketing techniques. And, if you’re smart, you augment that with a customized reward program.

New Marketing Techniques For Equipment Dealers and OEM’sBuilding ongoing, personalized relationships with customers can turn them into dedicated fans. They’ll share their positive experiences with social media friends and even people they’ve never met. They’ll participate in your online conversations and post great reviews. Reward all that, too, with the occasional one-on-one thank-you and also periodic discounts, special offers, whatever makes sense. It doesn’t have to be big to be appreciated – after all, when was the last time someone thanked you?

Back-and-forth engagement with prospects and customers has long-term benefits. It establishes your OEM brand name or dealership as a recognized authority your customers will turn to first for product information, help, industry news. It builds trust and confidence — OEM’s can strengthen working relationships with dealers by helping them build their business; dealerships can introduce themselves to prospective buyers of equipment and/or after-market products and services and convert those leads into customers.

The right relationships, based on understanding and helpfulness, increase loyalty all around. And that benefits everyone.

New Marketing Techniques For Equipment Dealers and OEM’s