Industry Resources

5 Key Digital Marketing Strategies for Heavy Equipment Companies

Digital marketing is the most cost-effective way for heavy equipment companies to sell their products.

Google, Facebook, Twitter, press releases, blogging — they're all viable options for turning your website into a money-making powerhouse for your heavy equipment distributing business.

But there's one big problem.

Where do you start?

We'll answer that question in-depth on this page. We'll go through each step you should take to successfully market your heavy equipment company online and earn new leads in the process.

How to market heavy equipment distributors online

Digital marketing is a complex field that includes a lot of different channels and strategies. We'll break it down below and go step-by-step through the most effective strategies, what they do, and how they work.

We'll start with the most popular.

Strategy 1. Web design & development

Today, a well-designed website is essential to success.

artist designing website

Search engines and customers both judge your business based on the quality of your site, just like someone would judge you on the appearance of your storefront.

With that in mind, your website should represent your company as a modern, practical, and knowledgeable source of heavy equipment.

At WebpageFX, we've worked with more than a dozen heavy equipment dealers in the past, and we've designed websites for almost all of them.

Some of our best work is on the Cleveland Brothers Cat website. There, we created a site that accomplishes several goals all at once.

First, it looks modern and professional. That shows potential customers that Cleveland Brothers is a modern business.

Second, we added navigation menus to the homepage so people could find the information they want based on categories.

Last, we added fine details — like consistent color schemes and images of equipment in action — to drive home the point that Cleveland Brothers is a reliable source of Cat equipment.

We did all of this because we know how important a professional, helpful website is to the customer experience — especially in the heavy equipment industry.

We've updated Cleveland Brothers' site many times since that original design based on ideas from our team and changing web design standards. And over time, it's still performed well and earned more clients for the company.

But a well-designed website is just the start. If you want to really earn new leads, you have to expand your site.

Strategy 2. Content marketing

Content marketing is the process of creating blogs, articles, downloads, videos, photos, graphics, and other informative products for your website.

The content you create should be based on keywords that you identified during your research in order to get you as many new leads as possible every day.

The most popular way to create new content is to start a blog. You can use your blog to discuss common questions you get, company news, industry developments, and any other information that's relevant to your business.

You can use articles to provide similar solutions. Articles are often better places to answer questions that require long, in-depth explanation. You can also use them as pricing pages, category pages, equipment pages, and more to round out your site.

For downloads, you can provide user manuals, specification sheets, usage histories (if applicable), and condition reports for potential customers looking at certain equipment. Beyond that, you could also write a downloadable guide on how to choose equipment for first-time contractors or customers just entering the industry.

Videos are great sources of content that let you show off your equipment in action. If you have the chance to film heavy equipment — even if it's just with your phone — you should do it. It's a huge help to digital marketing, especially for such a competitive industry.

Next, photos are ideal for showing your equipment in its best condition. Once it's cleaned, inspected, and ready to sell, take a few photos from every angle to show it off. You can even jump in the cockpit or under the hood to make sure customers can see everything they want.

Last, graphics let you discuss statistics, ideas, and other concepts in engaging ways. At WebpageFX, we use infographics a lot, and they're great for getting people's attention.

But content is valuable to heavy equipment digital marketing for another reason.

It helps with SEO.

Strategy 3. Search engine optimization

Search engine optimization (SEO) is the process of making your site easier to read and organize for search engines. Then, once search engines can read it, they can show your site to users who want to become customers.

There are a lot of fine details that go into SEO, and we can't cover all of them here.

If you'd like to learn more about it, check out this page to learn how your heavy equipment company can get more leads with SEO

Strategy 4. Social media marketing

Social media marketing is the practice of creating accounts for your business on social networks like Facebook, Twitter, and LinkedIn.

In fact, these are the three social networks that could be the most valuable to your business.

instagram on phone screen

Facebook

Facebook lets you connect with nearly 2 billion people worldwide. That means no matter where you are, there are definitely some potential customers in your area who can find you through Facebook.

Using Facebook for your business means talking with those potential customers, sharing content from your site, responding to their questions, and building relationships with them.

That lets you engage your primary customer demographic and get them on your site. Once they're there, you can turn them into new leads.

Twitter

Twitter is also a useful tool for your digital marketing strategy.

Twitter lets you promote your site's content quickly and easily. It also lets other Twitter users like it, retweet it, or respond to it.

No matter what kind of content you share, it's always good to provide your potential customers with interesting or useful information. That lets you open up the conversation to talk about your business, what you offer, and how you can help someone.

LinkedIn

LinkedIn is the world's biggest professional social network. It's so big that most of its users are actually decision-makers in their businesses or homes.

That means you can appeal directly to people with purchasing power at businesses.

That makes LinkedIn exceptionally valuable to your heavy equipment dealership. You can post content to LinkedIn that directly relates to their interests, gets them to interact with you, and eventually gets them to your site.

Ultimately, that process turns them into a lead, and you have yet another customer from your digital marketing strategy. 

But after you turn those social media followers into leads, you're still not done!

Strategy 5. Lead nurturing

You need to nurture leads to turn them into paying customers.

Often, that means sending them newsletters or reminders through email. That tells them that you're an active presence online and that you haven't forgotten about their business.

But there are lots of other lead nurturing strategies, too. While there are too many to include here, you can listen to a run-down of heavy equipment lead nurturing in the webinar we hosted below.

 

WebpageFX is a full-service digital marketing agency

At WebpageFX, we've launched hundreds of digital marketing strategies for heavy equipment companies. In fact, we have a whole team that's dedicated to our heavy equipment clients to make sure they get the attention, expertise, and results they deserve each day.

We've worked wonders for our Cat clients and other heavy equipment vendors. Now, we're ready to create a custom strategy for you.

Contact us today to set up your heavy equipment digital marketing plan!

Call 888.449.3239 or contact us online today to see how WebpageFX can improve your online performance.

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