Heavy Equipment Marketing: 7 Reasons to Invest in Digital Marketing

heavy machinery manufacturing company’s marketingThis page was last updated June 21, 2023.

Do you need to take your heavy equipment manufacturing company’s marketing to new heights? If you want to expand your construction business, implementing the right digital marketing tactics could give you the boost you need.

First, What Is Digital Marketing?

Digital marketing utilizes the internet to promote a company’s products and services to a targeted audience. Some examples of digital marketing initiatives include search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, website design, and so much more. When a digital marketing campaign is executed successfully, it can result in a sizable increase in both online leads and sales for your business for years to come.

Why Is Digital Marketing Important for Heavy Equipment Manufacturers?

Heavy equipment manufacturers or providers can benefit from digital marketing by extending their reach to a more expansive clientele. By promoting your products or services online, you are reaching and targeting a larger audience, thus improving your chances of receiving inquiries and purchase orders for your business.

1. Digital Marketing Informs Potential Clients About Your Business

Making sure that you and your future clients are on the same page is an essential part of any marketing plan. Inform them about your services and what you can offer them.

Ways to do this include:

  • Optimizing your service pages to clearly state what your company can provide
  • Writing social media posts to show off key aspects of your company
  • Creating a blog to feature company news and your authoritative input on industry topics
  • Making videos to highlight your work behind the scenes

Your target audience, whether its influential execs at major corporations (B2B) or the average consumer, needs to know why they should choose you over another equipment manufacturer. Use your content marketing to educate them on why you are the best fit for them.

Another way you can achieve these results is by updating your company’s Google Business Profile (GBP) and optimizing your information to help you rank in Google’s Map Pack. By adding all of your information to your GBP, you are giving potential customers the most accurate and up-to-date information regarding hours of operation, product offerings, photos of your physical location, and so much more.

2. Marketing for Heavy Equipment Is Flexible

The interesting thing about marketing is that it can be very flexible, and it can be shaped to meet the needs of your target audience and your own goals. There are so many different strategies that you can choose from in order to find the perfect fit for your operations. And as a machinery contractor, you a handful of options to try and see what works best for your business.

Whichever marketing strategy you implement for your company, there is a wide range of tactics and approaches you can take to ensure you give your company the boost it needs.

Digital Marketing FAQs

Want to learn more about digital marketing for the heavy equipment industry? Our team has answered the industry’s most common digital marketing questions here:

What are some ways I can improve my website without redesigning the whole thing?

First and foremost, our team recommends hosting your website in WordPress if you don’t do so already. With numerous customizable, easy-to-navigate, and updated interfaces, along with a built-in blog, WordPress is the best way to create a professional-looking website for your manufacturing company.

Additionally, you should make sure that your website is compatible with desktop, mobile, and tablet views. Having a mobile-friendly website is important because approximately 58% of overall website traffic comes from mobile devices. So if your website cannot accommodate a mobile device, your company will have a far less likely chance of receiving leads, inquiries, and potential sales.

Finally, you should ensure that your website loads fast. For more information regarding this process, feel free to watch our video on how to improve site speed.

What is the purpose of having a blog on my website?

Having a blog on your website is a perfect way to showcase your industry-related experience and knowledge, as well as drive relevant organic traffic to your website. Additionally, it is important to note that nearly 61% of consumers in the United States also report that they have bought something after reading a blog.

How do I implement digital marketing for multiple locations?

Through local SEO and franchise SEO strategies, you can help maintain your search engine rankings for your company’s locations, no matter how many there are. Both local and franchise SEO work will help promote your company around a targeted region.

How long will it take for me to see my results in search engines?

If you are not seeing results for your optimized web pages, don’t be discouraged. It takes at least a couple of weeks for Google to be able to crawl your updated pages, index the credible information, and ultimately rank it in its search engine.

Though the turnaround time may be slower than expected, it is completely worth updating your pages. The work you do on your site now will have a lasting impact for years to come.

3. Campaigns Have Measurable Results

Through SEO and other digital marketing initiatives, you get concrete results for your efforts. Some metrics to look at include:

  • Clicks to your website
  • Unique website visitors
  • Conversions
  • Overall traffic
  • Cost per lead
  • Click-through rate

By having key metrics to look at, you can determine whether your marketing plan is working, while also finding areas in need of improvement.

4. Reach a Large Audience

There is no border in online marketing. You can market to audiences that are within your geographic location and outside of it. After doing industry research, you can determine which areas are the best demographics for your company.

Here are some tips for geolocation marketing for construction manufacturers:

  • Exclude a region where your audience will not be
  • Adjust your bids on ads to prioritize better locations
  • Use specific keywords in your copy for those locations (i.e. the city in which you operate)
  • Analyze consumer behavior based on past locations
  • Write content and landing pages for specified locations

5. It’s Easy to Adapt to Updates and Changes

Optimizing and adjusting content can be taken care of so quickly. Take a look at the performance of your landing pages and determine what is performing well and what is not. When you determine the pages in need of updating, refresh the written content, images, and videos to give them a boost.

You can also upgrade your pages by updating the keywords on those specific pages. If this is something your team would be interested in trying, learn more about where to use keywords for SEO.

6. It Can Help You Outrank Your Competitors

Making sure that your clients and customers choose your heavy equipment manufacturing company over another is a difficult task. However, through quality marketing techniques, you can outrank your competitors on the search engine result pages.

Some tips for outranking your competitors include:

  • Check their backlink profile for keywords they are ranking for through platforms like SpyFu, Moz, and Ahrefs
  • Optimize your pages for industry keywords to increase your chances of ranking
  • Analyze your competitors’ content and note aspects of their writing that works for them
  • Create a better, more helpful version of their content, keeping Google’s Helpful Content Update in mind
  • See where they are acquiring links and determine if you can acquire them too through various link-building tactics
  • Improve your social media presence to increase your brand awareness and reach

7. Digital Marketing Can Increase Brand Awareness and Your Reputation

You know that businesses and individuals can choose from a wide variety of equipment manufacturing companies. Having your brand out there to build both reputation and recognition is one way that you will land those contracts. With online marketing, you can build that awareness so people recognize you and your brand.

This can be done via regular content creation, guest blogging, social media posts, industry interviews, directory listings, and much more.

Want to step up your blog writing in 2023? Check out our list of updated blog writing tips to get started.

We Are Experts in Heavy Equipment Manufacturing Marketing

Ready to take your construction manufacturing marketing efforts to the next level? The Sixth City Marketing team of experts is here to help you in any way we can. We will assess your company’s unique needs and help you land more business.

Feel free to reach out to learn more about our digital marketing services. We look forward to hearing from you!

Sixth City Marketing

About the Author

Sixth City Marketing

This post was written and edited by employees at Sixth City Marketing, a full-service SEO and digital marketing agency helping clients across industries such as manufacturing, ecommerce, and many others since 2010.

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