Category Archives: Social Media

Materials handling marketing tactics from a top agency

If ever there was an opportunity for a business to get ahead in digital marketing, it’s in the materials handling and heavy equipment businesses today. The industries have chronically been behind when it comes to investing in marketing. Most materials handing and heavy equipment companies use old school tactics, boots-on-the-ground sales forces and relationships to win business. However, all that is changing. A new generation of forklift and bulldozer buyers are are coming up the ranks and they are children of the Google age. And they buy using digital tools and changing the nature of materials handling marketing and heavy equipment marketing.

Opportunities for heavy equipment sellers

Their bosses say “go get me some rack” and they walk past the shelf where the catalog is and either fire up their computer or more likely reach for their smartphone or tablet to search for a vendor.That said here are five areas in which you can get out ahead of your competition in the materials handling or heavy equipment sectors very quickly. Teh tips fare from  experts at our materials handling digital marketing agency.

1. Build a Content Library:

Build a materials handling content library like Raymond Handling Concepts did and see who shows up on your door step. Hire a content marketing agency or recruit an out of work journalist and write articles that make your company appear as the expert that it is.  Few companies do this yet and those that do get noticed quickly.

materials handling marketing

There are big advantages for materials handling companies that engage in digital marketing

2. SEO or search engine optimization

Very few companies are building great web content and optimizing it for Google and Bing so they rank in the top search results.  Find an SEO agency and get results in 90 days or learn SEO yourself.

3. Generate Leads from Email Marketing

Gone are the email blast days. A curated and targeted customer list that gives great content to people that subscribe lets you build your brand and awareness among those that buy your products and services. Use the new rules of email marketing and generate valuable sales leads for your sale force.

Heavy Equipment Marketing

 

4. Sell Equipment Online

Sell a forklift or backhoe or bulldozer in an online store?  Yep. Most B2B transactions start online and require completion offline by phone, however a store full of your forklifts and heavy equipment will surface in search engines. No one puts their credit card down to buy a $20,000 lift truck, but procurement and inquiries start in your store. And you can sell supporting equipment, parts and more. See this materials handling store example.

5. Social Media Marketing:

Your business is on Twitter right? What about Facebook or Google Plus or LinkedIn? Many B2B sales happen because of awareness built in social media. Build a strategy and share the great content you are creating from #1 (above). You will get known quickly. And sales will follow.Find out more with a free 30-minute call with Cyberwalker Digital. We are a Tampa-based digital marketing agency that specializes in digital marketing strategy and builds digital assets and strategy for materials handling sector and for heavy equipment clients.

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How to turn leads into buyers using digital marketing

If you’re confused about which digital marketing platforms your business should be using to attract potential customers to your site, or you want to know how to turn leads into buyers, this Digital Marketing Lead Conversion infographic could help you:SEE BELOW FOR AN EXPLANATION OF THE ENTIRE LEAD CONVERSION PROCESS PRESENTED IN THIS INFOGRAPHIC:

how to turn leads into buyers using digital marketing strategies

Explaining the digital marketing lead conversion process:

There are 4 Phases that a potential buyer goes through from the moment they find you on the web to the moment they make contact with your business. This is mostly true of

all

buyers . However, buyers who NEED your services/products NOW can go from Phase 1 to Phase 4, so they are an exception.But – if you want to find your leads in your target market and turn those leads into buyers here are the digital tools to establish and how to use them:

Phase 1: Discovery

There are four digital marketing tactics you should use to have potential customers find you on the web:

  1. Social Media: Post content on social media that grabs the attention of the people in your target market and directs them to your web site, blog or web store.
  2. Search Engine Optimization (SEO): Learn or hire a team to do SEO for you. SEO involves identifying specific keywords and placing them in specific areas on each page of your site. It will help your web site, blog, or web store get picked up by search engines Google and Bing.
  3.  Email Marketing: You can generate leads using email by engaging with customers who recommend you to their friends. Think of this as a word of mouth referral, but on the web.  Tip: Many email software programs have share buttons you can add to the bottom of your email so you can make it easy for people to pass along great content.
  4. SEM: It stands for search engine marketing. It’s using web advertisements that are strategically placed to drive traffic to your site.

Phase 2:  Engagement

Once a potential lead finds you, connect with them regularly using various engagement platforms. Generate useful content and share it with your target audience. Build a content library or blog on your web site. Then, write great content regularly and push it through to your audience on email, youtube, or social media.Social media platforms you should have for your business to be competitive in today’s online marketplace:

  • Twitter
  • Facebook
  • Linkedin
  • Google +
  • Pinterest

Phase 3: Trust

If you engage with your potential leads regularly you’ll build a reputation in your target market. It’s important that you find out what they want. If you know what they want you can create content that speaks to their needs. The goal here is to build interest, brand awareness and affinity.

Phase 4: Registration

When a potential lead trusts your brand and the time is right for them to buy it’s likely they will go to you. A potential lead becomes a lead when they take action by doing things like contacting you, sign up for your mailing list, or making a purchase.This is the registration phase. And it’s the whole reason why you would want to use digital marketing tactics. Don’t use digital tactics just to use them. Use them with a strategy.If you want to know more kick-ass digital marketing strategy secrets for FREE,

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Fill your restaurant or business using web marketing

Why is your restaurant or small storefront business empty Monday through Thursday? Do people stop eating or living? No. People go out less, but that doesn’t mean they are not in need of your business and what it offers. So use the down time to shake up some more business and get them in when its quieter. Here’s how using the web.

Storefront small businesses and restaurants don’t always use the web well to interact with their customers, however their customer are using the web to find them (or their competitors) so what follows are some tips on using the web to engage customers and keep your cash register ringing all week long.

When using the web to communicate, remember it doesn’t take a lot of customers to have a thriving business. An active list of 500 to 1000 regular customers can make a small business thrive. So building contacts through social media like Twitter and Facebook, email lists and even basic email. Here are some tips and tricks that should help.

1. Capture customer info and talk to them – Offer your customers a reason to receive email from you. A weekly draw or coupons or specials. Send seasonal events or products or services. Then offer a weekly or monthly newsletter. Use mailchimp.com or constantcontact.com. For small lists these services are free.

2.Use a fish bowl – Have a weekly draw from business cards that your customers put in a fishbowl. Put those customers on your mailing list and send them reasons to open the email. 10% off coupon, 2 for 1 deals, seasonal specials and the like. It doesn’t have to take long to do. A twice weekly send on Wednesdays and Sundays to promote for the weekdays and weekend is ideal.

3. Use social media: Build a Facebook page for your business and sign up for a Twitter account. Then start posting information about your specialty. If you are a sushi restaurant (for example) then educate your followers using social media about Japanese food and culture. Use Hootsuite to schedule regular blasts of information to Twitter daily. Here’s an example post: “Did you know that okonomiyaki is a Japanese pancake that contains cabbage and a mix of ingredients. The word means: as you like it.” Add a link back to your business if possible. This is a good role for a young person on your staff. If you become a source of information about what you are good at people who are interested will follow and become customers.

4. Don’t over sell on the web: People don’t want to be sold to. They want to be served. Treat your restaurant and storefront communications like you treat them at the cash or at the table. Mention and offer. Don’t sell and pitch. That should be reflected in all your web interactions.

5. Be responsive – You would never ignore the phone at your business or let it ring a long time. So be sure to respond quickly in any web communications. Check email one or twice a day. And when you post your email address let people know what turnaround response time they can expect from email.

Do you have a web marketing tip? Enter it in he comments below.