Sales & Marketing Tips for Equipment Rental Companies
No matter what your business, sales and marketing can create and strengthen your relationships with your customers. Marketing creates awareness and interest, while sales let customers experience your company. Get sales and marketing right, and the people you connect with will become loyal customers and advocates for your brand. While general sales and marketing tips exist, a one-size-fits-all approach which doesn’t consider what your business does will never be the most successful. To really get results, consider these effective sales and marketing tips for your equipment rental company.
Image Is Everything
In just seven seconds, a potential new customer has already formed an opinion about you. If you don’t impress at first, you’ll need to work twice as hard to turn things around. That means your business must put its best foot forward.
If you don’t have one already, implement a dress code and make sure all members of staff are up to standard. This is especially crucial for employees dealing with your customers face-to-face. Your equipment is one of your most important assets, so make sure it presents well too. Thorough and regular cleaning and maintenance will make people and businesses want to rent from you.
Once social media platforms were considered the exclusive domain of millennials, but times have changed. If your equipment rental business isn’t active on social media, it’s missing a valuable marketing opportunity.
Social media can help businesses connect with their customers and seem more approachable. Regular, interesting content attracts and engages followers. Profile and link out to your available equipment. Promote the testimonials of satisfied customers. Share articles your followers may find interesting. While construction industry articles are relevant, you could also link out to pieces about your local area to emphasize your connection to your city. Deals and discounts exclusive to your social media can also encourage business. Emojis, photos, and videos all add interest. Respond to comments to keep the conversation flowing.
With 2.2 billion active users at the end of March 2018, Facebook is the undisputed king of social media, so make sure your business has an account here. LinkedIn is also important as it’s a professional social network designed with businesses in mind. Social media accounts need activity, so only sign up for as many as you or your marketing team can manage.
Make Regular Blog Posts
With the rise of social media, you may wonder whether blogs are relevant any more. We can assure you, rumors of the death of blogging have been greatly exaggerated. Blogs are still a valuable way to connect with your customers and potential new ones.
People aren’t browsing Facebook or Instagram for answers to questions they might have. They want more in-depth information which your blog posts can provide. Put yourself in their shoes and create content that’s valuable to them. Make it unique, with your opinions and insights, so they can’t find articles like yours anywhere else online. Effective blogging will position your rental company as an industry expert and a business that customers can trust.
Promote your blog posts on social media to drive traffic back to your website. Add compelling, original pictures that encourage people to consider your rental equipment. Optimize all images with descriptive filenames, captions, and alt-text so that search engines can find them.
More blog posts are always better, with Forbes noting B2B companies that publish at least 16 blog posts each month get 3.5 more web traffic than their peers posting four or fewer posts. Frequently posting B2C companies get 4.5 more web traffic. This may be because search engines favor websites with new content and boost their rankings.
Follow Up With Past Customers
Studies show you’re up to 14 times more likely to sell something to an existing customer than a new one. Rather than concentrating all your efforts on attracting new business, stay plugged into your existing customer base.
If you haven’t heard from someone you’ve rented equipment to in the past, take the initiative and see why they haven’t used your business lately. Your friendly phone call might be all it takes to bring their business back to you. Alternatively, you might learn about aspects of your business that could use improving. This feedback could boost customer retention rates in future.
Marketing an equipment rental company and converting public interest into sales can be challenging, as your customers aren’t purchasing something that they can keep. However, with clever marketing and a focus on the follow-through, your equipment rental company can thrive.