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How Do You Market Construction Equipment?


You know you need to market your construction equipment company, but where do you start? The construction industry is competitive, and material handling equipment isn’t a particularly “sexy” product. Construction tools and machinery can be a tough sell, but the right marketing strategy can make all the difference.
Have you found that what you’ve done in the past just isn’t working anymore? Traditional heavy machinery marketing methods may not be the best way to reach your target audience. So how do you market construction equipment effectively online? Take a look at these five tips for marketing construction equipment to get started.
Cranes being used in a construction project

What to Consider When Developing a Construction Equipment Marketing Strategy

In such a competitive landscape, it’s important to create a marketing strategy that stands out and speaks to the target audience.

At 5K | Formerly Conklin Media, we recommend using a ProfitPath® to determine your most profitable offering, your best audience, and how to connect with them. By creating a ProfitPath® to guide you, you can be sure that your construction equipment marketing strategy focuses on the right activities and customers.

When putting this strategy into place, there are a few aspects you should consider. First, understand your target audience and what motivates them to purchase construction equipment. Knowing their needs and wants will help you create content that resonates with them.
Also think about the channels you plan to use for marketing construction equipment – such as search engine optimization (SEO), email campaigns, website design, content marketing, and social media.

Determine Your Target Audience

No matter how eye-catching and clever your ad copy is, it’s all for naught if you don’t consider your target demographic. Taking the time to consider where your target audience hangs out online, what platforms they use, and when they are most likely to be active is key to seeing success in your advertising campaigns.
Your first step is to determine who your most profitable audience is. We recommend using a customer avatar or buyer persona to help you narrow down your target audience. Only once you know who your ideal customer is, can you create content and an ad strategy that resonates with them.
Next figure out where your ideal audience spends their time. Is it watching YouTube videos? Participating in Facebook groups? Searching on Google? You need to be able to get in front of them in the places they are already looking.

Create Helpful and Eye Catching Resources

One of the most effective ways to market construction equipment is by creating industry relevant resources. By providing your audience with valuable information about construction equipment, they are more likely to trust your brand and consider purchasing from you. Additionally, creating resources that are visually appealing will help capture their attention.
When developing resources, it’s important to think about what your target audience wants and needs. If you can provide them with actionable advice or tips, they will be more likely to come back for more. Make sure to keep your content fresh, relevant, and engaging so that people want to read it.
In addition to written content, consider creating videos or infographics that are interesting and easy to digest. This type of content is more likely to be shared online, which can help increase awareness of your brand.

Share Testimonials From Customers In the Construction Industry

Even better, have customers show how they use their equipment in video form so people can see the machines and tools in action. You can also share the data behind their success, such as how much time they saved or how much money they made.
Customer testimonials are a powerful tool for selling construction equipment because they provide social proof and can help build trust with potential customers. By sharing stories from satisfied customers, construction equipment companies are able to highlight the value of their product or service in a real-world context.

Use Social Media and Google Ads

Have you considered using Google Ads and Facebook Ads? Utilizing these powerful platforms can help you increase awareness of your product or service by reaching a new online audience. You can target custom audiences, or set up retargeting ads to reconnect with potential customers who have visited your website before.
Google Ads are great for targeting people who are actively looking for construction machinery, while Facebook Ads allow you to target by interests and demographics. Both of these platforms provide detailed insights into how effective your campaign is, so you can make sure it’s reaching the right people.

Use Search Engine Optimization (SEO)

SEO is a great way to get in front of people who are already searching for machinery or information about construction projects. By optimizing your website and content for relevant keywords, you can increase your chances of appearing in search engine results.
Take the time to research competitive keywords and understand which ones are most important for your business. Once you have a list of targeted keywords, make sure that you incorporate them into all of your online content – from blog posts to landing pages.
By implementing the right SEO tactics, you can boost your search engine rankings and reach more potential customers who are actively seeking out construction equipment and ready to make the purchase.

Update Your Website

If your website is outdated or offers a poor user experience, it may negatively impact your construction equipment sales. How many of us jump off a website and check out a competitor if it loads too slowly? Make sure that your website is designed to offer a great user experience – from loading quickly to providing easy navigation.
You should also make sure that your website is optimized for mobile devices, as more and more people are accessing the web on their phones. Additionally, include high-quality visuals of your products, so potential customers can get an idea of what you offer.
A well-designed website is key to selling construction equipment online, so take the time to evaluate how it looks and functions on a regular basis.
If you’re still working heavy construction equipment marketing the old-fashioned way, it’s time for an upgrade. You need to be strategic about where and how you market your construction equipment online if you want to stay ahead of the competition. Keep your target audience in mind, and choose the platforms where they’re most likely to see your brand. Make sure your content, videos, and website is clear and concise. A clear heavy equipment marketing strategy can go a long way in helping you reach more potential customers and become more profitable.
Sara Bodner

Sara Bodner

Sara Bodner is Conklin Media’s Digital Content Manager and caretaker of the many, many office plants. You can most often find her neck deep in keyword research, putting together SEO strategies to help businesses become more profitable, and fixing technical SEO issues on websites. More about Sara Bodner


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