In the construction equipment industry, there’s no such thing as too much information, otherwise known as TMI. Today’s customers, in their quest of wanting to know more about everything, have become data-driven. Businesses slow to catch on will be the also-rans in a competitive race for market share. If your business includes marketing construction equipment, your goal should be TMI.
3 Marketing Construction Equipment Tips
Marketing to the right people at the right time requires knowledge and no small amount of commitment. Using data to narrow the construction equipment customer field is what will make your company stand out. When the right customers need you, you’ll already be there.
Here are three data-driven strategies for marketing construction equipment. You need to be able to identify who, what, and when.
You can’t keep throwing money “out there” and hoping for hits. Bad leads will waste valuable time and resources. Identify your prospects and get down to the basics. Historically, who are your likely customers? Now look beyond that to explore who would benefit from your equipment and/or services. You can use historical data trends or current building permit data.
Brand loyalty is what you want to cultivate. Round up every testimonial from every customer you’ve had and publish them on your website. Informed buyers seek testimonials before they buy. If your construction equipment is a national leader, find loyal consumers in your area and initiate a relationship.
Prospective buyers who say “I only buy (XYZ equipment)” is not worthy of a lot of your time, but…again, build relationships. They might convert and become customers that say they only buy from you.
When is your potential customer ready to make a decision to buy? Data analysis can help you determine buying cycles and capitalize on each one. Buying cycles are:
- Awareness – The buyer sees your product as a possibility.
- Consideration – Now is the time to make the buyer aware of your equipment and brand advantages.
- Purchase – Buyer makes the final decision. If you have a clear understanding of your market, the odds of your buyer choosing you are greatly improved.
Use timely, relevant information to increase profits. Call 800-925-6085 or contact Construction Monitor.