Most of the work Kirkpatrick has done with agricultural equipment dealers has been in digital marketing efforts. Most of these tips were developed in order to get our clients more exposure online. We have initiated banner ad campaigns, social media ad buys, email campaigns and everything in between.
Individual Dealer Branding – What Makes You, You?
Rural Northeast Arkansas is thick with antique shops and flea markets. It is almost impossible to attract attention to an antique shop now — the competition is just too established. However there is a flea market that is winning the attention of potential shoppers.. It isn’t the inventory or customer service that sets this place apart — it’s the pet monkey they keep in a cage near the cash register.
We’re not suggesting you get a monkey, but we are suggesting you think about what sets you apart. What is it that you’re known for? Why do your customers come back, again and again? What makes you different than any other dealer in the area? Whatever it is needs to be highlighted in all of your advertising. Make your voice unique and attractive.
Video is the Key to Branding.
Everyone grew up hearing the phrase, “A picture is worth a thousand words.” In the Kirkpatrick offices we like to add, “and a video is worth a few thousand more…”
Maintaining an online presence is the quickest way to developing a dealership brand. Social media accounts, blogs and lots of content using photos help, but the real key to branding is video content. In one swift move you can inform, entertain and set yourself apart — all while selling!
Do weekly video blogs from the repair shop. Or monthly deal updates from the parking lot. Whatever makes your dealership stand out — highlight it with video. Consumers feel more of a connection with a dealership if you have a personality they can relate to before ever coming to the store.
Marketing Isn’t All About Selling.
“Quality over quantity.” Repeat that to yourself, “Quality over Quantity.” Too many dealers look at their marketing budget as a free-for-all to get the most customers in the door and the most inventory out. But that shouldn’t be your only goal.
Today’s shoppers are smart and thoughtful. They aren’t looking for the quickest, cheapest deal on a piece of equipment. Shoppers want a relationship. Customers want to buy from someone they know and trust, someone to help when their equipment breaks down and someone that treats them well when it needs to be replaced.
The key to forming lasting relationships with prospective and new customers is quality content. Don’t dedicate 100% of your online marketing presence to selling. Instead share useful information. Information to inform and entertain. Share a chart showing this year’s rainfall expectations or changes in cattle prices.
If you create an image as an agriculture expert and trusted community member, the community will be much more likely to listen, when you offer a special on your equipment.