Outdoor power equipment (OPE) dealers have unique marketing challenges. They need to connect with a local audience, while also standing out from competitors, often within their own community. Here is a marketing checklist and tips for local OPE dealers to consider:
Know Your Audience:
Who buys your products? Understanding your audience is crucial for creating a marketing approach that resonates with them. Get to know your target customers’ behaviors, interests, and pain points to tailor your marketing efforts. Make sure you understand their language, how much education they need about the equipment they want to buy. Plus, pay attention to when they’ll be in the market to make a purchase and how they want to pay.
Focus on What Makes Your Business Unique:
Highlighting what makes your business unique or relevant is key to differentiating yourself from competitors. This could be your product quality, customer service, how you engage with the local community, or competitive pricing. Use this information to create a unique selling proposition that sets you apart.
Understand the Value of Your Current Customers:
Existing customers are arguably the most valuable asset for local OPE dealers. Why? These customers are familiar with your store, have had a good customer experience, and are therefore more likely to make repeat purchases and refer new customers. Consider a program to regularly offer incentives for customer referrals to encourage repeat business.
Create a Brand for Your Business:
Creating a strong brand is essential for building a loyal customer base. Develop a consistent brand image across all channels, including your social media, Joy of Mowing page, website, and advertising. Use a unique brand voice and visual identity that reflects your business values and resonates with your audience.
Email Marketing to Nurture Prospects and Extend the Relationship with Your Best Customers:
Email marketing is a powerful tool for nurturing leads and extending relationships with existing customers. Use email to provide value-added content (like the free articles from Joy of Mowing), promote sales and events, and offer exclusive discounts or promotions.
Promote Your Business with Fresh Content on Social Media:
Social media is a great way to promote your business and engage with your audience. Use platforms like Facebook to share regular, fresh, and relevant content, such as product photos, customer testimonials, and industry news. Use hashtags to increase visibility and attract new followers (such as: #buylocal, #smallbusiness, #supportlocal, #joyofmowing, etc.)
Clean Up Your Internet Presence:
Conduct a comprehensive review of your store’s online presence by searching your name and services on search engines and social media to identify any negative, outdated or incorrect information. Then make a plan for updating and including high-quality content, potentially responding to negative comments or reviews, and optimizing your search engine rankings. Finally, ensure that you have a plan for interacting with your customers and prospects, monitoring comments or reviews, and if you are struggling to keep up with this, seek help from professionals.
Word of Mouth by Asking Customers to Spread the Word:
“My best advertising is a happy customer!” Yes, word of mouth is a powerful marketing tool. Train your staff on the need to consistently encourage satisfied customers to spread the word about your business by leaving positive reviews, sharing their experiences on social media, and referring friends and family.
Your Joy of Mowing Dealer Page is Important and Can Shape a Customer’s Impression of Your Business:
With thousands of visitors each month, your Joy of Mowing Dealer Page is often the first impression potential customers have of your business. Your Joy of Mowing page is likely already showing up high in search results, but you can always do more to help with your visibility. Make sure your Dealer Page contains a compelling overview of your business, is visually appealing, and has the correct contact and store hour information. Showcase your products, services, and brands to build trust and credibility.
In conclusion, marketing for local OPE dealers requires a deep understanding of your target audience and a focus on what makes your business unique or relevant. By using tactics that connect with your audience, creating a strong brand image, nurturing existing customers, and promoting your business on social media and other channels, you can build a loyal customer base and stand out from the competition.