Marketing services for Heavy Equipment

What’s the first thing that comes to mind when you think of heavy equipment? Do you think of forklift dealers as you see in movies? Do you imagine seeing men in yellow hats, running bulldozers, excavators, etc. ?

We get it, you’re not too familiar with this industry and that’s fine because who needs to market heavy equipment? Only a construction site would need that, right? Or maybe an ongoing project?

That’s so wrong, on several levels.
You see, for the heavy equipment industry, clients are your top priority – and it doesn’t help that marketing this industry is not a simple task. The challenges are gargantuan in size, and mostly faced by B2B marketers – but that doesn’t mean that it’s impossible to achieve!
There are so many heavy equipment supplying companies that you start to lose count – but that doesn’t mean that they all are the best, serving the same type of quality, or after-sales services, and so on.

For companies, wanting to serve this industry to the public – it’s an even bigger challenge because how exactly do you market heavy equipment? It doesn’t look attractive, and it doesn’t have a purpose beyond construction, and your clients can’t exactly park it in their garage for later use!

So, how do you market those large bulldozers, dragline excavators, trenchers that take up a large chunk of space, make a whole load of noise and look visually unappealing?

Firstly, you need to understand the benefits of using these heavy vehicles – it obviously isn’t there for appearance, or economy of space. However, it brings a lot of efficiencies, the economy of time and effort. The benefits are purely commercial, and without these vehicles, it’s practically impossible to construct or complete a work-in-progress. These vehicles act as bed-rock for any project, construction, deconstruction, etc.

Your marketing 101 on the heavy-duty business department

Follow a few of these tips to get the most out of digital marketing, and how it can make your industry look like the coolest on the block!

Maintain a robust site, worthy of heavy-duty content: Your company’s website is the main thing to look at if you are wanting to market your industry digitally – so make sure, that it looks like a prize-winner. Provide everything that your prospects might be looking for, including a chat bubble to get interactive with interested people, optimize your space for search engines so that seeking it out would be easier for them. You could never go wrong with classic elements like clear navigation, detailed product listings with photos and pricing, purchase details and methods, discounts, etc.

1. Optimize your construction space for SEO (pun intended) :
Search engine optimization or SEO is a great way to get your business going – if you know what we mean! It makes your site easier to be read for search engines like Google, Bing, and Yahoo!, and once they’re easily read and recognized – your site can be sought out with great ease and convenience as the SERPs will show your customers exactly what they want.

Make sure to include the right keywords while optimizing for SEO as these keywords will be the main thing that customers search for – before being guided to your website.

2. Run PPC campaigns before running the bulldozers! :
Apart from SEO, Pay per click (PPC) is another ingenious way of taking your business to the next level for it’s another marketing champion, seconded by SEO.

PPC is a pocket-friendly model, and this is mostly because you only have to pay when your ad is clicked, not otherwise, and certainly not for the ad space being used!
It allows you to reach your most qualified traffic in the form of interested visitors when they’re searching for the specified industry online – and from that point on, things get much simpler.

A major benefit of using PPC is that you don’t need to wait – if you instant results, PPC is your best option being served on a silver platter.

3. Adopt the intricacy of content marketing into your heavy approach:
Content marketing is the idea of marketing content in the form of blogs, vlogs, podcasts, videos, photos, graphics, etc. The most popular way to create new content is to start a blog. You can use your blog to discuss common questions you get, company news, industry developments, and any other information that’s relevant to your business.

However, while implementing content marketing – do beware that, the content should be based on keywords that you identified during your research. At Monarch Web World, we understand the importance of content and more so, for heavy equipment – and it helps that content is valuable to heavy equipment digital marketing for another reason – it helps with SEO.

4. Keep social media close to your marketing strategy:
Who said that social media is only for B2B companies or aesthetic things? In today’s times, social media is a basic thing and if you’re opting for digital marketing – it is mandatory to maintain social media accounts. For marketing, Twitter and Instagram are considered the prize-winners, followed by Snapchat and Facebook.

Although your company is in the heavy equipment industry, you should still have an active presence on social media. If you don’t have time to update your social media pages yourself, delegate the project to someone you trust within your company.

If you are still unsure about these tips or want to discuss more – feel free to contact us! We would love to help.


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