It might not be in vogue to mail out print brochures anymore, but downloadable material should still be an active part of any robust digital marketing plan. You can use downloadable material as gated content to grow your email list or simply as direct downloads on your website. Either way, this helps get vital information in front of your leads to move them through the sales funnel and convince them to choose you as their preferred equipment vendor.
Equipment Spec Sheets
Offering spec sheets for each piece of equipment can help your potential customers find the details they need to make a purchasing decision. The sheets should be just one or two pages and include accurate information from the equipment manufacturer. While some leads may only view these sheets online, it’s good to have them available in PDF format as well. That way, customers can easily print and take them to meetings with partners or investors to make a final decision. Be sure to include your branding and contact information so you can be the equipment vendor of choice.
Another smart piece of marketing collateral to offer on your website for download is one or more case studies. Regardless of what industry you’re in, from agricultural equipment to restaurant equipment or anything else, a case study can be a great way to showcase your products as a wise investment for potential customers. Use one of your best existing customers and tell the story of how they used your equipment as a key element to success. The more specifics and numbers you can offer, the better. Case studies serve as authentic marketing materials that help justify the purchase, no matter how large.
Once you’ve used the above informational materials to move leads through your sales funnel, you next need to convert them into a sale on your equipment vendor page. While many customers still like to reach out with a phone call, it’s necessary in today’s digital world to offer online financing opportunities as well. You can remove a huge barrier to purchase by partnering with a vendor financing program like ours! We provide direct links as well as downloadable applications to make sure the conversion process is running as smooth as possible.
The Bottom Line
By adding a few strategic marketing materials on your website that are easy to print and share, you can better ensure that your equipment information is moving through the chain of command and ultimately towards a purchase or lease.