In a fast-paced digital world, social media is a crucial part of an effective Equipment Rental marking strategy. With 45% of the world’s population using social media in one form or another, it’s where many of your prospects are active. For example, In the UK, 67% of people use social media.
No matter where you’re based in the world, social media provides an opportunity to supply valuable information, engage with customers on a personal level and build a sense of community. So, how do you go about creating a successful social media strategy for your Equipment Hire company?
In this article, we’ll explore techniques that’ll help increase your presence on social media and build stronger connections with your audience.
Choose the platform that suits your goals
The first step is to decide which social media platform is best suited to your needs. Platforms like LinkedIn, Twitter, Instagram and Facebook all have their uses and it’s worth learning about the benefits of each one to maximise the effectiveness of your efforts.
LinkedIn may be a good choice because it grants you access to a wide range of Equipment Hire professionals and you can engage with them directly in a form of online networking.
Twitter is a great platform for highlighting the human side of your brand. You could tell the stories of the people who work in your company and tweet about causes you’re passionate about.
We’d suggest choosing the platform you feel the most comfortable with and then focus on building it up with relevant content.
Curate and promote educational content
After you’ve decided on the platforms you intend to use, it’s time to start thinking about the content that you’d like to promote.
A good starting point is to create an Equipment Rental blog and then share it on social media. Be sure to create posts that add value and clearly explain the benefits that a reader will understand by clicking through to read your blog. Over time, this can help to build up your authority in the sector and increase the chances of becoming a market leader.
Another option is to share news from reputed rental equipment publications such as Construction Plant News, Vertikal, Earthmovers Magazine and PlantWorx. By sharing breaking news and keeping your followers updated, it demonstrates you have your finger on the pulse.
Tap into the power of video marketing
Content is king and video marketing is the crown jewel, with video being identified as a consumer’s favourite type of content to see on social media. Furthermore, 72% of customers have said they would rather learn about a product or service via video.
Leveraging the power of video marketing can be done in several ways. One example is to set up on YouTube. To help people learn more about your brand, you could create YouTube videos that share insight on any initiatives you’re supporting or promote interviews with Equipment Hire professionals.
Another example is to create short explainer videos about new products and post them across your social media platforms. This approach is useful for promoting products with technical specifications and breaking down complex information, which is often the case in the Equipment Hire industry.
Webinars for the win
With the COVID-19 pandemic forcing people to adapt to a remote working environment, webinars have become extremely popular. In April 2020, the use of webinars soared by a whopping 1104% and in a post-pandemic world they’ll continue to be an important marketing tool.
Setting up a webinar is a great way to provide your customers with educational content, generate leads and create connections.
One method is to create a roundtable event of Equipment Hire specialists and advertise it through Twitter and LinkedIn. The benefit of this is that the speakers will be able to share the event with their own networks and your brand will gain more visibility.
Another idea is to invite graduates who want to work in the Equipment Hire sector to a series of LinkedIn workshops. In addition to providing educational content, you can make connections with potential new employees and turn them into brand ambassadors for your company.
Utilise paid advertising
Another valuable social media marketing technique is to set up paid advertising campaigns to increase traffic and leads to your website. The advantages of paid advertising include reducing the touchpoints needed to make direct contacts on social media, speeding up visits to your website and being able to track the performance of each campaign.
An example might be to create Facebook ads that highlight a new product range and target a certain demographic. Using the platform’s built-in functions, you have the ability to direct the ads towards the relevant people.
Build or join a community
Online communities are a huge part of social media, connecting people from all over the world. By joining a community, you can take part in an industry-wide conversation, stay up to date on the latest news and forge lasting relationships.
Why not set up your own community and invite people to become a part of it? Setting up a LinkedIn Group is a good idea because It acts as an online networking hub for specialists in the Equipment Hire industry.
To create an active LinkedIn community, be sure to regularly post in the group, invite discussion and curate high-value content. In return, you’ll have a thriving hub of potential connections who can help take your brand to the next level!
Creating a successful social media strategy isn’t something that happens overnight. It involves constant experimentation, analysis and planning. Once you’ve established what works and what doesn’t, you’ll be in a better position to build your Equipment Hire brand across several social media platforms and stand out above the noise.
Ready to up your social media game? By using these methods, you can start to build on your Brand and Community. At Next Level Marketing Agency, we specialise in setting up social media marketing campaigns that boost customer engagement, increase conversions and generate genuine ROI.