Do you run a construction equipment dealership? If so, it is vital for you to understand where the market is heading in 2022 and beyond. Fortunately, the fusionZONE team is here to provide you with an overview of some key industry trends. Let’s dive in!
Overall Equipment Market Growth
The worldwide construction equipment market shows no signs of slowing down any time soon. Analysts at Mordor Intelligence valued the industry at $161 billion in 2020. They expect it to reach $228 billion by 2026.
The increasing focus on infrastructure throughout the globe is the primary driver of this growth. However, the development of advanced automation in the manufacturing and construction processes will aid with the upward push.
Industrial Sector to Lead Growth
Analysts generally segment the construction equipment market into three categories. They are:
Most observers expect the commercial and residential segments to enjoy slow but steady growth in the coming years. The industrial sector, on the other hand, is set to explode.
Experts believe foreign direct investments in international manufacturing plants and rising global industrialization will drive the progressive growth in the industrial sector.
Cranes Likely to be the Largest Segment
Analysts at Mordor Intelligence expect cranes to be the largest segment in the construction equipment market in 2022 and beyond. The demand will come from commercial and residential building developments across North America and massive infrastructure projects in Europe and Africa.
Observers believe the motor grader, loader and backhoe, and telescopic handler segments will also perform well in the medium-term.
Shift to Low-Emissions Equipment
Analysts expect just about every industry in the world to shift toward low-emissions vehicles and equipment in the coming years. The construction equipment market will follow this trend.
By 2030, most construction equipment manufacturers will have reduced or eliminated their traditional hydraulic and mechanical models. They will instead focus on producing electric and hybrid alternatives.
Smarter Heavy Equipment
The construction equipment market isn’t just becoming greener. It is also getting smarter. Manufacturers in the industry already produce vehicles that offer tons of high-tech features like:
- Augmented reality screens
- 3D grading control systems
- Telematics, and
- Remote control systems
Market analysts do not expect the high-tech movement to stop any time soon. Indeed, many think the growing demand for advanced construction equipment will incentivize manufacturers to produce even smarter tools in the coming years.
How an Experienced Equipment Marketing Company Can Help You Take Advantage of Industry Trends
Do you want to take advantage of these market trends? If so, all you need to do is hire a knowledgeable equipment marketing company to assist you with the following projects:
Build a High-Converting Equipment Dealer Website
The market is set to grow quickly in the next few years. If you want your business to expand along with it, you need to make it as easy as possible for interested customers to buy or rent your equipment.
Your marketing company can help you achieve this goal by building you a high-converting equipment dealer website with a real-time connection to your inventory.
When your new website is complete, customers will be able to buy or rent your equipment online with just a few clicks. They won’t need to call your office to check inventory or pricing.
Once clients experience the ease and convenience of doing business with your dealership, they’ll never go anywhere else!
Optimize Your New Website for Search
The demand for cranes and electric construction equipment is set to grow rapidly in the coming years. Many of the companies who need these tools will search for them online.
If you want your company to grow, it is vital that the people who conduct these searches find your new equipment dealer website. We can make this happen by optimizing your site for search using the following techniques:
- Selecting keywords and posting relevant content
- Ensuring the website works well on mobile devices
- Adding title tags and meta descriptions to each page
- Ensuring the site loads quickly and is easy to use
When done well, search engine optimization can drive thousands of new visitors to your website each month.
Create and Manage a Google Ads Campaign
If you want to ensure you take full advantage of the upcoming growth in the industry, your equipment marketing company can also help you create and manage a Google Ads campaign.
Your marketing team can target your PPC ads at trending segments, such as low-emissions vehicles and high-tech equipment. They can then pivot your campaigns in the future if market forces change.
A well-managed Google Ads campaign can generate results in as little as 48 hours.
fusionZONE: Your Trusted Equipment Marketing Company
Are you ready to expand your business with the help of an equipment marketing company? If so, please don’t hesitate to reach out to fusionZONE. We’ve been helping dealerships like yours drive sales and generate leads online for years!
Contact us to speak with one of our representatives. We look forward to hearing from you!
5 Reasons to Build and Maintain Your Email List
Has your business built an email list but since put it on the back burner?
While other digital marketing channels may get most of the attention these days, email should remain a key component of your online marketing strategy.
Here’s why email marketing for car dealerships and other automotive businesses should not be overlooked:
1. You Own Your Email List
In the age of increased scrutiny around data privacy, reaching your audience through targeted social media campaigns has become more challenging.
Businesses cannot simply expect to reach and engage their entire audience through a single channel. Between Big Tech algorithms and outages to the often politicized nature of social media, many things can stand between your messaging and your customer base.
When you build and maintain an email list, you enjoy the advantages of developing first-party data: you’re no longer reliant on third-party sources for customer lists.
2. Email is Direct
When a visitor or customer fills out a form to receive emails and is added to one of your CRM lists, they’re signaling interest in your products, services or content. In other words, you already have an idea of what they like because they chose to sign up and stay connected with your business.
It takes more effort to gain an email subscriber than a “like” on a social media post, but the email sign-up is often more valuable because it is more targeted.
3. Email is Personal
Automotive email marketing campaigns are primed for personalized messaging simply because email feels more personal.
Once someone is added to one of your email customer lists, you can reach that potential customer directly through their email inbox, which is far more personal than catching their attention while they’re infinite-scrolling on social media.
Your customers like to feel appreciated and receive exclusive offers, and email is the perfect avenue for this.
For instance, car dealerships can utilize new and used car specials or parts and service coupons to entice visitors to join an email list, open the emails, engage with the content and convert into customers.
4. Customer Retention and Remarketing
Gaining a new customer is costlier than retaining a current one, and that’s why email marketing for car dealerships is so powerful.
There are plenty of customer engagement strategies out there, but email helps you retain and remarket to customers long after they purchase that new car.
Customer retention and remarketing are especially crucial for car dealers and auto service centers since repeat business is quite common and attainable.
After all, every car on the road will require maintenance or replacement. So if your customer isn’t returning to you, they’re certainly spending their vehicle budget elsewhere.
5. Email Accounts Are Here to Stay
The popularity or usage of a social media platform might come and go, but the same can’t be said for an email account. That’s right; no matter the demographic, nearly everyone uses email, and most people check their email multiple times per day.
So while you’re wondering how to divvy up your ad spend across multiple social media platforms, remember that email remains popular and shouldn’t be neglected.
If you’d like some tips to grow your automotive email marketing lists, don’t hesitate to reach out to the fine folks at fusionZONE. We’re experts in all things digital marketing for dealers, and we’d love to help you reach an ever-growing audience.
If you work in the automotive or commercial transportation industries, you have likely heard of Karmak. However, you might not know what the company does or how it can help take your automotive/equipment dealership to the next level. We’re here to provide you with all the information you need to know.
Karmak: An Overview
Karmak is a business management solutions provider for the commercial transportation and automotive equipment industries. It helps businesses manage inventory, boost sales, and improve their accounting practices.
They were founded on December 31, 1981. Since then, the company has grown tremendously. Here are a few of the highlights of its 40 years in business:
- 1982: Karmak signs an OEM agreement with Digital Equipment Corporation.
- 1987: Inc names Karmak one of the 500 fastest-growing companies in the United States.
- 1997: Karmak acquires Rinfo, Inc. and its INFO5 dealer management system.
- 2001: Karmak introduces Director Series, its first Windows-based parts and service management system.
- 2003: Karmak launches ProfitMaster Sales.
- 2007: Karmak introduces ProfitMaster Service.
- 2011: Karmak launches Fusion, its flagship Windows-based solution for the heavy-duty industry.
- 2012: Karmak introduces Deliver-It, a mobile app that provides a real-time view of the delivery process.
- 2016: Karmak acquires ADAM Systems, a DMS for the automotive and powersports industries.
- 2019: Karmak launches Unity, an API framework that helps clients leverage third-party programs.
Karmak now has over 250 employees. It provides first-in-class business management solutions and DMS services to more than 600 commercial transportation companies and equipment dealers across North America.
Karmak holds a wide range of strategic partnerships with companies like Mack, Daimler, Wabash National, Thermo King, Peterbilt, and fusionZONE.
How to Use Karmak to Take Your Company to the Next Level
Karmak can help to optimize and grow equipment dealerships like yours in a variety of different ways. For example, its Fusion Parts solution provides you with the tools you need to maintain tighter control over your inventory and make data-driven purchasing decisions.
Fusion Parts also comes with the Deliver-It application. This feature gives you the ability to monitor the efficiency of your company’s delivery drivers and their routes. It can even help you to reduce your liability by capturing delivery signatures and images.
The Fusion Sales solution helps to close more deals and increase revenue. It allows you to easily generate spec sheets with unlimited characteristics and track sales rates that are tied to individual units.
A Fusion Accounting suite gives you the ability to track vendors, compile invoice summaries, and reconcile your inventory with your books. All transactions are done in real-time, so your accounting team will always have access to the most accurate and up-to-date information.
The programs are easy to use and you should have little trouble fitting them into your existing workflow. Take advantage of their knowledge center, support team, and e-learning hub to provide you with advice and guidance. It can even provide an on-site trainer to assist you with the onboarding process.
How fusionZONE Can Help Karmak Customers Drive More Sales
As a Karmak customer, you won’t just have access to its extensive suite of business management solutions. You will also be able to team up with the experienced developers at fusionZONE to build a high-converting website for your dealership. Your Karmak DMS integrates seamlessly into fusionZONE’s websites. Your dealership will have a custom-built website with a real-time connection to your inventory!
This integration will give your dealership’s customers the ability to look for parts directly on your website, without needing to call to check inventory.
fusionZONE’s list of services doesn’t stop at web development. Our digital marketing team can also help you drive sales and generate leads for your equipment dealership by assisting you with:
- Search engine optimization (SEO)
- Social media marketing
- Google Ads management
- Video advertising, and
- Reputation management
In short, we can help your equipment dealership thrive online. Please do not hesitate to give us a call at (424) 232-0728 or complete the contact form. Our friendly team will be more than happy to answer any questions you may have.
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Marketing our business to potential customers is a necessary part of having a successful business.
The issue with traditional advertising, such as newspaper, radio, and television ads, is that they can be expensive and may produce little or even no return on investment.
Advertising online may be a better option. You can track the effectiveness of each advertisement. Then, you can focus your marketing strategies on the techniques that are the most profitable. Plus, there are options for online advertising that don’t cost you any money at all!
Here are some free online marketing methods that you may want to consider for your business:
- Partner up with another expert or complementary business in your field. Consider joining forces with another brand. You can then offer a more substantial product together than either one of you could offer alone. In addition, you’ll automatically get the attention of both audiences, resulting in more sales and adding more leads to your email list. In the future, these new leads can drive more sales of another one of your products. Partnering on even one marketing campaign can bring long-term benefits to both of you
- Encourage user-generated content. If you can acquire user-generated content, your website will grow without you having to create your own content. This type of content also increases your website visitors. Enable comments on your website and contribute to the discussions. Allow visitors to submit their own articles and encourage guest posts from other experts.
- Affiliate or Referral marketing. When you create an affiliate program for your business, you will be getting other experts in your field and the public to send business your way. This can be mutually beneficial, and you will only be paying commissions (after the sale) if the affiliate makes a sale. As with the partnering technique, many of these new visitors will sign up for your email list, even if they don’t buy something right away, bringing you long-term benefits and sales.
- Be active on social media. There are millions of users visiting the various social media platforms daily, so it makes sense for your business to have a presence there.
- Share funny or interesting images or videos that are relevant to your business.
- Post insights and valuable information.
- Let your audience know when you have a sale on your products. Give your social media followers coupons or discounts.
- Encourage engagement by participating in discussions. Ask questions and answer theirs.
- Run a survey, poll, or contest
- Use free online tools. There are plenty of tools online that can help your business. You can sign up for websites that will enable you to create free surveys, or you can use a free online service to send emails to your customers. You do not have to pay a premium to receive top-notch service.
- Change and reuse old advertisements. Rather than going through the expensive route of creating new articles with every marketing campaign, try reusing parts of an advertisement that worked well. This will save you time and expense. Plus, keeping consistent brand imagery through every ad will help with brand recognition too.
- Build an email list. If people are visiting your website, chances are good that they are interested in what you have to offer. Make a form available for them to join your email list and be kept in the loop about future product releases or special offers.
- Once they’ve signed up to this email list, you can send emails to these prospects with news and further information about your products. Let them know whenever something goes on sale.
- Email marketing is one of the best ways to drive sales. Treat your list members like gold, because that’s what they are to you and your business.
- Create some video content. Video content is incredibly important nowadays as the younger generation would rather watch a video than read a blog post. If you can create interesting videos, you’ll create interest in your brand.
It’s certainly possible to do online marketing without spending money. Some of these methods might take some time and effort to implement, though, before you see profits.
For example, it can take a while to build an email list. However, once you have a list, making sales can be as easy as sending out an email to your list. Once you’ve built a social media following, making sales can be as easy as making a post on your social media accounts.
If you want to see an immediate ROI, like for a special promotion, you may want to consider paying for ads online. But if funds are tight, be patient as you put these free strategies into place, and soon you’ll have plenty of ways to make immediate sales for free.
Not every business has the budget to spend big on digital marketing, but today, getting the word out about your company and its products and services online is more crucial than ever.
So how can businesses with smaller marketing budgets go head-to-head with the competition that has much more available spend? The team at fusionZONE has compiled a list of budget-friendly digital marketing initiatives that can help you promote your business at little to no cost.
Whether you’re an independent, franchise, Powersports or group dealership — or in an entirely different industry altogether — the following digital products, channels and strategies are designed to provide affordable (or completely free) solutions to your online marketing needs.
Maintain Social Media Channels
Social media has been a big deal in the digital marketing realm for well over a decade, so the chances are great that your business has already tried its hand at this potentially free marketing channel. Paid social ads can certainly help boost your business’s profile, visibility, reach and engagement online, but they’re not necessarily a prerequisite to success through Instagram, Facebook, Twitter and the like.
If your business already has social media profiles, are you merely using them for promotion, or are you posting informative, entertaining and interesting content? You can enhance your budget-friendly social media marketing efforts by providing valuable content, news, deals and specials to your online community.
Remember, social media isn’t advertising or public relations, but rather a chance for you to connect with customers, fans, potential buyers and other members of your community in a fun and informative way.
Join or Create Facebook Groups or Other Online Communities
Maybe you’ve promoted your business through social media channels like Facebook, Instagram and Twitter for years and even dabbled in paid social ads, but are looking for another way to communicate with your community and potential customers online. You could create a Facebook Group or join some of these online communities tailored to people in your immediate area.
While these groups can provide potential customers for your business, they also help you build relationships within your local community. Joining or building an online community or group through Facebook or another social media channel is a great way to keep your ear to the ground or stay informed of consumer sentiment in your city and neighboring areas.
You can also start and join in on conversations that may not have been as possible on your company’s social media pages.
Set Up a Google My Business Profile
Google My Business (GMB) helps consumers find your company’s location and contact information without having to sift through your website: your business details show up right in the search results. This completely free Google product also lets you promote different areas of your business — say, your sales, parts and service departments — at the top of the search results page when a user seeks out your company online.
Creating and optimizing your Google My Business profile can help potential customers find your company, products and services online and offline by displaying a link to your website, phone numbers and a map with a link to directions. That’s why we believe that a GMB profile is one of the most affordable and productive marketing methods, especially for local businesses.
Run Google Local Service Ads
If your business isn’t quite in a place to fork over serious dough on Google pay-per-click (PPC) ads, then you may want to consider Google’s local- and leads-based alternative: Google Local Service Ads. Set up a budget in Google Local Service Ads, and you’ll pay per lead instead of per click, meaning you could better manage your budget based on actual leads versus potential leads.
Businesses are required to apply and qualify for categories that Google offers through its Google Local Service Ads. However, once you’re able to create these local pay-per-lead ads, your business can become Google Guaranteed, which could help your company show up at or near the top of local search results.
Utilize Email Marketing
There’s nothing new about email marketing, but that doesn’t mean it’s not still a highly effective tool in your arsenal — and an affordable one. Building an email list is a lightweight way to keep your past, current and potential customers updated on news and special offers, and you don’t have to pay to reach them in their inbox.
Create a Blog
If you’re wondering what interesting and value-added content you’ll share through your email marketing campaigns, social media pages and Facebook groups, enter the blog. Creating a blog on your website is an affordable way to develop SEO-friendly content that’s unique to your business.
Your company’s blog is where you can provide real-time updates about your business and its current operations, educate visitors on your products and services, discuss your organization’s community involvement and so much more.
Check Google Analytics Often
Lastly, you’ll want to keep tabs on your website’s Google Analytics account. Why? Seeing traffic spikes (however big or small) and traffic sources (where that traffic is coming from) can help you determine how your digital marketing initiatives are performing and where you should focus your efforts.
If you’d like assistance with any of these budget-friendly digital marketing options, don’t hesitate to reach out to fusionZONE Automotive. We’re experts in developing affordable and effective marketing solutions that can help your business stand out from your competition online!