Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: http://read.dmtmag.com/i/120369
rely on anonymous product reviews as their primary purchase driver (compared with the 49 percent who rely on recommendations from friends and family). Also, be certain your website is mobileenabled. Roughly three-quarters of this younger audience is accessing your website through mobile devices. Focus on making sure critical information, like that listed below, is easily read via a handheld mobile device: • Updated hours of operation • Contact information • Location, including a connection to Google Maps • Who you are and how you're different from competitors • Product listing • A detailed list of services Show up at the top of the Search list While in-store merchandising is still a strong sales tool, more than 56 percent of outdoor power equipment buyers use the Internet to research information. That is an increase from 43 percent of buyers just three years ago. Therefore, it is more critical than ever to ensure that your website is optimized for search. While it can be costly to ensure placement at the top of the search results, following are some simple and cost-effective ways to increase your rankings, without blowing your budget. • Use language your consumers use: Make sure you use terminology on your website that fits with the way people think about your products, and your business. If you use too much "industry lingo," you risk not being found when consumers search using their own common terms. • Refresh content often: Search engines scan, or "crawl," sites at regular intervals. If there is new content on your site when these "crawls" take place, you increase your chances of having your site listed in the search results. Relevant content could include "how-to" articles on lawnmower repair or a reminder on your home page in the spring to "tune up your mower." If developing content is a resource challenge, turn to your manufacturing partners for help. While in-store merchandising is still a strong sales tool, more than 56 percent of outdoor power equipment buyers use the Internet to research information. That is an increase from 43 percent of buyers just three years ago. • Share links: One of the best ways to improve your search ranking is to increase the number of "inbound" links to your site from other websites. Search engines recognize inbound links as thirdparty endorsements of your site and your content, and your rankings can improve with the more inbound links available on your site. • Utilize public relations: Whether you're launching a new service offering or perhaps expanding your team with new talent, sharing and leveraging company news that's both relevant and timely with media outlets on a regular basis will likely increase the frequency of your company's name in the media and garner positive attention for your company. • Google it: More than two-thirds of all Internet searches are still conducted on Google, so work with Search Engine Optimization (SEO) partners that stay on top of new Google algorithms, which change frequently. Be Social Twitter. Facebook. Pinterest. Instagram. There's a great deal of buzz around Social Media these days, so it can be hard to understand where you should focus your efforts. If you haven't jumped on the Social Media bandwagon yet, start with one site to test the waters. Facebook still remains one of the primary Social Media outlets for Millennials, so it might be a good starting point to consider. Begin driving traffic to your Social Media site through other marketing methods such as your website. As you get to know your audience and find your "Social Media voice," post one piece of content daily that will be valuable, relevant and "shareable." This will help you create a loyal following, and it will help build your "database." And don't forget to listen. Use Facebook to actually listen and respond to customer inquiries and posts. Chances are you'll hear more feedback here than you would through more traditional methods such as online surveys. The final, critical step to successfully marketing to Millennials? Deliver a message that resonates with this audience. Gen-Yers are known as "doers." Make sure you deliver a message about the products you sell that enables them to become better — better at taking care of their lawn, their home, and their family. A marketing-savvy manufacturing partner also will know how to best sell its products to this new homeowner audience. And while you're at it, don't forget to market to Gen-Yer parents — the Baby Boomer generation. Gen-Yers are close to their parents, and Baby Boomer parents often buy things for their kids, even after those OPE kids have moved away. Carissa Gingras is marketing director of consumer engine and service with Briggs & Stratton Corporation. In her current role, she focuses on developing communications for dealers and consumers in the outdoor power equipment industry. She has more than 20 years of marketing experience working with both national and global companies, including General Electric, Honeywell, Ashley Furniture Homestores, Bridgestone/Firestone and Bon-Ton Department Stores. 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