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/147382
most attractive, engaging fashion. Not sure what content to include that meets the relevance test? Here are a few ideas to get you started: • Review your top-selling products. • Showcase your current inventory with key features, options, complete specifications, and eye-catching photos and videos. If you use photos or videos, make sure you include an ALT tag or code describing the image since the search engines look for this information to further evaluate the relevance of your content. A good source for these images is, of course, your original equipment manufacturer (OEM) media sites or your website provider. Think about creative ways to work with your OEM representatives to make your dealership a priority when it comes to notification of a new product or model release. Then, establish a protocol with your staff to consistently publish all OEM specifications as soon as they are made available. Get started with the following ideas: • Announce a "sneak preview" of new equipment to generate buzz and interest. • Attend OPE industry events, and blog about what you learn. • Set up Google Alerts for the brands you sell, so you are immediately notified when news is published on new products. Writing and publishing relevant, timely and valuable content needs to be your goal for all forms of communication you have with customers and prospects. • Highlight product or service promotions on a "Specials" page that encourages visitors to take action. And don't forget to feature those promotions on your home page in a banner ad with a link to "Specials." • Promote events — customer appreciation days, open houses — as well as others in your area to become the goto site for enthusiasts. Beat your competitors to the punch (Timely) In order for website content to be timely, it must be newsworthy. This means your ultimate goal is to immediately publish new product and promotion information. In other words, don't wait until the new equipment is delivered and displayed on your showroom floor. Instead, start writing about it the moment you hear from your manufacturer representative that a new or improved product is on its way or that a special financing promotion is available. This content strategy is sure to generate interest and excitement, which will make your content stand out as newsworthy from the reader's perspective — and more likely to "go viral" on your social channels, particularly if you can beat your competitors to the punch. Position your dealership and website as the local authority (Value) When you provide information, opinions or perspective that can't be found elsewhere, that content immediately has value. As a dealer, you want to position yourself and your website as the local authority. The success of your business depends upon this established reputation. Your customers are looking to buy the right and best equipment, within their budget, for the job, so if you give a particular brand or piece of equipment the thumbs up, they are much more likely to make their way to your dealership to check it out. The key here is to share your enthusiasm and excitement through your writing, which will establish you as the go-to dealership for the latest and greatest value on the market. Here are some recommendations on how and what valuerelated content to include: • Why you're different (and better) than your competition. This can include how many years you've been in business, experience of your service team, awards you've won, etc. • Videos. Your videos can include a tutorial showing how to use equipment. • Customer testimonials. Nothing speaks to the value that your dealership provides more than a customer testimonial. Don't limit testimonials to your website; make sure you encourage customers to post reviews on your social media outlets as well. As you begin publishing content, be sure to let your unique personality shine through by writing the way you speak. Add humor and interesting tidbits of information to prompt readers to leave a comment or spend more time on your website. Over time, your writing style will evolve based on the feedback customers provide, and you will likely find yourself motivated to share more of yourself in your writing. Writing and publishing relevant, timely and valuable content needs to be your goal for all forms of communication you have with customers and prospects. This is especially true for your website or blog if you want to keep or improve your existing search engine rankings. If you already have a publishing strategy, keep up the good work. If you don't, get started today on making your content king. To quote Bill Gates again, "Those who succeed will propel the Internet forward as a marketplace of ideas, experiences and products — a marketplace of content." OPE Brad Smith is ARI's Director of Product. ARI creates awardwinning software solutions that help equipment manufacturers, distributors and dealers "Sell More Stuff!" — online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in outdoor power equipment, powersports, marine, RV automotive tire and wheel, and white , goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage ARI's website and eCatalog platforms to "Sell More Stuff!" Smith holds an MBA from the University of Wisconsin and is an Operation Iraqi Freedom veteran. OUTDOOR POWER EQUIPMENT AUGUST 2013 25