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: https://read.dmtmag.com/i/65550
a photo of the buyer and/or the buyer's family will make a testimonial more genuine. A prospective buyer may already know a customer who provided positive feedback, generating more credibility without spending additional dollars. Take the testimonials section a step further and encourage customers to submit articles and videos about their personal experiences with your products. Not only will you generate credible content for your site, but you will also make customers feel like they are part of the experience your dealership delivers. In turn, this sense of community that you've created will convert more visitors into buyers. Events: Just like specials and promotions, upcoming events should be prominently featured on the easy-to-change banner ad space above the fold on your homepage. Include holiday and end-of- season specials, flash sales, trade shows, open houses, servicing seminars and maintenance workshops. Remember to give online visitors the opportunity to find out about other events taking place in your area. If you choose to feature posters of local events on the front window of your dealership or on your bulletin board, take the time to post them online. Even if you're not participating in all local shows or events, include them anyway to position your dealership as a valuable resource for OPE customers in your area. Fill in dates for the entire year and add to Brad Smith is Product Manager at ARI, a Milwaukee, Wis.-based provider of technology-enabled business solutions for dealers, distributors and manufacturers in the outdoor power equipment, powersports, marine and RV industries. Products and services include eCommerce- enabled websites, lead generation, lead management, Search Engine Optimization, Search Engine Marketing, and eCatalogs (parts, garments, and accessories). Smith can be reached at (414) 973-4459, or via e-mail at bradsmith@arinet.com. Website: www.arinet.com. OUTDOOR POWER EQUIPMENT MAY 2012 25 the calendar as you hear of new events. Tie-in your online calendar to your off-line marketing strategy by posting signs at your dealership. Include the information on the homepage of your website and print flyers to hand out at the front desk. Your website traffic should be constantly monitored, so you can make ongoing adjustments designed to drive more qualified traffic, increase your sales conversion rate, and achieve the greatest return on your investment. Easy to use, reliable and free, a Give the "microphone" to your customers to prove how great your dealership is. To make sure that your website's content is up-to-date, we recommend that you designate someone at your dealership with the responsibility of maintaining and updating it on a regular basis. You should hold this person as accountable as you would your sales and service managers, so you can consistently increase traffic and generate more leads. If you're not going to diligently freshen up some sections, you're better off removing them. Empty or outdated sections show a lack of professionalism and dedication that will drive prospects away. Google Analytics account provides you with detailed insights into your website traffic. It allows you to gain more in-depth knowledge of your prospects, so you can better engage them and convert them into customers faster. In addition to ongoing in-house updates, successful OPE dealers freshen up the look of their website every 18 to 24 months to foster customer engagement and drive sales. Remember, more prospects visit your website than your store. So, when was the last time you gave your website a professional makeover? OPE