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/752598
www.outdoorpowerequipment.com OUTDOOR POWER EQUIPMENT DECEMBER 2016 27 Facebook Live is another tool that I think we'll see more and more dealerships taking advantage of in the coming year. It allows you to livestream video on your dealership's Facebook Page for all of your followers to see. You can also take advantage of Facebook Live video by broadcasting live from dealership events to get potential shoppers excited about stopping by to see for themselves or by hosting weekly live maintenance tips or product demonstrations. According to Facebook, to be successful with Facebook Live, let your followers know ahead of time that you'll be going live so they can be prepared to join in when you do. 4 Make sure that you have a strong WiFi or cellular connection to avoid cutting out due to signal loss mid-broadcast. They also suggest that you plan on broadcasting for 10 minutes or more — the longer you broadcast, the more likely people are to share your video with friends and help you get discovered. In 2017, you can expect to see the digital marketing landscape make some shifts as shoppers continue to look to the Internet as they begin their path to purchase. Stay ahead of the curve by adjusting your digital marketing strategy to account for the latest trends in digital marketing. FOOTNOTES: 1 http://www.sos4net.com/more-reasons-to-use-local-search-marketing/ 2 http://blog.hubspot.com/marketing/ad-blocking-stats#sm. 000o7pe3413ryfb5qqz26jlyy4ka2 3 http://syndacast.com/video-marketing-statistics-trends-2015/ 4 https://www.facebook.com/facebookmedia/best-practices/live Colleen Malloy is the director of marketing at ARI Network Services. Prior to joining ARI in November 2013, Malloy served as the editor of Motorcycle and Powersports News. She is dedicated to the mission of helping dealers improve their operations through the implementation of ever- evolving best practices paired with ARI's suite of award-winning data-driven software tools and marketing services that help 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 the 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 (www.arinet.com) and eCatalog platforms to "Sell More Stuff!" #3 Omni-channel marketing Another trend that you can expect to see is the continued rise of omni-channel marketing. Omni-channel doesn't just mean marketing across a bunch of different channels — it's more than that. An omni-channel experience creates a seamless, universal experience for your shoppers across all of the channels that you use to reach them. With shoppers bouncing between devices, it's important to have a strong omni-channel shopping experience for your dealership's prospects and customers. Your desktop website, mobile website, PPC ads, email campaigns, social campaigns, billboards, brick-and-mortar signage and any other customer touches should work together to create one fluid, integrated experience for your customers. #4 Micro-moments In 2016, we saw the rise of micro-moments — Google's term for all of the in-the-moment actions taken by shoppers using the nearest device as they journey down the path to purchase — and we can expect to see the importance of micro-moments grow in 2017 as more and more shoppers turn to their devices for help making purchasing decisions. Just about anything can trigger a micro-moment. A shopper might hit a tree root while mowing their lawn and reach for their smartphone to look for lawnmower repair, pick up their laptop to search for a new snow blower after watching the latest weather report, or grab their tablet to compare chainsaw models after seeing their neighbor taking limbs off a tree. To make sure that you're not missing out on micro-moment- inspired shoppers, be sure that your website offers a mobile- friendly experience; ensure that you have a presence anywhere your shoppers might begin their search online (search engines, social media, third-party sales channels and local directory sites to name a few examples); and make shopping decisions as easy as possible by providing detailed information and easy calls-to- action (like a service request form or a request a quote form on your website). #5 Video According to Syndacast, 74 percent of all Internet traffic in 2017 will be video-related. 3 Video content is enormously engaging, and with social media platforms like Facebook giving video priority, we can expect to see its importance continue to grow. There are some simple ways that you can leverage video for your own dealership. First, you can share content that's already created by the manufacturers you carry. All you have to do is hit "Share" when you see their videos on YouTube or Facebook. You can also produce your own videos. Things like product demos, service tutorials and product recommendations make great content for your website and social media platforms, and all that they require is a few minutes of your time and a smartphone or digital camera. With 66 percent of Americans using local search to find local businesses, 1 if your dealership doesn't show up in their search results, you likely won't get their business. OPE