9 Reputation marketing tips for your construction equipment rental business

It’s essential for your construction equipment rental business to generate new leads while providing excellent service and retaining your current customers. A digital marketing strategy will help you grow brand awareness to stand out in the construction equipment market.

Check out these reputation marketing tips to help your construction rental business improve its marketing plan.

What is reputation marketing?

Reputation marketing is curating and managing the public perception of your brand. A robust online marketing plan will include several online platforms and strategies. You can try different tactics and track where you generate the most leads and business, so you can continue to invest in the most effective marketing efforts.

Why is reputation marketing important?

As a construction equipment rental business owner, reputation marketing efforts will help you effectively reach your target audience so they know you exist and get a positive first impression of your brand.

Maintaining a solid reputation will help you stand out in the construction equipment industry to continue growing your rental company.

Tips for marketing your equipment rental business

The best marketing plan for your construction machinery rental company will target several marketing channels. Consider using a combination of push and pull marketing strategies. Push strategies aim to get your brand in front of your target audience, while pull strategies aim to draw in high-value leads and convert them into paying customers.

Follow these tips to take your marketing initiatives to the next level.

1. Create a high-quality website

Consider mobile users when designing your construction rental website. Potential customers might search directly from their phones, so you want to ensure your website is sleek and easy to navigate across all devices.

2. Publish a blog

Blogging is an excellent way to offer customers value before they use your services. Research the keywords and phrases your target audience is searching for and write posts that include those words.

When you publish helpful content, potential customers and web crawlers will view your business as an authority in the construction rental industry.

3. Be active on social media

Social media platforms provide the opportunity for both paid marketing campaigns and organic marketing through posting high-quality content.

Partnerships are another social media marketing tool. Maybe there’s a local construction company with whom you could form a partnership and refer each other’s services to your social networks.

Beyond marketing and posting, social media is a great place to interact with your target audience and form relationships so that when they need equipment rental services, you’ll come to mind.

4. Run SMS and email marketing campaigns

SMS marketing can help you reach customers immediately. Consider automating a text message to send to new leads, offering them a discount on first-time rentals.

Email marketing is also a cost-effective way to keep in touch with past customers and new leads. Your email campaigns can offer helpful information or deals and discounts for customers.

5. Invest in paid advertising

Pay-per-click (PPC) ads, such as Google Ads, allow you to bid against other advertisers to appear in searches using relevant keywords. When you appear on a search results page, you are charged every time a user clicks on your link.

Facebook marketing lets you get incredibly specific when choosing your target demographic, specifying their age, location and interests. It also has a retargeting feature where you can advertise to users who may have previously clicked your ad link but have not taken further action.

6. Improve your search engine optimization (SEO)

When a user searches “Construction equipment rental near me,” you want to show up high in those search results to drive traffic to your website. Optimizing web content, getting consistent customer reviews and having other reputable sites backlink to your business site will all contribute to your search engine results page (SERP) ranking.

7. Get customer reviews

Customer reviews act as word-of-mouth referrals and can build trust with potential customers. It’s a good idea to respond to all reviews, positive and negative, to show customers you value their feedback.

It’s essential to get reviews continually, so don’t be afraid to ask customers. Make sure they know it’s optional and try using some of these tactics to collect more reviews:

• Ask customers for reviews directly after they use your services
• Send an SMS or email review request with a link that takes them to your review page
• Embed positive reviews on your website
• Place a review request sign with a QR code in a visible location

8. Generate leads

Lead generation can help you continually bring in new business, so your company can thrive. Try these lead generation tactics:

• Offer a valuable resource in exchange for lead contact information, like a phone number or email address
• Create a referral program
• Place a call-to-action (CTA) button on your site to collect emails, for example, “Request a quote”
• Ask customers for referrals

9. Claim your Google Business Profile

A Google Business Profile allows you to show up in Google searches and displays your location on Google Maps.

If you haven’t already, claim your business on Google and fill out your business information. Include your business name, location, hours, services and pricing. It’s also a good idea to add photos and videos to tell searchers more about your business.

Claim and fill out profiles on other online business directories, such as Yelp and local directories. Keep your information consistent and correct across directories, so customers can easily find important information.

Manage your online presence with help from Broadly

Broadly offers a range of tools and services to help you build your online presence. We’ll walk you through the process of optimizing a manageable digital marketing plan that achieves your goals. From modernizing your website to automating review requests to sending out marketing campaigns, our experts are here for you.

Want to see how Broadly can help your construction equipment rental business improve its reputation management strategy?