How can local Equipment Leasing Businesses benefit from a Digital Marketing Strategy?

Most businesses, small and large, choose to lease equipment rather than purchase it to retain as much working capital as possible, especially when they are first getting started.  Whether the equipment is new or used, there are many leasing companies that are ready to help these businesses acquire the equipment and technology they need. To stay ahead of the competition and capitalize on these opportunities you need to develop a digital marketing strategy that uses multiple online elements.  

Here are just a few things to consider when creating your plan:   
Identify your target customer
The more you can learn about your target customers, the better you will be able to reach them, meet their needs and build a respected reputation for your business.  One of the best ways to this is to simply go to local businesses and speak with the owners to find out what type of equipment they are leasing, how much they pay for it and how long they lease equipment.  You should also evaluate your current customer base to determine what their current business processes, challenges, and goals.  Lastly, become familiar with your direct competition. Do some research to learn what kind of equipment they have, what their prices are, and examine their offline and digital presence.  This initial due diligence will eliminate costly mistakes and mistakes, help you provide new ways to provide lease equipment to our target customers.  

Establish credibility with your website 
Create your website to make your business credible and accessible for potential customers that are considering leasing equipment to grow their business.  And while your business is mainly an offline business, it is highly likely that your potential customers are searching for your services online, and as such they expect to be able to find with your business whenever and wherever they are online. Therefore, a responsive, professional looking website with relevant information about equipment leasing is enough to establish an online presence.  However, do not stop there, understand that people will visit your website for a deeper dive into your business, so invest the time providing all the key information they need to begin the decision making process.  
 

Use Social Media to engage your target customer
Social Media has made it possible to reach more people than ever before, making it all the more important to create a strategy to be able to compete in this space.   Do this by learning which social media platforms your target customers are using, then focus your efforts accordingly.  It’s recommended that you make a company profile on the major social media sites like Facebook, Twitter, and LinkedIn, as these will help you engage and establish a relationship with your target customers.  You can use Facebook and Twitter to answer questions quickly, announce new equipment and upgrades.   Another smart way to build your reputation, particularly in your local area is to use Twitter coupons for discounts on equipment, new releases, or bundle options. This small gesture will go a long way in showing your target customers how affordable leasing equipment from your company can be. Additionally, LinkedIn is an essential part of your social media presence.   This professional platform gives you visibility in front of entrepreneurs and managers as well as create significant opportunity for networking.  
Create content to add value your business
Now that you have established an online presence with your website and social media, create content that will help your potential customers grow their business.  The most effective way to share this content and add value to your online presence is by adding a blog to your website.  Use your blog to direct traffic back to your website, provide industry news, make recommendations, and address common purchase barriers.  Bottom line is the more valuable and consistent the content, the more engaged customers will become with your business and the benefit to you is that fresh content will keep you search engine optimized.

Final Thought
In order to be successful in the digital realm you don’t have to use have a big budget, you just need a plan that allows you to reach your customers.  If you remain consistent, provide relevant content and value to your customers your business will succeed online.  

ChangeU: For your independent study ...

MARKET TRENDS & FORECASTS  http://bit.ly/1rsBlhD 
The Equipment Leasing and Finance Association's (ELFA) Monthly Leasing and Finance Index (MLFI-25) reports on equipment finance activity such as New Business Volume, Aging of Receivables, Net Investment at Risk, Average Losses, Credit Approval Ratios, and Total Number of Employees.  

The Fundamentals of Leasing Business Equipment http://bit.ly/1tqZDjy 
From computers and heavy machinery to complete offices, it is possible to lease almost anything for your business. Equipment leasing can provide a lifeline for cash-strapped businesses in need of the tools of the trade.

Industry Information: A Powerful Tool for Equipment Leasing and Financing http://bit.ly/1DhbCRM

EL&F firms can use IBISWorld industry research to more easily identify leasing opportunities.