The equipment rental industry has traditionally relied on methods like distributing flyers, placing ads in local newspapers and yellow pages, and developing a strong online presence through their website to attract customers. However, as more rental companies enter the market, competition for clientele is increasing. Rental businesses need to get more creative with their marketing tactics if they want to boost sales and stand out from the crowd.
This article will explore 13 creative marketing strategies that equipment rental companies can implement to help generate more leads and increase brand awareness in today's competitive landscape. Whether you're a small, local outfit or a large national brand, applying some of these tactics can take your marketing efforts to the next level.
Tactic 1: Branded Merchandise
Giveaway items like t-shirts, hats, water bottles, coffee mugs and other swag with your company logo or name printed on them is an easy way to increase brand visibility both internally and externally. Distribute these branded products to your employees to help strengthen company pride and identity. You can also offer them to customers who sign up for your email newsletter or inquire about large equipment rentals. The portable nature of promotional merchandise means your brand gets advertising wherever potential clients or current customers happen to be wearing the items out in the community. Tracking how many branded items you distribute is a simple metric for quantifying your outreach efforts each month or quarter.
Tactic 2: Email Marketing Campaigns
Developing an email list of current and prospective clients is crucial for any digital marketing strategy. Create a monthly or bi-weekly email newsletter highlighting new equipment additions, seasonal tips, industry news and exclusive discounts or deals only available to subscribers. Incentivize people to sign up on your website by offering a small discount on their first rental or entering them into a prize drawing for equipment rental credit if they provide their contact details. Track metrics like open rates, click-throughs and unsubscribes to optimize future campaigns and content. Be sure to customize your newsletter design for both desktop and mobile formats. Visit Zipprr Equipment Rental Script
Tactic 3: Social Media Marketing
Having a consistent presence on major social platforms like Facebook, Twitter, Instagram, LinkedIn and YouTube is imperative for equipment rental companies looking to connect with younger audiences and tradespeople. posting a mix of educational, how-to content as well as photos and videos of equipment in action helps build your company as an industry thought leader. Promote new additions to your inventory, answer common questions from followers, and share industry news/tips on a regular basis. Social proof like shares, likes and comments on your updates proves engagement and credibility. Monitoring the insights and analytics tools each channel provides helps determine where your target audience spends the most time online so you can allocate advertising dollars effectively.
Tactic 4: Online Video Content
Videos are one of the most engaging and shareable types of content online today. Develop a series of short (1-3 minute) educational how-to or equipment demo videos that could be hosted natively on YouTube or embedded within blog posts and social updates on your website. Cover topics like “How to operate a skid steer loader”, “5 tips for maintaining job site security” or walk-through guides for new equipment models. Optimizing the metadata, description and titles with relevant keywords increases your chances of ranking for long-tail, intent-based search queries. Cross-promote newly added videos through your email newsletter and social platforms as well. Video improves brand familiarity while providing value to customers in a visual, share-worthy format.
Tactic 5: Guest Blogging
Writing thoughtful, well-researched articles for industry publications and popular rental equipment blogs/websites gains valuable backlinks to your site while positioning you as a thought leader. Topics could address trending equipment types, new technologies, safety best practices or seasonal business tips. Always be sure to include one or two relevant links back to relevant pages on your own site to drive relevant traffic. Connecting with editors through email outreach explaining why you'd make a great contributor often leads to opportunities. Guest blogging expands your outreach, shows expertise and brings more visitors through the door over time.
Tactic 6: Pay-Per-Click Advertising
Using Google Ads, Facebook/Instagram promotion and other pay-per-click platforms allows you to show relevant, geotargeted ads to potential customers actively searching for equipment, rental services or construction/landscaping supplies in your area. Monitor keywords, daily spend limits and ad copy testing to improve cost-per-click rates and get more calls and leads for your dollars. Offers like "Free delivery on all orders over $50" or "$100 off your first weekend rental" are compelling calls-to-action to boost inquiries. Tracking the sources of leads through Google Analytics attribution gives insight into your highest converting campaigns and ad groups for optimization.
Tactic 7: Referral Programs
Word-of-mouth is one of the most influential factors in a customer's purchasing decision. Implementing a targeted referral program rewards both existing customers and employees for bringing in new business. Offer a $5 discount or $25 gift card for every referral that results in a rental and collect contact info of referred party for qualitative follow up. Make the rewards generous enough to incentivize participation but affordable enough not to heavily cut into your margins. Publicly thank top referrers on social or your newsletter to further motivate the behavior across your audience.
Tactic 8: Industry Events and Trade Shows
Exhibiting your brand at local, regional and national rental industry expos, home shows and construction trade fairs connects you with likely customers face-to-face. Invest in an eye-catching booth design and hands-on product displays to draw attendees in. Be prepared to capture high quality leads and follow up promptly on inquiries. Building rapport with key decision makers and influencers in person often results in continuing relationships and word-of-mouth buzz back on the job site. Plus, participating boosts your credibility as a major player supporting the industry. Factor in both the costs of attending versus potential new business gains when determining events.
Tactic 9: Informational Infographics
Data-driven, visually compelling infographics highlighting construction or job site statistics, top renting equipment types by region, safety metrics or productivity tips generate shares on social media when posted with relevant hashtags. Design infographics for mobile with large images and text brief chunks to optimize for social scanning. Include your branding and website URL for maximum exposure. Partner with industry organizations or publishers to expand your distribution by guest posting these graphic knowledge bombs on high-profile LinkedIn pages and blogs as well. Infographics meet customers' content consumption preferences while subtly selling your brand's solutions.
Tactic 10: Mobile Marketing
As smartphone adoption reaches over 80% of tradespeople, optimizing your digital strategy for mobile is non-negotiable. Responsive website design, a progressive web or native mobile app offering rental lookups, service request forms and equipment guides keep your services top of mind whether customers are on the go or on the job. Push notifications with time-sensitive offers or weather alerts heighten brand stickiness.
Features like equipment locators and one-click rentals improve the on-the-fly rental experience. Dedicated ad budgets and split testing mobile creatives ensures you don't miss out on industry players relying more heavily on smartphones.
Tactic 11: Content Marketing
Value-added, in-depth guides covering equipment selection criteria, job site planning, estimating calculators and industry best practices live permanently on your website and social media as links, downloads or visual content. Cross-promote these high quality assets through your networks and aim to become a go-to online knowledge resource. Internal and third-party links boost your authority while community shares intrinsically promote your helpful content. Segmenting assets by trade and including links back to contact forms encourages qualified leads. See your website as the content marketing hub radiating expertise out through many channels.
Tactic 12: Out-of-Home Advertising
Broader branding through billboards along major commuter routes, highway signs near construction projects or transit displays gets your name recognition in front of local contractors, tradesmen and suppliers throughout the day. Less targeted than digital but a strong visual complement enhancing ambient awareness. Strategically position boards near impending large-scale commercial or residential developments expected to drive equipment needs. Minimum spend media like bus benches and shelter posters extend your weekly impressions.
Tactic 13: Targeted Direct Mail
Printed catalogs, brochures or postcards mailed to homeowners associations of new communities breaking ground, construction project managers tendering bids for subcontractors, or trade organizations stay top of mind as potential demand grows. Tailor offers and messaging slightly depending on reader profile - like emphasizing weekends rentals for DIY homeowners or fleet pricing options for general contractors. A/B split test different value propositions, callouts or designs through the mail to segment your most receptive audiences uncovered.
Conclusion
Applying some of these creative marketing tactics to your existing strategy gives equipment rental companies a competitive advantage over relying solely on traditional outreach methods in today's digital, connectivity-driven landscape. Testing various new approaches outlined here, even on a small, limited budget helps strengthen your brand's visibility and credibility while putting the right solutions and services in front of customers at the optimal buying moments throughout their discovery process. Implementing just one new strategy per quarter keeps your marketing fresh and tailored towards continuous lead generation. Remember, customers have more choices than ever before, stand out as the innovative problem solvers they want to do repeat business with.