MHEDA’s 2018 Critical Impact Factors: Electronic B2B Strategy

We’ve started our 2018 strategy meetings and we know you probably have, too! These meetings help us to identify the challenges and opportunities we face in 2018. While going over our challenges we started to look into the challenges our industry faces in general. In the most current issue of The MHEDA Journal, 11 factors were outlined as being Critical Impact Factors for 2018. These factors were defined by MHEDA as, “Significant challenges or opportunities that have recently emerged or become pervasive and should be considered as members develop their internal business plans.”

No matter what industry you’re in, these factors can help you identify how you can take your business to the next level in 2018. We reviewed the factors and have picked out a few that we feel are crucial to the success of your dealership. We’re going to go over them in a series of posts, but for now, let’s focus on the fifth impact factor identified, embracing an electronic B2B strategy.

The MHEDA article explains that “With the changing buying patterns including online research and purchasing, it is imperative that distributors understand, embrace and implement an electronic B2B strategy i.e. e-commerce, digital marketing, SEO, etc.” So what exactly does this mean? This encompasses any material that your clients are seeing online about your dealership. This ranges from email marketing to your SEO services. You’ve already started on the right track with developing a website dedicated to your dealership, but now it’s time to think about other components that encompass a complete digital presence for your business. Incorporating other digital marketing techniques, specifically, those that utilize search engines, into your 2018 strategic plan will help to get the word out about your dealership and ultimately gain more leads. Individuals use search engines, such as Google, for any little thing in life. So why wouldn’t they use it to search for equipment as well? In fact, 85% of B2B customers search the web before making a purchasing decision. Utilizing online marketing will help you to reach this 85% and keep your business top of mind.

Smart Insights created an infographic for 2017 detailing the factors to consider to create a strong digital B2B marketing program that works best for your dealership. This can be followed for the 2018 year and give you a framework of how to start your plan!

Now I’m sure you’re thinking, “Okay this is all great, but I don’t have the time to implement all of this.” Lucky for you we can help. Our team of certified search specialists is here to implement strong optimization strategies for your dealership’s website. With 89% of all consumers, not just B2B buyers, using search engines for purchasing decisions, they have researched and understood all of the ins-and-outs of search and how to use it for your websites needs.

Please reach out to your CAM for more information on our SEO services! If you have any questions, leave a comment below!


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