A company’s online presence has become increasingly important when technology is more integrated than ever before. With so many customers glued to their smartphones, tablets and laptops or desktops, it’s critical for businesses to be online in front of their audiences.Google claims that 89 percent of B2B researchers are using the internet in their search process. The internet and its companion marketing tools – email, SEO and SEM – have become a leading method in identifying prospects, generating leads, disseminating information, building brand loyalty and, ultimately, generating sales. In B2B industries like material handling, dealers are an important piece to the puzzle. They represent manufacturers in the field, so it’s important that their digital messaging and branding stay consistent with the OEM and that they’re being effective in reaching target customers online.
This has led UniCarriers System Solutions (UCA) to offer its dealer network a program to provide access to an array of digital marketing services that will yield a seamless and updated experience for users and potential customers. This includes anything from custom designs, content development, website templates, marketing collateral and more. Through these efforts, dealers can maximize the potential of the internet, employ best practices and enhance their web presence to increase interest, produce qualified leads and generate more sales.
“We are excited to support our dealer network with the digital tools they need to succeed,” said Jay Omanson, digital marketing manager for UniCarriers Americas. “We want to provide the ultimate customer experience across the board. I think this really is a differentiator among the industry and an offering that can take our dealers to the next level.”
In order to provide an enhanced experience for dealers that also follows brand standards, UCA’s program provides several offerings to support digital updates
1. Website Design Services
It can be a daunting challenge to maintain a company website. This digital channel requires many tasks and hands in keeping it up and running, making any necessary design changes, updating content on a regular basis and coming up with effective ways to drive potential customers to it.
Through UCA’s partnership, dealers can use an automated platform that pushes OEM content to a dealer’s website. Additional services are offered and can be customized to fit a dealer’s needs and requirements.
2. SEO Services
Incorporating SEO strategies into the digital marketing mix is a critical step in attracting visitors to websites. According to Google, 71 percent of B2B researchers begin their exploration with a generic search, making SEO essential.
This offering covers both the technical aspects of SEO by reviewing a dealer’s website as well as adding new and relevant content that aligns with existing and future customers.
3. SEM Services
Dealers can take advantage of SEM services, which is the quickest and most cost-effective way to get messaging in front of potential buyers online. UCA’s program enables dealers to access a best-in-class SEM offering that encompasses PPC campaigns, display advertising and paid social media campaigns.
4. Email Services
Email marketing is an effective tool to communicate with current and potential customers. This avenue allows dealers to share promotions, news from the company and the industry itself and any other content that encourages engagement.
It’s important to note that while any company can push emails out to a list of subscribers, there needs to be a strategy involved that aligns with customers’ needs. UCA’s partnership gives dealers access to impactful email templates with the right content to entice customers.
More B2B customers are doing their research online, and an effective digital strategy can help dealers succeed. UCA can help alleviate some of the manpower it takes to manage dealers’ online tools and ensure that each dealer follows best practices and brand standards.
For dealers who are interested in any of the mentioned services or have any questions, please contact Jay Omanson at JOmanson@UniCarriersAmericas.com.
 Marketing services under the UCA program are provided by non-affiliated third party marketing companies through UCA’s program agreement with such providers.