When I’m looking at the behavior of consumers searching for new small ag or lawn & turf equipment, one thing is resounding: WIFM.
WIFM, or, “What’s in it for me?" is something we deal with every single day in the new age of the consumer journey.
Think about it: when you need to grab something from Home Depot, Lowes, Target, etc., you are looking for the nearest location to service your need.
Guess what? Your consumer for small ag and/or lawn & turf identifies with you. They want to know what you are going to do for them. They want to go to your website, easily search for the nearest location, just like they do at HomeDepot.com, Lowes.com, Target.com or BestBuy.com. Each of these websites have one thing in common: they list the nearest store for the current user near the top of the website.
Why?
Because those companies have listened to the data which says “Near Me” searches in Google are up by 500% year-over-year. We live in a world of convenience. Consumers do not want to go to your locations page and then try to correlate their location with one of yours. That is unacceptable in today’s marketplace. They want the answer immediately.
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By telling the user to “figure it out for yourself,” you’re increasing the likelihood of them going to another site that does it for them — a website that will automatically detect where they are located and give them the information they need and deserve at that current time in their customer journey.
Now, you might be thinking that I am only talking about those terrible “millennials” who are ruining your legacy in the market.
But, you already know the truth. You do the exact same thing. Whether you need to find a restaurant, hotel, Home Depot, Lowes, Target, Walmart, etc., you are going to go to the nearest or most relevant location. It is not a “millennial-thing.” It is a “smartphone-instant-gratification-thing.”
The Solution is easy: provide your consumers with the nearest location and the most relevant information.
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Established in 2010, Team SI is a data-driven marketing firm where designers, strategists, and data specialists create unique customer experiences for clients using digital and social media platforms. Team SI developed its own proprietary system called Doppio, which pairs the most sophisticated, aggregated and automated data-analytics platforms available with the insights and instincts of its certified professional staff to optimize campaign effectiveness. They're best known for coining the term "TraDigital": the art of blending traditional and digital marketing. Learn more…
Team SI’s Element website is built with the data that allows consumers for small ag and lawn and turf equipment to quickly gain the access they are needing right now. Element websites send them to the nearest location with the most relevant content.
Element delivers technology to you that only million-dollar websites can deliver to the end consumer. It is time to put the consumer first because at the end of the day, the dealer who delivers the quickest and most relevant information to the consumer will succeed with getting them in the door of one of your locations. At that point, your salespeople will take over to close the deal.
