Five ways to “win your share” of business

Management Lucas Deal April 25, 2014

One of the best marketing tools in business today is free and available to anyone. It connects buyers to sellers around the block and across the globe.

It’s the Internet, and if you aren’t making it a priority in your business you are leaving business on the table, says Tim Odom.

Speaking Friday at the HDA Truck Pride annual meeting in Phoenix, Odom highlighted five ways aftermarket distributors can grow their online presence and “win their share” of business.

1. Create a properly built website.

Odom says 69 percent of customers research products online before heading to a store and 76 percent research online businesses locally to decide where to go. Odom says that’s a trend that isn’t going to change anytime soon.
And Odom says a properly built website requires more than a blank page with your logo and phone number. The site should include that information as well as be built to be locally discoverable through Google searches, have mobile accessibility and include your product categories.

2. Get on the map.

Odom says this refers to making your business visible and accessible on Google and Apple maps. He says it takes less than 20 minutes to build a comprehensive informational page for your business in Google maps, and it can have an enormous impact to your online presence. “Google maps is like a free ad,” he says. “Update your information so customers can find you.”

3. Get listed on Moz Local.

Odom says this is another free marketing opportunity that will help your brand. Moz Local is a service that identifies businesses in a certain geographical area by their area of business. He says ensuring customers can find you there will increase their likelihood to Google your operation, find your website and eventually your store.

4. Craft your message.

Odom says consistency is essential in the online world. Listing your business address as 100 S. Main St. on your website and 100 South Main can create a discrepancy to Google’s search algorithm. Ensure everything you post is consistent with your other content. “Think about your customers,” Odom says. “You should want to make it easier on them.”

5. Social media marketing.

Odom says he’s a big fan of Facebook as a method to reach aftermarket customers. The 55-plus age demographic was the largest growing demo on the site last year. Odom says Facebook also allows businesses the ability to provide links to sales documents and company website information, as well as target advertisements within the networking tool. “Facebook is becoming more and more marketing based,” he says.