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4 Must-Haves for Your Equipment Rental Marketing Plan

Just like any other business, every equipment rental company needs a solid marketing strategy. But sometimes it's tough to know where to start. 


After you develop your business plan, it's time to figure out how you're going to spread the word about your equipment rental business. That's where creating a solid marketing plan comes into play.

What's in an effective equipment rental marketing plan? 

Professionalism is key when it comes to running your rental business. Marketing it is no different. It's all about creating and maintaining a rock-solid brand and quality customer service reputation. 

Here are five major building blocks for building a strong equipment rental marketing plan.

1. Target audience

Before adding any assets to your plan, especially if you're starting from scratch, identify your target audience. Who do you want to serve? Do you plan on providing rental equipment to roofers, general contractors, and/or HVAC pros? 

If you're not sure who to target, consider the type of equipment you're going to invest in. Equipment like the Equipter RB4000 dump trailer is useful to laborers in a variety of different industries, from roofing to remodeling.

Here are a few things to consider when building your target audience: 

  • What industries does your equipment serve?
  • Who in those industries will be renting your equipment (job title/position)?
  • How big of an area are you looking to serve (e.g., a 50-mile radius)? 

Get more tips on building your target audience in this article by Databox.

2. Active, user-friendly website

Once you've identified your target audience and their habits, you'll have a better understanding of who should be on your website. But how do you attract and convert the right visitors?

Google tends to reward active websites with higher search rankings. One way to keep your site active and attractive to the right audience is by blogging. Starting an equipment rental blog and posting regularly shows that your company is dedicated to keeping your audience informed, educated, and entertained. If you're running a small equipment rental company, it may be more efficient to outsource this task or website development to a digital marketing company like True Co. Marketing.

It's also important to make sure your website is easy to navigate. That means making sure potential customers can find what they're looking for without having to click around too much. Avoid hiding your most sought-after information (what equipment you have available for rent, your contact information, and your company's biography), and make sure your blog posts lead to popular and relevant pages on your website. 

3. High-quality video

Another type of asset you should use in your equipment rental marketing plan is high-quality video. In today's fast-paced society, more and more people are relying on visuals to gather information. Providing your potential customers with informative, captivating videos may help you outrank your competition. 

You can also create video tutorials on how to operate the equipment you have available for rent. This will make it easier for your customers to learn how to use equipment that's unfamiliar to them, and it can also help build your company's reputation for quality customer service.

4. Solid social media presence

Once you've established the previous three assets, it's time to build up your presence on social media. Participating on social media platforms is a great way to engage with your potential customers. You'll be able to ask and answer questions, building relationships and credibility right where your audience is. 

Posting regularly on social media platforms like Facebook, Instagram, and LinkedIn creates opportunities for further engagement and the chance to educate your audience. Consider sharing blog posts on the benefits of the equipment you offer and how your audience can choose the right rental company for them. It's also a perfect place to learn more about your target audience's likes and dislikes. 

Advertising on social media has become more popular in the last few years. If you're interested in boosting your brand awareness, try investing a small amount into Facebook advertising. If you find it difficult to navigate, connect with Boostpoint. They make it easy to develop ads in no time, and your results dashboard is much more straightforward. 

Why regularly revisit your marketing strategy?

Don't forget to revisit your equipment rental marketing strategy at the end of every year. The best way to improve is to analyze your current marketing plan and see how you can tweak it for next year. Identify what's working and how you can enhance it to increase success. Find out what's not working to determine whether you should remove it from your marketing plan. Consider reviewing your strategy quarterly, as well. 

Don't fly by the seat of your pants. Go into business with a strategy. Make sure you have a business plan and a marketing plan for your equipment rental company. For more tips and tricks on boosting your business, be sure to keep an eye on Equipter's equipment rental blog and sign up for Equipter's quarterly equipment rental newsletter, Rental Insider, by filling out the form and selecting "Equipment Rental" in the Industry Detail dropdown below.