OEM stands for Original Equipment Manufacturer. These companies make parts or products, which other companies use in their products. An effective oem marketing strategy is critical for these manufacturers to reach their target markets.
OEMs do business with other companies, not straight with people like you and me. This is called B2B (business-to-business). They sell their parts to companies that need them for their products. An oem marketing strategy must account for the complexities of B2B sales. OEMs have a unique way of marketing. They talk to many people in a company before closing a sale.
Selling to companies takes a long time. It can take four months to make a sale; sometimes, it can take even longer, like seven months. So, OEMs need more than pretty ads. They need to show that their products are the best. Oem products can be expensive and complex. That’s why an oem marketing strategy is essential to explain its products and teach its customers about their value.
OEM marketing strategy:
People today look for answers online before talking to a company. It would help if you had a plan to reach these people online. Here are seven things you should do in your oem marketing strategy.
Understanding Key Performance Indicators (KPIs):
KPIs help you see if your plan is working. You need to pick the right ones for your business. Some important KPIs:
Website traffic: This shows how many people visit your website. It tells you where they come from.
Time-on-page: This shows how long people stay on a page.
Bounce rate: This shows how many people leave your website. They do not look at other pages.
Qualified leads: This shows how many good leads you get.
Conversion rates: This shows how many leads become paying customers.
Cost of acquisition: This shows how much it costs to get a new customer.
Return on investment (ROI): This shows how much money you make. It shows how much you spend.
KPIs help you improve your oem marketing strategy.
For example, knowing where visitors come from allows you to see what works. Then, you can focus on those things. This way, you don’t waste time or money on things that don’t help.
Work with Local Dealers:
Big companies like Samsung make their products, sell them in their stores, and work with local dealers, which helps them reach more people.
This is good for both sides. Dealers know their customers well. OEMs have lots of product details. When they work together, it helps give customers a better experience.
For example, if a car dealer knows about car parts and repairs, they can better help customers and use this information to keep them happy, which can lead to more sales.
Working together with dealers can be helpful.
Content teamwork: Make blogs, videos, or online events together. Share what you know with your audience.
Co-branded products: Create a product that shows off both of your features.
Social media takeover: Share each other’s posts or host events on social media.
Cross-promotional discounts: Give special discounts to each other’s customers.
These co-marketing ideas can benefit both the OEM and the dealer. They can attract customers and increase sales.
Boost Your Search Engine Ranking:
Make your website easy for search engines to find. This helps you show up in search results. This is called search engine optimization, or SEO.
SEO has three categories: on-page SEO, off-page SEO, and technical SEO. All should be part of your overall oem marketing strategy.
On-Page SEO:
On-page SEO helps make your website more accessible to find. It uses particular words called keywords. Keywords are what people type into search engines. You need to put these keywords into your website and content. This helps people find your site when they search online.
How to find the right keywords:
- Check which keywords you rank for. Find out which ones you need to rank for.
- Think like your customers and guess what words they use.
- See what keywords your competitors use.
- Use tools like Google Search Console to find good keywords.
These tools show which keywords bring visitors to your site. They show which keywords get the most clicks.
Off-Page SEO:
Off-page SEO helps your website rank higher in search engines. It’s not just about using the right keywords. You need to create good content. Search engines use something called backlinks to see if your content is good. Backlinks are links from other websites to yours. They show that other people think your content is valuable.
You can build links in different ways:
Guest posting: Write for other websites.
Link insertions: Add links to existing articles.
Targeting unlinked brand mentions: Find mentions of your brand that don’t link to your site.
Linkable assets: Create things people want to link to, like infographics.
These methods help more people find your website.
Technical SEO:
Technical SEO ensures that your website works well. It’s not just about what’s on your site. Google checks how fast your site loads, how it is set up, and whether it works on mobile devices.
The Google Page Speed Visions tool helps with this. It checks how your site performs on phones and computers.
This tool also gives you ideas on what to fix to improve your site.
Create High-Quality Content:
Good content is the backbone of an oem marketing strategy. It brings people to your website, builds trust, and positions you as an expert.
Today’s customers prefer to avoid being pushed to buy. They want to see why your product is good; good content helps you show this.
You need different content for different times:
Top-of-the-funnel (TOFU): This content talks about general problems people have.
Middle-of-the-funnel (MOFU): This content compares different choices people can make.
Bottom-of-the-funnel (BOFU): This content shows why your product is the best choice.
TOFU content is general for people who are close to buying. They need more details.
When people search online, they know what they want. If they are close to buying, show them how your product helped others.
Creating good content helps people learn about and trust your brand.
Leverage Social Media Platforms:
Social media plays a vital role in an oem marketing strategy. Platforms like LinkedIn are significant for OEMs, as they help you connect with other businesses and key decision-makers. A well-planned oem marketing strategy includes regular social media updates, customer engagement, and brand-building activities.
Use Email Campaigns:
Email is helpful for oem marketing strategy. It helps you control who gets your messages and is cheap. Email works better than other methods like SEO or paid ads. Email gives you a high return on investment (ROI). This means you get a lot of value for the money you spend.
With email, you can:
- Tell people about your brand or products.
- Find new customers.
- Promote what you sell.
- Keep customers coming back.
Making emails memorable for each person involves more than using their name. You also need to ensure that the content matches their interests.
Only send the same email to some. Change the messages based on what customers like. This will make customers feel special and help them stay loyal to your brand.
Utilize Search Engine Marketing:
SEO helps your website appear in search results. But it takes time to see results. If you need faster results, use SEM. SEM means paying for ads to appear on search engines. You don’t need to wait to be on the first page. You pay for it.
How it works: Marketers choose keywords and try for them. When people search for those words, your ad appears at the top.
Ads on platforms like Google Ads bring visitors to your site fast. They help you get more people quickly. But paying for clicks can get expensive fast.
Make sure your website is quick and has good content. If not, you might lose potential customers. Using SEO alongside paid ads is a brilliant idea. It helps you save money over time.
Conclusion:
In conclusion, a successful oem marketing strategy involves a mix of tactics to reach and engage with customers. By optimizing your website for search engines, creating compelling content, leveraging social media, and strategically using paid ads, your oem marketing strategy will help drive business growth.
