{"id":25283,"date":"2019-03-04T14:38:04","date_gmt":"2019-03-04T04:38:04","guid":{"rendered":"https:\/\/www.machines4u.com.au\/mag\/?p=25283"},"modified":"2019-03-05T12:10:21","modified_gmt":"2019-03-05T02:10:21","slug":"stand-out-online","status":"publish","type":"post","link":"https:\/\/www.machines4u.com.au\/mag\/stand-out-online\/","title":{"rendered":"How To Stand Out In \u201cCapital Equipment\u201d Street"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In this article:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Welcome to Excavator Street<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The 5-Minute Trick To Create A Lead-Generating Showroom<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Take the Machines4U Ad Health Check<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Your Ad Score Breakdown<\/span><\/li>\n<\/ul>\n<p>When you build a home, you don&#8217;t start with the roof, right?\u00a0You need a solid foundation so your home will stand the test of time and function as it should.<\/p>\n<p>Listing your machinery on Machines4U starts with a solid ad. Your ad will be your magic sales tool online\u2014but only if you lay the proper foundations for it to convert.<\/p>\n<p>An ad that outperforms your competitors needs 2 pillars: content and positioning. Get these right, and you&#8217;ll see results. The good news is, <strong>you can control\u00a0both of these things<\/strong>.<\/p>\n<p><span style=\"font-weight: 400;\">So, if you\u2019re struggling to get leads on your capital equipment ads, it could be you&#8217;ve built the roof before the foundation&#8230;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s take a walk down Excavator Street to see how buyers behave and what they think when they see ads with outstanding content, and those that need a bit more work. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Welcome to Excavator Street<\/span><\/h2>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-large wp-image-25324\" src=\"\/mag\/wp-content\/uploads\/2019\/02\/Excavator-Street-1024x600.png\" alt=\"excavator street - where your buyers are looking!\" width=\"1024\" height=\"600\" srcset=\"https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/04143445\/Excavator-Street-1024x600.png 1024w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/04143445\/Excavator-Street-300x176.png 300w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/04143445\/Excavator-Street-768x450.png 768w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/04143445\/Excavator-Street-500x293.png 500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019re here with approx. <strong>10,000 &#8211; 11,000 monthly buyers<\/strong>\u00a0looking for excavators. It\u2019s buzzing with people. They keep coming in and more importantly: they have plenty of choice.\u00a0<\/span><\/p>\n<p>80% of traffic to Excavator Street is new from Google. The other 20% know Machines4U and return to check out new ads. We bring these visitors to you, and on Excavator Street you get their eyeballs\u2014if your listing is up high enough. The top 6 ads dominate on any Capital Equipment Street. So if your ad is in the top 6, and buyers aren&#8217;t viewing it, where are they going instead?? <a href=\"#roundup1\">See below for how to get your ad into the top 6.<\/a><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-25278\" src=\"\/mag\/wp-content\/uploads\/2019\/02\/Excavator-Street-615x1024.jpg\" alt=\"Machines4U Excavator Ad List View &quot;Excavator Street&quot;\" width=\"615\" height=\"1024\" srcset=\"https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27093834\/Excavator-Street-615x1024.jpg 615w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27093834\/Excavator-Street-180x300.jpg 180w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27093834\/Excavator-Street-768x1279.jpg 768w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27093834\/Excavator-Street-500x833.jpg 500w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27093834\/Excavator-Street.jpg 987w\" sizes=\"(max-width: 615px) 100vw, 615px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">These ad listings are the first showrooms buyers see. Remember when we mentioned content as one of the 2 pillars? This is why it&#8217;s so important. Your buyers want to know:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The price<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Its condition (new, used, hire, etc.)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Its benefits (why should they buy this excavator over another?)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Whether they can trust the seller (do you have a logo? Do they know your brand?)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Where they\u2019re located<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What the excavator looks like (do they have their own photos?)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How the excavator sounds\/functions when in use (do they have a video?)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Keeping the above points in mind, let\u2019s take a closer look at some showrooms on Excavator Street.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">If you were a buyer, what would you think of this ad?<\/span><\/h3>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-25279\" src=\"\/mag\/wp-content\/uploads\/2019\/02\/ad-listing.png\" alt=\"basic-ad-listing-what-not-to-do\" width=\"959\" height=\"205\" srcset=\"https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094033\/ad-listing.png 959w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094033\/ad-listing-300x64.png 300w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094033\/ad-listing-768x164.png 768w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094033\/ad-listing-500x107.png 500w\" sizes=\"(max-width: 959px) 100vw, 959px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">This showroom has basic information, sure, but you can\u2019t find key pieces of info quickly:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">There\u2019s no listed price (how do you know if it\u2019s in your budget?)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They\u2019ve used a stock photo from a brochure (how do you know what <\/span><i><span style=\"font-weight: 400;\">their<\/span><\/i><span style=\"font-weight: 400;\"> excavator looks like? Do they even have it onsite and in stock?)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">There are no videos<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The description tells you its specs, not its benefits (you could have just looked specs up online)<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Now, let&#8217;s take a look at this ad.<\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-25280\" src=\"\/mag\/wp-content\/uploads\/2019\/02\/ad-listing-full.png\" alt=\"full-ad-listing-good-example\" width=\"961\" height=\"269\" srcset=\"https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094035\/ad-listing-full.png 961w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094035\/ad-listing-full-300x84.png 300w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094035\/ad-listing-full-768x215.png 768w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094035\/ad-listing-full-500x140.png 500w\" sizes=\"(max-width: 961px) 100vw, 961px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Right away you can see:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They have their own photos &#8211; and plenty of them<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They have a video <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The price is listed and clear<\/span><\/li>\n<li>They have a logo<\/li>\n<li>They&#8217;ve listed their location<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Their description mentions a few benefits and that it&#8217;s in stock<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Buyers are going to be much more likely to click on this ad than the other one. And when they do, they are taken to the most important page: the advert page, or what we call the &#8216;converting&#8217; page. This is where your ad does the heavy lifting to secure those leads.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-25281\" src=\"\/mag\/wp-content\/uploads\/2019\/02\/ad-view-672x1024.png\" alt=\"online-showroom-ad-view\" width=\"672\" height=\"1024\" srcset=\"https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094040\/ad-view-672x1024.png 672w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094040\/ad-view-197x300.png 197w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094040\/ad-view-768x1170.png 768w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094040\/ad-view-500x762.png 500w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094040\/ad-view.png 962w\" sizes=\"(max-width: 672px) 100vw, 672px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">In the converting page, buyers watch the video, read the description (pretty short and easy to read), peruse their 20 photos, and perhaps even download their PDF. You can see they\u2019re a trusted dealer and that they\u2019re located in VIC. <\/span><\/p>\n<p>This ad receives several leads.<\/p>\n<p><span style=\"font-weight: 400;\">This is exactly how the 10,000+ buyers on Excavator Street behave. This is why working on building out your ad content is so vital to your ad&#8217;s performance.\u00a0<\/span><\/p>\n<p>Let&#8217;s come back to those 2 pillars, and how you can build a solid foundation for generating leads.<\/p>\n<h2><span style=\"font-weight: 400;\">The 5-Minute Trick To Create A Lead-Generating Showroom<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">On Excavator Street (or Forklift Street, or Tractor Street, etc.), you\u2019re up against all your competitors. You <\/span><i><span style=\"font-weight: 400;\">need<\/span><\/i><span style=\"font-weight: 400;\"> to stand out, and the best way to do that is to make your ad <\/span><b>IRRESISTIBLE<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Pillar 1: Content.<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">How to make your ad listing irresistible:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Upload as many photos of your machine as possible. Take one from every angle. open up the machine and show buyers everything!<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Have a video\u2014ads with video achieve 70% greater buyer engagement, on average. Do a walkaround. a 1-minute video will make a huge impact on your ad engagement.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Make your description great. What are your buyers always asking you? Who uses the machine? What is it for? Where do they use it? Put all this into the first 4 lines of your description. Leave the specs for the PDF.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Have a brand logo. Unlike other marketplaces, we showcase your logo from the list view. Show buyers who you are.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Display a price! <a href=\"\/mag\/poa-dirty-word\/\" target=\"_blank\" rel=\"noopener\">POA does not do you any favours<\/a>.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Add in your location\/s so buyers can find you and help make that purchase decision.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Add a PDF. All buyers who download your PDFs become soft leads (more sales opportunity!). <\/span><\/li>\n<\/ul>\n<div id=\"roundup1\"><\/div>\n<h3><span style=\"font-weight: 400;\">Pillar 2: Positioning.<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">How to get into the Top 6 and grab your buyer\u2019s attention to stand out:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ad labels. Add a label of your choosing to your ad to showcase your difference clearly and effectively, above your competitors:<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-25282\" src=\"\/mag\/wp-content\/uploads\/2019\/02\/label-example-1024x340.jpg\" alt=\"example-of-a-machines4u-listing-label\" width=\"1024\" height=\"340\" srcset=\"https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094635\/label-example-1024x340.jpg 1024w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094635\/label-example-300x100.jpg 300w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094635\/label-example-768x255.jpg 768w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094635\/label-example-500x166.jpg 500w, https:\/\/magmedia.machines4u.com.au\/wp-content\/uploads\/2019\/02\/27094635\/label-example.jpg 1192w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Become a member to take advantage of our members-only auto-boost feature to keep your ads on top.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Use credits to purchase top ads and hold your ad\u2019s position so you claim the spotlight.<\/span><\/li>\n<li>Regularly upload new ads (at no extra cost!)<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Get buyers walking through your digital doors, 24 hours a day, 7 days a week. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Buyers who are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Viewing an average of 7-9 Machines4U listing pages, with 25 listings per page<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Spending 9-12 minutes of their time on our platform<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Returning for more information or to make an enquiry (avg 25-30% of all visitors)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Making an average of 3 enquiries each<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/go.machines4u.com.au\/mediakit\/m\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Take a look at a Machines4U membership today<\/span><\/a><span style=\"font-weight: 400;\"> and sell while you sleep.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The Essential Ad Health Check<\/span><\/h2>\n<p style=\"text-align: center;\"><b>Want to know how your ad compares to your competitors?<\/b><b><br \/>\n<\/b><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.surveymonkey.com\/r\/ZH9T6Y8\" target=\"_blank\" rel=\"noopener\"><b>Click here to take a quick ad health check &gt;&gt;&gt;<\/b><\/a><\/p>\n<h2><span style=\"font-weight: 400;\">Your Ad Score Breakdown<\/span><\/h2>\n<p><b>0-20% Poor: <\/b><span style=\"font-weight: 400;\">Your ad could use some work. <a href=\"\/mag\/get-leads-machines4u-ad\/\" target=\"_blank\" rel=\"noopener\">See our recommendations<\/a> for turning your ad into a lead generation tool.<\/span><\/p>\n<p><b>20-50% Good:<\/b><span style=\"font-weight: 400;\"> You\u2019re on your way to making your ad work for you. You will benefit from <a href=\"\/mag\/get-leads-machines4u-ad\/\" target=\"_blank\" rel=\"noopener\">making a few tweaks<\/a>.<\/span><\/p>\n<p><b>50-75% Great:<\/b><span style=\"font-weight: 400;\"> Your ads are close to becoming lead generators. Just a few more <a href=\"\/mag\/get-leads-machines4u-ad\/\" target=\"_blank\" rel=\"noopener\">small changes<\/a> and you\u2019ll have see some big results!<\/span><\/p>\n<p><b>75-100% Outstanding: <\/b><span style=\"font-weight: 400;\">Congrats, your ads are effective! To skyrocket your ad success, why not <a href=\"https:\/\/go.machines4u.com.au\/mediakit\/d\" target=\"_blank\" rel=\"noopener\">try a Top Ad<\/a>?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How did you do? <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this article: Welcome to Excavator Street The 5-Minute Trick To Create A Lead-Generating Showroom Take the Machines4U Ad Health Check Your Ad Score Breakdown When you build a home, you don&#8217;t start with the roof, right?\u00a0You need a solid foundation so your home will stand the test of time and function as it should. [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":25324,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20938,20939],"tags":[20973],"yst_prominent_words":[22243],"class_list":["post-25283","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-knowledge-base","category-seller-tips","tag-seller-tips"],"_links":{"self":[{"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/posts\/25283","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/users\/28"}],"replies":[{"embeddable":true,"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/comments?post=25283"}],"version-history":[{"count":0,"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/posts\/25283\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/media\/25324"}],"wp:attachment":[{"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/media?parent=25283"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/categories?post=25283"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/tags?post=25283"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/www.machines4u.com.au\/mag\/wp-json\/wp\/v2\/yst_prominent_words?post=25283"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}