Twenty years ago customers would come into the dealership to learn about the business and its products. In today’s digital world, many customers educate themselves online, comparing brands and ultimately deciding where to buy from before they walk through the door. 

Rebecca Conway, VP of marketing for United Ag & Turf, says it is extremely important to implement storytelling into your digital marketing to drive customer attention. 

“By building these kinds of stories, connecting with customers and giving them a sense of who you are, you can create demand upfront,” she says. 

Customers remember how your business makes them feel. It is easy to focus your marketing efforts on numbers and product capabilities, however it is equally significant to evoke emotions into digital marketing strategies. 

Authentic Connections

Great marketing should build trust through reducing uncertainty and answer these questions for your customer: Can I trust this company? Will they stand behind me? Do they understand my business? Are they experts? Do they share my values? 

It is not enough to only have a tagline or a brand story, Conway says. Rather there needs to be tactics that ensure authentic and relatable connections with customers. A great way to do so is to bring in customer stories and testimonials showcasing equipment in action.

At United Ag & Turf, the marketing team visits customers’ work sites, farms and homes several times a year. 

“We engage them in quick stories and have them tell us the difference and power behind our equipment,” she says. 

Customer Insights 

All digital marketing practices need to align with your audience. It is necessary to understand your customers inside and out. Knowing what makes them tick, general barriers they may be facing and what gets them motivated to buy helps decide the approach to take with your marketing campaigns. 

Through customer insights, United Ag & Turf realized that many people still associated them as only large ag. Similar to dealers carrying diverse lineups, customers did not realize the full range of equipment available, making marketing an important step in getting the word out. Conway shared that they took a creative approach to market their products to other audiences.

They incorporated younger families, new homeowners and retirees into their strategies to prove they can service a wide variety of customers. 

For instance, retirees are often looking for ways to stay active during the day, yet they often face physical limitations as they age. Conway used the customer story of Marie Erickson, who was 82 at the time, to illustrate how the right equipment can work for anyone, regardless of physical limitations. 

Through digital storytelling, they showcased how the tractor gave Marie a new sense of independence. She was able to keep up with her property on her own, spend time with her grandkids through tractor rides and help out neighbors with yard projects. 

Building Trust & Lasting Relationships

Digital storytelling does far more than create brand awareness; it directly influences a customer’s decision to buy through building emotional connections. Storytelling takes practical product values and turns it into human experiences that customers can relate to, creating a demand for the products. 

Conway uses digital videos to create these important emotional connections with customers. When marketing their compact utility tractors, the dealership used the relatable experience of clearing a driveway on a snow day. United Ag & Turf’s idea was to also show that snow days don’t have to be for kids only. Customers are able to actively picture themselves using this equipment, while also feeling enjoyment from the emotional aspect of the video.

Through proper digital marketing tactics, dealerships create a relationship and trust with the customer rather than just garner views and clicks. When a brand focuses on authentic communication, customer insights and emotion in their strategies, they build long-lasting trust. Customers are more likely to make a purchase and remain loyal to the brand, creating meaningful relationships that make a difference. 

“At the end of the day, people are doing business with people,” Conways says.