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To grow your equipment rental business, you need to generate qualified leads looking to rent heavy equipment. While traditional lead generation channels can help, digital marketing is the most effective way to generate more equipment rental leads.

Why? Your target audience spends their time online — on search engines, social media, and other digital channels. Increasingly, more people research companies and complete purchases online. If you want to be seen by your target audience, you should engage in digital lead generation.

Ready to learn more? Keep reading to learn how digital lead generation for equipment rentals will help your business grow!

Or, if you’d like to speak with a strategist about our digital lead generation services for equipment rentals, call us at 888-601-5359 or request a free proposal today!

Our lead generation services for equipment rentals

As a full-service digital marketing agency, we offer comprehensive lead generation services to increase the qualified leads you obtain online.

We customize our lead generation services for equipment rentals to your business’s needs. We’ll consider your company’s goals, existing marketing strategy, target audience, and competitive landscape to create a lead generation strategy tailored for you.

Depending on what works best for your business, we provide lead generation services across channels, including:

As we run your lead generation campaigns, we provide robust lead tracking software to help you measure each strategy’s return on investment (ROI).

You’ll also see how your leads interact with your digital marketing channels so you can send personalized communications to nurture them down the sales funnel.

If a construction manager finds your landing page through a PPC campaign about forklifts and signs up for your email list, you’ll see that information so you can send them tailored communications.

For example, you might place them in a segment for construction managers or leads interested in forklifts, then send them the most relevant information.

3 best online lead generation channels for equipment rentals

However, before you can nurture your leads, you must attract them to your business and communicate your company’s value.

To accomplish that goal, you’ll need to market your company on the most strategic online lead generation channels for equipment rentals. These channels include:

1. Search engines

An overwhelming number of buyers conduct product research online. They use search engines like Google to find equipment rental companies near them and compare products.

To reach these prospects, you’ll want to leverage search engines as a priority online lead generation channel. Strategies you can use for this channel include SEO and PPC.

2. Social media

If you market to construction companies as a business-to-business (B2B) company, you might not think of social media as a critical lead generation channel. However, social media is an effective brand awareness and relationship-building tactic for B2B and business-to-consumer (B2C) companies.

When used alongside other lead generation strategies, social media for equipment rentals can play a critical role in acquiring more leads who already know about and trust your company.

3. Email

Email marketing builds upon other lead generation strategies and allows you to connect with people who previously interacted with your company and signed up for your email list.

You can use your email list to educate top-of-the-funnel prospects about your services and turn them into high-quality leads.

5 strategies for lead generation for equipment rentals

Now that you know about three top-tier lead generation channels for equipment rentals, how do you use those channels to generate more leads? These five strategies will help you acquire high-quality leads likely to convert:

  1. Account-based marketing
  2. SEO
  3. PPC
  4. Content marketing
  5. Relationship marketing

1. Account-based marketing

ABM is a digital marketing strategy that targets high-value prospects, or accounts, with personalized communications across channels.

Because of the investment, choosing an equipment rental company is a high-involvement decision. Your prospects want a company with well-maintained equipment they can trust to get the job done at a price that suits their budget.

Through ABM, you can communicate all the details a prospect needs to know about your company to make an informed decision. You could communicate with the same business account through multiple lead generation channels, such as:

Because of its personalized nature, ABM is an excellent way to turn high-value prospects into qualified leads.

2. SEO

Many of your prospects search online for businesses that suit their needs. To appear at the top of their search results, you’ll want to engage in SEO.

SEO for equipment rentals involves creating site content that targets relevant keywords, designing your site strategically, and building backlinks to your site.

Because SEO involves targeting keywords your target audience uses when searching for businesses like yours, it can generate high-quality leads for your business.

3. PPC

Another way to appear in your target audience’s search results is PPC for equipment rentals. With PPC, you create paid search campaigns targeting keywords, and with a strategic bid and high-quality ad, you can appear at the top of the results, above the organic results.

PPC ad for construction equipment for rent

To generate more qualified leads through your PPC campaign, you can also engage in targeting strategies like remarketing and geofencing.

With remarketing, you’ll target site managers or contractors who previously visited your site. With geofencing, you’ll target prospects within a specific geographic radius.

With these strategies, you can reach prospects who previously considered your company or who are close enough to rent equipment from you.

4. Content marketing

Content marketing is an inbound lead generation strategy that communicates your company’s value through blog posts, videos, social media content, and more. With content marketing, you craft a content strategy that answers your target audience’s questions.

The most robust content marketing strategies include content for every stage of the purchase funnel, making this tactic an effective lead generation and lead nurturing strategy.

For example, you might create content explaining different types of construction equipment a contractor might need. This information could attract prospects at the top of the sales funnel.

You could follow up with a blog post comparing two similar types of construction equipment more in-depth to help visitors determine which they need for their project.

This blog post might link to product pages for this equipment, encouraging the readers to rent the one they need from your company.

5. Relationship marketing

Many people want to do business with companies they trust. Given the high-involvement nature of equipment rental, your prospects likely want the same. An effective way to build this trust and use it to generate more leads is through relationship marketing.

Relationship marketing focuses on building relationships between your business and audience. You’ll communicate your industry expertise, show your audience why they should trust you, and prove how much you value their involvement with your company.

Some of the best ways of engaging in relationship marketing for lead generation are through social media and personalized email communications.

Social media allows you to interact directly with your audience, and email marketing enables you to segment your prospects and send them the content that matters most to them.

Partner with our expert lead generation agency to generate more equipment rental leads

As you can see, there are many ways to engage in lead generation for equipment rentals online. If you’d like to partner with a lead generation agency that knows how to build a comprehensive strategy tailored to your business’s needs, learn more about our lead generation services!

We have over 500 digital marketing experts on our team who will craft the strategies your business needs to generate more leads. From ABM and content marketing to SEO and social media, we’ll create the right plan for your equipment rental company.

Our experts have generated over 24 million leads and $6 billion in revenue for clients like you. Do you want to be next? Call us at 888-601-5359 or request a free proposal online today!

We Drive Results for Equipment Rental Companies

  • 145+ experts in heavy equipment
  • You get a team dedicated to your success

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Explore our heavy equipment case studies

Read our case studies for a more in-depth look at our results.

Cleveland Brothers


Increase in traffic

Wheeler Machinery Co.


Increase in time on site

PaulB Parts


Increase in conversions



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