Smaller mobility dealers who adopt effective online and social media marketing strategies can follow in the footsteps of manufacturers to secure more sales.
That’s according to Electric Mobility’s new marketing and digital expert who says that the supplier has had over 60% growth in online channels recently, directly relating to brand and product awareness.
Rebecca Bateson, Electric Mobility’s marketing and digital
executive, said that dealers who make good use of the social media tools
available can drive more customers in-store.
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Bateson has spent the last 16 months overhauling Electric
Mobility’s online presence, bringing three sub brands together and using social
media to create online communities with shared interests.
She said that in the accessibility industry, it should be a
priority for companies to ensure product information is as accessible as
“Customers may be housebound and not be swayed by the
temptations of a ‘50% off’ sign in a shop window, or eye-catching point-of-sale
“Social media allows us to place our products in front of
our demographic so that when they’re ready to purchase a product they know what
options are available.”
In recent months, Bateson has attempted to improve Electric
Mobility’s partners’ knowledge.
The ‘Emob News’ blog, which provides product information,
unique selling points and in-depth product descriptions, is designed to give
dealers a better idea of industry trends.
She said: “Those who already follow @ElectricMobilityEuro
know that short and snappy posts about different products and their benefits
help them have a greater understanding of our CosiChair and Rascal ranges.”
Aiming online content at consumers should complement other
marketing campaigns across the business and can create a more impactful message,
Elaine Leighton, marketing and communications manager, added:
“Employing an in-house digital expert and improving our online marketing strategies
has helped our brand channelise our marketing campaigns in a more encompassing
manner to ensure better growth and more profits.
“Diversification is vital in highlighting and publicising
your business to reach consumers and gain their confidence.”
Bateson said that Electric Mobility’s new marketing
technique does not replace others, but added that accepting that online is a “great
avenue for brand and product awareness” opens the company up to even more
Targeting posts to sub-demographics and experimenting with
timings combined with real-time analysis improves hits on social channels and
feeds back what is working, making navigating online more simple.
Rebecca concluded: “I am enjoying the responsibility of building our online communities and focussing on the relationships which make our marketing campaigns flourish.
“My job role is extremely varied with online only a part of it, but seeing what impact it is having on our brand and how it is helping us to support our dealers, many who are small family run businesses genuinely increases my passion to constantly improve what we are doing.”