Driving high volumes of traffic to your website doesn’t always spell success when it comes to auctions. Savvy marketers are digging deep into their data to understand where their buyers actually come from and how to hold on to them. There are several industrial auction companies out in the marketplace so you must make sure your messaging is consistent and follows your branding specifications.
Picking up vast quantities of traffic, even traffic from qualified, known buyer sources is simply not enough. A contact with buying authority may not have a current demand, or possibly budget to spend in your sale. Website visitors, both new and returning, need to register and then go on to buy in your sale.
Frequent auction goers often register for every sale that is of mild interest to them - if they do proceed to bid it’s quicker and easier for them to get started on the auction day. It’s a smart strategy for any savvy buyer.
So on the day of your sale, how do you make sure that your auction is the priority for those prospective buyers? Keeping your auction highlights in front of them is essential - make sure they know when the sale starts and when key lots are likely to be sold. Don’t make the mistake of thinking a registrant will automatically become a buyer. Online selling is more accessible than ever and competition for buyers is global.
There are a wide range of media options available and we’ll be happy to advise you on specialist packages we’ve tried and tested. High quality email and postal data files have a clear, proven track record for acquiring prospects, but there are a few other steps for consistent success.
Make sure you give your audience a good reason to click - it could be making sure you include a good cross-section of lots available or simply making your call-to-action button prominent. a) Call To Action Button at the top b) Enticing c) Stands-out (Mobile tip: Make sure there is enough padding around the CTA so that people with larger fingers will be able to click.)
People used to register for auctions 2 weeks in advance and now they are waiting longer and longer to register. Most people don't register until the day of the sale so we have found the multi-channel or multi-frequency promotions have worked best.
Successful Email Package: Three Email Blasts
2 Blasts to the entire list of the HTML showing the primary equipment
3rd blast is a personalize text email with a quick reminder that the sale is coming up.
If you would like to work with a marketing consultant who has worked in the auction space for over 20 years, please call me today.
You can reach me, Donna Peterson at +1 860-210-8088 or email me directly dpeterson@worldinnovators.com.