Since the inception of Machinio in 2013, our mission to bring innovation to the equipment industry has led us to work in the world of auctions. Hundreds of licensed auctioneers have leveraged our products (Machinio Advertising and Machinio System) to strategically manage and grow their businesses.
- With Machinio.com and our advertising memberships, we have generated significant traffic for auctioneer inventory and websites over the last 10 years.
- With Machinio.com and our auction event ads, we have provided auctioneers with the opportunity to promote and expose their events to the 2MM+ buyers that visit our platform each month, over the last 3 years.
Now more than ever before, we are finding auctioneers are interested in taking control over their website and marketing. With Machinio System, they are leading the way by leveraging smart features to implement the modern advertising strategies that their competitors are ignoring. Their websites and CRM have become their main hub to maximize the value of marketing budgets, manage various channels and partnerships, and capture and analyze buyer data.
The auctioneers I highlight below are beating their competition because:
- They are leveraging their own websites to attract organic search traffic and potential buyers who may be looking for specific items, in addition to browsing auction events. Their websites provide more points of access to the inventory and events, while improving visibility and SEO performance for their own brand. In linking and directing visitors from their websites to the partner auction platforms for pre-bidding or registration, they’re doubling down on the effort to drive qualified traffic to their events and optimizing for their partnerships and investments. This dual approach not only builds interest in the items and events themselves, but also widens the net to capture potential bidders in multiple channels, and earlier in the decision process.
- They are taking the opportunity to build their network without any manual work. By capturing auction alert sign-ups via their websites and automatically having them uploaded into their contact database, they’re turning traffic into leads, effortlessly building a targeted audience they can reach via their Machinio System CRM’s Email Campaign and Buyer Finder functions. They retain ownership of these relationships, increasing participation in future auctions to drive better attendance and repeat business. In uncertain economic times, these efficient remarketing tools can make the difference between growing your business, or staying in business.
- They are working faster and smarter, using a unified platform and leveraging forward-thinking partners, versus fragmented and non-integrated solutions. Machinio System’s tools are focused on efficiency, consistency, and control, allowing them to be more productive than their competition. Less time spent managing their back office tools means more time spent finding new business and serving their customers.
Who They Are:
- Showtime Auctioneers (showtimeauctioneers.com) — Using Machinio System, they list individual inventory (categorizing it in lots or events) on their website, and have “Pre-Bid” buttons on individual inventory pages, directing visitors to register and pre-bid directly at the auction listing. They also advertise their upcoming auction events front and center, and direct visitors to the partner platform to register within one click! They can easily update these events on their website themselves, or work with their Machinio System Client Experience Specialist (fun fact: our team’s “business hours time to response” metric is within 7 minutes, and “time to resolution” metric is within 57min). They automatically capture Auction Alerts signups through their website, continuously building a network and target audience, and then utilize Machinio System’s Email Campaign and Buyer Finder features to promote upcoming auctions events and highlighted inventory to the most relevant buyers. Lastly, they leverage Machinio System’s Service Request feature to capture interest from potential consignors.
- Thomas Industries (thomasauction.com) — The Thomas Industries team creatively uses one of Machinio System’s functions to list their actual AUCTION EVENTS, with detailed information, images, and a “Register to Bid” button on each individual event page (which they easily control and set up directly in their Machinio System CRM). With full control and independence, they add new events into Upcoming Auctions, and move past events into Past Auctions, keeping the event calendar on their website constantly accurate and relevant for their visitors. They strategically use the Email Campaign function to create “Auction Alerts” to send to their network, and experience exceptional results. With a dedicated “Marketplace” section, they also have specific inventory available for sale, using their website to support all of their business segments.
- KDK Group (kdkgroup.com) — KDK took full control of their online presence and process after feeling stuck with Sandhills for years. They partnered with Machinio System to build a website that is a true representation of their brand and the magnitude of their business, putting the visitor experience first, and focusing where it matters: their auction inventory and events. They list individual auction listings, and use a dedicated page to advertise their upcoming auctions and direct visitors to partner platforms to register. With thoughtful calls to action and navigation, they also draw attention to the ease of selling equipment through them, and have made the inquiry submission process seamless for those interested in partnering. They create urgency and influence action with well-timed email campaigns, and keep themselves top-of-mind at all times within their network.
- Tradewest Asset Solutions (tradewestsales.com) — Long-time legacy client Tradewest Asset Solutions, a full-service auction and appraisal firm, has leveraged Machinio System to power their website and CRM for more than five years! They use the software’s Inventory Management, Blog, and Service Request to increase exposure on all segments of their business, including advertising live and timed auctions, as well as appraisal and other services. With their Mailing List call to action, they’ve built a network and used regular outreach to stay in front of their growing audience.
It Doesn't Stop There
These auctioneers are benefitting from a multitude of other features provided by our software and partnership that, combined, save them tremendous time and position them more competitively than ever. Most importantly, we are thrilled to see the industry’s appetite for more innovative ideas, and fearlessness when it comes to embracing new ways and solutions to propel forward. We look forward to continuing to support auctioneers and to continue to invest in our product offerings to create useful and relevant features for this industry!
