I’ll take it as a given you are operating a “brick & mortar” construction (equipment rental) business and with this, allow me to propose a few “flexible” marketing moves, you may consider (online or offline):
1. PUBLICITY/PUBLIC RELATIONS - Online or social media write-ups; Offline publication write-ups
2. ADVERTISING - Online: paid search/display narrow-focused to your locality/chosen demographic; Offline: local media (e.g. cable)
3. TRADE SHOWS/EXHIBITS - Benefits of taking part in these industry events (other than generating brand presence) include expanding your targeted leads “networking”/partnership opportunities, competitor check, business feedback, etc.
BONUS: Business Listing (e.g. Google) is an often overlooked marketing tool (by many businesses with physical addresses) that you should maximize to increase your (foot/web) traffic and boost “conversion”. (If you want “SERIOUS” customers to at least visit or call your store, help them find you.)
In a nutshell, you can always do marketing your way, the “ad hoc” way and right away (I.e. soon after reading this); but it’s ideal to have a basic business strategy in place. That’s why I review the backgrounds of businesses before providing recommendations. In the absence of such though, you may give a briefing (or fill a quick questionnaire), so we could come up with a marketing strategy, most relevant to your customers.
This “strategic” approach to marketing (no matter how small your business) not only keeps your marketing efforts on track, enables you as the business owner or manager to make more “informed” decisions (e.g. from deciding on the font style of your business name to the copy of your directional store signs to the keywords you choose for your SEO, etc.) but it also optimizes your resources, translating your marketing spend into investments rather than costs to grow your business.
I hope you have gained useful inputs and let me know if you wish to explore this discussion further.