digital rv dealer 2012

Digitalfor your RV dealership.

You can’t ignore digital.

94% of consumers research products online before buying.

The web influences over 50% of offline sales.

80% of automotive/RV buyers say Internet information influences their purchasing decisions

1 in 5 minutes online is spent on social media

90% of consumers trust online, word-of-mouth recommendations

The RV buying age group is social media’s fastest growing segment.

97% usage for ages 24-34, +1% from previous year 95% - 35-44, +6%90% - 45-54, +11%82% - 55-64, +14%

More time is spent on Facebook than any other website.

44% of mobile phone users have a smart phone.

Mobile social media use is on the rise, up 27% from last year.

Mobile phones will overtake PCs as the most common web access device worldwide.

Customers expect a digital presence from your dealership.

If customers don’t see you online, you don’t exist.

digital = website

What’s beyond a website?

Local listings.

Why local listings:

Highlight customer reviewsMake it easy for local customers to find youHelp you appear in search results

Get started:Sign up, create your listingInclude photos & as much info as possible, sprinkle w/ keywordsInclude a “From the owner” quote.Solicit reviews from customers

Search advertising.

Deliver your message at the moment someone is searching for what you offerPay only for clicksTarget with keywordsSet up geotargeted ads

Why search advertising:

A car buyer visits 14.2 websites & only 2 dealerships

Sign up, start an accountSet up a “campaign” - budget, targeted area, targeted devicesSet up “ad groups”Assign keywords to ad groupsWrite ad copyMonitor closely, tweak & optimize

Get started:

Keep all quality scores 3+Match keywords in ads, landing pages, & ad groupsRun 2-3 ads per group, rotate frequentlyInstall conversion trackingMeasure CTR, Convert Rate, CPA

Top PPC tips:

Mobile AdWords.

Why mobile advertising:Reach customers on the goTarget people near your dealershipAppear where/when users are searchingIntegrate “click to call”, instant action

Why mobile advertising:Mobile & desktop keywords perform differentlyMobile-specific campaigns provide better experiences, better resultsAllows for mobile-specific ads

Set up a new, “mobile” campaign in AdWordsSet budget & select devices, select only mobileAdd click to call extensionCopy ad groups, keywords & adsMonitor closely, tweak & optimize

Get started:

Add “click to call”Stay in the top 2 search positionsPut a mobile spin on adsTarget only mobile devices

Top mobile tips:

Social Media.

Why social media:

RV customers are on social sitesYour competitors are on social sites

A follower will visit your website ~20 times

Goals of social media:2-way conversation with customersBecome a customer resourceCraft your imageStrengthen top-of-mind awarenessBroaden exposure

Why people follow:New product informationContests & giveawaysSales, coupons & special offers

Listen firstPick a platform - blog, FB, TwitterBrainstorm contentFollow others, request followsTalk to your followersMonitor closely, respond & participate

Get started:

The basics: Twitter, FacebookDealership blogsYouTubeFacebook ads

Where to be:

At the very least, listenRespond to questions, commentsCommit & be activeRun specials for fans/followersAsk for follows

Top social media tips:

Online Video.

Why online video:

Videos make consumers more confident in their purchase decisionsProvides face-to-face contact with customersIncreases SEO, SEM, helps SM

By 2013 90% of Internet traffic will be video.

Get a camera: Flip, iPhoneThink, what do you have to say?Point, shoot, save, uploadIntegrate YouTube w/ Google+, Google places, Google AdWordsUse videos in social media

Get started:

The bottom line, digital’s benefits to your dealership:

RVs are “big ticket” items. Big ticket items = more online research

Digital marketing is targeted marketing

Digital marketing is cost effective

Digital is speedy, timely & easy to update.

Online marketing is measurable.