digital rv dealer 2012
DESCRIPTION
Information on where & how your RV dealership should be active in the digital realm: Local directories, search engine marketing, mobile marketing, online video.From HuebnerPetersen's digital marketing presentation to the Jayco RV dealer body.TRANSCRIPT
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.