Digital RV Dealer 2012
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Digital RV Dealer 2012



Information on where & how your RV dealership should be active in the digital realm: Local directories, search engine marketing, mobile marketing, online video....

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.



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    Digital RV Dealer 2012 Digital RV Dealer 2012 Presentation Transcript

    • Digitalfor your RVdealership.
    • You can’t ignore digital.
    • 94% of consumersresearch productsonline before buying.
    • The web influences over50% of offline sales.
    • 80% of automotive/RVbuyers say Internetinformation influencestheir purchasing decisions
    • 1 in 5 minutes online isspent on social media
    • 90% of consumers trustonline, word-of-mouthrecommendations
    • The RV buying agegroup is socialmedia’s fastestgrowing segment.
    • 97% usage for ages 24-34,+1% from previous year95% - 35-44, +6%90% - 45-54, +11%82% - 55-64, +14%
    • More time is spent onFacebook than anyother website.
    • 44% of mobile phoneusers have a smart phone.
    • Mobile social mediause is on the rise, up27% from last year.
    • Mobile phones willovertake PCs as the mostcommon web accessdevice worldwide.
    • Customers expect a digitalpresence from your dealership.
    • If customers don’t see youonline, you don’t exist.
    • digital = website
    • What’s beyond a website?
    • Local listings.
    • Why local listings:Highlight customer reviewsMake it easy for local customersto find youHelp you appear in search results
    • Get started:Sign up, create your listingInclude photos & as much info aspossible, sprinkle w/ keywordsInclude a “From the owner”quote.Solicit reviews from customers
    • Search advertising.
    • Why search advertising: Deliver your message at the moment someone is searching for what you offer Pay only for clicks Target with keywords Set up geotargeted ads
    • A car buyer visits14.2 websites &only 2 dealerships
    • Get started: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
    • Top PPC tips:Keep all quality scores 3+Match keywords in ads, landingpages, & ad groupsRun 2-3 ads per group, rotatefrequentlyInstall conversion trackingMeasure CTR, Convert Rate, CPA
    • Mobile AdWords.
    • Why mobile advertising: Reach customers on the go Target people near your dealership Appear where/when users are searching Integrate “click to call”, instant action
    • Why mobile advertising: Mobile & desktop keywords perform differently Mobile-specific campaigns provide better experiences, better results Allows for mobile-specific ads
    • Get started:Set up a new, “mobile” campaignin AdWordsSet budget & select devices,select only mobileAdd click to call extensionCopy ad groups, keywords & adsMonitor closely, tweak & optimize
    • Top mobile tips:Add “click to call”Stay in the top 2 search positionsPut a mobile spin on adsTarget only mobile devices
    • Social Media.
    • Why social media:RV customers are on social sitesYour competitors are on social sites
    • A follower willvisit 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
    • Get started:Listen firstPick a platform - blog, FB, TwitterBrainstorm contentFollow others, request followsTalk to your followersMonitor closely, respond & participate
    • Where to be:The basics: Twitter, FacebookDealership blogsYouTubeFacebook ads
    • Top social media tips:At the very least, listenRespond to questions, commentsCommit & be activeRun specials for fans/followersAsk for follows
    • Online Video.
    • Why online video:Videos make consumers moreconfident in their purchase decisionsProvides face-to-face contact withcustomersIncreases SEO, SEM, helps SM
    • By 2013 90% ofInternet trafficwill be video.
    • Get started: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
    • The bottom line,digital’s benefits toyour dealership:
    • RVs are “big ticket” items.Big ticket items =more online research
    • Digital marketing istargeted marketing
    • Digital marketingis cost effective
    • Digital is speedy, timely& easy to update.
    • Online marketingis measurable.