Digital RV Dealer 2012

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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.

Published in: Technology, Business
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Digital RV Dealer 2012

  1. 1. Digitalfor your RVdealership.
  2. 2. You can’t ignore digital.
  3. 3. 94% of consumersresearch productsonline before buying.
  4. 4. The web influences over50% of offline sales.
  5. 5. 80% of automotive/RVbuyers say Internetinformation influencestheir purchasing decisions
  6. 6. 1 in 5 minutes online isspent on social media
  7. 7. 90% of consumers trustonline, word-of-mouthrecommendations
  8. 8. The RV buying agegroup is socialmedia’s fastestgrowing segment.
  9. 9. 97% usage for ages 24-34,+1% from previous year95% - 35-44, +6%90% - 45-54, +11%82% - 55-64, +14%
  10. 10. More time is spent onFacebook than anyother website.
  11. 11. 44% of mobile phoneusers have a smart phone.
  12. 12. Mobile social mediause is on the rise, up27% from last year.
  13. 13. Mobile phones willovertake PCs as the mostcommon web accessdevice worldwide.
  14. 14. Customers expect a digitalpresence from your dealership.
  15. 15. If customers don’t see youonline, you don’t exist.
  16. 16. digital = website
  17. 17. What’s beyond a website?
  18. 18. Local listings.
  19. 19. Why local listings:Highlight customer reviewsMake it easy for local customersto find youHelp you appear in search results
  20. 20. Get started:Sign up, create your listingInclude photos & as much info aspossible, sprinkle w/ keywordsInclude a “From the owner”quote.Solicit reviews from customers
  21. 21. Search advertising.
  22. 22. 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
  23. 23. A car buyer visits14.2 websites &only 2 dealerships
  24. 24. 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
  25. 25. 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
  26. 26. Mobile AdWords.
  27. 27. 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
  28. 28. Why mobile advertising: Mobile & desktop keywords perform differently Mobile-specific campaigns provide better experiences, better results Allows for mobile-specific ads
  29. 29. 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
  30. 30. Top mobile tips:Add “click to call”Stay in the top 2 search positionsPut a mobile spin on adsTarget only mobile devices
  31. 31. Social Media.
  32. 32. Why social media:RV customers are on social sitesYour competitors are on social sites
  33. 33. A follower willvisit your website~20 times
  34. 34. Goals of social media:2-way conversation with customersBecome a customer resourceCraft your imageStrengthen top-of-mind awarenessBroaden exposure
  35. 35. Why people follow:New product informationContests & giveawaysSales, coupons & special offers
  36. 36. Get started:Listen firstPick a platform - blog, FB, TwitterBrainstorm contentFollow others, request followsTalk to your followersMonitor closely, respond & participate
  37. 37. Where to be:The basics: Twitter, FacebookDealership blogsYouTubeFacebook ads
  38. 38. Top social media tips:At the very least, listenRespond to questions, commentsCommit & be activeRun specials for fans/followersAsk for follows
  39. 39. Online Video.
  40. 40. Why online video:Videos make consumers moreconfident in their purchase decisionsProvides face-to-face contact withcustomersIncreases SEO, SEM, helps SM
  41. 41. By 2013 90% ofInternet trafficwill be video.
  42. 42. 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
  43. 43. The bottom line,digital’s benefits toyour dealership:
  44. 44. RVs are “big ticket” items.Big ticket items =more online research
  45. 45. Digital marketing istargeted marketing
  46. 46. Digital marketingis cost effective
  47. 47. Digital is speedy, timely& easy to update.
  48. 48. Online marketingis measurable.

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