An RV is a massive investment for most people. You can bet they’re seriously price shopping and looking for any and every deal out there. Here are some tips and tricks that can help you close some deals and steal opportunities from your competition.
1. Follow Your Lead All The Way Through The Sales Cycle
With leads coming at you from every direction, it’s easy to let some slip through the cracks. You want to be able to really follow an inbound lead all the way through your sales cycle.
Form fills, email lists, phone calls, and site visits hopefully all equate to leads for you. In today’s current digital world, customers can easily get their hands on any information they want.
With so much at their fingertips, it’s important to take measures that hold their attention. There’s a level of relationship building that needs to happen that is crucial to the sales cycle.
Sales efforts must be individually tailored to the customer. Potential customers need to be consistently attended-to you have to track with them if you want to have a chance at earning their business.
2. Deploy Mobile Only/Call Only Pay Per Click Campaigns
Segmenting a portion of your “Pay Per Click” (PPC) campaign into mobile-only device targeting gives you the ability to reach people while they have their phone in their hand and are most likely to call you. You can even go so far as to build mobile only PPC campaigns around specific devices. For example, if your research and data is telling you that your target demographic uses iPhones rather than Androids, you can and should build out specific mobile only PPC campaigns for iPhones only.
A mobile-only PPC campaign is another important tool in your digital marketing tool box that you can use to communicate highly targeted content to potential customers.
3. Don’t Forget About Search Engine Optimization and Content Development
Solid search engine optimization (SEO) is one of the fundamental foundations of digital marketing. The RV dealer market is very competitive online, and you need to do everything you can to stand out.
One of the main purposes of SEO is to establish your authority within search results as prospective buyers start researching RV options. You want to earn a reputation as an expert so potential customers are more likely to trust you when it comes to choosing the right RV for their family adventures.
There is a general excitement surrounding the RV purchase process that you can play into via content development. People want to be shown how awesome and life changing RV ownership can be.
Use content to showcase the potential of their RV experience. Help people imagine themselves camping in unique places, bonding and making lasting memories with their friends and families. SEO and content development is really all about increasing the amount of solid organic incoming traffic to your site.
4. Nurture Your Current Customer List to Generate New Business
You might not realize it, but your current customer list is a great jumping off point to help generate new business. Getting past customers back onto the lot to try and up sell them is not as difficult as you might think.
You already know the intent and willingness to buy is there. These customers are most likely interested in sizing up, trading into a new model, or decking out their current rig with new accessories.
Utilize your current customer data by building lookalike audiences through Facebook Ads Manager. By knowing email addresses, phone numbers, and physical addresses, it’s quite easy to build a new audience that mirrors your old one.
It’s an interesting exercise to really take a deep dive into your current customer data and identify the commonalities that are there so you can ultimately hone and refine your targeting techniques.
5. Use Geo Targeting And Geo Fencing Techniques
Geofencing is a method of hyper targeting based on someone’s location. For example, you could implement geofencing around a rival dealership with the intention of serving your ads to people after they leave and try to entice them to visit your dealership.
You know the intention is there so why not take a shot and try to reel them in? Another option would be to geo target nearby campgrounds.
While someone might be camping in an RV they rented or in an old one that they own, they’re most likely thinking about buying or are curious about what the RV market has to offer them.