Digital RV Dealer 2012
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Transcript of Digital RV Dealer 2012
![Page 1: Digital RV Dealer 2012](https://reader034.fdocuments.in/reader034/viewer/2022051609/54643004b4af9f3a3f8b4875/html5/thumbnails/1.jpg)
Digitalfor your RV dealership.
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You can’t ignore digital.
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94% of consumers research products online before buying.
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The web influences over 50% of offline sales.
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80% of automotive/RV buyers say Internet information influences their purchasing decisions
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1 in 5 minutes online is spent on social media
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90% of consumers trust online, word-of-mouth recommendations
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The RV buying age group is social media’s fastest growing segment.
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97% usage for ages 24-34, +1% from previous year 95% - 35-44, +6%90% - 45-54, +11%82% - 55-64, +14%
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More time is spent on Facebook than any other website.
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44% of mobile phone users have a smart phone.
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Mobile social media use is on the rise, up 27% from last year.
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Mobile phones will overtake PCs as the most common web access device worldwide.
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Customers expect a digital presence from your dealership.
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If customers don’t see you online, you don’t exist.
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digital = website
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What’s beyond a website?
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Local listings.
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Why local listings:
Highlight customer reviewsMake it easy for local customers to find youHelp you appear in search results
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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
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Search advertising.
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Deliver your message at the moment someone is searching for what you offerPay only for clicksTarget with keywordsSet up geotargeted ads
Why search advertising:
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A car buyer visits 14.2 websites & only 2 dealerships
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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:
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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:
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Mobile AdWords.
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Why mobile advertising:Reach customers on the goTarget people near your dealershipAppear where/when users are searchingIntegrate “click to call”, instant action
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Why mobile advertising:Mobile & desktop keywords perform differentlyMobile-specific campaigns provide better experiences, better resultsAllows for mobile-specific ads
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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:
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Add “click to call”Stay in the top 2 search positionsPut a mobile spin on adsTarget only mobile devices
Top mobile tips:
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Social Media.
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Why social media:
RV customers are on social sitesYour competitors are on social sites
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A follower will visit your website ~20 times
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Goals of social media:2-way conversation with customersBecome a customer resourceCraft your imageStrengthen top-of-mind awarenessBroaden exposure
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Why people follow:New product informationContests & giveawaysSales, coupons & special offers
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Listen firstPick a platform - blog, FB, TwitterBrainstorm contentFollow others, request followsTalk to your followersMonitor closely, respond & participate
Get started:
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The basics: Twitter, FacebookDealership blogsYouTubeFacebook ads
Where to be:
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At the very least, listenRespond to questions, commentsCommit & be activeRun specials for fans/followersAsk for follows
Top social media tips:
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Online Video.
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Why online video:
Videos make consumers more confident in their purchase decisionsProvides face-to-face contact with customersIncreases SEO, SEM, helps SM
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By 2013 90% of Internet traffic will be video.
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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:
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The bottom line, digital’s benefits to your dealership:
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RVs are “big ticket” items. Big ticket items = more online research
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Digital marketing is targeted marketing
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Digital marketing is cost effective
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Digital is speedy, timely & easy to update.
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Online marketing is measurable.