Gaining Online Prospects Through Marketing Automation

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When a customer walks into your dealership, your sales team can observe the customer before they make an approach. For example, a salesperson will approach a first-time customer differently than someone who’s made a previous RV purchase or if they show interest in a pop-up camper versus a Class A. However, when a prospect visits your website, you have no way of knowing their wants and needs.

You have no idea who this person is, what type of RV they are interested in, or what kind of message will resonate with them. That’s where marketing automation comes in.

Marketing automation, a software that integrates with your website platform to store and organize information about website visitors, makes the complex process of a customer journey simple and nearly effortless for you. By establishing the importance of specific actions taken on your site and the determining factors that score each lead based on their actions, you can decide what kind of lead behavior is highest priority to your dealership. Based on the settings that you decide on; automated workflows take your online leads through the customer journey accordingly.

Any customer who fills out a lead form on your site is tracked and taken through the workflow for a buying experience that is unique and personalized to them. The automated journey they take is based on their individual actions and behaviors.

Consider the sales opportunities you may have lost via your dealership website in the past. There are likely many prospective customers who were interested in making a purchase but received the wrong kind of follow-up, such as irrelevant emails or generic communications from your sales team or, worse, no follow-up at all.

What if those same website visitors had received custom messages that were directly related to the RV they were looking at? Or, what if a salesperson had reached out and provided the exact information that they were searching for? How much more likely would those leads have converted to sales?

Marketing automation allows you to see the entire scope of online sales opportunities that weren’t apparent before. With tracking abilities that follow a lead’s actions on your website (clicks, page visits, and more), and lead scores that show your sales team who to follow up with first, there is no reason not to close every sales opportunity that comes your way online.

The best part of marketing automation is that the hardest work is done for you. After you establish the individual goals of your dealership and set rules in place to provide follow-up accordingly, the actual process of lead-nurturing is handsfree. All that’s left is for the sales team to wait for the right moment to reach out to prospects who are ready to buy.


Lauren Labunsky

Lauren Labunsky is the public relations manager for Dealer Spike, a company that provides innovative websites as well as a suite of powerful digital marketing solutions that help RV dealers help increase online leads and sales. For more information, visit www.DealerSpike.com/RV.

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