The internet has reshaped shoppers’ expectations for RV dealerships, with 66% of shoppers expecting a business to understand their unique needs and preferences, according to a study by Salesforce. This puts RV dealers in a tight spot when sales and customer service resources are limited.
Your best strategy to meet your shoppers’ expectations is to invest in highly targeted and intentional marketing across multiple channels. When you have to make every dollar count, it’s important to choose strategies that earn the best possible ROI without breaking your budget.
To help you get the most out of your marketing efforts, we’ll explore cost-effective strategies to leverage your customer data and automate your marketing strategies for maximum campaign performance.
Using Data to Personalize the Consumer Experience
One of the first steps in maximizing your marketing ROI is to understand your target audience’s expectations. RV buyers have unique needs and desires, so it’s crucial to identify what they’re looking for when they interact with your dealership.
Leverage your website, email and social media analytics to gather insights about your sales leads. Find out what types of RVs they prefer, their budget range and their key concerns. Segment your shoppers into audience groups based on their demographics, purchase history and readiness to buy.
House your customer base in a robust customer relationship management (CRM) system so that you have one single point of reference to view a shopper’s entire journey. Tracking their interactions across channels will help you identify preferences, pain points and patterns so you can optimize your marketing content and timing. For example, you may find your shoppers are more likely to open emails on Tuesdays versus Mondays, or your paid ads get more traffic on Instagram than LinkedIn.
Automate Your Marketing Strategies to Maximize Campaign Performance
Personalization is a game-changer in today’s marketing landscape. Instead of generating generic mass messages, focus on personalized marketing that speaks directly to the individual consumer’s needs and preferences. But how do you deliver tailored content to every sales lead? The answer lies in automating your paid ads and marketing emails.
Use data from website visits and previous interactions to serve personalized ads to potential customers who have shown interest in your RVs. When a shopper visits your site and views a unit, a dynamic advertising campaign will ensure that shopper sees an ad for that unit the next time they’re browsing online.
Instead of manually following up with website leads or sending out generic email blasts, create a behavior-based email marketing campaign so that your shoppers receive emails personalized to their interests. For example, if a shopper views an RV on your website but doesn’t take further action, they could receive an email inviting them to come back and take another look at that model – or view similar unit listings, in case another RV better matches their interest.
Gain More Resources & Insights
These strategies are just the tip of the iceberg when it comes to opportunities to deliver a personalized shopper experience and maximize your marketing ROI. We invite you to explore additional recommendations in our on-demand webinar, “Maximizing Your Online Marketing ROI,” co-hosted by the RVPro team and our very own Director of Sales, Aubrey Amborn. This engaging and informative webinar is packed with insights to personalize the buying journey, leverage proven marketing strategies and nurture long-lasting customer relationships.
Want to learn more about the right digital marketing strategy for your dealership? Visit www.interactrv.com.