As with any industry, a sales practice that involves faith that customers will automatically buy a product just does not work because most companies must vie for position in their respective industries. When it comes to the RV industry, many smaller dealers are joining the vacationing fray, which makes the industry more crowded. However, for RV-related businesses that correctly follow a practice of using a mix of social marketing and video, the rewards can amount to significantly less inventory left sitting on the lot.
Living the vacation life is best conveyed via video, and your video should involve professional production along with obvious entertainment or educational value. Without the professional-grade production, your video can come off shaky or inaudible. In either instance, it will be unwatchable. In terms of entertainment or educational value, you should highlight the luxury of individual models as well as the ease of driving for larger units.
For many people shopping for an RV, other critical information includes the following.
- gross weight
- trucks that can safely pull a model
- trucks that cannot safely pull a model
For a dealer, using content such as video can increase leads by up to 300 percent. Consequently, the videos should always show a glistening show room and a wide number of models. For a manufacturing company, the videos should highlight safety, luxury, and fun.
SEO, also known as search engine optimization, is one of the the best lead and sales generation tactics in the RV industry, and within the digital marketing space as a whole. SEO when done correctly, can build brand, lower customer service costs, grow sales, increase SQL and MRR. It is not a short term strategy, however when implemented with a solid process, it will have a snowball effect on business growth.
It involves, having a great website experience, great content, and a publishing model to increase reach – all with the primary goal of increasing website traffic and sales.
Unique Destination Blogs
Few people want an RV because they want to live in it or park it in a driveway. Instead, 89 percent of current RV owners have stated they originally wanted one because of where it could take them. Consequently, your blog should involve a mix of fun destinations as well as overviews of the RV models that best complement such destinations. For popular family destinations, an RV with a bunk room is key. For popular romantic destinations, a smaller RV with comfortable seating, lots of windows, and a rear living area can create scenic intimacy.
Facebook or YouTube Channels
Your social media should not be empty. In fact, when it comes to digital marketing, Facebook and YouTube should represent approximately 20 percent of your efforts. Not focusing on social media is a classic mistake, yet it is an easy marketing method to get right. For instance, you should post videos of new inventory and unique destinations on your channels at least weekly. Additionally, you should create a sense of urgency in your viewing audience by indicating that certain inventory might be limited. Pre-owned RVs, for instance, are less expensive and hard to come by. Highlighting this fact can be key to turning over your inventory via social media.
Get Back to Basics
Sticking with the basics of marketing can involve identifying a new audience because many untapped audiences involve massive buying power. For instance, if you adjust the content on your blogs and the subject matter of your videos to target the interests of millennials, you can eventually build a loyal viewer base.
In terms of millennials, important talking points include unique destinations and how to enjoy life. Few people in this particular age range value owning possessions unless those possessions allow them to better enjoy life. An RV is all about helping people enjoy their lives, so it is critical to discuss the experiential benefits of the RV lifestyle, which can include road trips with friends.
Another marketing sticking point is the use of ads. You should not use them on your website as 73 percent of all viewers resent them. Simply put, resentment is not the key emotion you want to instill in a potential market. Instead, you should focus on delivering quality video content via Facebook or YouTube.