Prepping for the Mobile-First Market

Mobile devices have changed how we use
the Internet and Google has taken notice

Google is - without question - the world's largest search engine. They process 77% of the world’s search traffic1  — 63% of U.S. search traffic1  — and lately, they’ve seen a major trend that will massively change how they rank your site in search results.

Google’s business model is dependent on guiding searchers to the most relevant and helpful results — better than any other search engine. To do this, they use special algorithms — groups of questions and statistics — to evaluate a page based on a number of factors such as page load time, keywords, and user engagement rates. If a user has a bad experience with a page that Google directed them to, they will ‘bounce’ off the page and look elsewhere. That’s bad for Google, and if it is your site, it's bad for you. That's one customer you can assume won't be coming back, parituclarly because 61% of consumers say they are unlikely to return to a site that they had difficulty using.2

Where Does Mobile Come In?

In recent years, Google has seen the number of mobile visitors overtake the number coming from desktop computers. As visitors become more connected to their mobile devices, they search more often while they’re out and about - and less while tied to their desks. This has raised a big problem for Google.

Websites built for traditional desktop users — or websites that were hastily converted to be ‘mobile-friendly’ at the cost of losing content  — do not provide a good experience for mobile searchers. Mobile searchers are clicking through links on Google and then becoming frustrated by pages that don’t display well, don’t contain the information promised, or flat out don’t work on mobile devices. Google's current algorithms don't currently take mobile friendliness into account. Rankings are based on the factors traditionally used to evaluate desktop websites. That’s all about to change.

The Solution? Mobile-First Indexing.

In order to ensure that users are getting the content they were promised, Google began to experiment with new algorithms that look at the content and experience in mobile websites before looking at the desktop experience. Websites with mobile content relevant to the users' search term will be ranked first and then desktop content will fall second. Now, once the algorithm is dialed in, users will be less likely to become frustrated by missing or irrelevant content when they are browsing on a mobile device. Less frustration for users means more trust for Google and more user engagement on your site.

What Does this Mean for You?

Google’s Mobile-First Indexing changes, — once fully implemented — will be a boost for you if you already have a mobile-friendly website. Sites like RV Trader are built to maximize usability on whatever device a user is on. This means your listings are optimized for mobile users and will adjust based on the device being used to search. Your listings will get ranked higher on Google than competitors' without a mobile presence — or with poorly designed mobile experiences.

If your page isn’t responsive — or you are missing content in your mobile site — your listings will become much harder to find on Google (even if the majority of your users are browsing from the desktop). While search engine optimization and targeted search engine marketing services — such as those offered by RV Trader — can help keep you from falling off completely, your site will ultimately rank behind similar content from competitors with mobile-friendly sites. Mobile optimization is imperative.

What can you do?

Google is looking to release Mobile-First Indexing sometime this year. Though they haven't released a specific timeline, rumor has it changes are coming as of July 1, 2017, but we now know changes won’t take effect until 2018. From Google’s advice, the number one way to prepare is to take the time to ensure the content you want to rank highest exists on your mobile site and is easy to use. Fortunately, by listing your inventory with RV Trader, your content is shown on the leading responsive web platform and is available to 2.25 million monthly unique visitors.3 Your inventory listings will rank higher in Google search results than competitors not following the algorithm set forth by Google  — and that means you’ll be moving more inventory quicker.

While RV Trader will do much of the leg work for you regarding listings, your dealership website is still extremely important. Your website serves as an extension of your dealership — if your website is a mess, a potential buyer can assume that your physical location (and customer service) is too. Ensure that you are working with a website provider that will build your website from the ground up to be mobile-friendly and compatible with Google’s big changes. Remember, 61% of consumers are unlikely to return to a site that they had difficulty using.2 Don’t let your dealership’s site — and inventory —become part of that statistic.

1www.smartinsights.com, 2017.

2 Google Surveys, 2016.

3 Omniture, 2017.

Connecting with Customers Redefined

The Internet has changed how buyers shop, providing them with more information when and where they want it.  In the past, consumers relied heavily on dealerships to help them determine what RV best fit their lifestyle and budget. Now, 86% of consumers research online before making a major offline purchase decision and rely on over 18 different sources to find their perfect unit.1

Armed with nearly all the information they need to make a decision before ever contacting you, today’s consumers are well researched and arrive on your lot further down their path to purchase. So, how do you know if a consumer is interested in your dealership if they aren’t walking through the front door?

They connect with you in other ways — like texting, emailing or mapping to your dealership. It’s hard to adjust to being looped into the purchase so late in the game, but this is the new reality of the ever-evolving, digitally engaged consumer. We have  to think differently about our online presence and know how easy it is for consumers to connect with, even if you don’t know they’re there.

The Future of Digital Marketing is Not a One-Size-Fits-All Strategy

There are so many ways to advertise your dealership in today's digitally-driven marketplace. So, how do you decide what will work best? Should you lead with a social-first strategy, invest all your money in Google Adwords or focus on a tried-and-true traditional media campaign?

And the answer is (albeit potentially expensive), a little bit of everything. A well fleshed out digital marketing strategy is made up of a mixture of these things, simply because consumers have come to expect it. They rely on a  variety of resources when searching for an RV — wanting to hear thoughts from friends and family, see what Google reviews have to say and checking out the best pictures of a unit to truly get a feel for a particular unit.

Managing their increased expectations and getting in front of them early and often isn’t something you have to do alone. OEMs have always supported their dealer networks in a variety of ways to drive more sales and grow market share. And now, more than ever, it is critical for OEMs to expose their brand and products to consumers in the digital world. Manufacturer websites have aligned their marketing to better feature their products and educate potential customers on their brands. Social, mobile and digital media strategies need to synchronize efforts to reach new prospects and continuously engage existing customers.

This is a lot to think about, but the biggest thing to take away is that you should try to put your dealership and the brands you carry in front of the consumer in as many ways as possible. You want them to run across your dealership regularly, so that when they are ready to purchase, your brand and your inventory are both top of mind (whether consciously or subconsciously). So immerse yourself and your brand in the digital marketplace — guaranteeing a consumer knows who you are and what you offer.

RV Industry News: Recent Highlights

Check out these top highlights from the latest RV industry news!

 

• RV Trader, Jellystone and National Wildlife Federation Will Give Away 2018 Bullet Colt RV during Great American Campout 

• Pledge to camp with the Great American Campout this year and you’ll be entered to win one of Keystone’s newest 2018 models. 

• Cruise Inn RV Park System Abruptly Ends Operations

• After a series of ups and downs, the organization made the announcement that it will be closing its doors permanently. Stay tuned for updates on this developing story. 

• First Comprehensive RV Video Library Launches

• The compilation of 1-3 minute videos showcases new model layouts and floorplans, and is designed specifically to keep an interested user on an RV dealer's website for a long enough period of time that it motivates them to take their first (or next) step in the buying process. 

• RVIA Announces RV Shipments at Record Level

• This year’s shipments have reached over 472,000, a nearly 10% increase since 2016, and the highest ever since analysis of these numbers began. 

• RVAA Executive Conference product showcase applications Deadline Approaching

• The RVAA Marketing Committee noted that there’s still time to apply for this showcase in August, with a final deadline on Monday, June 26th. 

• Exhibit Booths for RVDA Convention Limited for 2017

• As of the first week of the month, there were only 22 spots left at this leading industry convention, set to be held in early November. If you haven’t signed up, check for availability as soon as possible for the chance to secure a space! 

• June Proclaimed “Great Outdoors Month” by President Trump

• This is the 15th time in history that a president has formally proclaimed the importance of “The Great Outdoors.” 

• RVIA Publishes First Annual Report

• The 2016 report includes industry highlights, wins on Capitol Hill, educational updates, shipping trends, and more. 

• Escapees RV Celebrates the Life of Kay Peterson

• The committed and active co-founder of Escapees RV Club has reportedly passed away at the age of 90 years old. 

Image: RV Daily News

• Latest RV Recall List Released by National Highway Safety Association

• NHTSA has released the most recent list of RV recalls, including models from Forest River, VanLeigh, and Daimler Vans. 

• Book on RV Evolution to be Released by Famed RV Historian

• The book will tell the story of the evolution of the RV industry in the state of Indiana - the “RV Capital of the World.” 

• Construction Plans Initiated for $3.5M Indiana RV Storage Facility

• The nearly 130,000 square foot Guardian RV Storage Facility is set to open in late October in Greenfield, IN.
  

Image: Inside Indiana News

• House of Representatives Officially Passes CHOICE Act on Indirect Vehicle Financing

• The act will ease restrictions on dealer’s ability to offer financing options for RV customers. 

• Actress Jennie Garth Joins Go RVing Campaign

• The actress has agreed to join RVIA and RVDA’s Go RVing campaign after being a long-time RVer herself. 

• RVillage Connects Dealerships with Active RVers

• Noted as an ‘RVer-centric social network,’ RVillage hopes to serve as a connecting force between active member RVers and dealerships across the country. 

                                                                                       Image: RV Business 

The All Important Price

 Let’s talk about the elephant in the room — including a price on your listings. There. I said it.

Working at RV Trader, I’ve heard a million reasons as to why a dealer might not want to include a price on their listings…

It encourages consumers to call

We don’t want to show price on new units

We might be able to offer better deals in the dealership

I’m concerned my prices aren’t competitive in my market

…just to mention a few.

But I’m here to tell you what you may not want to hear — having a price is probably the most important thing on your listing. No matter what — and I do mean that — you should include a price on your inventory, even if it is MSRP.

Purchasing an RV is a big deal for a consumer. They dream about it for a long time before they pull the trigger. And, to make matters worse, they aren’t loyal to a particular dealer or manufacturer. They are scouring the Internet searching for the perfect unit to fit into their lifestyle and their budget. But it’s hard for them to imagine what RV will fit into their budget if the price isn’t listed. Plus, from a consumer’s perspective, if the dealer won’t list the price — then how do they know it’s not a bait and switch? Instant distrust.

These consumers are looking for guidance and help as they move through their path to purchase, but if they can’t get all the information they need from you — they can easily move on to another dealership that does have the information they are searching for. To further prove my point: listings with prices get 27 times more clicks than listings without a price.1 That’s 27 more times consumers are landing on your listings and considering your inventory compared to the dealership down the road who hasn’t included a price.

Let’s think about this a different way — would you withhold the price from a consumer who was on your lot?

Of course not! That would be an extremely frustrating experience. Can you imagine? They tour the unit you have for sale — they love it — and are ready to have a more serious conversation about buying, but you won’t tell them whether or not this unit fits into their price range? Talk about setting them up for heartbreak.

So if your listings are an online extension of your dealership - why would you withhold the price there? The experience you provide a consumer in your physical location should be mirrored in what you provide them online.

Building that trust with the consumer from their very first interaction will only make the process easier when they come into your physical location.

If you need help deciding how you should price your inventory based on the market — which can be the hardest part — we can help.  As a member of RV Trader, the Price Analysis Tool found in TraderTraxx will give you great insight on the median price of your specific inventory. Whether or not you include a price on your listings, you can see an accurate snapshot of the prices in both the local and nationwide market, helping you better cater to customer expectations.

So please…

please….

please…

include a price on your listings.

Consumers will love you for it.

Social Media, Simplified: Tips for Promoting Your Dealership on Twitter

While you’ve probably used Twitter before — are you truly taking advantage of how this social channel could boost your company’s success with consumers? Check out our top suggestions for ways to grow your business’ digital footprint by developing a high-quality, participative Twitter page.

Use visuals to really boost engagement. 

Twitter’s business suggestion pages offer the point that tweets containing pictorial content obtain about 35% more interaction than those without pictures. Particularly in the motorhome business, providing visual content in terms of resources, tools and inventory can boost your engagement levels exponentially.

Keep it short.

Messages on twitter are meant to be written in short, succinct ‘bursts, so there’s a limit on the number of characters you can use. The goal here is to avoid users from becoming overwhelmed by hefty, wordy content. You can certainly provide links that direct back to content like this, but you should always aim for your messages to be under the 140 character limit - and even under 100 characters, if possible. Short posts with added images are the most successful on Twitter.

Stay tuned to audience participation with your content.

If someone interacts with your post by commenting or liking it, be sure to show that you’ve noticed! Communicate to your consumers that they are your number one priority by always responding to their comments, concerns, or even just their willingness to show approval of your content in the first place. The more prompt and responsive you are on Twitter, the more your potential customers will see you as reliable and ready to serve them.

Use a scheduling tool to plan posts ahead of time, and be sure to tweet at least once a day - even if it’s just a re-share of someone else’s content.

Consistency is key when it comes to Twitter. You want to be sure you’re placing your brand content in front of consumers on a regular basis, and only doing so every other week won’t prove effective in the long run. Using a tool like Hootsuite to plan tweets ahead of time will save you time and energy, so you can use your daily Twitter check up time to like, share, and comment to build community on this social platform.

Develop your business through a hashtag collection.

Put together at least 15 hashtags related to your company, industry and key demographics. Then, for each tweet you write, alternate using approximately 3-5 per post. This way, you help others on Twitter find your content through similar topics and tags in the digital atmosphere.

Keep your cover photo and profile picture clear. 

It is important to use the correct dimensions and photo sizes to keep excess pixelation from occurring. Use these guidelines to ensure your sizing aligns with the recommended dimensions.

Post your Twitter handle and a link
to your profile in other content that you
decide to post in the digital sphere. 

For example, if your business sends out a newsletter or regular email campaigns online, always be sure to include a link to your Twitter account towards the very top or bottom. If your business has a blog, link your Twitter profile so users regularly see that you have a social media presence there.

Only follow users who are likely to follow you back, or those who will provide you with valuable content to share. 

Following reliable resources in your industry that already have healthy Twitter accounts will ensure that even when you feel you’ve “run out of ideas” when it comes to types of content to share, you’ll always have a refreshed flow of new, unique posts. From cool photos to breaking news, they help boost engagement by ensuring consistent quality.

Don’t succumb to the temptation to just follow anyone and everyone on Twitter - more is not less! For the best prospects, visit the ‘follower’ section of one of your already bookmarked content sources, such as RV Trader. Sort through the list and examine the profiles; those with an active profile and cover photo, full bio, and public profile are far more likely to give you a follow back.

Use a link shortening tool like bit.ly 
to shrink the amount of characters 
a link takes up in a certain post. 

Shorten your shared links using a resource like bit.ly to minimize the number of characters taken up by a URL in your post. This practice will save more tweets for the actual message in your content, as opposed to a large hyperlink swallowing up ¾ of your Tweetspace. 

We are certain that these tips and tricks will help your business flourish on Twitter! 

Is your company active on Twitter right now? If you aren’t, what is it keeping you from doing so? Has your group seen an increase in foot traffic or digital visits based on social media activity? Comment and let us know!

The Mobile Apps Every Dealer Should Know About

Here at RV Trader, we are constantly striving to provide you with the most up-to-date information on new and improved technology to help you boost your dealership’s digital footprint and further measure business success.

With the mobile app industry expanding to accommodate the needs of countless industries, we’ve come across a number of mobile applications to help your company make the most of every hour of every day, pushing business success no matter where in the world you are. With just the touch of a few buttons, the apps listed in this lineup all serve a helpful, measurable purpose that could truly transform the way you use mobile to enhance your dealership’s operations, employee communication and productivity, and digital marketing effectiveness.

Take a look and see if you are currently taking advantage of these influential applications:

NADA Guides
iOS / Android

Pricing and value details on various vehicles and units are important- too important to only be able to access while sitting at a desk behind a computer. Keep this trusted guide provider on your mobile dashboard, and you’ll be able to successfully field related customer questions and inquiries, no matter where your business travels take you.

LinkedIn

iOS / Android

Businesses succeed through the development of connections with members of a number of audiences and communities, and LinkedIn helps you grow and maintain those relationships. Keep in touch with acquaintances and tell your story, developing your brand’s digital footprint online. Follow feeds that provide you with information on industry news and interests, and easily find top qualified employees to support your business needs.

Evernote
iOS / Android

This app will transform the way you manage projects, ideas, and notes - no matter what device you’re using. Curate to-do lists and save items, photos, and links from the web, or simply use it to take notes for client profile development. You can even scan and digitize documents, business cards, and any other physical collateral you don’t want to discard or lose.

MailChimp

iOS / Android

It’s true- email marketing and customer follow-up doesn’t have to be hard! With this the MailChimp app, you can develop, execute and track email campaigns- easily and securely from your phone. Effortlessly track campaigns, preview drafts, and view simplistic but valuable analytics on each and every email campaign you submit.

Survey Monkey

iOS / Android

Getting an accurate, understandable read on the opinions and feedback of your customers and community members may appear to be a heavy task at first, but with SurveyMonkey, the hard work is done for you. With dozens of templates to choose from, you can build eye-catching, effective surveys and submit them to your audiences through various platforms, including social media channels and, email, and text. Plus, tracking has never been easier, as your results are updated continuously in real-time.

Deputy

iOS / Android

This app takes the complications out of employee scheduling, payroll management, and task delegation. Publish schedules via text, email, and more, and track your employee’s logged work times by having them clock-in using the app. You can even rate your team’s performance and have the app remind employees about their upcoming shifts, and instantly find shift replacements with the touch of a button.

Hootsuite

iOS / Android

Finding the time to regularly update your company’s profile on various social networks may at first appear to be a major time killer, but with the Hootsuite app, you can write and schedule all of your posts days, weeks, or even months ahead of time- freeing up more of your time for important daily business operations. You can even autoschedule messages to post at the most ideal time for your audiences, keeping you from guesstimating what time your key demographics are most engaged online.

NetSuite OneWorld

iOS / Android

Finance management, at the tip of your fingers? Believe it - this app does it all. If you have an account with NetSuite and download this app, you can access your cloud from anywhere, virtually taking your business with you on-the-go. From calendar management and purchase approvals to estimate reports and expense management, once this app is on your mobile device, you’ve got all your business content available to you, regardless of your location.

Basecamp III

iOS / Android

When it comes to group messaging, Basecamp is by far the way to go. Create message boards, interact within chat rooms, schedule deadlines and organize documents - with the most recent iteration of this app, digital team communication is simple and easy, and you may just see productivity skyrocket.

ScanBot

iOS / Android

If you need a simple way to convert and upload documents and QR codes, ScanBot is your go-to. You can even send the documents you upload automatically via email and fax, and incorporate visual themes before sending to contacts. Plus, it’s passcode-protected, so you won’t have to worry about manually guarding sensitive information contained within the app.

Join.Me

iOS / Android

Conference calls have never been easier. Because Join.Me connects via internet or cell connection, you never have to worry about difficulties viewing and hearing shared content in real time. Instantly share screens and communicate easily- conference calls couldn’t get any simpler or more enjoyable due to the ease of this app.

SuccessFactors

iOS / Android

In search of a better way to develop working, productive relationships between various employees, managers, and more? Inspire your employees to hit specific goals to attain tangible rewards, and schedule one-on-one meetings to follow up about their progress. This app enables you to show your employees that they play a valuable role on your dealership’s team, and has the ability to increase productivity and workflow via improved communication and goal setting.

RingCentral

iOS / Android

No more checking countless phone calls when you get back to work on Monday- if you’re waiting for an important point of contact to get in touch with you for work outside of business hours - RingCentral enables you to make calls and check messages from your business phone, all via the app on your mobile device. Plus, if the landline phones at your dealership aren’t working due to power outages or technical difficulties, this backup could literally save business for the day.

While this list certainly includes some of our favorites, there are dozens more apps out there that can prove beneficial when it comes to improved dealership management. What apps do you see as your go-to’s at the dealership? Are you still in search of an app that serves a specific performance function for your business? Comment and let us know.