It’s Time to Get Social

The importance of social media is steadily growing as more and more people join these platforms on a daily basis. We don’t see this trend dying out anytime soon - and we’ve got the numbers to prove it

• There are currently 3.4 billion active social media users1
• There’s a new social media user approximately every 10 seconds1
• The average daily time spent on social is 116 minutes a day2
• 21% of consumers are more likely to buy from brands that they can reach on social media3

Those numbers are undeniably impressive, so even if your current marketing strategies are working, it might be time to consider jumping on the social media bandwagon. It’s important to stay competitive and to reach your customers where they are - and they’re on social media. Let’s dive into exactly why you should be including social media as a part of your overall business strategy. 

Builds Brand Awareness -

Building awareness is so important when promoting any brand or business. That’s why 44% of local businesses said they depend on social media to generate brand awareness. And we’ll let you in on a little secret, your competitors are most likely included in that 44%. So, the time to get ahead of your competition is now - start having a social media presence of your own. Being on social media allows you to stay visible and relevant to both returning and new customers. By posting consistently on social media, you have the opportunity to be a voice in your industry and the local community - keeping consumers coming back for more. 

Allows You to Engage With Your Customers -

As we briefly mentioned, your customers are already on social media, so use that to your advantage. If you haven’t entered the social media space, the opportunities are endless - you have the power to reach a completely untapped market of people who could potentially be interested in either buying an RV or looking for advice from a trusted source just like you. It’s also important to realize consumers love authentic engagement, and social media lets you interact and build relationships with potential customers in an organic way. 

Helps Show Your Brand’s Personality and Expertise -

Social media lets you show off a bit, and there’s no harm in that. It’s important to remember you are an expert in your field - there’s no need to be modest. Social media gives you the opportunity to share your expertise and advice with your customers and position your dealership not only as a place where someone can make a purchase, but a place where interested buyers can come to gain knowledge about the RV industry as a whole. Don’t forget that social media usage can be fun. When posting on various social channels, you have the opportunity to show off your dealership’s personality through the different content that you post. Another thing to keep in mind is that consumers love brands with personality - and it’s crucial to humanize your business so potential buyers feel a true connection with your brand, even before visiting your dealership in person. It’s important to put the focus on the conversation you are having on social media rather than just the inventory you’re trying to sell. Posting inventory can be great, but sharing advice, tips, and tricks can also go a long way in building more of a relationship with your potential buyer. 

Can Help Drive Leads and Increase Traffic -

If new information or content is just sitting on your website, it’s going to take a lot longer for consumers to find it. That’s where social media comes in handy. When you are consistently posting (and linking your site) on social media, you are giving consumers more of an opportunity to find this valuable content on your website, in turn, boosting your traffic. 

Don’t forget that social media can be used as a tool - make sure you are using it to your advantage. And if you want to have a presence on social media, but just don’t have the time or resources to make it happen - we get it. That’s where RV Trader can help. Our GoSocial product can kickstart, or supplement, your existing social media efforts by managing your Facebook for you. GoSocial includes weekly posting and management for Facebook, a dedicated monthly advertising spend, and monthly in-depth reporting - saving you valuable time and costing a fraction of what it would take to hire a team. And if you don’t already have a page, we’ll even help you set one up. If you’re interested in learning more, contact your RV Trader representative today at 887-872-3373 - they’d love to walk you through it.

If you’re craving more social media content, you’re in luck. We’ll cover specific social media channels and tips on how to use them in future posts - stay tuned. To hold you over until then, check out our tips on using Instagram for your business here.

1 https://www.brandwatch.com/blog/amazing-social-media-statistics-and-facts/
2 https://www.socialmediatoday.com/marketing/how-much-time-do-people-spend-social-media-infographic
3 https://sproutsocial.com/insights/social-media-statistics/

2019 Marketing Trends You Need to Know

The need for, and use of, digital marketing has been on the rise for years - and it’s no surprise that the digital landscape consistently changes and evolves as new technologies are introduced and others lose relevance and popularity. We know it can be hard to keep up with the trends at the rate they are moving - but that’s why we’re here to help. We’ll catch you up on the marketing changes, updates, and trends that are on the rise in 2019. Check out our findings below.

Content Still Matters -

As Bill Gates says, content is king - and we couldn’t agree more. We love content around here (clearly), and so do consumers. Content marketing is on the rise and providing general content is great, but more and more businesses are creating specialized and personalized content specific to their industries and they are seeing significant results. According to HubSpot, 55% of marketers say blog content creation is their top inbound marketing priority. Have you thought about creating a blog or resource center on your website? If not, it might be something to consider. The blog/resource center could house helpful information like “What to Know Before You Buy”, an article covering information on “Picking the Right Type of RV for You”, or even a guide on the best local destinations near your dealership - the possibilities are endless. Don’t forget that you are an expert in your field and potential buyers will be looking to you for information. You want to market your business as not only a dealership, but as a true resource center for potential buyers.

Time to Up Your Video Game -

We weren’t surprised to hear that, according to Forbes, YouTube is America’s most popular social media platform. YouTube’s following has been growing like crazy over the past couple of year and we expect that to continue to rise because consumers LOVE video content. Videos are a great tool for businesses because they give you the opportunity to share important information quickly and clearly. When it comes to the RV business specifically, potential buyers want to see units before they even step on a dealership’s lot, and video is an amazing way to showcase an RV in its entirety. Check out our additional tips on incorporating video into your business strategy here.

Artificial Intelligence (AI) is on the Rise - 

AI is the simulation of human intelligence processes by machines, especially computer systems.1 Computers are getting smarter by the minute and AI can actually be used for marketing purposes and we expect to see those use cases rise in 2019. So what is AI marketing, exactly? AI marketing is a method of leveraging customer data and AI concepts, like machine learning, to anticipate your customer’s next move and improve the customer journey.2 By gathering this big data, AI marketing can help businesses better target consumers by boosting campaign performances, and increasing ROI in the long run. We are going to keep a close eye on AI marketing this year, and we’ll take a look at how RV Trader actually uses this technology in a future post - stay tuned.

Voice Search - 

Do you hear the phrases “Alexa do this”, “Siri do that”, and “Ok, Google” being used on a daily basis? You’re not alone. Voice search is becoming increasingly popular and we can predict that this trend will grow as smart speakers get more advanced. In fact, according to research conducted by NPR and Edison Research, 39 million Americans use smart speakers and 65% of them say they wouldn’t want to go back to life without their voice-controlled assistant. Consumers are searching for anything and everything with voice search, so if they search for your dealership’s hours or directions to your dealership - will they find up-to-date content? It’s important to make sure all of your information is current so consumers can find it when using voice search. We expect to see advertisements make their way into the smart speaker world sooner rather than later, which means buying voice ad space could be a new marketing tactic in the future - we’ll keep you posted.

Social Media Stories - 

Social media is here to stay, and if you’ve been avoiding it for your business, we recommend jumping on the bandwagon ASAP. Social media usage is consistently growing and we are seeing particular interest in not only posting regular content but participating in social media stories. From Instagram, to Snapchat, to Facebook - there are a ton of new ways to get your stories out there. So what is a ‘story’ exactly? Stories enable users (like you) to create photo and video collections that can be viewed only a few times before disappearing after 24 hours. You can add to your stories throughout the day and add fun text, GIFs, and graphics to your posts to tell your brand story, highlight an event you have coming up, or poll customers on questions you’re eager to ask. We suggest experimenting with this feature as it will no doubt become more and more popular in 2019.

There you have it. The top 5 marketing trends you need to be aware of in 2019. As always, we’ll continue to keep you aware of any marketing trends, changes, and updates we see throughout the year.

1 TechTarget
2 Emarsys

The Top Searched Makes and Classes for Q4

Now that we’ve had some time to settle into the new year - it seems like as good a time as any to take a quick look back at Q4 2018 to see what consumers were searching for on RV Trader. We’ve seen a few consistencies, as well as a few changes, we think you’ll find interesting and informative. So, the wait is officially over - your Q4 roundup is here.

Top 5 searched classes of Q4 2018:

• Class A
• Travel Trailer
• Class C
• Fifth Wheel
• Class B

We saw a slight shake up this quarter when it came to travel trailer searches. While they took the top spot in most searched classes throughout 2018, this quarter Class A’s came out on top by just 0.1%. Travel trailers fell to second place as a result with 21% of total searches, seeing a slight decline of 1% Y.O.Y. Class C units came in third with 14% of searches (up 1% Y.O.Y.) and fifth wheels came in fourth with 12% of searches. Class B models rounded out fifth place with 10% of total searches - down 1% from last quarter, and up 2.5% Y.OY. We’re eager to see how these numbers shift as we move further into 2019 - only time will tell. Now, let’s dive into the top makes of Q4 2018.

Top 5 searched makes of Q4 2018:

• Forest River
• Winnebago
• Keystone
• Jayco
• Airstream

Standings and percentages remain consistent Y.O.Y. when it comes to the most searched makes, but we have seen a few changes since last quarter - let’s fill you in. Forest River took the top spot yet again with 11% of searches, down 2% since last quarter. Winnebago secured second place, rising in the ranks since Q3 2018 with 7% of searches. Keystone rounded out third with 6% of total searches and Jayco took fourth with 5%. Airstream worked their way up to fifth place this quarter with 5% of total searches - this is a big win for the manufacturer considering they didn’t make the top 5 in Q3. We’re curious to see if they will remain in fifth place in Q1 2019, or if they will get pushed down by another manufacturer.

Stay tuned for our Q1 2019 report coming this April and let us know how your dealership compares with our findings in the comments below.

An Ode to Branding

Marketing teams are often viewed like the right side of this image.

Creative. Colorful. Qualitative. 

Brands that truly know who they are - and can communicate it - harness these traits to connect with their audience in an emotional way, subconsciously instilling value and trust for their products. With so many options to choose from, brands - and the experience they provide - is what drives loyalty, growth, and advocation.

Before consumers had a multitude of choices, marketers could get by with distinguishing their product using facts -- our brand has 50% less sugar, helps you sell 75% more units, makes you 100% faster. But as consumers became more savvy, they realized numbers can be manipulated and their loyalty came at a higher cost. Now - they want brands that are not only superior, but also understand their perspective.

Powerful brands - like Yeti - have done such a great job tapping into the experience of their consumer that people follow along with them solely because of the story they tell. They have a great product - but spend more time focusing on lifestyle and emotion-invoking imagery than they do truly pushing their product. And even if the majority of their 1 million+ Instagram followers haven’t purchased a cooler - they might - and either way, they provide invaluable organic marketing and brand awareness for Yeti.

So how do you get some of that for your dealership?

Thankfully, RVing is a passion-based industries. You don’t have to convince your followers - like toilet paper or detergent brands - to be excited about what you have to offer. They’re going to be passionate whether you’re involved or not. So their loyalty is yours for the taking.

The more you get to know your consumers - the more likely you are to develop campaigns that resonate long beyond buying and selling - keeping them coming back to you no matter where they are in the lifecycle or what their needs are.

Branding is certainly not only for big, national brands. Some of the most successful brands are small, local organizations that are rallying a geo-targeted audience for support. So all the same things you see these brands trying - you should consider too.

Remember - buyers are looking for something to follow along with, so push yourself to use imagery beyond the literal - showing your buyers more than just what’s for sale. Include images of units being used, pictures without units at all - focusing more on the lifecycle - or giving consumers an inside peek at your dealership and all the goofiness and work that happens there. Give them something to connect with. Something that resonates with them and makes them want to follow along. Mimicry is the sincerest form of flattery - so encourage check out other companies - in your area and nationwide, in your industry and outside - to see what’s working for other businesses and then adapt that strategy for yourself.

Brands have staying power. It’s why they are so important. There will always be someone else who comes along that can do what you do - but it’s the brand, and the emotional connection you’re working to develop with your followers, that is designed to withstand the competition. The stronger you make your brand - the stronger you are.

A Picture is Worth 1,000 Words... And So Is A Description

Wanderlust, adventure, spontaneity all fuel the dreams of potential RV buyers. That’s why they are looking to purchase an RV, right? They want to get out on the road, spend more time with family and friends - and less time tied to a desk or computer. They have grand ideas of the trips they’ll take when they aren’t weighed down by mortgage payments, plane schedules, or defined plans.

They dream big - and you want to encourage that. These buyers know what they want to do with their unit - but they may not have a particular manufacturer in mind. And if they are first-time RVers - or even if they have owned before, but are looking to move into a new class of unit - they need your help deciphering what’s going to fit into their lifestyle and budget.

So when they come to RV Trader to search for that dream unit - are the pictures and descriptions you’re providing them helping to paint the picture of this great dream they’ve imagined? Most of the time - the answer is no.

While descriptions can be tedious to write - they are so important, particularly for the first time buyer. These buyers have no idea what they’re looking for when it comes to the more technical aspects of their next unit - so providing a detailed description, that explains this information in an easy to understand way is crucial. If you dive right into detailed information on the chassis, engine details, and on exactly how the warranty works - some buyers may immediately become overwhelmed and move on.

While you should absolutely include that type of information - ease buyers into it. Help them understand what this unit can do for them and their family. Point out perks of the unit that would differentiate it as compared to another unit that might look similar. Why should they buy your RV - this RV? You have to answer this question because they truly might not be able to tell the difference between your Class A and the next one. This is your time to help them understand what this unit will bring to their life. If they’ve never owned an RV before - or are moving into a new class - this will really help them decide. And as a reward for your efforts, this will help them build trust with your dealership because of the guidance and advice you’re offering them, even before they’ve come to see you.

As for pictures - buyers want to see them - and lots of them. Oh - and stock imagery isn’t going to cut it. They want to know exactly what the unit looks like - and if there is any damage they should expect. The reality is that most buyers really don’t mind a few imperfections here and there - they just want to be told about them up front. There’s no quicker way to lose trust with a buyer than to withhold pictures and information about any possible damage until they’re in your dealership. I know it might seem like you can explain it away in the moment - but just go ahead and be honest with them from the start.

These pictures and descriptions give them the first glimpse into how this unit could be right for them. They can start to imagine themselves in it and that’s what draws them in. They help to fuel their excitement - but in the end, you have to put the effort in and provide them with something to be excited about.

Industry Spotlight: Winnebago Releases Newest Class C Coach

Only a few years ago, no one would have dreamed of paying hundreds of dollars for a cooler. Then along came Yeti. Light, strong, and exceptionally good at its primary function -- insulation -- Yeti coolers, along with a host of subsequent imitators, revolutionized the category.

Now, borrowing a page from that technology, Winnebago has developed what it calls the SuperShell Sleeper Deck, and is introducing it on its newest Class C coach, the Vita.

"We use a two-part mold filled with expandable foam to build the SuperShell," said Russ Garfin, Product Manager for Class C motorhomes. "The result is a shell that's stronger, lighter and much quieter than a typical shell, both on the road and in the campground. This also reduced the number of parts and processes necessary to build the cab-over, improving quality and durability for our owners."

But Winnebago didn't stop there. Built on the Mercedes-Benz Sprinter chassis, the Vita also incorporates numerous other advances and innovations, including:

Manifold-Based Plumbing and LP systems
Instead of the more common system of multiple joints and connections, the Vita uses separate, manifold style routings for its plumbing and LP systems. According to Product Manager Garfin, this "not only reduces the number of connections in the coach, it improves manufacturing quality and serviceability."

200-Watt Solar Panels (expandable to 475 watts)

Together with the two standard 105 AH AGM Batteries and 1,000-watt pure sine wave DC/AC inverter, the Vita's solar energy system boosts its boondocking capability and reduces demand for the 3,600-watt generator.

Roof wiring access port

Because so many RVers are adding Wi-Fi and cellular boosters to their coaches, Winnebago has included a roof access port that allows customers to add the system of their choice, without the hassle or risk of drilling into the motorhome roof.

Other advances

In addition to the innovations listed above, the Vita boasts a 7.3 cu. ft refrigerator, the largest Winnebago has ever put in a Sprinter-based motorhome. Careful use of space has also enabled the Vita to offer the largest galley and largest bed in its class.

Somewhat surprisingly, even with all of these innovations, the Vita is expected to retail for thousands less than other Sprinter-based Class C coaches. And that may be the biggest innovation of all.

Did You Know You Have Two Dealerships?

It’s true. As you can guess - there’s your physical location - but you also have an online dealership. While you’ve spent countless hours nurturing your physical dealership - pouring your efforts into building and maintaining it - the reality is that your online presence, and the way you present your dealership in that space, requires just as much time and attention. When you stop to think about how consumers are searching - realizing that they are relying more on the Internet now than ever before - it’s clear why you should be putting just as much time into your online dealership.

Potential buyers are checking out your inventory online as they research - weighing their options for this big purchase. They are spending time online looking at your units long before they step through the doors of your dealership - meaning they know all about you, your brand, and your offerings before you even know they exist.

Really think about how that could impact your business.
If you don’t put the effort into really building out your listings, making an effort to help the buyer imagine themselves in that unit, it will show. And then - sadly - no matter how good your customer experience is at your physical dealership, buyers may never choose to experience it, because they might never walk through your front doors.

Shoppers are becoming more and more savvy and their expectations for your online presence is increasing with their online researching skills. They are turning to places such as your website, your presence on social, or your online listings to judge what their experience might be like when they come to your shop - and maybe that feels unfair, but it’s true. This means you should be putting just as much effort, if not more, into your online presence - making sure you’re putting forward an experience that’s just as good as they one they’ll get in store. That way - when they do come to do business with you - they’ll have already seen a glimmer of the experience they can expect.

There are a lot of ways to make sure your online presence is up to snuff - but let’s just start with the basics. You should always:

1. Include a price (when you can)
Everyone has a budget - and RVs are a big purchase - so I’m positive your potential buyers have a price range in mind when they start searching. Sometimes it can be hard to guess what a particular RV might cost - and it’s a frustrating experience to find what seems like the perfect unit and then find out it’s much more than they can afford.

We understand that manufacturers have rules about how to price new models - but it’s important to always include something - even if it’s MSRP. As for used inventory - there’s no reason not to include a price. I understand the thought that by not having a price - a consumer may call to get that information - but that’s not really a qualified lead. If you go ahead and tell them the price - when they do call, not only will the have an innate trust for you and your dealership - but they are calling because they are actually ready to buy.

2. Put up real pictures
People are visual - and they have been dreaming about the perfect RV for their adventures for a while. They like to see what they are going to be getting for their money - including the best things about a unit and the worst. If an RV has some issues - whether it’s cosmetic or functional - go ahead and tell the buyer that in the listing. Even though it might not seem like it - by being honest up front with a buyer about any issues they might notice on a unit - you’ll go a long way in gaining their trust. If you aren’t upfront with them - you’re setting yourself up for a bad experience when they come on the lot to see the unit and are frustrated by your lack of transparency.

Now, we understand that this can be easier said than done - because, let’s be honest, getting detailed pictures takes manpower. So while we don’t encourage stock photos, we would say that they are better than none at all.

3. Remember that descriptions are actually important
Again, these buyers are dreaming about this RV and where it will take them. They want to make the RV lifestyle their passion - if it isn’t already. So encourage their dreams. As you write your descriptions - provide them with a nice mix of practical and lifestyle. If this RVer is a first-timer, technical descriptions might overwhelming - so it’s best to stay away from the canned manufacturer descriptions. Of course, including some of those practical details is important - but remember, you can explain those nitty-gritty details to them in person when they are truly ready to buy. For now, spend some time telling them why this RV is the one to take them on their dream adventure and why they can’t miss out on it. The goal of your description should be to make it impossible for the buyer to not come see this unit for themselves.

We realize that by following this advice is no easy task. You will have more work to do as you build out your listings and online presence - but we promise you it will be worth it. Your consumers will know before they step on your lot what type of experience to expect and already have a basic level of trust for your dealership - and that is worth all the time and effort you’ll put in.

If you want something to guide you as you go - download our Listing Success Checklist for quick reference on how to build strong and attractive listings.