9 Clouds Automotive Marketing Blog
Where automotive meets digital marketing.
A lot of RV dealers like to imagine their industry is immune to the effects of technology, but that’s a dangerous attitude.
Technology is changing how customers research and purchase RVs, and if your dealership isn’t tracking online interactions, you’re missing out on leads.
Your CRM or DMS is only half the puzzle of tracking and ultimately converting leads. You need to combine these traditional channels with marketing automation software to give both your sales and marketing teams a full picture of your contact database — and their online interactions.
Harder Than Buying a Car
Buying an RV isn’t a small decision. For many people, it’s a bigger investment than buying their car, and they want to get it right the first time around.
People are doing a lot of online investigation before ever making a stop at your dealership. We use online lead tracking to record those digital interactions like email clicks, website visits, social mentions and video views.
This lets you pursue new and repeat customers with highly-targeted information, rather than wait for them to show up at your dealership’s door.
Save Time and Money
Based on a lead’s behavior, you can sort them into lifecycle stages — marketing qualified lead, sales lead, or dormant. That ensures every email you send or sales call you place matches the lead’s status.
Each year, about 25% of a customer database decays. You know as well as we do that it doesn't make sense to market to contacts who aren't interested. By using the data available online, you can save your RV dealership both time and money.
And by tracking their online behavior, you can continue to qualify a lead and engage with them only when they’re ready.
You’ve likely heard the internet term ‘cookie,’ but you might not know how they work.
When a prospective lead visits your RV dealership website, an http ‘cookie' is attached to their browser. The cookie itself is no more than an anonymous ID, though — it can't tell you anything about the person connected to it except that they've been here before, and now they're back. That's where marketing automation with lead tracking software comes in.
Lead tracking software is the connection between the cookie and your CRM.
Lead tracking software transforms anonymous browsers into potential customers, opening a window to deep insight into the online interactions between your leads and your dealership. It tells you how often they're looking, how long its been since their last interaction, what they're looking at — and it all happens in real-time, giving you the chance to connect and engage at the perfect time.
Don't Miss Out
Potential customers might be bypassing your physical storefront in favor of shopping online, but that doesn’t mean they are out of your reach. Lead tracking lets you cultivate potential customers where they’re really shopping: Online.
We know from experience how online lead tracking works and how effective it is, because we’re doing it for our customers every day. If you want to find out how we can help you do the same, reach out to us. We’re happy to help.
Photo credit: Kevin Dooley