In today’s digital age, reaching the right customers at the right time is crucial for businesses to thrive. For RV dealers, this means targeting potential buyers who are actively searching for their next adventure on the open road. Targeted Digital Advertising (TDA) gives your digital marketing strategy a powerful tool to connect with your ideal customers with precision and impact at exactly the right time. In this comprehensive article, you will explore the importance, benefits, and best practices of TDA for your RV dealership.
- What Is Targeted Digital Advertising?
- Benefits of Targeted Digital Advertising
- Addressing Misconceptions & Challenges of Targeted Digital Advertising
- How to Implement a Successful Targeted Digital Advertising Strategy
- Achieving Optimal Results with a Marketing Partner
What Is Targeted Digital Advertising?
TDA, which can also be referred to as geofencing, is a location-based mobile marketing strategy that targets specific demographics of shoppers within a geographic area. For example, you can set a virtual radius around your dealership (or a competitor’s dealership) that triggers an action when a shopper enters or resides in this area.
To better understand TDA, take your physical store as an analogy. When a shopper walks through your doors, odds are they’re greeted by a member of your team, who informs them of any current sales or new inventory arrivals and welcomes them into the store. Instead of a physical doorway, TDA establishes a virtual boundary around a physical location that, when crossed, presents shoppers with promotional ads on behalf of your dealership.
Benefits of Targeted Digital Advertising
TDA can help you get more local shoppers to visit your digital storefront and physical dealership. It offers several benefits and advantages over other types of marketing, including the following:
As the saying goes, “location is everything,” and this holds true for RV dealers as well. If you’re looking to improve your local search performance, consider implementing TDA to support your efforts. With TDA, you can create virtual boundaries around specific geographical locations such as campgrounds, national parks, or popular RV destinations. This will allow you to target customers who are physically present in these areas and are more likely to be interested in purchasing an RV.
Customizable Geofence Boundaries
Geofencing gives you the flexibility to set customized geofence boundaries. Whether targeting a specific campground or an entire city, you can tailor your campaigns to reach potential customers in the most relevant locations. This ensures that your marketing messages resonate with your target audience, increasing the likelihood of engagement and conversions.
Higher Conversion Rates
This hyper-targeted approach not only increases the chances of converting leads into sales, but also allows you to tailor your marketing messages to meet the specific needs and interests of potential customers in that area. With the rise of mobile usage, geofencing has become even more relevant as it enables you to reach consumers on their smartphones while they are on-the-go.
Geofencing provides your RV dealership with accurate targeting capabilities, allowing you to focus your marketing efforts on potential customers within a specific geographic area. By setting up virtual boundaries around these locations, you can ensure that your messages reach the right audience at the right time. This enables you to engage with potential customers who are actively considering an RV purchase, making your marketing efforts more effective and efficient.
Greater Personalization for Shoppers
As much as 71% of shoppers expect brands to deliver a personalized experience, and many become frustrated if it doesn’t happen, according to McKinsey & Company. TDA allows you to connect with shoppers in real-time and tailor your messaging to meet specific interests or needs. For example, if a shopper has previously shown interest in luxury RVs, you can use targeted ads to promote new models and make special offers for that particular category. These ads can be further personalized by collecting data about your shoppers.
TDA provides detailed analytics, allowing you to gather valuable data about shoppers, including their location and browsing history, within the geofenced area. By monitoring metrics such as impressions, click-through rates, and conversions, you can make data-driven decisions and optimize marketing strategies for maximum impact.
Integration with Other Marketing Strategies
TDA can seamlessly integrate with other marketing strategies, creating a cohesive and consistent brand presence across different channels. You can combine geofencing with social media advertising, email marketing, or search-optimized pieces like blogs to deliver a unified message to potential customers. This integration enhances the overall effectiveness of their campaigns and strengthens customer engagement.
Enhancing Customer Engagement & Retention
Targeted ads make it easy to engage with customers throughout their path to purchase. By delivering targeted messages and personalized offers based on their location, you can create a more engaging and tailored experience for potential buyers. Moreover, TDA can also be used to build customer loyalty by targeting existing RV owners with special promotions or service reminders, fostering long-term relationships and repeat business.
Addressing Misconceptions & Challenges of Targeted Digital Advertising
While the benefits of TDA are clear, there are common misconceptions and challenges that your RV dealership may face when implementation a TDA strategy, including the following:
Misconception: Targeted Digital Advertising is Too Complicated
The concept of TDA can seem complex, maybe even a little confusing at first. But with the right tools and guidance, it can be easily implemented. Working with experienced professionals or utilizing user-friendly platforms simplifies the process and ensures a smooth integration into your marketing strategy.
Misconception: A Paid Ads Campaign is Too Expensive
It’s true that it takes money to make money by investing in marketing, but TDA can be tailored to fit just about any marketing budget. By setting specific campaign objectives and targeting the most relevant locations, you can maximize your return on your marketing investment, while keeping costs under control.
Challenge: Limited Ability to Optimize & Measure Ad Performance with a Busy Team
As a dealer, you have limited resources and a busy schedule. By leveraging automation tools and partnering with experts in targeted advertising, you can optimize your marketing campaigns and measure ad performance more effectively. This allows your team to focus on other important tasks, including meeting and greeting customers who come to your dealership as a result of your geofencing efforts.
Challenge: Integrating Targeted Digital Advertising with Existing Marketing Strategies
Integrating TDA with existing marketing strategies can seem daunting at first, but it also offers immense value. When you align your advertising efforts with your social media campaigns, email marketing, or even traditional marketing efforts (such as direct mail), you can create a seamless and comprehensive marketing approach.
How to Implement a Successful Targeted Digital Advertising Strategy
Implementing TDA doesn’t automatically ensure success. To make the most of TDA strategy, apply the following best practices:
Set Clear Campaign Objectives
As with any marketing strategy, you have to know what you want before you can realize it. Clearly define your goals for each TDA campaign you implement to ensure alignment with your overall marketing and business strategy.
Know Your Audience
When you know your target audience, you can understand their preferences, behaviors, and the locations you need to target to create compelling campaigns. You can also segment your audience based on demographic, interests, behaviors, and more to further personalize your promotional content. This may include people who have shown interest in RVs or camping, as well as those who live in areas that are popular for RV travel.
Set Specific Geographic Parameters
When setting up a geofencing boundary around your own dealership, the general rule of thumb is to target a four-to-five-minute radius from your store, as shoppers who are already in the area will be more likely to visit. You can also geofence competing businesses (other dealerships) and complimentary businesses (camping and outdoor outlets) to convince those shoppers to visit your store. And don’t discount the effectiveness of creating specific geofences around events and gathering places where potential buyers are likely to be. These may include campgrounds, RV shows, and popular travel destinations.
Choose the Right Timing
It’s a best practice to run ads while your business is open, so potential customers can see your campaigns and come to your business right away. Targeted ads that run late at night or early in the morning may not perform as well, as people are likely to be sleeping. However, if your intent is to drive shoppers to your website, where they can browse and complete most of the shopping experience online, you would do well to run your ads outside of your business hours, too. Shoppers who work standard 9-to-5 jobs are often browsing online in the evening hours, after they have left work.
Target Smartphone Users
On average, consumers check their phones 58 times per day, according to the Guardian. During this time, the average internet user spends about 151 minutes per day on social media – a longer time frame than ever before, according to Sprout Social. These facts of modern life make TDA incredibly effective when businesses like yours target smartphone users, who can receive and view ads on their mobile device at any time. Use paid ads on Facebook and Instagram to get in front of shoppers who are browsing social media.
Retarget Previous Visitors
The majority of website traffic (98%) won’t convert during their first visit, which is why it’s crucial to have a strong retargeting strategy. By deploying retargeting ads, you can re-engage potential shoppers the next time they’re in the vicinity of your dealership or any other area you’re geofencing. This integration of marketing strategies can make your individual marketing tools and your brand message much more effective.
Create Compelling and Relevant Ad Content
TDA is all about timing. Your ads should give shoppers a reason to visit your dealership right now, not just advertise for the sake of advertising or to build brand awareness. Offer a sale, an exclusive discount, or a personalized offer to compel your audience to act now, especially while they’re in the area. Craft messages that resonate with potential customers within your geofence boundaries, highlighting the unique features and benefits of your RVs. Add a compelling call to action (CTA) to invite shoppers to act now.
Continuously Monitor & Optimize Campaigns
TDA involves a lot of moving factors—timing, location, shopper demographics, and more. To get the most out of your TDA campaigns, it’s important to pay attention to what’s working well and what’s not going as planned. Regularly review campaign performance, test different approaches, and optimize your TDA efforts based on data and insights. Leveraging consumer data and analytics will help you identify the most effective locations and times of day for targeted ads.
Achieving Optimal Results with a Marketing Vendor
Targeted Digital Advertising is a powerful tool for RV dealers. It allows you to precisely target potential customers and maximize the impact of your marketing efforts. By recognizing the importance and benefits of TDA, you can embrace this strategy to engage with customers at every stage of their journey and strengthen your position in the competitive RV market. If you’re concerned you may not have the time or expertise to launch an effective targeted ad campaign, consider connecting with the InteractRV team as your digital marketing partner.