It is estimated that at least 30% of all searches done on search engines are local and Com Score Networks reports that over 60% of U.S. internet users (over 110 million people) performed a local search in July 2006 alone. When the average consumer wants to buy an RV they start with their geographic area in mind. Even though the Internet has expanded the reach of most RV consumers, they remain innately local-centric.  Therefore, it stands to reason that RV dealerships should focus energy and resources on local search results.

Throughout the course of the last five years, I have watched many RV dealers spend thousands of dollars on websites and strategies that just do not work. So I am going to give you 5 tips that work every time that will turn into leads and leads will turn into sales. If you do exactly what I tell you will sell more RV’s.

1.       Use Google Analytics:

Google Analytics is software that tracks website metrics and metrics are measurements. There are all sorts of possible website metrics you can measure such as, about how many times files are accessed, how many unique IP addresses accessed the site, how many pages are served, and so on. Google Analytics can calculate the most popular pages on your site, how long the RV consumer stays on a page, even what key words the consumer uses to find your dealership website.  It can provide you with concrete feedback on how people are finding your site and what they look at when they are there.

Yes, you can look at a zillion different metrics until you are dizzy, but fortunately there are only a few that are critical to an RV dealer.  And of course, the single most important one is how many leads your site drives to your dealership.

My personal favorite feature about Google Analytics is that it is FREE! So put down this article, go to your computer and download  www.google.com/analytics now. Then run back and read number 2!!

2.       Drive Relevant Web leads

Don’t waste time and money on junk leads. Last week I was working with a large dealer and the GM was telling me about the enormous number of leads they got each month off their website. Wow, what a scam! He was spending around $10 a lead for junk.  A complete site audit revealed that out of the 300 or so leads he received, only about 20 leads were worth calling.

This is a potentially dangerous situation because it teaches the sales people that internet leads are not worth anything and in some dealerships the sales people may be correct. It’s time to stop spending money on junk and start working smart. This is exactly what you need to do:

·         Develop key words that are relevant to your dealership. Think like a consumer and search like a consumer in your area.

·         Write good search engine friendly copy for your website

·         Check your meta tags in your source code to make sure that they line up with your key words and website copy

·         Establish a baseline for your dealership site and grow your traffic from the baseline

For a better understanding of how to make these simple strategic changes call your website provider and they can help you.  Watch out for Search Engine Optimization companies that make big promises. Most of the time I find that S.E.O companies outside of the RV industry struggle because they do not understand the product or the customer.

3.       Use Google Maps

This is so simple but make sure you do it. Go to www.google.com/maps and click on either add or edit your business. You can also link Google Maps directly into your website. Make sure as you are putting your information into Google Maps you take advantage of adding a coupon for your dealership. These coupons work great and are free. You may not see a lot of coupons in the beginning but give it some time and hey it is FREE!

4.       Use Google AdWords

Google AdWords is awesome and it works. Best of all, it is cheap to get started! It’s a great way to advertise your business on Google.  When the consumer searches on Google using one of your keywords, your ad appears next to the search results. Go to www.google.com/adwords and setup an account. You will discover just how easy it is to setup a great campaign and you only pay when the consumer clicks on your words.

With that being said, make sure you have your expectation in order. You are not going to get zillions of clicks and sell out of RV’s because of ad words. You will see your site traffic increase and you can even track the conversion ratios on your ad word campaigns. Start small, just a few bucks a day and as you see more clicks, add more ad word campaigns.

5.       Spend some time on it

In most of our dealerships we find that a staggering 30% of all of the overall leads germinate off the website.  We see that 70% of all of the consumers that visit the store will go or have gone to the website. So the days of a website being an afterthought are over. From time to time I run across dealers that think the website is a waste of time and money but the data is over whelming. A unique site that the consumers can find is a critical part of a modern RV dealership.

Spend at least one hour a month working on and learning about your dealership website. Bring in the people you feel might have something to add or someone to bounce ideas off of.  Think of ways to improve your site UI (user Interface). Review the traffic reports, talk with your vender and set a time each month to check in and see what is new. Dust of the wipe board and write down your ideas.  The bottom line is get involved and you will sell more RV’s