Dealers need to focus on digital
The Marine Retailers Association of the Americas in partnership with Grow Boating has hosted a live webinar titled ‘How Digital Can Supercharge Your Dealership’.
Presented by New York Times bestselling author, Tim Sanders, the opening keynote speaker at the 2017 Marine Dealer Conference & Expo (MDCE) held at the end of last year.
The webinar expanded and updated the points he made in his MDCE presentation.
The key points for your correspondent were that prospects, regardless of their age, are increasingly using search engines and social media to solve their problems including buying a boat. Sanders presented statistics showing that Millennials used search engines and social media 70% of the time and Boomers 55%.
He went on to say that on average the prospect is already 70% through their buying journey by the time they contact a dealer.
At 70% they think they know what they want and what it would cost.
Mr Sanders said the takeaway is that you need to find your way into the prospects search journey earlier in the process. How? Through informational content, social media engagement and advertising. The goal is to get them to visit your website, which will have tracking pixels. Pixels will enable re-targeting either on Facebook or through digital advertising networks.
Two other key points were: -
1. Salespeople should respond to website leads within a few minutes. Prospects are likely submitting to several dealers or boat-owners at once, so the inquiry will grow cold quickly.
2. Measure your return on marketing investment first by interviewing prospects and especially customers about how they found you and what caused them to reach out or visit.
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