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How to Target Potential RV Shoppers

interactrv
Marketing Tips
A shopper is a shopper, is a shopper, right? While it’s true that the goal for all RV shoppers is to turn them into customers, their journey before buying isn’t always the same. Different shoppers progress through the buying journey at their own pace. If you can recognize these steps and target potential shoppers before your competition, you can convert more customers and increase sales.

What Defines a Potential RV Shopper?

Contrasted to active shoppers, who are ready to make a purchase right now, potential shoppers are still exploring. If your goal with active shoppers is to feed them information to help finalize a purchase decision, your goal with potential shoppers is much more understated and nuanced. Your goal at the beginning stages of the buying journey is to build brand awareness and guide potential shoppers toward your dealership. If you’re successful in this early stage of the buying journey, shoppers will think of you first when the time is right to get more serious about buying. Potential shoppers are those who are likely to buy in the future, whether they are aware at the moment, or not. In general, they are doing things like:
  • Casually browsing travel-related content
  • Dreaming about road trips
  • Researching what RV ownership entails

What Motivates Potential Shoppers?

Potential shoppers are motivated by the promise of what an eventual, potential purchase might fulfill. Instead of treating all shoppers alike and feeding them information about available inventory, options, features, and prices, you can win over more potential shoppers by simply building up your brand. You can position your marketing content to potential shoppers in a way that makes your dealership stand out as an ideal place to make a purchase and an authority in the industry. Even though this kind of marketing content is much less direct, it doesn’t mean it can’t be personal. Consider the following brand-building factors that motivate potential buyers:
  • Dreams of adventure and freedom
  • Seeking a lifestyle change
  • Curiosity about cost and practicality
  • Family bonding and experiences

Digital Marketing Strategies to Target Potential RV Shoppers

The right digital marketing strategies can help you find and identify potential shoppers and give them the information to pursue their passion with your dealership.

Search Engine Optimization (SEO)

As potential shoppers begin to form opinions about RVs and a potential new hobby, they naturally turn to the internet to learn more. Those dealers that know what potential shoppers are searching for can optimize their websites to return search results that stand out. Search engine optimization (SEO) is the practice of updating your website with quality content, relevant keywords, and meta tags to improve organic search rankings and increase your visibility among potential shoppers.

Retargeting via Email Marketing

During the early stages of the buying journey, your primary job as a dealer is to bring in new shoppers and keep them engaged. While SEO can get shoppers to your website, what they find when they get there will keep them engaged or potentially drive them away. Fill your website with quality content that interests new shoppers. You can also craft personalized and informative email marketing campaigns to retarget these leads and keep them engaged through targeted content, promotions, updates, and educational resources.

Social Media Marketing

Just as potential shoppers turn to search engines to learn more about RVs, they likewise look on their favorite social media platforms. There, they can discover what other shoppers (especially those who have recently purchased an RV) think about the hobby and their purchase decisions. Leveraging social media marketing, you can help shoppers learn more and stay engaged with your dealership, while also building your brand. Share high-quality images and videos of satisfied customers enjoying their RV adventures. Run engaging polls or quizzes, such as “What Type of RV Matches Your Travel Style?” or “What’s Your Dream Destination?” Create inspirational posts using aspirational captions like, “Picture yourself here” and “Where will your RV take you?”

How to Resonate with Potential Shoppers

As you implement the above digital marketing strategies, you can use content marketing to inspire and educate potential shoppers. Again, potential shoppers aren’t searching for inventory yet—they’re seeking information. Content such as blog posts, how-to guides, and videos can help position your dealership as an industry expert and a trusted resource. Articles like “Top 10 RV Destinations for First-Time Road Trippers” or “Everything You Need to Know About RV Ownership” can inspire wanderlust while providing value. Similarly, videos showcasing RV tours, packing tips, and customer success stories can help shoppers envision themselves in the RV lifestyle.

Retarget Website Visitors with Educational Content and Offers

Just because a shopper visits your website and doesn’t buy right away doesn’t mean they’re not interested. Many potential shoppers will browse your site to gather information, then leave to continue their research. Retargeting campaigns can help you stay on their radar. Consider offering downloadable resources like “The Ultimate RV Buying Guide” or “Cost Comparison Checklist for RV Travel vs. Traditional Vacations” to re-engage these visitors. You can also use retargeted ads with messaging like “Still wondering if RV life is right for you? Discover everything you need to know here.”

Create Compelling Email Campaigns

Retargeting your website visitors also gives you a chance to create compelling email campaigns. As buyers come to your website, the right digital marketing tools can help you to deliver personalized, targeted emails that follow up with visitors and keep them engaged in what they’re looking for. Consider sending an educational email series to potential shoppers featuring topics such as “RV 101 for First-Time Buyers” or “The Hidden Costs (and Benefits) of RV Ownership.” You may also want to highlight customer success stories that showcase the joy and freedom of RV ownership. Be sure to include direct calls to action in all your email messaging, like “Download Our Free RV Lifestyle Guide” or “Schedule a Virtual Chat with an RV Expert.”

Promote Local Events or Experiences

Of course, engaging potential shoppers isn’t just about relying on digital tools or relying on tried-and-true sales tactics. Invite potential shoppers to engage with your dealership in non-sales settings, such as local RV shows, lifestyle expos, or dealership-hosted events like “RV 101 Nights.” Host webinars or in-person workshops to educate customers on topics like RV maintenance or budgeting for long-term travel. Partner with popular local influencers to build anticipation for your events. Provide free on-site RV tours to foster excitement and curiosity. Your digital tools can help you to get the word out about these events and to bring more potential shoppers to them.

Conclusion

Selling RVs is more than closing deals with active shoppers, it’s also about nurturing potential customers through buying journey and eventually converting them into customers. As you target and develop marketing for potential shoppers, you can leverage digital tools to expand your leads and promote your brand, with the eventual goal of staying top of mind when potential shoppers are ready to become more active.