The Cycle Buyer: A Deeper Dive Into Communication Expectations

Obviously - we all want to better understand the cycle buyer. The more we know, the more effective we are in positioning your inventory to them. Lucky for you - Cycle Trader has the ability to run custom surveys to asks these buyers our most burning questions - and because we like you - we’re going to share what we’ve found.

To start off - we asked buyers about how they prefer to hear from you, the dealer, once they’ve submitted a lead. So - here we go:

54% prefer to be contacted via email.
65% would like a response back within the same business day.
45% will wait one day for a response before they move on.
52% will contact another dealer if they don’t hear back in a timely manner.
Once a dealer contacts them - 71% plan to have the keys within a week.

24 hours - how dare you! would be how we would sum up these statistics. These buyers are motivated - and the longer it takes you to get back to them, the more likely it is they are going to head down the street to your competition.

They want to hear from you because they’ve done their research and are ready to buy. If you don’t prioritize helping them, they will move on because at the end of the day, their top concern is not whether they get their next ride from you or the other guy - they just want to get out and ride.

Bottom line - these leads are yours to close. Get back to these buyers - and soon - because they are yours for the taking.

SEM 101

SEM 101

Search Engine Marketing - or SEM - has become an increasingly popular way to target consumers in your local market. Often referred to as paid search - these campaigns run across all of the major search engines, are incredibly customizable, and should be considered as part of a well-rounded digital marketing strategy.

While Pay-Per-Click campaigns are likely the most well-known type of paid search - there are other varieties that could peek your interest and be a good fit for your dealership. Since this is our 101 guide - we’re going to start by giving you an overview of each type of SEM campaign to help you get a firm understanding of how they work individually and together.

Pay Per Click

The most recognizable type of SEM campaign is a Pay-Per-Click or PPC campaign - you’ve likely seen one of these ads today. When you search for a product or service in Google, for example, PPC ads display at the top and bottom of the search results. They are distinguished from other search results by a small “Ad” icon. 

What differentiates Paid Search ads from the other organic search results is that advertisers pay for each click on one of these ads - where you don’t have to pay for a click on an organic search result.

PPC campaigns are built on keywords, ads, and landing pages. Once you’ve identified keywords your customers might use to search for your products - you can bid on these keywords and have your ad displayed when a potential customer searches for one of these terms. You will be able to write custom ads that are relevant to these keywords and choose the webpage that these searchers will land on if they click on the ad.

Display Ads

Display ads are another option when it comes to paid search campaigns. These ads are more traditional banner ads - rather than a designation on a search result - and allow you to target ads to an audience that has been identified as in-market or that show an affinity for certain products or services that you offer. To give you a real life example - since I spend a lot of time on automotive related sites - I’ve been identified as someone who is interested in possibly selling my car - and ads for Kelley Blue Book - are now displaying as I’m checking the weather on weather.com. 

Remarketing

Remarketing is also powered by banner ads and allows you to target past visitors to your website. Once a potential buyer has left your site - these ads follow them as they browse other sites or do subsequent searches related to your products. I’ve been searching on Amazon - and left that site to check the news on CNN.com – and right there on CNN.com, I see an ad encouraging me to return to Amazon to check out additional products.

And because we always want you to fully understand that value of your partnership with RV Trader - we want to reassure you that we have active campaigns in each of these SEM categories - all with the goal of driving potential buyers to your listings. RV Trader has a strong reputation with search engines and a dedicated team - all with the various certifications to qualify their expertise - focused on constantly improving these results. As we grow and hone our efforts - as a customer, your dealership will also benefit with the major search engines. Rest assured that we are always looking for the latest and most innovative ways to drive connections to you. And that’s just an added perk of being online with us.