We’ve all been watching the news, and it’s clear that there is some uncertainty ahead. GDP is slowing down and the market appears to be correcting. This is a bit of a different market than the last few years when leads flowed in with little effort. While we are still (for most of our clients) above pre-pandemic levels the tide is slowing and it’s time to get back to work. So, what to do? Here are some critical steps every hot tub dealer should take:
- Stay aggressive in paid media and know your numbers. People are still searching for hot tubs and that starts online. Google search ads are critical, but it’s not just the spend level to consider but also the deployment of high quality campaigns. Do you know your quality score? Every campaign has one and the better yours is, the more Google will serve your ads over your competitors.
- Ramp up your SEO efforts. Dovetailing on the point above, every search in your area is a critical opportunity and you need to be ranking at the top. Are you producing good content? How are your bounce rates? SEO needs to be measured and monitored based on a consistent plan. Are you using Google Search Console to get insights into your own site and area trends? Have you audited your SEO lately? This is a free service provided by the team at Compass Digital. Sign up here.
- Know your numbers. Do you have a good scorecard that you are using to take actions? Getting raw data is not enough – you need to know your numbers and glean insights from them.
- Leverage a promotional calendar. Promotions are a great way to drive leads. People like a deal! Promotions can also be emailed to leads considering you, which leads to…
- Double down on email and marketing automation. Email marketing is a great and effective way to reach and nurture your leads and can also drive value through the aftermarket.
The good news is that there are some reasons for optimism. The whole industry has been lifted by COVID. It’s a common expectation that while we are undergoing some corrections, where we land may still be ahead of where we were 3 years ago. If you would like to discuss any of this in more detail, reach out directly to the author at greg@getcompassdigital.com.
