In 2025, Harley-Davidson® dealers are navigating a digital world that's changing fast. With buyers spending more time online, economic factors shifting, and Harley-Davidson® pushing new tech-driven tools, staying ahead means having a smart digital advertising game plan. To succeed, dealerships need to understand how each channel works, use available resources effectively, and continually adjust to how buyers are behaving. This article breaks down practical, up-to-date strategies that dealers can use to strengthen their presence online and build lasting connections with potential customers.
Get Onboard with the Harley-Davidson® Dealer Digital Program
Harley-Davidson® launched the Dealer Digital Program to simplify the digital marketing process for dealers and give them access to tools that meet the brand's standards. This initiative supports dealers who want to build a strong online presence, reach the right audience, and convert traffic into buyers. The platform includes certified website providers, proven ad solutions, and professional marketing support.
Certified website providers are pre-approved platforms that make sure your dealership site reflects the Harley-Davidson® image and delivers a user-friendly experience. These sites are designed to work smoothly, look professional, and integrate the features riders expect, like searchable inventory, mobile compatibility, and fast load times. Alongside these websites, dealers gain access to marketing tools such as Google and Facebook ad management, display ad options, and campaign tracking dashboards. Virtual Marketing Consultants (VMCs) are also available to work with you directly, helping refine your advertising strategy, monitor performance, and make improvements based on the latest data.
Focus on Search Engine Marketing (SEM)
Search engine marketing is one of the most effective ways to show up where customers are already looking. With over 90% of consumers starting their buying journey online, showing up in search results is essential. If someone types "Harley dealer near me" or "used Harley-Davidson Road Glide," and your site isn’t listed near the top, chances are they’ll click on a competitor.
Start by doing keyword research to find out what your local audience is searching for. Use those terms across your website content, in your Google Ads campaigns, and even in blog posts or landing pages. Geo-targeting allows you to hone in on specific locations, from your own city to nearby towns, ensuring your budget isn’t wasted on out-of-market traffic. Regularly checking your SEM campaign metrics helps you see which ads perform best, so you can invest in what’s working and drop what’s not.
Use Social Media and Video Ads to Tell Your Story
Social media is where your dealership’s personality can really shine. Platforms like Facebook, Instagram, and YouTube give you space to tell stories, highlight real customers, and showcase inventory in ways that feel authentic. With video content growing rapidly, dealerships that consistently share engaging posts have a much better shot at capturing attention and building trust.
Post videos of new arrivals, walkaround tours, and riding footage of featured models. Use Instagram Reels and Facebook Stories to quickly share behind-the-scenes content, dealership events, or seasonal promotions. Testimonials from satisfied customers also go a long way—a short video of someone talking about their buying experience or their first road trip with a new bike can influence future shoppers. Hosting livestreams like virtual bike nights or Q&A sessions can also keep your community involved and looking forward to your content.
Add Chat and Messaging Tools
In today's digital world, people expect quick answers. Adding real-time chat features to your website and messaging tools on your social media channels allows potential customers to ask questions and get answers fast. This can make all the difference when someone is deciding whether to visit your showroom or click away.
Live chat tools allow your staff to respond directly during business hours, but AI-powered chatbots can provide automated replies after hours. These bots can collect lead information, recommend inventory, or direct customers to financing pages. Having someone (or something) always available to talk helps you avoid missed opportunities and makes your dealership feel more approachable.
Make Mobile a Priority
More than half of all web traffic comes from mobile devices, and that number is only growing. If your website doesn’t work well on smartphones, you risk losing customers before they even read your offer. In 2025, having a mobile-first mindset is not optional.
Ensure your website design is responsive, meaning it automatically resizes and reconfigures for smaller screens. Compress your image files and streamline your code to ensure your site loads in under three seconds. A clunky mobile site can frustrate users and push them to find another dealer. Use large, tappable buttons and easy-to-read text so navigating your pages feels intuitive. From browsing inventory to booking a test ride, everything should be quick and smooth.
Keep an Eye on Trends and Adjust When Needed
Digital marketing moves fast. What worked last year may not work this year, especially as customer expectations change. Harley-Davidson® dealers need to keep their strategies flexible, adjusting for shifts in demand, new products, and external factors like economic trends.
Stay informed about macroeconomic conditions that influence buyer decisions, such as inflation, gas prices, or import tariffs. These can affect your messaging and timing. Meanwhile, monitor consumer interest in things like electric motorcycles and customization trends. If there’s growing excitement for EVs, highlight those models in your ads and social posts. Lastly, don’t forget to study your local competition; look at their promotions, website updates, and social content. This gives you insight into how to differentiate yourself or spot opportunities they missed.
Team Up with Digital Marketing Pros
Trying to do it all in-house can be overwhelming, especially if your team is already busy with day-to-day operations. Partnering with a digital marketing agency that understands Harley-Davidson® dealerships can help you get better results in less time.
A qualified agency can build a strategy tailored to your dealership’s market, handle execution, and provide real-time reporting so you always know how your budget is performing. These teams bring experience in paid search, SEO, email marketing, social media, and lead generation. They keep your campaigns fresh and aligned with industry best practices. Most importantly, they let your team focus on what they do best, selling bikes and supporting customers, while the marketing engine runs smoothly in the background.
In today’s digital-first world, Harley-Davidson® dealers need to do more than just show up online; they need to show up with purpose. That means knowing your tools, keeping your strategy flexible, and choosing the right partners to help you succeed. When done right, digital marketing not only brings in more leads but also builds loyalty and turns one-time buyers into lifelong customers.
Ready to take your digital advertising to the next level? Schedule a discovery call with our team at Star Performance Marketing today!
