Boat dealers know that the key to business growth is bringing in new customers. Marketing is the means by which this customer engagement occurs. By marketing a dealer’s products and services, the business can attract new audiences while providing them with the details needed to make informed purchasing decisions. In some ways, marketing can be seen as a form of risk management; just like boat dealer insurance, marketing strategies can help support business revenue and expansion while minimizing the risks associated with the sales environment. 2021 promises to be an exciting year for boat dealerships across the United States. Here is a look at some of the best marketing strategies for boat dealers for the coming year.
Digital Marketing: Cost-Effective Lead Generation and Conversion
In today’s highly-connected world, marketing your boat dealership online is the very best way to reach new customers. People turn to the internet every day to research products, including new boat purchases. Failing to leverage digital marketing in your overall campaign puts your dealership at a disadvantage.
Why else is digital marketing so important? There are several benefits to this marketing strategy:
- Digital marketing tends to be more cost-effective than traditional advertising in print or broadcast outlets.
- Digital marketing allows your dealership to communicate directly with potential customers.
- Digital marketing is granular, giving you the ability to identify target audiences, deliver messaging tailored to their preferences, and track their engagement.
As with boat dealership insurance, there is no “one size fits all” approach to digital marketing in the boat sales industry. Each business will have to determine its needs, its goals, and its strategies to get the most from this revolutionary marketing approach.
Getting the Most from Digital Marketing: SEO
Now that we have gained an understanding of the importance of digital marketing for boat dealerships, how can we unlock its potential? The process begins with search engine optimization (SEO). SEO is the practice of optimizing web content so it can be easily found in online searches. Typically, this practice incorporates targeted keywords, inbound and outbound links, and content development tools that give search engines the ability to accurate index your website and deliver it in search results to users. SEO also gives you the opportunity to take a hard look at your dealership’s website; does it provide the information a visitor would need to take the next step towards a boat purchase? If not, beefing up your site content improves SEO and helps customers get the details they need in their purchasing journey.
Google provides a range of tools to boost your rankings in search results. One of the most effective of these tools is Google My Business (GMB). By claiming a listing on GMB for your dealership, you can add geographical and contact details that make it easier for customers in your area to find you. Your GMB profile will also place your dealership on Google Maps. Local search visibility is critical in digital marketing, as boat purchasers tend to favor dealerships located nearby.
Email Marketing for 2021
Email marketing has long been a staple in digital marketing. Techniques and strategies have improved, giving dealerships a wide range of options with which to reach new customers. Best of all, this strategy facilitates direct communication between you and your customers.
Email marketing is relatively easy to set up. On your dealership’s website, you can include a link to opt-in to a weekly or monthly newsletter. At boat shows, signing up people for an email list is another good practice. By providing helpful information via email, such as details about new products or services, industry news, or a more personalized look at your dealership, this strategy can further drive business growth.
Social Media Trends for 2021
Among the many digital marketing strategies, social media is quickly becoming a dominant force. Think of social media in the same frame of mind as boat dealership insurance – helping you to lay the groundwork for long-term success.
If your dealership does not already have profiles on Facebook, Twitter, Instagram, or YouTube, now is the time to create them. The most exciting feature of social media is the ability to have personal and direct conversations with others, including those who may be in the market for a boat purchase as well as customers who have already patronized your business. Whether they are ready to make a purchase or are still gathering information, your social media profile can help further that process. On your social media channels, consider posting a mix of text, image, and video content. Videos are the ideal content type for social media; they are easily shareable and have been proven to boost engagement with followers.
Digital marketing is a critical part of any marketing initiative, just as boat dealership insurance is an integral part of business protection. By leveraging the power of this online advertising outlet, your dealership can grow dramatically in 2021 and beyond. With SEO, email marketing, and social media in your toolbox, you can unlock new opportunities in sales while creating engagement with both new and existing customers.
About Merrimac Marine Insurance
At Merrimac Marine, we are dedicated to providing insurance for the marine industry to protect your clients’ business and assets. For more information about our products and programs, contact our specialists today at (800) 681-1998.