Digital Marketing and boat sales experience are two skill sets that are rarely found together. My name is Scott Tubbs and I'm the co-founder of a digital marketing agency started in 2010,
I’m a boater a licensed captain, AND, I've been selling brokerage and retail boats since 2013.
As you know, the internet continues to evolve at an amazing rate of change. Comparing the technology of today’s boats to those 10 years old; and the use of the internet today to that of 10 years ago. It’s staggering.
And if you’re like most consumers, you use the internet for your own research or to figure out a shortcut in a video posted by another user who purchased the same product you have. It’s convenient and it’s fast. And in short, information now, is what most all consumers on the internet want.
So, when it comes to boat buyers, they’re doing the same thing. They're searching everywhere online for photos, videos, reviews, you name it in an effort to educate and sell themselves on the boat of their dreams. They’ve scoured every boat listing, the manufacturers website, your website, and more, long before they self-identify (inquire on your website, call, or arrive at your store).
So, the question is, how do you as a dealer, broker, or manufacturer feed their cravings for knowledge so you get the opportunity to serve them when they show up?
The answer is in your Digital Marketing Plan and I can tell you firsthand, if you're not using videos of your boats, and posting something online at least weekly, you are missing sells opportunities. And most likely, those sells are going to someone who posted a 2 to 5 minute video boat walk-around, put that same post in front of their following on their social media channels, and possibly ran a few ads online depending their budget, urgency, and experience.
Believe it or not there is a method to getting your business and your listings higher priority in search, and your YouTube views more views. Unfortunately, most dealers and brokers use the Hope Marketing method. They fill in the required fields on BoatWizard, upload some photos, and hope someone calls.
I can also tell you, based on my experience, when your boat listings and YouTube videos are properly optimized, you’ll get better results, but better yet, LEADS.
Consider this example:
If there are two boats listings and they’re the exact same boat; same make, model, year, and engine. How does one boat get the number one slot, and the other boat is two or three slots down? And if you’re below the fold, or on the next page, forget it.
The digital marketing term is Search Engine Optimization. If your listings and videos aren’t properly optimized the search engines aren’t able to properly index your content resulting in lower rankings. And it’s not just Google, Bing, Yahoo, and YouTube; YachtWorld, BoatTrader, and Boats.com are the same. They’re search engines for boats. They have to make the same logic-based decisions on which boat to show first and which boat to show last. And it’s all rooted in the quality of the content in your listings. And a little knowledge about their platforms.
As you can see there's no one smoking bullet for digital marketing success. It's constant balance of posting video, optimizing your boat listings and videos, leveraging social media, and more that creates the necessary awareness and discoverable content such that when someone is searching or what it is you offer, your name and your brands are front and center, with priority. Armed with the right knowledge and following a targeted digital marketing plan you're poised for a prosperous future online sales future.
I’ve covered a lot of information on how successful digital marketing sells boats. If you're serious about increasing your success with generating traffic, leads, and sales from your online marketing, let's talk. Here’s a summary of the services I offer.
Digital Marketing Consulting
If you’re questioning the results you’re getting, or just feel you need some guidance in specific area, let’s talk.
Search Engine Optimization
Everything you do online should be optimized for search. Website, Social Media Channels, and Boat Listings.
Boat Video Production
From shooting the video to publishing on YouTube.
Done-for-You Boat Video Production
Shy about being in front of the camera? I have a solution. Done-for-You video boat walk-arounds.
Social Media Management
Outsource the tasks of posting content on your social media channels.
Social Media Advertising
Run targeted advertising campaigns to get instant visibility to your company, listings, and events.
Email Marketing
Contrary to popular belief, email is not dead. It is very much alive and is an import supplement to your overall marketing plan.
TIME IS OF THE ESSENCE
Now is the time for dealers, brokers, and manufacturers to really focus on online marketing. The COVID pandemic accelerated the future pushing more business online than ever before. Companies with a targeted digital marketing plan are poised for online success.
To learn more, enter your contact information and click the Learn More button. I'll contact you personally to discuss your digital marketing needs and how my experience and marketing strategies can help your company get increased traffic, leads, and sales.
