Digital marketing plays a central role in the sale of products. The luxury goods and yachting industries are no exception. Discover the challenges involved in developing web marketing and the winning strategies for reaching your prospects on the Internet.
Surfing the Web: a must for yacht dealers
The ocean of the Web is an essential marketing space for luxury yacht dealers. Every day, nearly 8.5 billion queries are entered into the Google search bar. The digital age is transforming our consumer habits, even in the luxury yachting industry.
A luxury yacht dealership needs to develop digital channels to reach its targets. Search Engine Marketing (SEM) offers many opportunities:
- Search Engine Optimisation (SEO): optimising the content of your website for search engines;
- Search Engine Advertising (SEA): personalised advertising on search engines;
- Social Media Optimization (SMO): optimising your presence on social networks.
The three SEM levers enable you to work on your presence on the Web and social media. Unlike street marketing (billboards, paper ads, etc.), SEM offers the advantage of precisely targeting your prospects. It comes with a host of indicators to help you learn more about your customers: geographical areas, socio-professional categories, ages, genders, etc.
Discover some winning strategies for developing your online presence.
Optimising your website with SEO
In both Europe and the United States, the Google search engine accounts for over 90% of market share. So if you want your luxury yacht dealership website to exist on the Internet, it’s essential to recruit an SEO expert, who will compose content to appeal to Google’s algorithm on the basis of very specific user queries.
SEO involves working on the natural referencing of your luxury yacht sales website. The SEO strategy can be broken down into several areas, including :
- incorporate keywords and HTML tags ;
- keep your content fresh;
- develop netlinking (hypertext links pointing to your site).
There are more than 200 criteria to develop in order to win over Google’s algorithm when you work on the natural referencing of your website.
E-mail marketing
Staying in touch with your prospects is an excellent marketing strategy. E-mailing allows you to cultivate links by sending out newsletters. Collecting data from your prospects is an essential preliminary step. This can be done at your luxury yacht dealership, at boat shows, or from your website via contact forms.
Newsletters can be sent out to keep your customers up to date with news about your business and the world of yachting. You’ll need to do some in-depth work to find the right newsletter format and avoid spamming your contacts’ mailboxes.
Set up a blog
Your marketing strategy can be enhanced by the deployment of a blog, linked to your luxury yacht dealership website. A blog is an excellent format for developing informative themes. You can talk about your business and demonstrate your expertise in luxury yachting through carefully crafted articles and by cultivating the basics of SEO.
Work on your social networking presence
A luxury yacht dealership can use social networks to perfect its web presence. The various social networking platforms offer an opportunity to cultivate links with your prospects. Thanks to on-board instant messaging, users can interact with you in real time.
There are a multitude of social networks with their own specific features:
- Social messaging media: Messenger, WhatsApp, Telegram, etc.
- Social media for sharing photos: Instagram, Pinterest, etc.
- Video-sharing social media: YouTube, TikTok, Snapchat, etc.
- Micro-blogging social media: Facebook, X (ex Twitter), etc.
- Professional social media: LinkedIn, Viadeo, etc.
Your luxury yacht dealership cannot develop its presence on all these platforms. You need to carefully select the social media that are most likely to reach your target audience and that are most relevant for showcasing your expertise. To deploy the best social media strategy, it is advisable to get in touch with a social media manager.
Surfing the web in search of information is a daily routine for all generations. Luxury yacht dealerships need to develop web marketing strategies to build their presence on the web and social networks. These strategies enable them to reach their target audience and cultivate a close relationship with prospective customers.
Leave A Comment