The marine industry has been riding a wave of success, with boat sales reaching a 13-year high in 2020 and continuing its momentum into 2021. However, as the market shows signs of cooling due to supply chain and economic challenges, it’s essential for businesses to maintain a forward-thinking approach, especially concerning their sales and marketing strategies.
The Digital Transformation
The buying behavior of consumers has evolved. The majority now search for boats digitally, relying heavily on online platforms. This shift emphasizes the importance of a robust online presence and the need for effective digital marketing. Brands that have embraced this change, investing in sophisticated websites, email funnels, and content marketing, have witnessed significant growth in sales, leads, and customer engagement.
Empowering the Sales Force
In the marine industry, sales representatives and brokers are the frontline. They are not just responsible for closing deals but also play a crucial role in building networks and maintaining customer relationships. In this digital era, their role extends beyond traditional sales; they become brand ambassadors, requiring a consistent and professional online presence.
This brings us to the concept of the ‘digital uniform’. Much like a professional attire worn to a boat show, a digital uniform ensures that sales representatives have a consistent online presence that aligns with the brand’s image. This uniform, while consistent in its branding, should highlight each representative’s unique skills, stories, and services.
The Digital Uniform in Action
A comprehensive digital uniform includes professional social media pages, email campaigns, and other online platforms that drive traffic back to the individual’s branded website, which then links back to the company’s primary site. This strategy not only amplifies the brand’s reach but also ensures a consistent representation across all platforms.
However, some concerns arise. There’s a fear that individual digital footprints might overshadow the brand’s marketing efforts. Contrary to this belief, when executed effectively, individual marketing efforts can complement and even enhance the brand’s presence, offering customers more touchpoints to interact with the brand.
Another concern is the potential departure of sales representatives, taking their digital assets with them. To mitigate this, it’s recommended that the brand provides and finances these digital tools, ensuring control remains with the company.
The Power of Shareability
Digital marketing thrives on shareability. Content that resonates and is shared widely can exponentially increase a brand’s reach. Whether a sale originates from a broker’s social media page or the company’s primary site, the end goal remains the same: a successful transaction. The key is to ensure that all digital touchpoints offer a consistent and high-quality user experience.
The marine industry’s future lies in embracing digital transformation. By equipping sales teams with the right tools and strategies, businesses can ensure consistent brand representation, drive sales, and foster customer loyalty. In an industry where relationships are paramount, leveraging digital tools can enhance these relationships, setting businesses apart from competitors and ensuring repeat business.
Brought to you by
SHIPSHAPE.PRO – Innovative platform that bridges the gap in marine repair
MIDA.PRO – Marine Industry Digital Agency – Web dev / Marketing
Podcast – SHIPSHAPE INTERNATIONAL OCEAN INSIGHT