Marketing for marinas and marine businesses presents a massive opportunity for those in the industry.
Why? Because unlike some other industries, the marine industry has not yet caught up with the latest trends in digital marketing.
Some companies have tried to change this, but every marina and marine business can and should take control of their own brand and marketing to grow their businesses NOI.
The following six essential marketing tactics will help you navigate these waters, and ensure your marina stands out.
1. Create a Cleanly Designed Website with Professional Photos
A well-designed website is the foundation of your marketing efforts. It often serves as the (digital) front door of your marina business, creating the first impression for potential customers. Here are key elements to consider:
- Photos matter. Hire a professional to take a nice roll of photographs. You’ll spend less than $1,000 and the photos are invaluable to use in all of your online marketing efforts (more on this later!).
- Mobile Responsiveness: Go ahead and load up your website on your phone. Is it easy to view and navigate? Most of your customers will go to your website on their phone, so your website better look and function well on all screen sizes.
- Clear Call to Actions (CTAs): Make it easy for visitors to contact you, book a slip, or request more information with prominent CTAs.
2. Marina Search Engine Optimization
SEO means that your website ranks at or near the top of a Google search result page when a customer searches for “Marinas in <YOUR AREA>”. Why is SEO so important? Two reasons:
- The traffic is free (and not paid)
- The competition is low in most boating markets. There are only a few marinas in your local harbor or region, so a well optimized website should be able to outrank its competition.
SEO isn’t hard to implement, but to do it well and right, there are a few key areas to pay attention to. Hit us up for a free strategy session and we can go through your website together.
3. Social Media Management
Like your website, social media platforms are powerful channels for engaging with your community and promoting your marina. To make the most of social media, we recommend adhering to our guide around Marina Social Media Best Practices. The summary of which includes:
- Consistent Posting: Share regular updates, photos, and videos of your marina, events, and customer experiences.
- Engage with Followers: Respond promptly to comments and messages, and engage with your followers by liking and sharing their posts.
- Use Hashtags: Utilize relevant hashtags to increase your posts' visibility and reach a broader audience.
- Promotions and Contests: Run social media promotions and contests to increase engagement and attract new followers.
4. Claim and Update Your 3rd Party Profiles
Ensure your marina is listed and accurately represented on third-party sites like Marinas.com, Yelp, and Waterway Guide. These profiles can drive additional traffic and credibility:
- Complete and Accurate Information: Provide detailed and accurate information about your services, amenities, and contact details.
- High-Quality Photos: Upload professional photos that showcase your marina's best features.
- Monitor and Respond to Reviews: Regularly check for new reviews and respond professionally to both positive and negative feedback.
5. Setting Up a Centralized Leads Database
Managing and nurturing leads is crucial for converting prospects into customers. Implement a centralized leads database like HubSpot or another CRM. This will allow you to:
- Capture Leads Efficiently on Your Website: Use forms on your website and social media to collect contact information from interested prospects. All of your leads route into one place and notify the right people to follow up.
- Segment Leads: Organize leads based on their demographics, boat information, and other data which you can use to email your leads and help your team close deals.
- Track Interactions: Keep a record of all interactions with leads to personalize future communications and improve customer service.
6. Reporting to See How You’re Doing
Regularly reviewing your marketing performance is essential to understand what’s working and what needs improvement. Use reporting tools to:
- Track Key Metrics: Monitor website traffic, social media engagement, lead conversion rates, and other key performance indicators (KPIs).
- Analyze Data: Identify trends and patterns in your data to make informed decisions.
- Adjust Strategies: Use insights from your reports to tweak your marketing strategies and optimize your efforts.
- Set Goals: Establish clear, measurable goals and track your progress over time to ensure continuous improvement.
Conclusion
Implementing these marketing tactics won't guarantee your instant success. Remember that growth in any business happens brick by brick.
Just remember that your marina can attract more traffic, leads and customers through tried and true digital marketing and this is how it begins.
Stay consistent, adapt to new trends, and always keep your customers at the heart of your marketing efforts. Do this and I guarantee that your marina will be well-positioned for success.