Navigating the marketplace in a post-Covid world
Every industry has in some way been affected by Covid-19 and the ensuing lockdowns. While many of our wallets took a hit, one silver lining is that the push toward fully remote work has led to an evolution in the way businesses create and market content to their audience – and boating is no exception. We take a closer look at the marketing content keeping the marine industry afloat.
Industry facts
Advancements in marine and boating technology mean that modern vessels are more powerful, more efficient, and better designed to meet the demands of globalization. Below are five exciting industry facts on the current state of the industry.
- The world’s fastest ocean vessel is powered by jet engines – Francisco runs on a modified jet engine originally developed for the C-5 transport plane, an aircraft designed to move heavy cargo across the Pacific. Used in conjunction with modified LM2500 engines that produce up to 34 megawatts of power each, Francisco can travel up to 67 miles per hour while carrying 1,000 and 150 cars.
- Over 90% of shipping and trade is carried by boat – globalization and environmentalism have a history of being at odds, but with the shipping industry emitting significantly less carbon dioxide per mile than trucking, the marine industry has continued to expand as humanity seeks to reduce its carbon footprint.
- The largest ship in the world isn’t quite done yet – upon completion, the Shell Prelude will boast a length of 488 meters and function as the world’s largest floating liquified natural gas plant (for reference, the Eiffel Tower is 331 meters tall). However, it won’t be completed for another 25 years, so don’t hold your breath.
- Asia is home to most of the world’s leading shipbuilders – Japan, China, and Korea hold their place as industry leaders in container ships, LNG (liquified natural gas) carriers, drillships, offshore supply vessels, and shipyards.
- The US Navy has a ship that could power a small city – a naval destroyer ported in San Diego, the USS Zumwalt can produce 78,000 kilowatts of energy – enough to provide electricity to 78,000 homes. The ship is powered entirely by electricity.
eCommerce
A full inventory and cool website alone are not enough to generate new leads, maintain customer loyalty, and grow your business. Your online marketing approach should be fully integrated into every step of the marketing funnel. In other words, every product and service offered should be easy to find and even easier to purchase. And the client relationship doesn’t end with a purchase – that’s why it is necessary to build a website that keeps working for you 24/7, even when you’re not at the office. A successful eCommerce approach should have the following:
- Reach – your website should be clean, easy to navigate, and optimized for SEO. Not every customer has the ability to visit the marina in person, but an effective website should provide all the information they need – and rank high in Google’s search index.
- 24/7 availability – as stated earlier, your website should work for you. While you may not always have staff on hand, a successful eCommerce site will make you money even while the office is closed. A convenient location on a beautiful pier is no longer the priority – especially in a post-covid marketplace. Most of your processes should be available to the customer online, which also makes it a lot easier to track the sources of business and identify/predict market trends.
- Seamless integration – fortunately, TheRiot Agency makes it easier than ever to set up an eCommerce platform for marine businesses. To find out more about online sales integration, contact our team here.
Content/Media
No matter the industry, content is king. Once you’ve settled on an eCommerce platform and laid the foundation for your website, you’ll want to produce as much meaningful content as possible for your audience. We’ve listed some of the most effective content and outreach strategies in MarTech.
- Social media – an effective social media campaign is now an integral facet of eCommerce. Advertise products and events as often as possible to drum up excitement among potential clients. Create a branded hashtag and use it liberally on Facebook, Instagram, and any other platform that suits your business model.
- SEO optimization – the fanciest website on the internet is useless if nobody sees it, which is why a solid understanding of SEO and keywords is needed to drive traffic to your website and generate leads. The more keywords on your website and the better optimized for SEO, the higher your site will rank on search engines like Google and Yahoo.
- Email marketing – mass mailer tools like MailChimp make it easy to organize and categorize leads to stay in constant communication through automated email blasts and company updates.
- Industry nights and events – offline, it’s imperative to stay present in your industry. You and your brand should seek as much in-person exposure among media, industry leaders, brokers, and clients as possible. Meeting customers and potential clients in person can help foster a human connection that will help you stand out from the crowd. As the world begins to reopen, industry events will make a comeback – and if you have the time and means, you might want to host your own.
We understand that developing an effective marketing campaign in the marine industry is a lot easier said than done. Fortunately, TheRiot Agency has the tools and industry knowledge to help you and your business flourish. Contact us here for a free consultation.
