The last two years have marked significant change in the digital marketing landscape, and it’s not uncommon to feel overwhelmed at the prospect of keeping pace with new trends.
To help you get a leg up in 2022, we want to share some of the prominent digital marketing strategies that are gaining traction with your online shoppers.
Google Verified Listings
As a marine dealer, you operate largely on a local level, but how does that translate to your online presence? Your Google My Business listing helps establish your geographical location so that your dealership appears in location-based searches (eg, “boat dealer near me”). Google My Business also lists your hours, address and ratings to help shoppers connect with your store.
In order to maintain your Google My Business listing as an asset, be sure to claim and verify your listing. This enables you to manage your business information, boost your credibility and prevent a fraudulent entity from claiming your business listing as their own.
Hybrid Is Here to Stay
Not so long ago, virtual events and live streams took the place of in-person meetings. While many industries have returned to offering in-person options, people have become accustomed to the immediacy of digital access. In order to cater to all audiences, dealers should invest in both in-person and online features to optimize all aspects of the buying journey.
Visibility, Credibility, Authority
Own your industry by strategizing your content across all channels to increase your visibility, credibility and authority. These three components, when combined, help your dealership achieve industry ownership online.
Visibility: Build your presence in every relevant space. Identify and leverage brand-specific keywords so that you’re easy to find on search engines, social media and any other digital space your prospects are browsing.
Credibility: Deliver what you say you will – not just in services and units, but in your commitment to your mission and values. Credibility is also built by contributing to relevant conversations with insightful messaging and becoming a source of reference for your customers.
Authority: Be more than a contributor; lead the conversations you’re having. Become a significant influence in the marine industry by consistently producing informative, streamlined material that stays true to your brand guidelines.
With these three components at play, you can get businesses and prospects alike discussing your content.
Harnessing Artificial Intelligence
Artificial intelligence (AI) continues to evolve and will remain a highly prevalent part of marketing. Already, marketing tools can use AI to prioritize leads and determine how much value will come from each customer. AI collects data from various analytics to understand shopper behaviors and trends.
Here are some examples of how AI can sharpen your digital marketing efforts:
- Filter potential buyers by gender, demographic, age, search trends, etc. and deliver personalized content
- Assess marketing performance, view real-time reports and allocate resources to the most profitable marketing sectors
- Draw on data insights to make intelligent decisions, create campaign budgets and brief your team on successful and emerging marketing tactics
- Pinpoint holes/lapses in your marketing productivity and identify tools that can strengthen these areas of your strategy
As dealerships vie for shopper attention in an evolving marketing landscape, the dealers who come out ahead will be the ones who take a proactive approach to adopting new online strategies. Instead of simply reacting to customer needs, get ahead of the curve by incorporating tactics that are picking up steam now and will be moving full speed ahead in 2022.
Got questions about strategic digital marketing? We have answers! Connect with our digital experts today!