By Courtney Chalmers, VP of Marketing, Boats Group, an MRAA Strategic Partner

With longer boat sales cycles and more buyers making purchase decisions online – and likely before they meet a seller in person – you need to adapt your marketing strategies. Achieving maximum visibility across digital channels throughout the sales journey is essential for reaching potential buyers. Here’s why prioritizing broad visibility and engaging buyers at multiple touchpoints should be a central component of your dealership’s marketing approach.

Prolonged Sales Cycles Call for Consistent Visibility
In today’s market, selling a boat can take six to nine months, and each buyer progresses through unique stages of their journey. Engaging with potential buyers across digital channels ensures that your listings and brand remain relevant, no matter where a buyer is in the process. By maintaining visibility on multiple digital platforms, you can increase the likelihood of capturing interest and accelerating the path to sale.

As you develop your dealership’s digital marketing strategy, consider the following six tips:

1.Continuous exposure means faster sales: To accelerate sales, dealers must create numerous digital touchpoints along the buyer’s journey. For instance, a prospective buyer beginning their search with a general term like “center console boat” will encounter boat listings across marketplaces, social media, video platforms, review sites and dealers’ and boat builders’ websites. This broad exposure allows your listings to stay visible throughout the research process, increasing the likelihood that a buyer will ultimately choose to engage.

For dealers, this kind of broad digital exposure not only widens reach but also allows you to focus on other priorities, knowing that a targeted audience across multiple channels is seeing your inventory.

2. Scale your marketing efforts: Maximizing exposure requires a consistent presence across multiple sites, platforms and social channels, which can be challenging to manage manually. One way to scale these efforts is to use established platforms like online marketplaces because they can be a gateway to a broad network of potential buyers. The key advantage of these platforms lies in their ability to generate significant exposure through various channels, including search engines, social media and targeted ads – with an expert team.

3. Dispel the “one-click sale” myth: A common misconception in digital marketing is that simply listing your boat online means lead generation happens instantly. However, the boat-buying journey is complex and rarely involves a straightforward “click to contact” process. Effective online marketing requires continuous exposure across multiple platforms, giving serious buyers multiple opportunities to connect with you via social media, organic searches, online marketplaces and targeted advertising.

4. Integrating online and in-person exposure – Boat shows and digital presence: While boat shows remain important to many manufacturers and dealers, it’s essential to understand the significant role that online exposure plays in driving qualified traffic to these events. Most attendees at boat shows arrive with prior knowledge of specific brands or models, often gained through online research. In fact, a recent consumer study shows that a high percentage of these visitors – up to 70% – have already viewed similar listings online before the show and often return after the show to continue their research.

If buyers have a positive experience with your brand online, they will likely seek you out in person.

5. Create high-quality listings to maximize exposure: High-quality listings are essential for maximizing exposure on any platform. Detailed descriptions, quality images, transparent pricing and engaging videos significantly increase a boat’s visibility and engagement, often making the difference between a connection and a missed opportunity.

Imagine setting up your exhibit at a boat show: You wouldn’t choose a low-traffic spot, hide your inventory behind large stock photos, leave it inaccessible, omit the price, or display an unfinished setup. So why treat your online marketing strategy any differently?

Here’s a compelling example: Two new boats were listed by dealerships of similar size on Boat Trader, both receiving comparable volumes of search impressions. However, in just 30 days, the dealership that displayed actual photos and listed the price saw 10 times more views and an 8-fold increase in click-through rate compared to the dealership that used stock manufacturer photos and did not display the price.

It’s fair to say that quality listings are more likely to attract attention, leading to more inquiries and visits, and helping you capitalize on the exposure created by your marketing efforts.

6. Build trust with buyers: As you develop your online marketing strategy, consider using sites and platforms that consumers trust.

When buyers trust a platform, they’re more likely to trust the sellers they encounter there. Many consumers begin their search on familiar websites, which helps establish credibility for the listings they find. This initial exposure can foster trust and lead to further connections with dealers through social media, direct dealership visits, or events like boat shows.

Takeaway: Embrace exposure to thrive in a competitive market
With extended sales cycles becoming more common, dealers benefit most by adopting strategies that ensure their listings remain visible to potential buyers. Continuous online exposure is essential for connecting with serious, qualified buyers and building brand visibility. By focusing on listing quality and enhancing your reach, your dealership can position itself as an integral part of the buyer’s journey from discovery to purchase, ultimately driving more engagement and sales in a competitive marketplace.

About the Author
Courtney Chalmers is the Vice President of Marketing at Boats Group, overseeing brand strategy, lifecycle and product marketing, and OEM partnerships for its online marketplaces. With over 20 years in digital and marine industry marketing, Courtney is recognized for her expertise in customer lifecycle strategies and digital transformation. Her strategic insights have helped Boats Group become a leading digital partner in recreational boating. Outside of work, Courtney is an avid equestrian, and enjoys boating, tennis and taking in the Miami sunshine.