What is Influencer Marketing?

5 Collaborative Campaigns for Boat Dealers

By Keona Frasier, Boatmart.com, an MRAA Education Champion

Standing out in the competitive boat sales market can be challenging, especially when trying to reach a wide and diverse audience. To break through the noise, many dealerships are turning to influencer marketing—a strategy that uses social media personalities to drive engagement and revenue by reaching potential customers in a more authentic, relatable way. By partnering with influencers, your dealership can amplify its reach, increase brand awareness, and build lasting relationships with your audience.

For boat dealerships, influencer marketing offers a unique opportunity to connect with boating enthusiasts across various demographics, or even increase sales during the offseason. Whether you’re catering to weekend recreational boaters or seasoned fishermen, influencer marketing can help you tap into the right communities. Here’s how to get started.

What is Influencer Marketing?

Influencer marketing is an organic strategy where social media influencers use their platforms to create authentic connections with their followers while promoting your brand. This approach lets you engage potential customers in a way that feels personal, without the hard sell of traditional advertising. By using influencer campaigns alongside your other marketing efforts, your dealership can build trust, expand its online presence, and ultimately drive sales.

Influencer Campaigns for Dealerships

1. Giveaways and Contests — Everyone loves the chance to win something, especially when it comes to boat accessories or discounts on new models. Giveaways and contests are excellent tools for attracting attention and generating excitement around your dealership.
Here’s how to leverage influencers for your giveaway campaign:

  • Have influencers showcase your latest boat models or demo popular accessories in their content.
  • Encourage influencers to share your contest or host a creative challenge, such as asking followers to submit their best boating photos.
  • Work with micro-influencers who often have dedicated, engaged audiences within niche boating communities.

2. Product Collaborations — Product collaborations let you tap into an influencer’s creativity to produce content that showcases your boats in action. This could include influencer-led boat tours, fishing trip vlogs, or on-water demos highlighting the features and benefits of your products.

Think of it like a celebrity endorsement — but tailored to your boating audience. By collaborating with influencers, you can create unique, shareable content that sparks excitement and enhances brand visibility.

3. Affiliate Influencer Campaigns and Sponsored Posts — Affiliate marketing campaigns are a great way to incentivize influencers to promote your dealership. Offer influencers a commission for every sale made through their unique affiliate links or discount codes. This strategy motivates influencers to push your products while giving you measurable results.

Sponsored posts are another effective option. Pay influencers to create and share content that promotes your boats, using targeted hashtags to reach specific boating communities. Transparency is key, so these posts should be labeled as paid promotions to maintain trust while maximizing your outreach.

Choosing the Right Influencers for Your Dealership

To get the most from your influencer marketing efforts, it’s important to choose the right influencers for your target audience. Whether you’re aiming to connect with weekend boaters, fishing enthusiasts, or luxury yacht buyers, partnering with influencers who already engage these groups ensures your campaign’s success.

For example, many influencers in the boating world focus on content like fishing trips, boating tutorials, or luxury yacht experiences. Collaborating with these influencers will not only boost your dealership’s visibility but also foster deeper connections with individuals who are passionate about the boating lifestyle.

With trends heavily favoring influencer-driven content, now is the perfect time to incorporate influencer marketing into your dealership’s strategy. For more tips and insights on enhancing your dealership’s online presence, check out our recent article on creating engaging digital content for your boat dealership.

How Boat Dealers Can Optimize Marketing Spend with Evergreen Content

About the Author
Keona Frasier is a writer and editor at Boatmart, an MRAA Education Champion, bringing a background in mass communications and journalism to her work. Outside of work, she enjoys exploring art, culture and entertainment. For more marketing tools and tips visit the Boatmart Dealer Education site. For more articles by Keona Frasier visit https://boatmediakit.com/blog/.

How Boat Dealers Can Optimize Marketing Spend with Evergreen Content

By Keona Frasier, Boatmart, an MRAA Education Champion

Marketing requires time and resources, so boat dealers need to maximize their efforts. While some promotions are seasonal or event-driven, others can deliver value year-round with minimal updates. That’s where evergreen marketing comes in. Content that stays relevant over time can continuously attract buyers, keep existing customers engaged, and make the most of your marketing investment. Here’s how boat dealers can optimize marketing spend with evergreen content that keeps working for them.

1. Highlight Timeless Topics

While new model releases and special promotions are important, evergreen content should focus on topics that remain useful year after year. Consider subjects like boat maintenance tips, financing options, safety guidelines, or advice on choosing the right vessel for different activities. These topics don’t go out of style and help position your dealership as a trusted resource for boating enthusiasts.

2. Optimize for Search

Your customers are searching for answers online, so make sure your dealership’s content is easy to find. Whether it’s a blog post about the best boats for fishing or a video on proper boat winterization, optimizing digital content with relevant keywords and clear formatting can drive traffic to your site long after the content is published.

3. Repurpose Across Platforms

A single piece of content can be transformed into multiple formats to extend its reach. A blog post about top boating destinations can become a social media series, an email newsletter, or even a video showcasing those scenic spots. Repurposing content across different channels ensures you get the most out of your marketing while catering to different audience preferences.

4. Keep It Fresh and Get Creative

Evergreen content doesn’t mean “set it and forget it.” Reviewing your marketing materials regularly ensures they stay relevant. Updating statistics, swapping in new images, and refining messaging keeps your content engaging while maintaining accuracy.

5. Leverage Automation

Marketing automation tools can help dealerships keep their best content in front of the right audience. Scheduling social media posts, running retargeting ads, and using email drip campaigns ensure that your strongest content continues to generate leads and sales without constant hands-on management.

With these strategies in place, your dealership can maintain a strong, ongoing marketing presence while maximizing your budget. By creating and optimizing timeless content, you can keep your brand top of mind and drive business year-round — without having to constantly start from scratch.

 

How Boat Dealers Can Optimize Marketing Spend with Evergreen Content

About the Author
Keona Frasier is a writer and editor at Boatmart, an MRAA Education Champion, bringing a background in mass communications and journalism to her work. Outside of work, she enjoys exploring art, culture and entertainment. For more marketing tools and tips visit the Boatmart Dealer Education site. For more articles by Keona Frasier visit https://boatmediakit.com/blog/.

MRAA Responds to Boating Industry Tariff Challenges

In response to the constantly changing situation around tariffs and America’s trade relations, the Marine Retailers Association of the Americas is working closely within the marine industry and the outdoor recreation industry at-large to minimize the impact on our members. As the National Marine Manufacturers Association dives into the specific impacts on their boat building and marine accessory members, MRAA is gathering information as the tariffs begin to affect marine retailers to illustrate the economic impact on our members across the United States and Canada.

With the 2025 American Boating Congress coming up May 12-14, there is an opportunity for anyone working in the recreational boating industry to come to Washington, D.C., and advocate on behalf of their business and the industry at large. Learn more and register for ABC here.

Tariffs on marine products — including boats, engines, trailers and critical components — as well as on raw materials like aluminum and steel, can disrupt current market dynamics by increasing costs, delaying production and delivery, and limiting product availability. These downstream effects not only impact manufacturers but also the dealers and retailers who bring these products to market and support customers long after the sale.

For marine retailers, staying in regular communication with all of your partners is critical at this uncertain time. As current MRAA Board of Directors member and former Chair, Jeff Strong said in a recent interview with Soundings Trade Only, “Communicate with your team, clients and vendors on a very consistent basis. We are being sure we are doing everything in our power to have delighted employees and clients who are raving fans of our boating lifestyle and its high importance for family values.”

Working in close collaboration with our partners at NMMA, MRAA advocates for tariff policies that support fair trade without imposing unnecessary burdens on American businesses. Together, we engage with policymakers, industry stakeholders and regulatory agencies to educate decision-makers on how tariffs affect marine businesses and to advocate for data-backed, transparent trade solutions that maintain the strength and competitiveness of the U.S. recreational boating sector.

Right now, we encourage you to reach out to the MRAA Government Relations Team to share how you are being impacted by current tariffs, as these case studies will be instrumental as we continue to meet lawmakers and trade policy experts on Capitol Hill. Click here to take the Tariff Impact Survey.

Currently, in pursuit of financial relief for the recreational marine industry, the MRAA is supporting Congressional efforts to repeal Trump Administration Tariffs notably though ending the emergency the Trump administration established which allowed him to enact tariffs under the International Emergency Economic Powers Act of 1977 (IEEPA). In particular, the MRAA is supporting a bipartisan resolution put forth by Senators Wyden (D-Ore), Paul (R-Ky), Schumer (D-N.Y.), and Kaine (D-Va) and another resolution, SJ-37, put forth by Senator Kaine, which has already passed the Senate, that would roll back tariffs on just Canada. While the first resolution was just introduced and is awaiting action on the Senate floor SJ-37, the Canada-focused resolution, passed the Senate with a favorable vote of 51-48. As these resolutions make their way through the Congressional process, the MRAA will continue to track and support them in hopes of finding relief for America’s small boating businesses.

The MRAA remains committed to supporting policies that foster growth, protect jobs and ensure that boating remains an accessible and sustainable lifestyle for millions of Americans. We stand with our members through these uncertain times and will continue to advocate for policies that strengthen the American recreational marine industry and ensure that boating remains a favorite and affordable pastime.

Please connect with Chad Tokowicz, MRAA Government Relation Manager, at Chad@mraa.com if you have any questions or concerns that you wish to discuss further.

From Lead to Loyalty – Designing a Stronger Customer Journey in Marine Retail

By Kim Whitaker, Marine Division Account Manager, Searchshop, an MRAA Platinum Partner

Lead generation has gotten more complex and so have today’s buyers. They’re not just looking for a boat, they’re looking for confidence, clarity and a smooth experience from start to finish. In a market that saw a 9% dip in new boat sales in 2024, every opportunity matters. And that includes every inquiry, every phone call and every digital touchpoint. So how do we make sure each one of those moments counts? How do we go from lead to loyalty, so we’re designing a stronger customer journey in marine retail?

From Lead to Loyalty — Start with the Right Leads

Not all leads are created equal. Some are just browsing. Others are ready to buy. The gold lies in recognizing the difference early on. That’s why it’s so important to prioritize bottom-of-the-funnel leads — those who’ve done the research, know what they’re looking for and are ready to act. That’s not to say the top-of-the-funnel folks aren’t important, but when the boat is in stock and the buyer is ready, it’s our systems that either makes the deal happen — or lets it slip away.

Own Your Digital Marketing Strategy

The days of “if we post it, they will come” are over. Today, owning your digital presence means being intentional about how your inventory is showcased, where it appears and how it’s connected to the buyer’s search habits.

Exposing your inventory across the right digital channels helps to:

  • Increase visibility
  • Drive more traffic
  • Create a steady stream of organic and qualified leads.

The stream flows when those listings are supported by strong SEO, lead forms and clear calls to action. By being proactive, dealers can stop relying solely on third-party marketplaces and take control of their customer journey from the very first click.

Systemize the Experience

Here’s where many dealerships get stretched: someone calls in, a form is submitted, a review pops up — everyone’s jumping in, but there’s no centralized flow. This is where a simple, streamlined system makes a world of difference.

Here are four helpful best practices:

  • Make sure every lead is routed properly and gets a prompt, personalized response
  • Track every touchpoint—call, chat, review, and follow-up—in one place
  • Assign follow-up tasks and visibility for peer accountability (everyone knows who has what and when)
  • Ensure reviews are acknowledged quickly, especially the critical ones
Embrace Complaints as a Gift

It’s never easy to hear that something didn’t go perfectly. But here’s the truth: only one in 26 customers actually complain when something goes wrong. The rest? They just leave. So when a customer does take the time to leave a review or call in a concern, they’re giving you a gift — a chance to fix it, connect and improve.

Did you know that 71% of customers say a fast response can dramatically improve their experience? And in an industry driven by trust and referrals, that follow-up may be the most valuable marketing you’ll ever do.

From Lead to Loyalty — Make It Holistic

A successful customer journey isn’t just about making the sale — it’s about making it easy, warm and memorable. From that first inquiry to delivery day (and well after), everything should feel thoughtful and connected. When your team has clear systems, visibility into performance and an intentional plan for follow-up, customers feel it. And when customers feel cared for, they become fans.

From Lead to Loyalty by Kim Whitaker, Marine Division Account Manager at Searchshop
Kim Whitaker, Marine Division Account Manager, Searchshop

As the marine industry evolves, it’s more important than ever to combine a strong digital presence with thoughtful customer engagement. With the right tools and mindset, dealerships can build more than transactions — they can build loyalty, reputation and long-term growth.

About the Author
With over two decades in outdoor recreation and a passion for helping dealers grow, Kim Whitaker, Searchshop’s dedicated Marine Division Account Manager will directly support MRAA members. She adds, ” I see incredible opportunities ahead for the boating industry, and I’m excited to be part of it.”

Kim, a graduate of North Carolina State University, enjoys volunteering in here free time, contributing to a local fun run and an annual Fourth of July parade. Connect with Kim at kwhitaker@searchshop.com.

Modernizing Marine F&I: How Digital Marketing and Technology Are Driving Profit and Customer Loyalty

By Brenda Cline-Kereakes, CEO of Line\5, an MRAA Platinum Partner

The marine retail industry is evolving. Buyers are more informed, more connected and expect seamless experiences at every stage of their journey — from researching a boat online to finalizing their purchase and financing options. As marine dealers work to keep up with these expectations, many are turning to a once-overlooked opportunity for profitability and long-term customer retention: Finance & Insurance (F&I).
While the concept of F&I isn’t new, how it’s delivered — and marketed — has changed dramatically. Today, the most successful dealerships aren’t just selling boats; they’re building ecosystems of protection, service and digital convenience that extend far beyond the showroom. And digital marketing is the bridge making it all possible.
Here’s how marine retailers can use digital marketing and technology to elevate their F&I performance and create lasting value for both their business and their customers.

Bridging the Gap: Digital Marketing and the F&I Opportunity

Let’s face it, F&I is often seen as an afterthought in the marine space. According to recent MRAA data, 39% of dealers report having no dedicated F&I department or manager. That means many dealerships are missing out on a critical opportunity to improve profitability, customer trust and retention.
The disconnect isn’t always due to lack of interest; more often, it’s due to a lack of knowledge or infrastructure. That’s where digital marketing can be a game changer.
By promoting F&I products before, during and after the sale through digital channels like your website, email and social media, you can:

  • Educate customers on the value of protection plans
  • Increase product awareness without pressure
  • Reinforce your dealership’s credibility and service-first mindset

Even simple actions — like adding educational FAQs about service contracts to your website or including warranty coverage reminders in email follow-ups — can drive major results.

E-Rating and E-Contracting: Speed, Simplicity and Trust

One of the most important advancements in marine F&I is the adoption of e-rating and e-contracting tools. These platforms allow dealers to instantly quote, customize and finalize protection products digitally — eliminating the paper shuffle that often leads to delays, errors, or lost sales.
From a marketing standpoint, these tools can be integrated directly into the sales process, providing:

  • Real-time transparency: Customers can compare coverage levels and pricing on-screen, which builds trust and reduces resistance.
  • Faster closing times: No need to fax paperwork or chase signatures — contracts can be completed within minutes.
  • A better overall experience: Smooth processes increase the likelihood of positive reviews, referrals and repeat business.
  • And here’s where digital marketing supports it all — by letting customers know that this fast, tech-enabled experience is available at your dealership before they even walk in the door.
Sales Follow-Up: Turning One-Time Buyers into Lifelong Customers

The power of F&I doesn’t end after the ink dries. A well-executed sales follow-up strategy is one of the most effective ways to reintroduce protection products and stay top of mind.
For example, a customer may decline a service contract at the time of purchase but reconsider after their first maintenance bill — or when preparing their boat for the next season. With personalized email campaigns, dealers can:

  • Offer service contract reminders at key milestones (e.g., 3 months post-purchase)
  • Promote accessory coverage during peak usage periods
  • Provide education on the benefits of financing add-ons with low monthly payments

This level of follow-up not only improves contract penetration but also demonstrates care and attention to the customer’s ownership journey — strengthening loyalty and lifetime value.

Unlocking the Service Drive: A Hidden F&I Goldmine

In the automotive world, the service lane is a well-established hub for selling extended coverage and additional products. In the marine space, however, it remains a largely untapped opportunity.
Here’s how marine dealers can change that:

  • Train service staff to recognize when a customer is a good candidate for extended protection
  • Offer easy financing options for service contracts or repairs, reducing the upfront burden
  • Integrate F&I messaging into service appointment reminders, receipts, or follow-ups
  • When supported by digital tools, these strategies make it easier to upsell and cross-sell without friction. Customers already trust your service team — so why not empower them to offer additional value?
Digital Content That Sells Without ‘Selling’

The beauty of digital marketing in F&I is that it doesn’t have to feel like selling. Content can be educational, supportive and timed to the customer’s lifecycle.
Some examples of content that marine dealers can deploy:

  • Short videos or graphics explaining the benefits of service contracts
  • Customer testimonials sharing how a protection plan saved them money
  • Checklists and how-to guides for seasonal boat prep, with subtle F&I product tie-ins

This kind of content doesn’t just inform — it positions your dealership as a trusted advisor, building the kind of brand equity that drives repeat business and referrals.


You Don’t Need a Huge Team to Get Started

One of the biggest misconceptions about F&I success is that it requires a full department or high-tech infrastructure. In reality, many tools available today are built for scalability — designed to work for both large operations and single-store dealerships.
Third-party providers can help streamline the process by offering:

  • Dedicated training and support
  • Technology that integrates with your current systems
  • Flexible, customer-friendly financing options for protection products
  • With the right partner and a proactive digital marketing strategy, even dealers without a formal F&I department can implement a system that supports revenue growth and customer satisfaction.
Digital Marketing and Technology Are Driving Profit and Customer Loyalty

The marine industry is about more than just selling boats — it’s about delivering freedom, adventure and peace of mind. A smart, digitally powered F&I strategy helps you deliver on that promise long after the sale.
By using digital marketing to educate, engage and follow up with your customers and by leveraging tools like e-rating, e-contracting and service drive integration, marine dealers can unlock new streams of revenue and build stronger customer relationships.
F&I isn’t just about products. It’s about protecting the lifestyle your customers are investing in — and positioning your dealership as a key part of that journey.

Modernizing Marine F&I: How Digital Marketing and Technology Are Driving Profit and Customer Loyalty

About the Author
Brenda Cline-Kereakes is the Chief Operating Officer of Line\5, a leading provider of financing solutions for F&I products in the marine, automotive, RV and powersports industries. With decades of experience in financial services and dealership operations, Brenda is passionate about helping dealers maximize profitability and enhance the customer experience. Connect with Brenda or learn more at www.line5.com.

A Boat Dealer’s Guide to Winning with SEO

Let’s be real – selling boats isn’t always smooth sailing, especially when the economy feels shaky. If sales have slowed down and marketing budgets feel tighter, it’s natural to worry. But here’s some good news: Search Engine Optimization, better known by its shorter acronym of “SEO”, is your secret weapon to attract customers without spending a fortune on ads.

Here’s the absolute truth: Right now, potential boat buyers are out there. While they might not be stepping into your dealership physically, they are Googling and researching, all of them at various stages of the buying process. With the right SEO approach, your dealership can show up front and center, exactly where you need to be.

However, here is another absolute truth: SEO is a long game. You cannot make a few changes on your website and expect customers the very next day. It takes consistency and time before you see results, but we can tell you from personal experience that if you start today, you will thank yourself in the future.

This article will start by briefly telling you why SEO is important in 2025 and then follow that up with some step-by-step actions you can take to elevate your SEO game.

A Quick Note: On-Page vs. Off-Page SEO

Before we dive into action steps, it’s helpful to understand that SEO comes in two forms: on-page SEO and off-page SEO.

  • On-page SEO refers to everything you control on your own website, such as your page content, blog posts, keyword use, and internal linking.
  • Off-page SEO is about actions taken outside your own site, like earning backlinks, managing your online reviews, and engaging with local directories.

This guide will primarily focus on on-page SEO strategies, the areas you can take action on immediately without needing a large marketing budget.

Why SEO Matters Now More Than Ever

When times are tough, every dollar counts. SEO is a cost-effective way to improve your online visibility and attract customers actively looking for boats and marine services. Unlike paid ads, the investment you make in SEO today continues to pay off for months – even years. All it takes is doing the right things consistently.

Think of SEO kind of like maintaining your boat: regular care and attention today prevents bigger problems down the line. Start now, and you’ll be set for smoother sailing ahead!

Step 1: Build a Strong Foundation with Website Optimization

Easy Navigation and User-Friendly Design

Your website should be as welcoming as your showroom. Make sure it’s easy to navigate, mobile-friendly, and loads quickly. Here are some quick and easy actions we recommend you take in regard to having an SEO-friendly website.

Action Steps:

  • Simplify menus and clearly label categories (e.g., New Boats, Used Boats, Services).
  • Ensure your site looks and works great on phones. This is crucial because many potential buyers browse from their mobile devices.

Smart Internal Linking

Internal links are clickable connections within your website that lead to other pages on the same site. They help Google understand the structure of your website and make it easier for visitors to navigate and find the information they need.

Action Steps:

  • Link your blog posts to relevant inventory pages.
  • Include links to financing options, service details, and customer testimonials on relevant pages.

Blogging: Consistency is Key

Regular, SEO-friendly blog posts are great for your site’s visibility and credibility. When you consistently publish new content, it not only keeps your visitors engaged but also signals search engines that your site is active and valuable. This can lead to higher rankings in search results. Focus on creating content that addresses your potential boat buyer’s needs, answers their questions, or sparks their interest. For instance, write about seasonal maintenance tips, reviews of the latest boat models, or personal stories and testimonials from satisfied customers. By doing so, you not only improve your SEO but also build trust and authority, making your website a go-to resource for those interested in boats.

If you’re using WordPress, installing a plugin like Yoast SEO can make optimizing your posts much easier. Yoast provides real-time suggestions for improving SEO, readability, keyword usage, and meta descriptions – guiding you to create posts that not only read well but also perform better in search engines.

Action Steps:

  • Create a content calendar and stick to it (aim for at least 2-4 blog posts per month).
  • Blog about frequently asked questions, boat care tips, or spotlight new models. For example, “5 Reasons the New Model X Pontoon is Perfect for Family Adventures.”
  • Install the “Yoast SEO” plugin if your website is hosted by WordPress, or “Wix SEO Wiz” if your website is on Wix. 
  • Follow an ‘SEO Checklist’ for every every blog you post on your website. Check out MRAA’s SEO Checklist to get started.

Step 2: Keyword Research Made Easy

Keywords are compasses that guide potential customers straight to your doorstep. Think of them as the phrases or words people type into search engines when they’re looking for something specific – such as a product, service, or information. By understanding and using the right keywords, you can make it much easier for search engines like Google to connect your website to the people searching for what you offer. Essentially, keywords act as a matchmaker between your boat dealership and potential customers, helping your website show up in the right search results at the right time. Keyword research is all about thinking like your customer: “What would they type if they wanted to find my dealership?”

NOTE: Before jumping into the action steps for keyword research, it is worth mentioning that it is not easy to do and takes practice. However, once you get good at it, the keywords you find will really help you with the blogging action steps mentioned previously.

Finding the Right Keywords

Think about what your customers type when looking for boats:

  • “best boat dealers near me”
  • “buying a fishing boat in [your location]”
  • “boat service and maintenance”

Tools You’ll Love:

  • Google Keyword Planner (free)
  • SEMrush or Ahrefs (these cost money, but are very powerful)

Action Steps:

  • Make a list of 20-30 relevant keywords.
  • Sprinkle these naturally throughout your website, especially in headings, page titles, blog posts and meta descriptions.

Step 3: Maximize Your Google Business Profile

Your Google Business Profile is your online billboard – make it shine!

Out of all the SEO tips in this article, Google Business Profile might be the most important (in my opinion). Your Google Business Profile serves as the first point of contact for many potential customers when they search for services or products online. A well-optimized profile can significantly enhance your visibility, ensuring your boat dealership shows up in local searches and Google Maps. This isn’t just about being found; it’s about making an unforgettable first impression. By providing detailed, accurate, and engaging information such as your dealership’s hours, phone number, services, and promotions, you’re setting the stage for customer trust and engagement. Regular updates and prompt responses to reviews, especially negative ones, showcase your commitment to excellent service and build lasting relationships. Having an up-to-date Google Business Profile is a huge signal for Google to rank your site higher.

Steps to a Stellar Profile:

  • Fill out all information completely: dealership hours, phone number, website, services offered.
  • Regularly post updates: Announce new arrivals, special promotions, or events.
  • Encourage customer reviews: Always respond promptly, especially to negative reviews, turning them into opportunities to demonstrate great customer service.

Bonus: Local SEO Tactics to Dominate Your Market

Local SEO ensures your boat dealership is visible to customers in your specific area by tailoring your online presence to local searches. For instance, optimizing keywords that include your city or region can connect your business directly to nearby customers searching for “boat dealerships near me.” By creating content that highlights your involvement in local events or showcasing testimonials from local customers, you build credibility and foster a sense of community. This targeted approach not only increases your visibility but also drives foot traffic to your dealership, making it easier for customers to find and trust you.

Action Steps:

  • Mention your city or town frequently on your website.
  • Claim your business on Yelp, Bing Places, and other relevant local directories.
  • Consistently maintain your dealership’s name, address, and phone number (NAP) across all platforms.

Track Your Progress (Without Getting Overwhelmed)

Monitoring a few key metrics can show you if your SEO is working effectively. Start by analyzing website traffic through tools like Google Analytics to understand how visitors are engaging with your site. Next, track keyword rankings using Google Search Console to see if your targeted keyword terms that you did in Step 2 are gaining visibility. Additionally, monitor calls, direction requests, and visits from your Google Business Profile, as these provide real-world indicators of how your online efforts translate into customer actions. Keeping an eye on these metrics allows you to adjust your strategies as needed, ensuring consistent improvement and better results.

Simple Metrics to Watch:

  • Website traffic (Google Analytics)
  • Keyword rankings (Google Search Console)
  • Calls and visits from your Google Business Profile (your Google Business Profile editor has metrics you can see for these!)

Now Go Get Started on Your SEO Strategy

As mentioned at the beginning of this article, SEO isn’t an overnight fix. Think of it like carefully navigating your boat through rough waters, making steady progress towards calmer seas. Start implementing these SEO strategies today, and you’ll soon see more customers, more inquiries, and more opportunities.

The MRAA Can Help You!

Our marketing experts at the MRAA are here to help. If you have any questions regarding SEO or digital marketing strategies, reach out to us via email at marketing@mraa.com.

And if you’re looking to expand your marketing skills even further, you can check out more resources on our Spotlight page, where this month’s topic is focused specifically on empowering dealerships to own their marketing.

Need help creating SEO-friendly content?

AIMIE, the MRAA’s artificial intelligence writing assistant, can help you generate blog drafts, website copy, and SEO-optimized articles tailored for marine dealers. Learn more about AIMIE here.

If you don’t have access to AIMIE yet, consider upgrading to Silver Membership to unlock this powerful tool.

This blog was co-authored by Bob Stanke, MRAA Senior Director of Marketing, and Gabrielle Ronnenberg, MRAA Marketing Specialist.

Digital Marketing’s Impact on Marine Dealerships – A 10-Year Analysis

By Chris Kulaga, Product Manager, Lightspeed, an MRAA Strategic Partner

Over the past decade, digital marketing’s impact on marine dealerships has been substantial, as many have undergone a significant digital transformation. What was once a retail segment reliant on boat shows, print ads and word-of-mouth has increasingly embraced email campaigns, text messaging and online engagement – trends accelerated by the COVID-19 pandemic. In the marine retail industry represented by the Marine Retailers Association of the Americas (MRAA), dealers are discovering that digital marketing is not a luxury but a necessity for sustaining growth. This report examines digital marketing’s impact on marine dealerships. Let us explore how digital tactics — especially email and text messaging — have affected dealership performance in the last 5–10 years, with data-driven insights, benchmarks and real-world examples from marine and adjacent industries.

Digital Marketing’s Impact on Marine Dealerships-blog image of online shopping

The Shift to Digital in Marine Retail (2015–2025)

Marine dealers have historically been slower to go digital than auto or RV dealerships, but the tide is turning. Industry veterans have “been touting digital marketing for years,” yet many dealerships only truly pivoted when forced by market changes. The COVID-19 pandemic in 2020 was a tipping point. Dealers suddenly faced showroom closures and canceled boat shows, while a surge of new boat buyers entered the market. This “digital pressure” pushed even traditional dealers to adopt online tools. For example, virtual boat shows sprang up to replace physical events, attracting over 10,000 visitors in one case (tradeonlytoday.com). Boating websites saw traffic and leads skyrocket; in spring 2020, online boat listings experienced a 55% jump in views and a 106% increase in leads year-over-year (tradeonlytoday.com).

In the words of one industry analyst, “the pandemic has rewired companies around data and digital services.” Critically, consumer behavior had already shifted before COVID. Today an estimated 86% of marine buyers shop digitally during their purchase journey (boatingindustry.com).

Rather than beginning at the dealership, most customers start online – researching models, reading reviews and comparing prices. By the time they contact a dealer, they are often well-informed and farther along in the decision process. Adjacent sectors mirror this trend: car shoppers, for instance, now spend the majority of their journey online, even if 95% still complete the purchase in-store. Marine dealers must engage customers online or risk missing out on where buyers are making decisions.

COVID-19 accelerated digital adoption, but the change is here to stay. Dealers who honed their digital skills prior to 2020 were able to pivot quickly when lockdowns hit, while others scrambled. In a prior MRAA article, Liz Keener made a great point that “digital retailing is the future of selling boats” and it does not replace the showroom – it extends it. Even as in-person interactions remain vital for finalizing sales and fostering relationships, a robust digital marketing strategy has become fundamental for lead generation, customer retention and overall competitiveness in marine retail.

Email Marketing – Driving Effectiveness

Email marketing has emerged as a cornerstone of dealership marketing, delivering consistent results when done right. Email is known for an exceptionally high return on investment (ROI) – studies show an average of about $42 return for every $1 spent, outperforming many other channels. This impressive ROI stems from email’s low cost and broad reach. Many consumers check their email daily, making it an ideal way to stay in front of customers and prospects with relevant content.

Yet, the effectiveness of email for marine dealers depends on strategy and execution. Typical open rates for marketing emails hover around 20% across all industries (campaignmonitor.com), but generic “blast” emails from dealerships often fare worse. In one analysis of automotive dealers (a closely related sector), campaigns averaged only 9–12% open rates with ~14% click-through (porchgroupmedia.com); a sign that many dealers were sending untargeted or overly salesy emails. Marine dealers historically made similar missteps by sending one-size-fits-all promotions. It’s no wonder that an industry expert admitted “around 75 percent [of marketing emails] go unread” in his inbox.

The lesson: quality and relevance of content are paramount for email success. To harness email effectively, marine dealerships are adopting content-rich, customer-focused approaches. Rather than blasting inventory listings, savvy dealers provide value in their newsletters – boating tips, how-to guides, maintenance reminders, local event news, etc.

As marketing columnist Norm Schultz notes, “Instead of pitching products or services, deliver information that makes the recipient more intelligent and successful at using the boat” – tradeonlytoday.com.

This kind of content marketing builds trust and keeps boaters engaged with the dealership. Over time, useful and relevant emails cement an enduring customer relationship that drives repeat business.

Text Messaging, the Real Time Communicator

While email is excellent for rich content and broad outreach, text messaging (SMS) has become the go-to channel for real-time, fast communication. Studies show 89% of consumers prefer to interact via text over phone calls and a staggering 98% of text messages are opened – with 95% read within just 3 minutes. These statistics are game-changing for marine dealerships, where timely responses and quick exchanges can make or break a sale or service experience. In an industry known for phone tag and voicemails (especially during busy boating season), texting offers a direct line to customers that cuts through the noise.

Dealerships also leverage their DMS or CRM for automated texting for marketing campaigns. SMS can effectively deliver maintenance reminders, event invites and seasonal promotions directly to customers’ pockets. For example, a dealer might auto-send a “Happy 1-Year Boat Anniversary! Time for an annual service check-up” text to customers who bought a year ago, possibly accompanied by a small discount offer. These “small, thoughtful messages” keep the dealership top-of-mind and encourage repeat business. Birthday greetings or holiday boating tips via text add a personal touch that strengthens customer loyalty. Importantly, because text messages feel personal and urgent, they tend to get immediate attention – making them ideal for limited-time offers (“Come by this weekend for a demo ride event”) or critical alerts (like weather-related service center closures, etc.).

The engagement and conversion metrics for SMS are notable as well. As noted, open rates approach 98%, far exceeding email. Click-through rates (CTR) on text messages average about 6%, which is more than double the average email CTR (~2.5%) (info.joinsubtext.com). This is partly because texts are succinct and often contain a single call-to-action link. Conversion rates follow suit: SMS carries an average conversion rate of 29%, versus around 15% for email.

Some analyses even indicate SMS marketing can generate “17× more revenue than email” in certain campaigns. Marine dealers have seen this in practice when texting is used to re-engage dormant leads – for instance, a quick text about a price drop on a boat model to a previously interested shopper can rekindle the conversation more effectively than an email lost in the inbox.

Why Digital Marketing for Marine Dealerships Matters — Integrating a Solution

To maximize the impact of email and SMS, successful dealerships are turning to CRM & Marketing solutions. Further, ensuring you’re targeting a DMS that has direct CRM & Marketing functionality is crucial since the DMS serves as the central hub for customer data – including leads from the website, purchase history, service records and communication preferences. When these systems are leveraged, they enable powerful tactics that specifically benefit marine dealers:

  • Automated Lead Nurturing: Marine purchases often have long sales cycles (4+ months on average), so keeping in contact is crucial. A CRM can trigger a series of emails or texts to new leads over weeks and months – for example, sending product information, financing options and testimonials.
  • Personalized Offers via Segmentation: By utilizing embedded CRM & Marketing features within your DMS, your dealership can slice their customer base into meaningful segments. For context, Lightspeed DMS’ Marketing & CRM functionality allows for a dealership to use to filter for all owners of 3-year-old boats and send them a targeted upgrade offer (perhaps highlighting the newest model of their boat’s brand). Or, identify customers who haven’t serviced their boat in 12 months and send a maintenance reminder text. This data-driven targeting yields higher response rates than blanket promotions because the content speaks to a specific need or timing. It also mitigates the risk of alienating customers with irrelevant messages
  • Timely Communication & Task Management: Modern CRM systems used by marine dealers often support automation. When a customer sends an inquiry or a message on social media, the CRM can log it and even initiate an automated acknowledgement email. It can also assign follow-up tasks to sales reps, ensuring that no lead falls through the cracks. Given that 90% of car dealers admitted to using manual, ad-hoc processes for follow-ups in the past, the shift to a structured CRM approach in marine retail will be what defines your competitive advantage.
Addressing the Common Objections

You might worry that digital marketing is too time-consuming, expensive, or impersonal for your customers. In reality, starting with simple tactics like sending a monthly newsletter or scheduling automated text reminders can help deliver quick wins and save time on repetitive tasks like phone calls. Even less tech-savvy customers benefit from occasional digital touchpoints; they often appreciate timely updates without having to call or stop by.
Email and SMS can be surprisingly affordable and generate high returns. Viewed within the lens of “will this feature get me a new deal each month”, the margins speak for themselves. Ultimately, automation and personalization can coexist: a well-timed, personalized message strengthens customer relationships instead of replacing them.

Social media plays a critical role in expanding a dealership’s reach, building community and driving top-of-funnel awareness. Platforms like Facebook, Instagram, YouTube and increasingly TikTok are no longer just “nice-to-haves” – they are essential tools for modern marine retailers.

Leading dealerships are integrating their social media efforts with their Customer Relationship Management (CRM) systems. When someone comments on a boat listing, sends a message via Facebook, or fills out a lead form from an Instagram ad, the best platforms automatically log that engagement in the CRM. Sales teams can then follow up via text, email, or call — all while tracking outcomes and customer history in one place.

Online Marketing in Marine Retail

In Conclusion, it’s easy to see digital marketing’s impact on marine dealerships over the last decade. No matter your initial reservations, digital marketing provides practical, high-impact solutions that enhance, rather than replace, your traditional methods. By blending personal interactions with automated tools, you can keep modern buyers engaged, build loyalty and drive consistent growth in your dealership.

Digital Marketing’s Impact on Marine Dealerships – A 10-Year Analysis
Chris Kulaga, Project Manager, Lightspeed

About the Author
As a Product Manager at Lightspeed, Chris Kulaga plays a critical role in shaping the future of dealership management technology, with a dedicated focus on the Marine industry. He leads with a user-first mindset—regularly engaging with dealers across North America to ensure that Lightspeed’s product roadmap aligns with their operational needs and growth goals.
Chris has been instrumental in delivering impactful features such as Lightspeed TextMarketing and the DealersCircle integration, two key advancements that streamline communication and inventory management for marine dealerships. His responsibilities include identifying market opportunities, defining product requirements, managing cross-functional development teams and delivering innovative solutions that enhance dealership efficiency and profitability.

With over six years at Lightspeed and a strong background in customer success and product strategy, Chris brings deep domain knowledge and a passion for helping dealers thrive. His prior experience in the U.S. Air Force sharpened his leadership, analytical thinking and technical problem-solving—skills he now applies daily in product management.

Chris lives in Tri-Cities, Wash., with his wife and two pets. Outside of work, he enjoys weightlifting, cooking and exploring new destinations. His enthusiasm for marine recreation and continuous improvement fuels his commitment to delivering products that empower dealers to run smarter, more connected businesses.

Qwest Pontoons Commits to Platinum Partner Membership

MINNEAPOLIS, April 29 — The Marine Retailers Association of the Americas (MRAA) announces that Qwest Pontoons commits to Platinum Partner Membership with the association.

As a new Platinum Partner Member of the MRAA, Qwest Pontoons has joined like-minded marine businesses who are committed to driving innovation and supporting long-term growth within the dealer network. By focusing on creating high-quality pontoons that meet the diverse needs of consumers, they help dealers succeed in a competitive and ever-changing market. Their dedication extends beyond product development, as they actively engage with industry leaders and participate in key events, fostering valuable connections and sharing their expertise. Through these efforts, Qwest Pontoons reinforces its commitment to progress and sustainability, positioning itself as a forward-thinking leader in the marine industry.

Qwest Pontoons, based in St. Louis, Mich., is a company rooted in a deep passion for the water and a commitment to crafting pontoons that meet the diverse needs of water enthusiasts. With a focus on exceptional quality and thoughtful design. Qwest Pontoons create vessels that offer contemporary, multi-functional layouts suitable for activities like fishing, cruising, and water sports. The company emphasizes listening to customer feedback and continually strives to meet their expectations, producing pontoons built to last and set a high standard in the marine industry. Through a dedication to quality, precision, and innovation, Qwest Pontoons ensures that its pontoons provide a comfortable and confident on-water experience for every user.

“We’re thrilled to welcome Qwest Pontoons as a Platinum Partner of the MRAA,” says Freya Olsen, Senior Director of Engagement. “Qwest’s commitment to quality, innovation and the customer experience aligns perfectly with our mission to fuel dealer success. Their forward-thinking approach and dedication to delivering exceptional on-water experiences make them a valuable addition to our community and a strong advocate for the future of boating.”

About Qwest Pontoons
Founded with a passion for elevating the pontoon boating experience, Qwest Pontoons, a division of Apex Marine, has become a leading name in the marine industry by crafting innovative, high-quality pontoon boats. With a strong focus on design, technology, and customer satisfaction, Qwest Pontoons continues to push boundaries—offering versatile layouts, premium features, and modern aesthetics tailored for fishing, cruising, and water sports. Built on a legacy of craftsmanship and forward-thinking engineering, every These pontoons are designed to deliver exceptional performance, unforgettable moments on the water, and lasting value for today’s boaters. Call 989-681-4300 or visit www.qwestpontoons.com/.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.

Searchshop Commits to Platinum Partner Membership

MINNEAPOLIS, April 29 – The Marine Retailers Association of the Americas (MRAA) announces that Searchshop commits to Platinum Partner Membership with the association.

As a Platinum Partner Member of the MRAA, Searchshop helps to shape the future of the marine dealer network by championing initiatives that foster long-term growth and sustainability. Its involvement supports essential tools like education, training and resources that help dealers grow and succeed in an increasingly competitive and evolving industry. By investing in the strength of marine dealerships, Searchshop reinforces its commitment to progress, innovation and industry-wide success while solidifying its role as a forward-thinking leader in the marine space.

“At Searchshop, we believe the future of marine retail lies in equipping both dealers and consumers with the tools to succeed in a digital-first world,” says Salem Hassan, CEO of Searchshop. “Our partnership with the MRAA reflects a shared vision to elevate the buying experience, simplify operations for dealers and drive smarter, more sustainable growth across the industry.”

Searchshop, based in Jacksonville, Fla., is dedicated to enhancing the marine buying experience by bringing greater transparency, convenience and confidence to boat shoppers and dealers alike. With a robust selection of new and pre-owned marine vessels, Searchshop empowers consumers to make informed decisions through tools that analyze pricing, provide reviews, and offer valuable market insights. Designed with both the buyer and seller in mind, the platform simplifies the search process and supports smarter, more efficient transactions across the marine industry.

With over two decades in outdoor recreation and a passion for helping dealers grow, Kim Whitaker, Searchshop’s dedicated Marine Account Manager will directly support MRAA members. “I’m here to connect you with the right customers, streamline operations and support your success,” she explains. “Searchshop offers powerful tools for lead generation and efficiency — I see incredible opportunities for the boating industry.”

“Searchshop’s commitment to helping marine retailers connect with today’s digital-first consumers makes them an invaluable addition to the MRAA community,” says Freya Olsen, MRAA Senior Director of Engagement. “As a Platinum Partner Member, they bring innovative tools and a fresh perspective that support our mission to help dealers thrive. We’re thrilled to welcome a partner who truly understands the evolving needs of our industry.”

About Searchshop
Founded with a mission to bring simplicity and trust to the marine marketplace, Searchshop has quickly become a go-to platform for buying and selling boats online. With a strategic focus on transparency and user experience, Searchshop offers a wide selection of new and pre-owned marine vessels, along with powerful tools to compare prices, read reviews, and track market trends. Built on a foundation of innovation, including a proprietary, patent-pending shopping tool, Searchshop streamlines the connection between buyers and sellers—reshaping the way marine consumers shop, and dealers engage with customers. For more information, email kwhitaker@searchshop.com 919-412-6325 or visit https://www.searchshop.com/.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.

4 New Partner Members Join MRAA

MINNEAPOLIS, April 24, 2025 — The Marine Retailers Association of the Americas (MRAA) announces four new Partner Members: Compass Maritime Group, iPacket, Seabob and W&W Ventures.

4 New Partner Members join MRAA

MRAA Partner Members play a vital role in driving progress within the marine industry by demonstrating their commitment to its continued success. Their collaboration with MRAA’s initiatives allows them to contribute meaningfully to the association’s goals and vision. These partnerships help grow valuable resources, improve member experiences, and foster long-term benefits that uplift the entire marine business ecosystem.

  • Compass Maritime Group (Riva, Md.) is a trusted partner to the marine industry, delivering comprehensive Workforce Development solutions. With a focus on recruiting, onboarding, retention, and training, they help businesses build and sustain strong teams. Their services also extend to Business Development, offering strategic support in marketing, growth planning, and operational optimization—ensuring tailored solutions for every stage of a company’s development.
  • iPacket (Parkersburg, Va.) is a digital retailing tool that boosts transparency and efficiency for dealerships. It compiles key documents like build sheets, service records, and pricing into a shareable digital format. By integrating with dealer websites and CRMs, it builds trust and streamlines the sales process.
  • Seabob (Fort Lauderdale, Fla.) is the ultimate luxury water toy, designed for high-performance underwater and surface adventures. Engineered for speed, agility and ease of use, it offers a unique way to explore the ocean like never before. Whether cruising on the surface or diving below, SEABOB delivers an exhilarating experience with precision and style.
  • W & W Ventures (Jonesboro, Ar.) is the leading storage solution for floating mats, keeping them secure and out of the way. It frees up space on your boat, making room for more guests and greater comfort. Proudly made in the USA, it combines convenience with quality craftsmanship.

“We welcome Compass Maritime Group, iPacket, Seabob and W&W Ventures as MRAA Partner Members,” says Freya Olsen, MRAA Senior Director of Engagement. “Their support not only helps us enhance our educational offerings for dealers but also pushes forward industry projects that help marine retailers succeed and grow.”
Dealer members are encouraged to explore the list of companies that actively support the MRAA across four partnership levels. View the full list.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.