6 Tips to Elevate Your Online Marketing Strategy: The Power of Exposure

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.

    6 Tips to Elevate Your Online Marketing

    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.

      6 Tips to Elevate Your Online Marketing Strategy: The Power of Exposure
      Courtney Chalmers

      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.

      Unlocking the Power of Texting

      Elevate Communication, Marketing and Lead Generation for Your Marine Dealership

      By Bryan Tierney, Lightspeed Sales Engineer

      In today’s rapidly changing marine industry, communicating effectively with customers has become essential for success. With rising customer expectations and an increasingly digital-first approach, many marine dealerships are finding that texting offers a powerful way to keep customers engaged, informed and satisfied. Integrating texting into your dealership’s communication strategy can not only streamline operations but also elevate your marketing and lead generation efforts.

      Why Texting is Ideal for Marine Dealerships
      Marine dealerships face unique challenges, especially during peak boating season. Constant phone calls, voicemails and long wait times for service approvals can hinder productivity and customer satisfaction. Texting provides a convenient, quick and preferred method for many customers, allowing for real-time, efficient communication that aligns with the way people prefer to connect today.

      Consider this: Studies show that 89% of consumers prefer to interact via text over phone calls and 98% of text messages are opened – with a staggering 95% read within just 3 minutes. By offering a texting option, marine dealerships can meet customers where they are, facilitating faster service approvals, sending instant updates on parts or service statuses and avoiding the dreaded “phone tag.”

      Elevate Your Marketing and Lead Generation Efforts
      Texting isn’t just a tool for service departments; it’s also a potent avenue for marketing and lead generation. Automated text messages can be used to send maintenance reminders, seasonal promotions and personalized messages for birthdays or anniversaries. By automating targeted follow-ups, your dealership stays top-of-mind without overloading staff with manual communication efforts. These small, thoughtful messages can encourage repeat business, spark interest in new services and turn one-time buyers into loyal customers.

      For lead generation, texting enables you to follow up with prospects quickly and with precision. A fast response can make all the difference when potential customers inquire about a boat or accessory, particularly if they are considering options from other dealerships. By responding promptly and personally via text, you create a connection that feels attentive and valuable to the customer.

      Charting a Course: Gaining Customer Consent
      Before implementing a texting strategy, it’s crucial to get explicit permission from your customers. Compliance with texting regulations, such as the Telephone Consumer Protection Act (TCPA), not only keeps your dealership legally protected but also fosters trust with your customer base. By obtaining consent, you signal that you respect their preferences and are committed to providing a positive experience.

      In addition to securing permission, be intentional about gathering key customer information, such as preferred communication methods and relevant details about their interests. This allows you to personalize messages further, enhancing the overall customer experience and ensuring that your messages resonate.

      Real-Time Engagement with a Personal Touch
      Incorporating texting into your dealership’s communication strategy can benefit every aspect of the customer journey. Here’s how:

      • Appointment Scheduling and Reminders: Send automated reminders for scheduled service appointments, keeping customers informed without overwhelming your team with calls.
      • Status Updates and Notifications: Provide real-time updates on service progress or parts availability, reducing wait times and improving transparency.
      • Visual Communication: Share photos or videos of service work, making it easier for customers to understand necessary repairs or maintenance, which enhances trust and transparency.
      • eSignatures and Approvals: Speed up approval processes by allowing customers to sign electronically, streamlining the workflow for both sales and service departments.

      Texting offers an efficient, user-friendly communication channel that not only meets modern customer expectations but also positions your marine dealership as a forward-thinking, customer-centric business. By embracing this communication method, marine dealerships can build lasting relationships, generate new leads and increase customer satisfaction across the board.

      For more information on texting solutions for Marine dealerships, visit www.lightspeeddms.com/texting/

      Unlocking the Power of Texting written by Bryan Tierney, Lightspeed
      Bryan Tierney

      About the Author
      Lightspeed Sales Engineer Bryan Tierney’s journey with Lightspeed is rooted in a lifelong passion for the powersports industry. His fascination began on Saturdays spent with his dad at the local motorcycle shop, where the buzz of new bikes ignited a career-defining interest. Bryan started behind the parts counter at that same dealership over 30 years ago, where he first encountered Lightspeed (an MRAA Strategic Partner), sparking a deep appreciation for its capabilities.

      Today, Bryan is a central figure in Lightspeed’s success. He has authored insightful blogs, presented at major industry events, leads monthly webinars and has conducted more than 350 Lightspeed demos in 2024 alone. His dedication to the recreational industry remains unwavering, driven by the same excitement he felt as a kid. Bryan’s extensive industry knowledge makes him an invaluable asset to the Lightspeed team.


      Bryan lives in Salt Lake City, Utah. Outside of work, he enjoys spending time in the great outdoors, exploring his passion for the recreation industry and connecting with the community that first fueled his love for the industry.

      5 Ways AI Can Revolutionize Your Dealership

      (Editor’s Note: The MRAA has its own artificial intelligence program in AIMIE, which stands for AI for Marine Industry Education. AIMIE, an AI-powered platform trained on MRAA’s extensive content and educational programs, is reserved for MRAA Gold and Silver Members. Designed to be our smartest team member, she can instantly answer any of your industry questions 24/7. Give AIMIE a try, here.)

      By Keona Frasier, Boatmart.com
      Artificial Intelligence has taken the world of tech by storm in recent years. This cutting-edge solution offers a multitude of applications, but its most significant impact lies in streamlining business operations. With this advanced technology at your fingertips, you can easily streamline marketing efforts for your dealership.

      5 Ways AI Can Revolutionize Your Dealership

      Whether you choose the popular chatbot GPT or any other AI-powered tools, leveraging the potential of machine learning technology can greatly benefit your dealership. Here are five game-changing tips from MRAA Education Champion Boatmart.com on how you can start using AI today.

      1. Content Creation and Generation
        One great advantage of AI’s editing capabilities is its ability to generate top-notch content ideas for your dealership. This includes captivating blog articles, engaging social media content, email templates and more. To effectively utilize AI’s power, it’s important to work together with it rather than depending on it entirely. The goal is to enhance and expand your online content using AI, while also infusing your own unique expertise and brand voice to give it a personal touch.
      2. SEO and Listing Optimization
        Many businesses are taking advantage of AI-driven tools for SEO analysis, uncovering highly effective keywords and emerging trends. Utilizing this advanced technology can boost your website’s optimization to new heights, ensuring visibility in search engine results. This will give you a competitive edge and effortlessly attract organic traffic to your site.
      3. Marketing Automation
        Marketing automation has been utilized for years, but the introduction of AI can greatly enhance and streamline the process. One effective method is to incorporate AI-powered chatbots on your dealership websites and social media platforms. These chatbots can manage customer inquiries, automate responses to commonly asked questions and lead consumers through the sales journey. Furthermore, AI can automate email scheduling, conduct A/B testing and optimize performance.
      4. Website Optimization
        Dealer websites offer great potential for generating leads, so it’s crucial to optimize yours for the best results. One effective way to do this is by utilizing AI algorithms that analyze website traffic and user behavior to pinpoint areas for improvement. With AI’s assistance, you can identify the most impactful content, layouts and calls to action that drive conversions and capture customers’ attention.
      5. Editing and Quality Assessment
        In the world of marketing, the importance of your messaging cannot be emphasized enough. This includes everything from the text on your website and your email communications to your online forms and everything in between. Utilizing AI tools to analyze and improve the quality of your copy can play a crucial role in ensuring that your messages resonate effectively. These tools can not only ensure that your content is grammatically correct but also engaging and coherent.

      By embracing these AI-powered strategies, you have a fantastic opportunity to enhance your dealership’s marketing efforts, creating personalized experiences for users and establishing a strong presence in today’s digital landscape. Are you ready to take advantage of the advancements in machine learning technology? There is no better time than now to explore these innovative solutions and reshape the future of your marketing strategies.

      Keona Frasier, 7 Simple SEO Tips for Marine Dealers

      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.

      7 Simple SEO Tips for Marine Dealers

      By Keona Frasier, Boatmart.com

      Search Engine Optimization (SEO) might seem overwhelming, but with more than 8.5 billion searches happening every day on Google in 2024, it’s vital for any digital marketing strategy. To help you navigate this evolving landscape, here are 7 essential SEO tips from the Boatmart team to help your marine dealership shine.

      7 Simple SEO Tips for Marine Dealers

      1. Your Website is Your Digital Storefront
      SEO starts with your website – it’s your digital storefront and how the world perceives your business. So your website should do more than just showcase your inventory. It must rank well on search engines, making it easy for potential customers to find their dream boat.

      2. Build a Targeted Content Strategy
      A robust content strategy keeps users engaged and returning to your site. For instance, if your audience consists of lake lovers looking for weekends on the water, then create content around them and their lifestyle. Some simple ideas for SEO friendly blog posts for your dealership could include:

      • Local boating meetups
      • Upcoming marine events
      • Maintenance and safety tips for boats
      • In-depth boat and product reviews

      Informative and long-form content ranks higher in search results, so aim for 700-1,200 words per blog post.

      3. Optimize Your Google Business Profile
      Setting up a Google Business Profile is still one of the fastest ways to improve your visibility in local search results. Here are our top tips at Boatmart for optimizing your profile:

      • Keep your Google Business listing updated with current contact information
      • Leverage Google Posts to share special offers or new inventory
      • Respond to customer reviews to boost engagement and trust

      This will help your dealership show up prominently when users search for boats and services nearby and will ensure potential customers can easily find your contact info and inventory.

      4. Enhance Your Website With Schema Markup
      Schema markup, also known as structured data, helps search engines better understand your site’s content. For instance, if you sell boats, this code tells search engines that you are a dealership selling physical products, not just providing information.
      Using rich snippets can increase your click-through rate and improve how search engines display your listing with additional information like reviews, inventory and business hours.

      5. Build Citations to Boost Local SEO
      Citations are mentions of your business’s name, address and phone number (NAP) across the web. They boost your online credibility and improve your local SEO rankings, ultimately helping more customers find you. Focus on listing your business in key directories like Google Business, Yelp, LinkedIn and local listings. And maintaining consistency across all platforms for NAP information.

      6. Leverage Analytics to Understand Traffic
      SEO isn’t just about attracting visitors to your dealer site – it’s about understanding their behavior. Regularly check your analytics to see where your traffic is coming from, which keywords are driving visits and how users engage with your site. Our Boatmart top tips? Use Google Analytics 4 to get deeper insights into customer behavior across devices and identify your top performing landing pages and referral sources so that you can fine-tune your content and campaigns.

      7. Optimize for Mobile – It’s Non-Negotiable
      With more than 60-65% of traffic now coming from mobile devices, your website needs to be mobile-optimized in both speed and design. Here are Boatmart’s top tips on optimizing your dealer site for mobile:

      • Ensure fast loading times – use tools like Google’s PageSpeed Insights to test performance.
      • Use a responsive design that adapts seamlessly across all screen sizes.
      • Make navigation simple and intuitive for mobile users to find inventory quickly.


      Google’s mobile-first indexing means your mobile site is the primary version Google uses for ranking, making mobile optimization crucial and non-negotiable!

      By integrating these simple SEO practices, you can take control of your digital marketing strategy in 2024 and increase visibility for your dealership across search engines. And don’t forget – platforms like Boatmart are also working hard behind the scenes to optimize your listings, giving you an added advantage without extra effort.

      7 Simple SEO Tips for Marine Dealers by Keona Frasier, Boatmart

      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.

      5 Reasons to Use Social Media at Your Dealership

      By Keona Frasier, Boatmart.com

      Social media outlets provide an invaluable avenue for you to reach consumers right where they are (here’s a hint: they’re on their phones). Connecting with your customers in such a direct way has some major benefits for the reputation, growth and profits of your dealership:

      1. Build & Maintain Awareness
        Having social media accounts gives you a chance to make yourself known to potential boat buyers who otherwise would not have known you existed. Growing your customer base is a major advantage of growing your online presence. And there’s always the chance that one of your more inventive posts goes “viral,” exposing you to hundreds or thousands more people. Even if you don’t go viral, staying active on those accounts also helps your business remain at the forefront of your followers’ minds when they think about buying their next boat. When they see your name a few times a week, you’ll be the first name that pops in their head when they start contemplating that purchase.
      2. Develop Reputation and Relationships
        When your social media activity is authentic and transparent, offering your personal perspective or giving a behind-the-scenes look at your dealership, those accounts serve to humanize your brand. Coming across as relevant and personable gives the impression that you are a dealer that buyers can trust. Your unique perspective, experience and industry insight also mean your social media accounts can showcase how your dealership is a leading voice in the industry. As followers engage those posts, you have the opportunity to develop personal and productive relationships, further bolstering their perceptions of you and strengthening their connection with your dealership.
      3. Grow Your Business
        While the word “social” is in the name, social networks should also serve as business networks for your dealership, actively contributing to moving potential buyers down a specific sales path. Your accounts give you the opportunity to share and promote provoking content, as well as directly advertising your for-sale inventory (content posts are a great counterbalance to inventory posts, ensuring your page doesn’t look like it will spam followers with sales ads). Ultimately, social media accounts are phenomenally effective tools for generating website traffic, connections, leads and sales.
      4. Listen & Respond
        Social media isn’t just about speaking; it’s also about listening. Browsing your personal social media might distract from real work, but browsing your professional accounts is smart business, as it allows you to learn more about your customers, monitor conversations about your products, business, or industry, keep an eye on your competition and keep up with industry news. Armed with such knowledge you can tap into trending topics, remain relevant and competitive and continue to manage your reputation by engaging in responsible customer service and support (you’ll be surprised how many followers will reach out to you via social media with customer service concerns). Social media accounts also provide a rapid response tool for crisis communication if a major recall or other emergency announcement is required.
      5. Advanced Advertising and Reporting
        Finally, social media also comes with a number of pretty advanced tools and strategies for dealers to utilize. Posting for-sale inventory to be seen by your followers is one thing, creating an actual ad that targets specific audiences is another. Extended advertising and retargeting campaigns are the bread and butter of social media sites, because they work. You can start with a scrappy, small-dollar amount, and see if it’s worth expanding that spend amount. Social media accounts also allow for relatively in-depth reporting, helping dealers keep statistical track of how accounts – and ads – are performing.

      The plethora of social media channels allows you to select the ones that are most relevant to your audience when sharing content. Maybe all your consumers are on Facebook and that’s the only platform you need. Maybe you’ve got a mix between casual users on Instagram and professional contacts on LinkedIn?

      Whatever the platform may be, find out where your audience is and then make a splash on that platform. Be willing to try new things, find what works for you, then set up a robust posting routine. Check out 10 social post ideas from Boatmart to get you started.

      Keona Frasier, 7 Simple SEO Tips for Marine Dealers

      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.

      Corporate Transparency Act Update and Reminder

      Filed yet? If not, here is what you need to know!

      Starting January 1, 2025, all business entities are required to report beneficial ownership information to the Financial Crimes Enforcement Network, a bureau of the U.S. Department of Treasury. The Corporate Transparency Act established the new requirement, which was put in place to combat money laundering and other common fraudulent activities among LLCs. The MRAA is dedicated to keeping you informed and ensuring that you have properly filed in order to avoid hefty fines and potential prison time. Below is a high-level overview of the requirements to help you determine if you are required to file.

      Who Must Report?
      CTA reporting requirements are fairly comprehensive. If you are a business principal or owner it is more likely than not, you will be required to report. According to the CTA, “Reporting Companies” include both new and existing entities. Exemptions are mainly for large operating companies and for businesses that already disclose beneficial ownership information to the government.

      However, an exemption exists for “Large Operating Companies,” which are defined as a business entity for which ALL of the following criteria apply:

      • Employs more than 20 full-time employees
      • Filed a federal income tax return for the previous year demonstrating more than $5 million in gross receipts or sales.

      (Please note, if a business dips below any of the thresholds, at any time, that business will then have to file a report within 30 days of the change.)

      What Must I Report?
      The CTA is focused gathering “Beneficial Ownership Information” and therefore reporting companies must disclose who: (1) owns a 25% equity stake or (2) exercises substantial control over the entity. Furthermore, an updated report must be filed within 30 calendar days of any change in its beneficial ownership information, including a change in beneficial owners or any change to a beneficial owner’s name, address, or unique identifying number. For example, if a reporting company hires a new CEO or if a beneficial owner obtains a new driver’s license or other identifying document that includes a changed name or address, filing an updated report is required.

      In order to simplify this process, the MRAA highly recommends that you create a FinCEN ID, a unique identifying number issued to an individual by FinCEN. An individual beneficial owner or company applicant’s FinCEN ID can be reported instead of required information about that individual on the reporting company’s Beneficial Ownership Information Report submitted to FinCEN. This will make updating the aforementioned information and the entire process easier.

      To create a FinCEN ID, simply click here and follow the instructions.

      Reporting Deadlines
      Since the CTA is focused on obtaining information from both new and pre-existing entities, be aware of the following reporting deadlines:

      vCorporate Transparency Act Update and Reminder

      Penalties and Fines
      Noncompliance of the CTA can result in major fines and, potentially, prison time. Failure to comply may result in civil penalties of up to $500 per day, as well as criminal penalties of up to $10,000 in fines and/or imprisonment for up to two years.

      How MRAA Can Help
      The MRAA is preparing a walkthrough guide for filing reports to assist you in completing this new reporting requirement. The U.S. Treasury Department’s Financial Crimes Enforcement Network offers a comprehensive compliance guide clarifying the CTA’s reporting requirements.

      Additionally, the MRAA and the Small Business Legislative Council are working to push Congress to repeal these burdensome reporting requirements, or at the very least, simplify them to make reporting far less burdensome.   

      For any additional questions about the CTA, please connect with MRAA Government Relations Team of Chad Tokowicz, Government Relations Manager, or Mike Sayre, Director of Government Relations.

      Influencer Marketing & Engagement

      Partnering with digital & social content experts to help share your brand and engage customers

      Sitting in on an ICAST 2024 Lunch & Learn session dubbed “Learn from the Trendsetters: How to Be Influential in a Few Easy Ways,” I met five social media influencers who changed my perspective on partnering with digital personalities to share your brand and engage customers.

      Having been in media, communications, PR and journalism for 30 years, I thought social media personalities existed to do silly things or sell their messaging for likes and get free stuff. But over the last five-plus years, I’ve entirely changed my view and found some connection with these digital influencers I follow. From anglers (Nas Peltz) and baseball fanatics (Baseball Bat Bros.) to fitness buffs (jlieb_fit) and zany personalities (like Joel Berry, aka Tavin Dillard), to name only a few, their messages speak to me as a learner, and consumer and “fan,” while helping me cheer, gain, struggle and laugh alongside them.

      Influencer Marketing & Engagement
      ICAST 2024 Lunch & Learn session: – “Learn from the Trendsetters: How to Be Influential in a Few Easy Ways,”

      Jake Hutcheson, Content Creator at Mud Hole Custom Tackle, hosted the panel of influencers consisting of four women angling experts that included Anastasia Patterson, a tournament angler, Katie Jo Buchanan (Puff Mud Princess), Tiffany Risch (Snookie Fishing) and Patricia Clement (Rivah Sistah). Before the panel discussion began, I followed all five of these boating and fishing enthusiasts. All the panelists impressed me with their kind, genuine and professional approach.

      The course description essentially hit on all my curiosities about influencers, including:

      • Promotional personalities for brands and businesses
      • Being a trusted source for product reviews and fishing advice from followers
      • Playing a critical role in sales (in this case, tackle sales)

      Whether you’re selling boats, fishing equipment, or both, securing the right influencer and setting up a proper agreement for content is necessary to find success. However, sharing your content is the key to success. Here are some of my takeaways for your business after hearing their shared insights:

      1. Just get started. Since your business is passionate about boating and fishing, capture your brand’s story. Tell the business’s story and post it digitally. From there, use your CRM to identify potential influencer partners. One of your customers may have a strong social media following and is loyal to you. You can also assign your marketing team a project to find an influencer that meets your needs for coverage, audience and talent and adheres to your brand’s mission, vision and values.
      2. Be yourself and remember why you do it. Much like these influencers say to be yourself and remember why you do it, as a business, you must also remind yourself why you’re in boating and fishing. Always follow your moral compass when sponsoring influencers and providing monetary, product, or other forms of support. Your honesty and authenticity engage the influencer properly and also lead to better messaging that engages their online audience.  
      3. Be consistent. When posting, stay consistent. Develop a plan for working with an influencer and plan a schedule for posts that you’re both aware of. As their sponsor, help them keep that steady rhythm to hit their goals. Understand it may take products, money, or other forms of support to help them deliver on the agreed-upon numbers of posts and other deliverables.
      4. Be patient. Success doesn’t come overnight. And it’s not always about the numbers and followers but truthful messaging and content production. Of course, you will want to see the results from each post, campaign, or social effort to know you’re on the right path or need to go in a different direction. Capturing at least an understandable ROI is a necessity.  
      5. Seek to build a long-term relationship. Develop a mutually beneficial partnership with influencers. In doing so, you’re contributing to a digital and local community. You also build trust with an audience. You can establish trust by being transparent and authentic. Earn that trust and then support and reinvest in the influencers who believe in you and your products.

      Forging Lasting Relationships & Trust
      Hire an influencer if you don’t know where to begin on social media or have the staff to manage your social media, content management and posting. Jake suggests a retailer who doesn’t know how to post to social media can often rely on the influencer to help them try various channels, reels and posts.

      “When you’re looking at social media, it may be intimidating … you don’t know how to navigate it, who to work with,” explained Katie Jo. “Does this one follow our account? vs. who is just authentic in themselves. Just realize social media – what we’re doing as far as marketing, the advertising – it’s not any different than any other business relationships.”

      Anastasia suggests finding content experts with a common bond and passion for your products when deciding on an influencer. “There’s no purpose in paying someone to do something who doesn’t believe in your product.” Authenticity from both partners builds mutual respect and understanding and helps solidify the relationship and trust.  

      Tiffany describes this as a second set of families you’re building and uniting to share your enjoyment of boating/fishing and the lifestyle that comes with it. That means providing products, staff and other promotional items to support them at the events they attend and represent your brand. Remember, you’re sharing your audience with them and vice versa.

      Marine Industry
      My Content Manager role at the MRAA has led me to many great conversations with boat dealers, marina owners and other retailers. I’ve run across examples of dealers sponsoring professional bass anglers and others who sponsor fishing tournaments, like Apopka Marine, Legendary Marine and many others. They see the values in the events and the content the people they sponsor produce. One could call it grassroots marketing and creating brand awareness through social and community connections. For some, it’s also about giving back to industries and people who support their businesses and reaching their core customers without pushing sales.

      I understand not every dealership has the same budget for sponsorship or working with influencers. While some businesses have the staff and budgetary control to take advantage of these opportunities, others do not, or, as previously mentioned, don’t know where to begin. Still, others should explore adding a line in their 2025 budget to support influencer marketing.

      Recently, I learned that MRAA Silver Member Collins Boating has a salesperson who started posting boats that the dealer had for sale on his personal TikTok account. The content has led to foot traffic in the brick-and-mortar store and is producing an online draw of 42,000+ likes and nearly 1,800 followers. On the site, he includes walkaround videos and others of boats in the lot, in the showroom and on the water.

      His digital journey as an in-house influencer started slowly in November of 2019. Roughly 265 videos, and almost five years later, he’s refined his abilities and videos and connects with customers on a much larger scale in some videos. And this is just one social channel! His most-watched TikTok video has surpassed 340K views! He hosts the videos on his site and represents the business by sharing the dealership website and his work contact information (email and phone). Check him out here: @ethanhowardboatsales

      If you don’t have an Ethan on your team, you can work with local pro anglers, kayak fishermen or other nano influencers (100 to 10,000 followers) who use your products and services to keep them on the water. Depending on your needs and budget, you can determine if you can afford to pay these influencers based on a content coverage plan, trade for services and products, or arrange for other trade-out agreements. Maybe you invite them to attend one of your customer events and share the boating/fishing lifestyle with their followers.

      Discover Boating Uses Influencers to Share Boating
      This past summer, as part of its marketing strategy and 2024 campaign, Discover Boating, powered by NMMA and MRAA, used content creators to share the recreational boating lifestyle with audiences of all demographics in the U.S. and Canada.

      This influencer marketing strategy reached the next generation of boaters, inspiring them to get on the water and enjoy the benefits of summer boating. Discover Boating’s Instagram and TikTok influencer partners’ content has generated more than 3 million impressions and 1 million engagements. These content creators not only grabbed attention, but they also served as trustworthy brand ambassadors. Their short-form videos helped to relay Discover Boating’s brand messaging in a manner other consumers could connect with. The influencers’ reels shared personal stories and experiences while educating and guiding newcomers to Discover Boating resources.  

      Discover Boating Instagram and TikTok Influencers:

      For more information on working with social media and content influencers to share your brand story and on-water adventures, connect with Discover Boating at dealersupport.b2b@discoverboating.com.

      Combining its influencer strategy with traditional paid media strategy, Discover Boating reached new levels of connectivity. This past summer, Discover Boating shifted its focus from solely driving awareness to one with consumer engagement. That resulted in nearly 1.25M visits (or 23 percent of the site’s total traffic) to the consumer-facing discoverboating.com.

      Influencer Marketing – Engaging Content for the Win!
      I grew up in an era of influencer marketing, back when athletes pushed products for brands. Iconic basketball players like Michael Jordan debuted the Nike Air Jordan basketball shoe and changed shoe culture forever. This was a time before social media. Today, there are nano and micro-influencers out there sharing basketball shoes (both collectible and newly launched products) knowledge and insights, influencing modern-day consumers of all ages. And you can find this for all sorts of consumer products, from angling equipment to watersports products.

      According to Influencer Marketing Hub, “The Influencer Marketing Industry is set to grow to approximately $24 Billion by the end of 2024.” You can download the Influencer Marketing Hub’s “The State of Influencer Marketing 2024: Benchmark Report” to determine a plan for your business(es). Check out this Meltwater article from Samantha Scott called “The Most Important Influencer Marketing Statistics for 2024” to learn more insights to help you develop a unique strategy.

      It’s clear influencer marketing, because of how it engages customers, is winning and is here to stay. HouseofMarketers.com projects the influencer marketing industry to more than double by 2027 and reported “Influencer marketing is booming because consumers trust authentic recommendations over traditional ads.”

      2024 Discover Boating Brand Campaign Attracts Millions

      Discover Boating’s 2024 Year-Round Brand Experience Attracts 6.5 Million People to Its Digital and In-Person Experiences

      Over the past 12 months, Discover Boating, powered by NMMA and MRAA, has been working hard to attract the next generation to the boating lifestyle while simultaneously retaining current boaters. Through Discover Boating’s year-round, fully integrated omni channel strategy – including the See You Out Here campaign, that’s helping new audiences see themselves as part of the boating lifestyle, current and future boaters are being engaged at every turn. This is happening thanks to a robust digital community, 10 Discover Boating boat shows in key markets around the country, strategic brand partnerships that elevate and extend Discover Boating’s reach, and the boat buying and ownership experience through training and resources offered by MRAA to its dealer members. The industry-wide effort connected with people identified in Discover Boating research as most likely to be interested in boating – as many as 91 million people – supporting their boating interests wherever they were in their journey, ensuring they not only felt welcome, but informed, empowered, and excited about boat ownership and the memories, joys and benefits of life on the water.

      With the industry’s investment in Discover Boating’s long-term strategy, and two years into a new omni-channel approach, it’s coming at a time it’s needed most. By staying the course amid slowing sales, Discover Boating is helping connect with future boaters, keep boating part of the conversation, and retain the new boaters who’ve recently joined the lifestyle.

      As a result, in its 2024 fiscal year, Discover Boating made valuable introductions to manufacturers and dealers across all stages of the consumer’s journey. Today’s consumer expects to be in control more than ever, that’s why Discover Boating puts the consumer at the helm, allowing them to research, explore, learn and connect with boating in ways they choose, from exploring boat brands, rentals, and boat models, to learning about dealers in their area, attending a boat show, or becoming a lead to be contacted by a dealer or brand, and more. To truly welcome new people to boating, manufacturers and dealers must welcome and nurture these future boaters, knowing that they’re being introduced at all stages of life and at all stages of their boating journey.

      For the Discover Boating year (October 1, 2023 through September 30, 2024), Discover Boating reached new heights, delivering 7.3 billion impressions (the number of times people saw the content) and attracted more than 6.5 million of the people reached to Discover Boating’s websites in the U.S. and Canada (up 5% against plan and 23% year-over-year), which supported 1.6 million introductions to manufacturers and dealers through website referrals, boat shows and leads (up 10% against plan and flat year-over-year).

      In its effort to expand the market for recreational boating, Discover Boating saw an uptick in the number of females visiting DiscoverBoating.com at 33% (up from 31% last year), and DiscoverBoating.ca at 38% (up from 34% last year) revealing that when connected with in a genuine way, women are indeed interested in boating and take action.

      “Discover Boating is a long-term growth strategy, rooted in expanding the market, and we’re seeing that strategy work when we connect with people in a way that’s not only meaningful but genuine, and that’s where our partners on the manufacturer and dealer side come in – helping make sure that as Discover Boating introduces new people to boating, they’re met with that same level of engagement and accessibility,” said Ellen Bradley, Chief Brand Officer for NMMA. “As we build and grow our industry for the future, truly understanding our customers’ values, beliefs, and interests helps us attract, engage and retain them and testing our assumptions about who a boater is and what they want, is central to what Discover Boating is helping us tackle together.”

      “Leveraging the power of our industry’s Discover Boating brand is a must for stakeholders looking to grow their businesses. Discover Boating’s marketing efforts are grounded in cutting-edge research to deliver a targeted marketing strategy that supports, educates and engages new and existing boaters,” noted Matt Gruhn, MRAA President. “We encourage industry stakeholders to take advantage of Discover Boating’s valuable marketing tools, resources and assets to help enhance the customer experience from researching to shopping to buying to boating.”

      Over the past year, Discover Boating marketing results helped reach new audiences and engage current boaters:

      • Delivered 7.3 billion media impressions, driving our industry’s voice in the market and building positive awareness for boating with more than 6.5 million people coming to Discover Boating websites (up 5% against plan and 23% year-over-year) and 1.6 million introductions made to boat manufacturers and dealers (up 10% against plan and flat year-over-year).
      • Created more than 5,000 pieces of inspiring content resources, ensuring our audience has access to multiple pieces of daily boating content across all our various channels. This includes targeted videos – examples here and here – generating more than 10 million YouTube views. That means people are seeing and watching our boating messages.
      • Generated nearly 24,000 positive news stories to help reach new audiences and deliver important education, including public service announcements in the U.S. and Canada, driving $10.4 million in media value (equivalent cost of securing the same media “real estate” if the news coverage were paid advertising).
      • Grew social media audiences across all platforms including Instagram, TikTok, Meta and X to 951,000 followers. Compared to 2023 growth, social platforms saw a 1,261% increase year-over-year.
      • Partnered with more than 140 influential content creators who shared personal boating experiences with their loyal followers, reinforcing boating messaging in an authentic way, driving 25 million impressions that resulted in 12.5 million interactions, including engagements and views – examples here and here. Reaching our audiences through the content creators they trust, helps Discover Boating improve its impact.
      • Hosted dozens of brand activations, including the Black Boaters Summit, a 3-day on-water event in Martha’s Vineyard, and American Century Golf Championship with NBC Sports, to interact face-to-face with consumers, boating enthusiasts, and influencers and bring Discover Boating directly to next generation audiences.

      For questions related to Discover Boating, contact Kevin Williams, NMMA’s Vice President of Marketing, at kwilliams@nmma.org.

      Encouraging Lifelong Learning

      “Remember, when you’re good, you learn. When you’re great, you understand. When you’re unstoppable, you master.” – Tim Grover, from “Winners Are Obsessed” – on the Motiv8 podcast, a world-renowned performance coach and motivational speaker who helped Michael Jordan become a bona fide champion and arguably the greatest of all time (GOAT) in his sport.

      As a manager or business leader, how can you make certain you’re encouraging lifelong learning at your dealership? It would be best to lead by example as a lifelong learner (try new things, be adaptable, read, enroll in training, etc.). Your efforts will help establish a culture of learning at your business. A dealership that prioritizes employee engagement and training for career development sets itself apart from the rest of the field by building a culture determined to succeed, individually and together.

      Encouraging Lifelong Learning

      Imagine that your service advisor is doing well and that you’re super happy with the work they are doing for your dealership. But “good” is not necessarily great. You know that and so do they. How can you help them and your dealership advance to greatness? Expose them to advanced education, training and certification programs.

      You get the picture. As THE leader, you can’t rest on your laurels. You have to do the hard things and continue to learn and advance in your role. You want them to desire the same approach and keep encouraging lifelong learning opportunities.

      To go from good to great and beyond, it’s vital to invest in your team or, in this case, your service advisor. You want them to desire to be the best they can be. And once you help them become great, don’t stop. Sure, it offers you and your entire team a chance to celebrate their accomplishment and what it can bring to the dealership, but it’s not time to stop. You must continue to pursue learning and develop a continuous improvement mindset.

      Because they have advanced in their career, they gain the courage and the confidence to push further. Their success helps them understand to strive, again, for more … continue learning, expand their knowledge and enhance their approach. You want them to continue to work on their abilities to push them (and your dealership) higher. When they reach “master status” it is as encouraging for them as it is for you, as their leader. Additionally, you want them to not only lead when the time comes but to do so in a manner that improves on their talents and leadership traits.

      It’s hard for decision-makers like you to justify training due to the time it takes to devote to continued learning, the budgetary hit and the concern for employees feeling burned out by managing training and their day-to-day activities. But imagine a day when your empowered Service Advisor flourishes in their leadership role at your dealership. A day when their gained knowledge makes their life easier, and your role as a leader simpler.

      The first step in helping your employees advance is to invest in them. Yes, even if they eventually leave. Would you rather train them and see them depart than not train them and have them stay? The answer is “train them.” That workforce enigma has been proven by numerous businesses. By encouraging lifelong learning, you help strengthen careers and your workforce family while also establishing accountability and trust.

      MRAA Launches Service Advisor Certification

      The MRAA Service Advisor Certification Program provides training for both hard and soft skills to create respected, qualified and Certified leaders that contribute daily to your business’s success. They can grow in their vital role at your dealership to enhance your service department’s efficiency and elevate your customer communication. Program participants will have, a 90-day window, from Oct. 22, 2024, to Jan. 20, 2025, to complete the program on their schedule.

      The training does not take 90 full days, so you still have time to enroll or enroll your team members. A thorough effort would take about a month, where the advisor is not just participating in the training but also implementing the tools and skills they are learning. They can earn their official credential through a proctored online exam and finish by the mid-January deadline.

      Learn more about MRAA Service Advisor Certification.

      Get Certified Today

      Momentum Builds for Dealer Week 2024 in Orlando

      MINNEAPOLIS, October 16 – Currently, more than 400 marine dealers have already registered to attend the Dealer Week 2024 Conference and Expo announces the Marine Retailers Association of the Americas, after its Early Bird registration period ended on September 30. 

      “Traditionally about half or a little less than half of our dealer attendees take advantage of our Early Bird offer, which is great,” said Mike Davin, VP of Industry Relations at MRAA. “Of course, many dealers turn their attention toward our Dealer Week event, which happens in December, a little later in the fall, and of course we completely understand. But we use the early registrations as a barometer of how the event is tracking each year. We’re happy to be on pace for another big event.”

      Momentum builds for Dealer Week in Orlando

      Dealer Week 2024 is moving to a new location but continuing a tradition of strong dealer interest. After record-breaking attendance at Dealer Week 2023, held in Tampa, Fla., the event is moving to Orlando and remains on track to meet or exceed last year’s attendance numbers. Last year’s the MRAA welcomed more than 720 dealer attendees and 1,500+ industry personnel in total to Dealer Week.

      This year, the conference already has a record number of exhibitor booths and more than 150 exhibiting businesses committed to attend. Limited booth space is still available for companies seeking to reach marine industry decision-makers, showcase their products and services, build brand awareness and network with industry professionals and experts. View all the exhibitors and Expo Hall map.


      “We are only seven weeks away from Dealer Week 2024, so there’s still time to book your flights, reserve your hotel and join us in Orlando,” said Davin. “We’ve gotten a lot of good feedback about this year’s theme and the focus of the event on actionable ways to grow business in today’s climate.”

      Dealer Week, hosted annually by the MRAA, happens Dec. 8-11, 2024, in West Halls D2&E of the Orange County Convention Center in Orlando. The 2024 event theme is “Outperform,” with a schedule of events designed to provide dealers with the tools and strategies they need to exceed the average business in today’s market. For more information or to register, go to dealerweek.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.