One of the first things I do when I visit a yachting website is click on the social media buttons.
Why? Because I need to validate:
1). YOU ARE STILL IN BUSINESS
Many yachting companies have dormant social media buttons on their website, or they don’t link to any site at all.
Social media accounts that are rarely updated give the impression of inactivity or neglect.
What message does this send prospective customers? That you :
❌ Are under-resourced
❌ Have no budget
❌ Have no time
Customers are busy – they don’t have time to decipher if you’re still in business. Don’t fall into the trap of eliminating your company as an option before you even step into the customer’s decision-making processs.
2). THAT YOU CARE ABOUT COMMUNICATION
There’s a time and place for emails and newsletters, however your social media accounts keep your online visibility churning and tell your prospects and search engines that you are open for business.
How Do You Leverage Social Media In Yachting?
Whether you want to improve your yacht charter company’s social media pages, or build your yachting brand as a startup launching a new product, social media is a vital tool for brand visibility and lead generation.
An educated lead is more likely to become a customer, so share your knowledge via useful, relevant content such as interviews, demo videos, white papers, answering FAQs about your products/services, or mini guides.
Don’t ghost your followers – try your best to engage with your social media connections by responding to comments and shares. Stay top of mind!
Don’t underestimate the power of lurkers! Many people on social media will never engage with your posts, yet they will watch your activity and pop up in your inbox with opportunities.
Superyacht companies can build audience engagement with consistency in their social media posts.
10 Ideas For Social Media Posts For Yachting
First and foremost, your own photos and videos can lend the best example of authenticity to your yachting brand. Yes, everything can be edited and refined, however having your own imagery ready to go means you can use it when and where you like. It also means you’ll have original photos or videos that other company’s don’t have access to (such as stock photo galleries or licensed photos).
Need a few ideas for social media posts? Here are some ideas for social media posts:
1. Industry News and Market Trends: Follow online social media groups such as the ‘Maritime & Yachting Professionals’ LinkedIn group, yachting news websites and blogs to stay updated with current superyacht news. Subscribe to newsletters and forums, especially if your company focuses your marketing on a specific region.
2. Events and Achievements: Document your presence at boat shows and any achievements that you get such as industry awards or accolades.
3. Thought Leadership: Add any published articles that mention your company to the ‘Publications’ and/or ‘Featured’ section on your Linkedin Profile. Create a ‘Press’ section on your website where you can post about media coverage you earn, or share your perspective on niche-specific topics.
4. Project Updates: It’s not always possible to share details about projects in the superyacht industry due to confidentiality clauses and NDAs. If possible, document your journey with client projects and share behind-the-scenes content if you’re permitted to.
5. Behind-the-Scenes: Creating content from scratch can be time-consuming. So, highlight what’s happening with your company behind-the-scenes such as face-to-face question sessions with experts in your business, or your team preparing for different boat shows. Don’t be afraid to show personality.
Showcasing behind-the-scenes content for your yachting business can be a great way to demonstrate authenticity and relatability.
6. Meet The Team: Don’t just post something like “Here’s Anna from our Admin department”. Showcase their roles and explain why they’re a vital part of your day-to-day business. If your company operates across different geographic regions, highlight your offices and their local employees, suppliers, and vendors.
7. Tutorials and Step-by-Step Guides: Create a short tutorial, product demo, or webinar to educate your audience about your products or services.
8. Site Visits: Vlogs are great ways to show your team out on the road visiting clients. Even a 10-second Reel can drive traffic to your website and social media pages.
9. Testimonials and Case Studies: They’re a great way to demonstrate how your products or services have been used successfully by customers.
10. Quizzes, Polls and Stickers: Social media posts from yachting companies can be a bit boring and samey. Stand out by adding a few polls, fun stickers or quizzes to make your feed more fun and boost engagement.
Testimonials are a great way to show social proof for your yachting products or services
Five Places To Find Inspiration For Social Media Posts
5. Pinterest: Pinterest has social media ideas for boating, sailing, nautical lifestyle, fashion and destinations. It’s visual so doesn’t give help with advice about writing captions or writing an engaging post, however it can prompt creativity for visual assets.
