Did you know that your marketing might be repelling customers?
Your content can drive brand awareness and sales, but only if you map it to your customer’s buying journey.
I’m going to keep this simple and break it down with real examples from the yachting industry:
ATTRACT (Blog Posts):
1. A refit company publishes a blog on “How to prep your yacht for a Mediterranean charter season.” It ranks on search engines, draws in captains, owners reps, technical managers etc, and starts the decision-making before they’re ready to get started.
2. A yacht toys supplier publishes a blog about “Top 5 yacht toys for a Caribbean yacht charter”. They give honest reviews with full product specifications, delivery information and testimonials to build trust with yacht owners and crew.
EDUCATE (Newsletters & Email Promos):
1. A yacht interiors supplier sends a monthly newsletter with tablescaping tips and featured products that crew use and what’s available for fast delivery to Antibes, Genoa or Palma. It positions them as a ‘go-to’ expert – not just another vendor.
2. A yacht provisioning company sends a ‘Supplier Spotlight’ mail out to their database that highlights food brands and suppliers they work with such as truffle growers, fruit and vegetable vendors and rare gourmet products. This showcases their product range in a ‘non-salesy’ way and cross-promotes the suppliers in their network.
DECISION (Demo & Step-by-Step Videos):
1. A tech provider creates a short video demo of their product on board. Captains and crew can see the product in action. Owners hear the testimonials. It shifts doubts into decision-making, based on social proof and trust.
2. A composites company posts videos on their social media pages of the before and after process for gelcoat, GRP and composite repairs. By publishing step-by-step videos including the tools and techniques they use, they establish their company as a specialist working with special surfaces for boats.
BUY (Product Pages & Buying):
1. A crew uniform supplier upgrades its website with size guides, delivery times, and fast reorders. No friction. No drama. Just clear information and seamless ordering.
2. A yacht chandlery has easy-to-read product brochures on their website with full product specifications, easy online ordering and a ‘Frequently Asked Questions’ section that includes delivery times, chandlery hours and returns information.
If your marketing isn’t working as hard as you are, it’s time to rethink how your posts impact your sales funnel.
Email me if you want to hire me to create content that fits what your target customer is looking for: info@antibesyachting.com
