DIGITAL MARKETING IN THE YACHTING INDUSTRY

Relevance:t: +377 97 77 99 52 monaco@

relevanceweb.comw: www.relevanceyacht.com

YPY SEMINAR

Impressive Digital Facts

60 seconds online? 3

Yachting & Internet Timeline

Where it all started: The Yachting & Internet Timeline

5

Past, Present and Future of Digital Marketing

Article Syndication Forums E-mail Marketing Directories Thin content Keyword rich Simple SEO Website design for

desktop only

Content Marketing E-mail Marketing Social Media

Marketing Paid Advertising Retargeting/

Remarketing Technical SEO Mobile Marketing & UX Localisation

Present

Past, Present and Future of Digital Marketing

7

Past Future HD & 360° videos +

drone footage + video marketing

Social listening to target user intent – FB listening – social more and more important

Wearable tech on the increase – SEO & UX for small devices

GPS marketing - bluetooth

Google to understand images & search

Augmented & virtual reality

Timeline of Milestones in the Yachting and Internet History

SEO & The Google Algorithm in 2016

Some of 200 Google Ranking Factors9

• Domain Age & History• Keyword Appears in Domain • Keyword as 1st Word Domain• Domain Registration • Keyword in Sub Domain • Exact Match Domain• Public vs Private Whois• Personalised Whois Owner • Country extensions locally• Keyword in Title Tag• Keyword in Description Tag • Keyword used in Content • Content Length • Keyword Density • Latent Semantic Indexing Keywords in

Content • LSI Keywords in Meta• Page Load Speeds• Duplicate Content - negative• Image optimisation• Freshness - Recency of Content Updates• Magnitude of Content Updates• Keyword Prominence

• Keyword in Headings• Word Order• Outbound Link Quality • Outbound Link Theme• Grammar Spelling• Syndicated Content• Number of Outbound Links• Broken Links• HTML Errors• URL Length• Useful Content• Layout• Content Shares• Site Architecture• Site Map• Usability• Alt Tags• Guest Posts• Mentions• Anchor Text• Wikipedia Source• Reciprocal Links• DMOZ Listed

SEO Agencies – The most important Google Algorithm factors

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Timeline of Milestones in the Yachting and Internet History

Some Important Digital Marketing Methods to Increase Website Conversions

Some Important Digital Marketing Methods to Increase Website Conversions

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E-mailings: Tailored content to your customers and prospects or people who are relevant to your services

Retargeting Display: Targeting people who already visited your website

Highly-targeted Long-Tail SEO: Getting to the Top of Google for very specific searches

Relevant Referral Traffic: e.g. Yacht insurance advertising on a yachting weather website where captains spend time

Highly Targeted Search Engine advertising using excellent content

Get the Best Photography, video and website content

LinkedIn B2B Content Advertising – White Papers

Top Online Marketing Channels in the UK13

10 Web Tools for Digital Marketing

10 Web Tools for Digital Marketing15

• Google Keyword Planner - Keyword research both for SEO and Google

Adwords

• Hootsuite, Buffer, Edgar or Sprout Social - Social media management

• Canva - Quick and easy alternative to Photoshop for graphics etc.

• Outbrain - Content discovery platform

• Moz Content - Quickly audit, measure, and discover relevant content

• Buzzsumo - Analyze what content performs best for any topic

• Mailchimp - Email marketing campaign tool

• DaPulse - Project management tool

• Google Analytics and Search Console - Analysis and bug fixing of your

website

10 Web Tools for Yacht Marketing5 Amazing Ways to Produce Content

5 Amazing Ways to Produce Content17

• Put Together Useful Guides

• Interview an Industry

Authority

• Write an Opinion/Review

• Create Shareable

Infographics

• Case Studies

Common Digital Marketing Mistakes and Misconceptions

6 Common Digital Marketing Mistakes19

Forgetting the Importance of Content

Overlooking Mobile

Not Measuring Results

Using Black Hat SEO

No Cross-Channel Remarketing

Using a Digital Agency Not Relevant to Your Industry

5 Digital Marketing Misconceptions20

Nobody Clicks on the Ads at the Top of Google

Digital Marketing = Social Media

I can get the Intern to do my Digital Marketing

I will instantly rank first on Google once I start SEO

High Bounce Rate is Bad

How to Measure your Results

Measure your Results22

Identify Business Objectives

Create Goals for each of the Objectives

Create Key Performance Indicators for all your Goals

Track KPIs using website tracking and analytics programs

Report on these daily, weekly and monthly and reassess

How to Measure your ResultsYachting Photography and Video

Digital Marketing for Yachting Companies - Workshop

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Shipyard looking to sell New Builds

Charter Company Selling Caribbean Motor Yacht Charters

Crew Agency for superyachts

Superyacht Insurance Company

Q&A + Academy Sign-Up 25

Leave your name & e-mail for our Relevance Academy sign-up – monthly digital marketing seminars in Monaco

Relevance:t: +377 97 77 99 52 monaco@

relevanceweb.comw: www.relevanceyacht.com

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