There are a lot of marketing channels out there, each offering companies access to different audiences in different parts of the world and sometimes at very different price points. After a bit of research and speaking to a few of our TrekkSoft customers, here are five of the best ways to build a stellar marketing strategy for your sailing or yachting company.
1. Find a niche and own it
Student tours? Family excursions? Luxury travellers? Outdoor adventures? Extreme sports? What makes your tours different from the rest? Apart from your location and boats or yachts available for hire, you need to carve out a niche for yourself to differentiate your company from your competitors.
2. Use customer personas to better understand your target customers
After defining your niche product, you should probably figure out who is most suited for your offering. You shouldn't be promoting a relaxing tour to adventure enthusiasts or a student-orientated tour to Baby Boomers.
Does it make more sense to target your customers according to demographics like age, gender and spoken language; or would it be better to promote your tours according to lifestyle choices and behaviour patterns?
You could also create personas for the people who currently book your tours and a couple more to embody your ideal customer. Next, think about how to best market to these people based on their interests, behaviours, likes and dislikes. This should govern the type of content you share on your social media and website.
3. Use pictures to show off the experiences you offer
It is not easy to fully describe in words what a sunset looks like along the Caribbean or the French Riviera, so why not show people what you mean? Great pictures not only give your audiences a glimpse of your tour or activity, they also tempt your audience and help turn them into customers. A company that does this well is Catamaran Cruises Mauritius.
With the amount of technology we have around us, you don't need to be a professional photographer to capture good images. There are also a tonne of free image editing apps that can help you along the way.
4. Be where your target customers are online
If you've been running your business for more than a year, you should take some time to look through previous bookings and find out where most of your customers come from. Invest more resources into your main marketing platforms and distribution channels while slowly stepping away from the ones that aren't doing as well.
Another way to reach out to the right audience is by ensuring that your website and social media profiles can be easily found through search engines. Why not download our free SEO ebook to learn more?
5. Allow customers to book complimentary activities or tours
A half day spa package on Ko Phi Phi or scuba diving along the British Virgin Islands? Why not? You want to give your customers the best experience possible, and a great way to do that can be partnering with other tour or activity companies.
You can also cross sell your products with partners and gain more exposure with an audience you otherwise would not have the chance to reach.
Do you have any advice on how to market sailing or yachting tours and activities?
Would you like to learn more about TrekkSoft's powerful online booking and payment system? It was created for companies like yours.
Written by Nicole Kow
Having graduated from the UK, Nicole travelled around Europe before joining TrekkSoft's marketing team. She is now based in KL and regularly blogs about her travels at Next Train Out.