Images, updates and footnotes to enhance your audio journey
PART TWO:
YOUR ESSENTIAL MARKETING TOOLKIT
Chapter 7: The Nuts 'n' Bolts
Putting the mindset and knowledge to work
Part Two of Smart Yacht Marketing 101 drills deep into the way in which we attract the business of potential clients and how it depends not only on what we have to say or share with those prospects but perhaps even more importantly...the way in which we say or share it.
Chapter 7 does most of the heavy lifting on this great topic. It covers everything from having the correct specifications, maximising photo and video shoots for all off and online use, optimising brochures, securing testimonials, growing the most resonating of sales networks through referrals and even how to consolidate client relationships through one of the most unlikely tools ever.
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In the section on Photography and Video, one image in particular is spotlighted as the perfect example of how smart planning and a real understanding of who your audience is, what they are looking for and what you want to sell, can ensure you stand out from the crowd and leave your viewer salivating for more.
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Click on the image below to open up on full screen.
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Inviting your potential clients into the action
Courtesy of Edmiston, the Taylor Agency, image by Alexis Andrews
A word from the Author:
Still one of the most powerful examples of the sort of winning, image-led advertising campaigns that can come about when marketers and photographers work together to think like a potential client.
The image excels in addressing two of the greatest rules in communication for engagement: first, answer that question that every buyer in the world asks themselves before making a move and secondly, show...don't tell.
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DAVID SEAL
Yachting Youtuber
A Special Mention
When spotlighting David in Smart Yacht Marketing 101 for his ground-breaking documentary-style videos in 2018, his YouTube channel suitably entitled Yachts For Sale had acquired just over 17,000 subscribers, averaged over 12,000 views per day and celebrated a most-watched video of around 400,000 views.
Well...that was David just getting warmed up!!!
Throw forward to 2025 and that subscriber base has grown 15x to over 260,000, daily views have increased 250% and his most watched video is currently relishing over 6.4 million views.
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Proof, if ever it was needed, that video, when it is passionately and intelligently produced, remains a driving force for stand out and engagement in today's battle for awareness. And further proof of the wins to be had by producing quality content that actually understands what potential clients want to know and see.
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A word from the Author:
​If the role that the creation and distribution of smart video can play in influencing and attracting clients in yachting was strong when I wrote Smart Yacht Marketing 101…it is palpably herculean today.
According to research conducted in 2024 by social media management experts, Sprout Social, users retain as much as 95% of a message watched on video compared to just 10% read in text form.
Video has practically monopolised social media today. Take a look at where most users have a presence on social: Facebook (90%), Instagram (82%), YouTube (76%), Tik Tok (58%), X/formerly Twitter (50%) and LinkedIn (43%). Video forms the bedrock for content on most, if not all, of these. Even more so for Gen Z who are most present on Instagram (98%), YouTube (84%) and Tik Tok (82%). Even on LinkedIn, a platform in evolution but one that packs a unique punch for users in search of informative and insightful business-related content, video is the most shared form of content…particularly when it is educational!
In 2024, social video platforms recorded around 52 minutes of engagement a day. And that time spent continues to rise. In fact, Sprout Social's research shows that users rely on it to keep up with trends and cultural moments more than through talking with friends and family or watching TV or digital media.
The video bubble hasn’t burst.
However, the art and the skill of how to win engagement with it has become a lot more refined.
Not all video works.
In the book, we cover a number of the tricks and techniques to producing and leveraging video that does engage, and the 2024 Social Media Content Strategy Report produced by Sprout Social shares some refreshing insight. For brands to really reap the rewards of quality engagement, the firmly held advice of the Report's contributing experts and participants was to be more authentic (less product-centric), relatable (be more personable and willing to listen) and entertaining.
Users want brands to focus more on creating content with value rather than fixating on how many posts they think they need to make every day.
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Amen to that!
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