There’s a sense of uncertainty regarding the state of the yachting industry as we progress through 2022. The sanctions imposed on Russian-owned superyachts following Vladimir Putin’s invasion of Ukraine has left a question mark over how things are going to unfold.
It’s well known that a number of the world’s biggest and most luxurious yachts are owned by Russian oligarchs, and if they’re unable to cruise in UK, EU, US and many other waters, there are fears that the season will be an underwhelming anti-climax.
We don’t subscribe to that view. In fact, based on cold hard stats, we’re confident of the opposite proving to be true.
Read on to find out why 2022 could be the busiest year of the decade so far. It might just save your season.
The significant media coverage surrounding Russian-owned superyachts being impacted by sanctions has created a misconception that the majority of yachts will be out of action for the foreseeable future. In reality, this couldn’t be further from the truth.
Only 7-10% of the current superyacht fleet are owned by Russians; the remaining 90% of luxury yachts are unaffected.
Yes, you read that correctly. 90% of superyachts are free from sanctions and can go about their business. The Ukraine crisis won’t alter the plans of most owners and charterers, who crave a return to normality following two Covid-ravaged years that offered limited travel opportunities. The demand is there, the market is open and the Med season is upon us – three key indicators that the show will go on.
With that in mind, a pertinent question is posed: is your business visible to the 90% of superyachts set to travel this year?
If the answer is no, never fear. It’s not too late to act. If the answer is yes, it’s worth considering what other options are available to you. There’s no such thing as too much visibility; a sensible marketing outlay can generate a substantial return on investment.
If you want your business to be found by decision-makers on board the unsanctioned superyachts set to hit the Mediterranean in 2022, now is the time to take action. You greatly restrict your chances of being seen by those who matter if you aren’t proactive. The industry is saturated and it’s those who go the extra mile that ultimately maximise their earning potential. The reality is if superyachts aren’t doing business with your brand, they’re probably doing it with one of your competitors.
To ensure you don’t miss the boat (pardon the pun), you need to weigh up all the options that are available to you. If you don’t know where to start, or would like the advice of an expert within the superyacht industry, you’re in the right place.
Yachting Pages is a digital marketing agency and advertising specialist in the superyacht sphere, boasting almost two decades of marine experience. It’s fair to say we know our stuff.
We have a suite of marketing and advertising opportunities that place businesses in front of their target market at the exact moment they’re searching. With optimised advertising on an industry-leading directory website, SEO services and PPC packages among our inventory, we have a range of bespoke packages to suit every requirement.
Read on to find out what advertising options are open to you.
The Yachting Pages website, which is used daily by thousands of superyacht owners and captains, represents the perfect platform to advertise your business to the industry. In 2021 alone we achieved more than 2 million page views and recorded more than 460,000 users. Can you afford to miss out?
We have a number of different online advertising options, including SEO-optimised written adverts and display ads in banner and wallpaper formats.
Our written adverts come in four tiers to suit every budget: Super Showcase, Showcase, Mini Showcase and Featured Listing. They are category- and keyword-specific, meaning they appear when a user searches for the specific product or service a business offers.
With targeted placement and carefully curated copy, it’s the ideal way to be found by the thousands of users Yachting Pages boasts. Your listing will offer several conversion opportunities, making it quick and easy for users to contact you a quote or further information.
If that’s not enough, your advert will be curated specifically for Google and other search engines, meaning it can rank on SERPs (search engine results pages) and provide you with another landing page. This will supplement your existing online presence. If you don’t already have one, it’s the ideal first step on the ladder.
Timing is key as the season approaches, so once an advert is paid for and our digital marketers have what they need from you, it will go live in a matter of days. It’s the speediest way to enhance your business’s visibility.
Operating in a similar way to online advertising, we can get your business on the industry’s leading yachting directory app. With two paid advertising options available, you can be in the hands of decision-makers at all times.
Accessible with or without internet access, it is a key resource for captains and crew. Rank above your competitors to be the first name your target audience see when they search for your product or service. It’s the perfect supplement to online marketing.
If you’re specifically wanting to target those searching on search engines, PPC advertising is the option for you. Google AdWords is Google’s PPC platform and is the most commonly utilised solution – and we can help get you set up.
Advertisers bid on the keyword terms they want to trigger their advert, and when displayed they benefit from the visibility of appearing top of specific searches. Partnering with an experienced brand, such as ourselves, gives you peace of mind. We can manage the process for you, based on your aims and objectives, and ensure you receive maximum value from your budget.
It’s an advanced way to increase visibility and boost conversions. Alternatively, we also offer social media advertising.
SEO centres on the process of optimising your website to improve its performance on search engines such as Google, in a concerted effort to drive more traffic.
SEO is unavoidable for businesses in the 21st century. Most brands have an online presence, meaning it should be an integral part of your digital strategy. If it’s something you neglect, or you’re not entirely sure how to make improvements, we have the expertise to help.
Irrespective of where your business is positioned in its SEO journey, we use the latest digital marketing tools to make informed suggestions on how to take your website to the next level – and in turn grow the number of conversions your business generates.
It’s not an instant process, but we can help you make gains in time for later in the Med season.
Online advertising is immensely powerful, but the delivery or printed materials into the hands of those on board is the most direct form of marketing available.
With unrivalled access to superyachts across the Mediterranean during strategic deliveries over the course of the Med season (and during Cannes Yachting Festival and Monaco Yacht Show), our team can get your branded materials in the hands of owners, captains, crew and senior decision-makers. This gives your business the chance to leave a lasting impression and force your way into their thinking when they need your product or service.
This exposure is exclusive to Yachting Pages – and we have availability for the 2022 Med season.
There remains plenty of time to ensure your business is visible to the 90% of superyachts that are able to travel freely this year. We can offer advice and guidance on everything you need to know about how best to maximise your business’s earning potential.
For more marketing advice to help your business flourish, visit our comprehensive Marketing During COVID-19 library. For assistance in improving your business website's SEO, contact us today and learn more about our specialist marketing services.
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