Tuesday, November 25, 2014

Digital Checkup

(1:07) Keeping your digital presence current is a topic I periodically address. That's because it is one of the most common issues I see when working with marinas. The internet's power is in it's immediacy. You cannot treat it like the stale paper media of the past.

(0:59) There is a reason we continue to see long standing paper media fall away. They simply can't match the timeliness we've all come to expect. Boaters want to know what you have to offer today, not last week, and certainly not last month or last year.

(0:52) If you doubt how the consumer experience has changed, revisit my ZMOT series which starts here:

(0:48) So it's critical for your digital presence to match the expectations of your customers. When was the last time you updated your website? Is your ActiveCaptain marker filled in and up-to-date? How about your ActiveCaptain Pro-Op message?

(0:41) It is a terrible mistake to treat any of your internet content in a "set it and forget it" mode. Pricing, amenity or service offerings, staff, and events, are some things that change over time. It must be someone's job to check these on a regular basis. Do not leave it to fate.

(0:34) Ideally, your website should be designed so that you or someone on your staff can easily make modifications to the dynamic portions. If it is difficult or costly to make those changes, you are less likely to do them. And not keeping your content current sends a poor message. Seeing an announcement for an event that is months or years old on your homepage will make me question whether I can trust any of the information I see. Update your website regularly. Depending on your focus, that could mean daily, weekly, or monthly updates.

(0:21) Fortunately, keeping your ActiveCaptain data current is simple. check out the Marina's Guide to ActiveCaptain if you need guidance:

(0:17) I often find ActiveCaptain Sponsor Pro-Op and Cross Promotion messages that are long past their usefulness. Make sure you are updating your messages to reflect changing seasons, upcoming special events, and special offers. Don't hesitate to experiment. Remember that the power of this digital medium is that you are in control and can change your message as often as you wish. This will generate interest and freshness and attract boaters to come see what's new.

(0:07) Make sure that you are using every tool in your arsenal effectively. Do a digital checkup today of your website and ActiveCaptain content.

(0:02) And that's the marina minute.