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Creating content that converts

In the marketing world we always hear the phrase, “Content is King.” We see that ways of consuming content, from reading blogs to streaming video and through any channel in between, is more popular than ever. But what is it about content that draws so much attention? And how can we make sure that our content is performing at the ...

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Permission to Come Aboard

It has been years, perhaps even decades, since I have thought about my first-ever boating experience as a kid. The only reason I am thinking of it now is because my introduction to boating, inauspicious as it was, is a logical place to begin my introductory blog as the new content director for Boating Industry. One of my dad’s jobs ...

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Reading equals success

At Correct Craft and our companies, we have a reading culture that has significantly contributed to our success. We talk about the importance of being “learners” vs. “knowers” and reading plays a key role in our focus on continuous improvement; at pretty much any given time some group of our team is working through a book. Our team knows I ...

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Prioritize quality over quantity for best ROI

Email marketing has been around nearly as long as the Internet has existed, but the nature of this digital strategy has changed quite a bit since its inception. While it provides a great platform for reaching customers, it is no longer a wise choice to overload customers with emails. With time, customers have gotten more selective when it comes to ...

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Boat Shows: It’s a small world after all

Industry field visits are a great way to toss off the frosty cobwebs that can fill a transitioning trade press editor’s schedule. That’s especially true if a record-setting weather outside is creating a mental winter of discontent inside. While my Boating Industry magazine brethren headed to a busy week at the Miami International Boat Show, I hit the small show ...

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Ending retaliatory tariffs with USMCA ratification

Each year the boating industry gravitates to its biggest (and sunniest) boat show in Miami to meet and discuss important issues and last week was no exception. During numerous board meetings, roundtables and other industry gatherings we worked together to tackle some of our top concerns. And, global trade and tariffs were at the top of the list in every ...

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Break into the customer journey with geofence targeting

As digital marketing continues to advance, it becomes more crucial than ever to cater to your prospects throughout the customer journey. But it can be hard enough to implement the right digital strategy to reach your target audience, let alone an individual prospect with his or her own unique actions and experiences. One way to break into the customer journey ...

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Open letter to President Trump

Dear President Trump, I cannot imagine how tough a job it is being President. Though I am sure you receive lots of advice, I would like to share a few thoughts on topics I hope you will consider as you enter your third year in office: Trade War – As previous Co-Chair of the Manufacturing Council’s Trade and Tax Policy ...

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A call to back Florida’s boating business, protect environment

From the Florida Panhandle to the Keys, Floridians and tourists alike flock to our pristine waters year-round to enjoy some of the best boating experiences the United States has to offer. While many know Florida is the ideal destination for a day on the water, what’s less well known is the significant impact recreational boating has on the state's economy. According ...

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Don’t let your leads get away

Driving traffic to your dealership website, especially without the right digital marketing tools, can be a challenge. Keeping people on your website can be even tougher, and in order to earn an online lead that converts to a sale, those people most likely need to visit your site more than once. Consider the amount of distractions available to people online ...

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