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Marketing expert talks tactics at Sail America conference

Jeanne Hopkins, chief marketing officer of Continuum Marketing, shared strategies and best tips about how to engage in the customer lifecycle and reach consumers directly at the Sail America Industry Conference in Newport, R.I., on Tuesday.

Hopkins emphasized the importance of inbound marketing, or “any marketing tactic that relies on earning people's interest instead of buying it,” according to a statement. “Sixty-seven percent of the buyer's journey is now done digitally. Sales reps are out of the loop for the majority of the sales cycle, furthering the importance of relationship building between you and the buyer."

Hopkins talked about how to present the correct information through multiple marketing platforms by communicating content directly to buyers while they are doing their own research about the product they are interested in. Publishing through blogs, podcasts, videos, photos, presentations, e-books and press releases are some of the platforms highly recommended that appeal to buyers today.

Later on Tuesday, Hopkins touched on website optimization, focusing on how to make a website work best for a company, using the techniques from her first session. She featured Sail America member companies Annapolis Hybrid Marine, Offshore Sailing School, Club Nautique and BoatUS.

Today’s topics include a Growing Sailing Leadership Group panel led by Jack Gierhart, of US Sailing, and “Best Practices of the Industry,” hosted by Stanton Murray of Murray Yacht Sales and Charlie Zechel of Community Boating Inc.

Nate Fristoe, of RRC Associates, will wrap up the conference, shedding light on the inside success stories of the ski industry.



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