Marketing: Are we ok, or do we need help?

[Julieofthesea]

A question for you relative to the business model of your proposed agency: If I'm XYZscuba.com, and I engage you to do SEO for me... what do you do when ABCdivers.com calls you and asks if you can help them? Will you tell them "Sorry, I have a conflict of interest and cannot take you on as a client?"

First, I would not work for two competing businesses. That would be unethical and counterproductive.

What is your role with Gypsyblood Dive? Are you the owner or do you work there? Just curious. If all of your charters are full and you have all the business you need, then it doesn’t seem you need to worry about marketing.

Help me understand the business case for SEO as the savior of the small business: Suppose I'm trying to break into the online gear sales space... how much can I expect my bottom-line to increase if I improve my search result performance? (Knowing that "search results" don't appear anywhere on a balance sheet.)

My inbound marketing service will answer this question. Here’s how:

How would a small dive center be able to rank for highly ranked keyword like “scuba equipment?”

The answer is; they wouldn’t. The smarter approach is to go for the long tail keywords… like “How to buy the best BCD?”

Low and behold, I’ve found an example of what I’m talking about.

If a diver googles “How to buy the best BCD?”, Scuba BCD - A Guide to Buying the Best Buoyancy Compensator comes up. Notice, she is not Leisure Pro. ;-) There is a great post on everything you would want to know about buying a BCD. At the bottom of the post, there is an offer for more valuable information in exchange for the diver’s email address. SDS is not my client, but if it were, I would have a free ebook on something closely related to equipment, but hey, this is better then nothing. SDS is offering a free e-course on better diving and travel.

The diver enters their email address and Scuba Diving Smiles (SDS) has permission to email the diver. A relationship can begin where SDS has the chance to wow the diver with their knowledge of scuba. If SDS delivers more value to the divers inbox, the diver will take notice and start to appreciate them as an expert. Maybe SDS sends an email that announces a cool new BCD has arrived at the store and is in stock, or they are having a special “Buy a BCD and get a free Equipment specialist class." Now the diver, who we know is interested in learning about equipment and interested in buying a BCD has a reason to become a customer. Once a customer, SDS has the opportunity to sell more travel, classes, service etc.

All this because SDS answered my question with a blog post that was found doing a google search. That’s how proper SEO effects your balance sheet.

If you’d like some proof that this works, check out Marcus Sheridan. He owned a fiberglass pool company in NJ. He started an inbound marketing system by answering questions that he got from his customers. Since the core of this system comes down to education, and most business owners in the scuba industry are by default an instructors, there’s no reason why we can’t mirror his success.

The services I want to offer would coordinate this whole process.
- Content Marketing (business blogging)
- Social Media
- Email Marketing
- Lead Nurturing
- SEO (keyword research)
- Marketing Strategy (define your Unique Selling Position, Define your buyer persona, goal setting)
- Analytics
- Website Optimization

I hope you don't feel that I'm picking on you; I genuinely love kicking this kind of stuff around. I'm mostly asking you - and the industry - to take a more circumspect view as to what is the problem that you're trying to solve, and what are the appropriate strategies and tactics that will best solve them.

Also, RJP, I have Blue Ocean Strategy on my reading list. From the summary I read I think it would align with this philosophy perfectly. Thanks for saying you’re not picking on me. I was beginning to wonder! I like kicking this stuff around too.

 

[Jim Lapenta]

Really, I just looked at her site and found it sorely lacking on how to buy a good BC. Except for a few models their recommendations are ok but not optimal IMO for the new diver. No mention of BPW's and one section is just plain full of crap and perpetuates the lie that a back inflate will put you face forward on the surface. But I will say thanks as I have a new article I have been kicking around and can use her site as an example of the kind of misinformation that is out there. And to stay away from it or disregard half of what they see on it.
It is clear that she has done very little research or chooses to disregard info that she may have found as it does not fit her business model.

 

[drrich2]

Some years ago when I got interested in scuba diving, the instructor I ultimately went with had a fairly elaborate web site that laid out what would be involved pretty well for the time. I believe a business that can do likewise in a detailed but straight-forward manner on a website might draw in more dive course business.

As regards the backplate/wing issue that Jim mentioned, a shop that advertised they not only sold a good model but also offered a range of accessories and would custom fit/modify your new rig with you could be quite a nice value-added feature that an online vendor wouldn't likely match.

For that matter, perhaps the LDS's need to leverage that sort of 'onsite value added' angle more. I wonder how many opportunities there are for that sort of thing.

Richard.

 

[Jim Lapenta]

You can offer that service for on line sales as well when it comes to fitting initially. I manage to hit it pretty well when I have the height and weight of the person buying the rig. Of course I have set up a few of these in the last three years. And I offer a number of custom options. All they have to do is ask.

 

[Julieofthesea]

Really, I just looked at her site and found it sorely lacking on how to buy a good BC. Except for a few models their recommendations are ok but not optimal IMO for the new diver. No mention of BPW's and one section is just plain full of crap and perpetuates the lie that a back inflate will put you face forward on the surface. But I will say thanks as I have a new article I have been kicking around and can use her site as an example of the kind of misinformation that is out there. And to stay away from it or disregard half of what they see on it.
It is clear that she has done very little research or chooses to disregard info that she may have found as it does not fit her business model.

You're welcome.

I have more marketing advice: Be likable. People buy from business and people they like.

 

[Edward3c]

Really, I just looked at her site and found it sorely lacking on how to buy a good BC. Except for a few models their recommendations are ok but not optimal IMO for the new diver. No mention of BPW's and one section is just plain full of crap and perpetuates the lie that a back inflate will put you face forward on the surface. But I will say thanks as I have a new article I have been kicking around and can use her site as an example of the kind of misinformation that is out there. And to stay away from it or disregard half of what they see on it.
It is clear that she has done very little research or chooses to disregard info that she may have found as it does not fit her business model.

The site also failed to mention wings or ABLJs that are still used in the UK.

 

[RJP]

Really, I just looked at her site and found it sorely lacking on how to buy a good BC. Except for a few models their recommendations are ok but not optimal IMO for the new diver. No mention of BPW's and one section is just plain full of crap and perpetuates the lie that a back inflate will put you face forward on the surface. But I will say thanks as I have a new article I have been kicking around and can use her site as an example of the kind of misinformation that is out there. And to stay away from it or disregard half of what they see on it.
It is clear that she has done very little research or chooses to disregard info that she may have found as it does not fit her business model.

But Jim, you're not a scuba newbie. Let's face it, while you and I know that the information on that website is as thin as wet toilet paper... it's far less contentious than you and danvolker and tobin arguing over who's BP has fewer burrs... and just enough information to get a few people to buy some dopey BCD.

But Julie, the question I have is... what is her business? Because when you click on any of the links to actually try to buy anything (and they are quite hard to find) they link you to LeisurePro.com.

Best BCD - Which Top Rated And Reviewed Scuba Diving BC Is Best For You?

Zeagle Ranger BCD with Ripcord Weight System, Black at LeisurePro

 

[JohnN]

You're welcome.

I have more marketing advice: Be likable. People buy from business and people they like.

Hmmmm,

I've purchased a fair amount of gear from Jim. and although I've never met him personally, I would have to say I 'like' him, more importantly, the advice I get is not self-serving and is really based on his expertise.

Candidly (and I've worn a marketing hat for more years than I would like to admit), I not yet impressed by what you're bringing to the party.

 

[Julieofthesea]

But Jim, you're not a scuba newbie. Let's face it, while you and I know that the information on that website is as thin as wet toilet paper... it's far less contentious than you and danvolker and tobin arguing over who's BP has fewer burrs... and just enough information to get a few people to buy some dopey BCD.

But Julie, the question I have is... what is her business? Because when you click on any of the links to actually try to buy anything (and they are quite hard to find) they link you to LeisurePro.com.

Best BCD - Which Top Rated And Reviewed Scuba Diving BC Is Best For You?

Zeagle Ranger BCD with Ripcord Weight System, Black at LeisurePro

Wouldn't it be great if someone had all the pieces... Great information and great gear? I don't know what business she is in. I randomly used it as an example to show what she's doing online. By no means am I saying that she has the right answer to the question. "How to buy the best BCD?"

I hope this shows that the position on google is WIDE open. She was in the NO. 2 spot with that search. Someone who is actually selling gear, someone who is an expert on gear, is in the perfect position to generate business from online traffic.

---------- Post added January 1st, 2014 at 09:30 PM ----------

Hmmmm,

I've purchased a fair amount of gear from Jim. and although I've never met him personally, I would have to say I 'like' him, more importantly, the advice I get is not self-serving and is really based on his expertise.

Candidly (and I've worn a marketing hat for more years than I would like to admit), I not yet impressed by what you're bringing to the party.

Great, JohnN then you agree. You like Jim. You buy stuff from him. See?

Why don't you want to admit you've worn a marketing hat for many years?

 

[drrich2]

Wouldn't it be great if someone had all the pieces... Great information and great gear?

This can be hard to do for another reason. For example, let's say you got a gig working for Scuba.com, which has a large range of products, and you guys hired Jim to write 'how to' guide content for picking a BCD, a reg., etc..., to post on the site, creating the kind of helpful, education + one-stop-shopping experience that sounds so good.

I can't speak for Jim. From his other postings, I suspect he might:

1.) Encourage people to seriously consider BP/W setups instead of jacket BCDs.

2.) Encourage people to consider HOG/Edge brand gear as a lower-priced but good value alternative to some premium-priced branded gear.

3.) Encourage people to turn a critical eye toward some mainstream training agencies' teaching programs, and instead consider smaller providers who might offer more comprehensive, and yes, demanding, programs - SEI/CMAS, GUE, etc...

Won't be long till someone at Scuba.com figures out that they probably sell way more jacket BCD's than BP/W, premium brand gear gives higher profit margins, and more people come looking for PADI products than SEI, etc...

Serious conflict of interest.

Now, Jim could craft an expert website himself (and he sells stuff), perhaps get design & marketing aid to make it visually appealing and user friendly and SEO (of course!), but that flexibility is linked to a small businessman who can probably stick mainly to carrying product lines he believes in vs. having to carry whatever's got the most market share.

But I'm under the impression you are hoping to land a gig with a big player? Somebody like that would be hard put to give the kind of very candid, specific and useful advice a small businessman can.

Richard.