As a scuba retailer, you sell products and services to scuba divers. Scuba divers are usually pretty tech savvy and most will participate in online social networking. You could stick with your existing magazine and newspaper ads OR you can revise your marketing campaign to include the use of social networks.
Benefiting from a social network is not as easy as just having your company profile listed. You need to remain active...your profile needs to be updated regularly...you need to write blog articles (ie: specialty of the month, recent dive trip, gear review)...you need to respond to comments/messages within 24 hours...you need to post new photos on a monthly basis (ie: scuba class photos, new gear)...you need to organize events (ie: promote future training classes, meet & greets, local dive trips, bbq’s, etc.).
For scuba retailers, I suggest that you participate in two online social networks: DiveBuddy.com and FaceBook. DiveBuddy.com is obviously targeted to existing scuba divers. Facebook will allow you to advertise to more non-divers in hopes of attracting them to our sport. For business to business networking, consider a profile on LinkedIn.com.
Get online, stay active and begin to grow your business in the age of Internet. Embrace the change, don’t fear it. You’ll soon realize it’s more fun than you think and your bottom line will improve.
I would love to discuss social networking with you more, so contact me anytime.
Also read my other Scuba Marketing tips:Scuba Marketing 101: Advertising vs. Organic Growth vs. Public RelationsScuba Marketing 103: List Your Business on Scuba EarthScuba Marketing 104: Discover Scuba Date Night
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