7.common mistakes

发表 Oct. 27,
2014

1

7潜水商店和牲花制作的常见数字营销错误新金沙线上

Over the last couple of years of working as a digital marketer, building out www.bwmzw.com, and studying thousands of dive shop/liveaboard outward marketing efforts, I feel like I’m ready to put to paper some clear cut erroneous tendencies that dive shops are making.

在这一系列文章中,我将概述基础知识并开始在全面的指导下工作。

Mistake #1. Poor Websites

People fail to realize that the website is到目前为止the most important element of their digital marketing campaign. Some people have terrible designs that look like they were built in 1999, and others have beautiful websites with没有搜索能见度whatsoever. Others view themselves as superstars who decided that they can rank ‘Best Scuba Diving’ and join the club of 0 vizibility.

And practically all of them view the website as a static brochure - something that they update一年一次once they get a new price list. This is not respected by Google, nor their customers, a特别不是潜在的客户。

怎么修?

Invest time and money to get yourself a usable website, which is optimized forLOCALsearch. Do not try to rank for ‘SCUBA DIVING'。

你应该瞄准 - '新金沙线上潜水潜水’ or ‘Dive Courses in'。如果您是一个小国,您可以到达国家,例如国家。'Diving in。这样的目标并不是一个技术问题, and it cannot be outsourced to your ‘IT’ guys - they know nothing about your business, and especially your customers.

Do not try to shoot for the stars with online booking systems and the sort, just have a phone number, email and acontact form, as well as a simple description of your service.

Focus on aesthetical design, functional design, and search engine marketing.

互联网充满了惊人的学习资料,将带你几乎没有时间学习基础知识,并将在长远来看拯救你很多钱。如果您在没有流量的网站上投资2000美元,或者错误的交通,则浪费了2000美元。除非您有经验丰富的SEO专业人士的预算,否则您没有选择,但要学习如何自己识别搜索市场。

错误#2。Facebook。虔诚地。忘记了所有的。

Probably the biggest mistake is the absolutely systemic over-reliance on facebook by the WHOLE industry. It's the biggest shot to one's foot that one can imagine, I see it day in and day out.

Dive Shops post well-written articles to their facebook feeds ONLY,not their websitesfirst and then link to them on facebook, but to facebook directly. This is horrible because all the search engine friendly content that could have been indexed and got you the local rankings that you need is flushed down the drain behind facebook's non-indexable ‘wall’. Thisarticlewill explain more, don’t take my word for it.

怎么修?

Facebook是一个可以帮助为您的网站生成流量的工具,如第1点所述,应该是您的转换工具。Facebook itself is NOT the end, it's a means.

因此,每当您想要发布新图片或新文章时,请先在您的网站上执行此操作,然后您可以在Facebook上发布一个链接,或者,您甚至可以复制它并在那里发布同样的事情。新内容,尤其是丰富的内容应该继续您的网站。

Mistake #3: Facebook Floods of Twitter

This point kills me even more. It seems that the Scuba Industry真的没有得到推特… with the rare exception of course.

So as an extension of the addiction to facebook, the logic is to simply connect your Facebook to your twitter and justspam your twitter feedwith non descriptive auto-garbage that flows from your Facebook. Its actually painful how often I see this, and frankly it doesn’t make sense.

If the people doing this realized the non existent (CTR) clickthrough rate of such activity and the spammy nature of such an approach, they wouldn’t bother to do it in the first place.

Twitter是一个迷人的平台 - 在我看来比Facebook更强大,但被忽视或滥用。

Another example is just another form of spammy tweeting with absolutely not aim. Take a look at this flood from @divessi

What is the aim of this? Who would find this interesting? It's almost like speaking to yourself.

Here is what I would do:

  • Use an auto scheduler to space these tweets out.

  • Link them to a relevant page, either the dive shop profile on the SSI network or the website of the dive shop.

  • Have some engaging copy to actually make it interesting to click.

怎么修

Do it right or don’t do it all. Carefully find relevant users by either looking for them on the followers of bigger accounts such as@padi@新金沙线上新金沙线上scubadiverslifeor@thesub2oYou can also just search ‘Scuba {country}’. For example, if you are a diver in Flordia, search ‘Scuba Florida’ or'Diving Florida’你会得到包含这些的推文。与那些用户聘用,他们是您的客户。用垃圾淹没了Twitterspherefb.com/941kjfkjjk1links won’t help you grow your bottomline,at all.

Mistake #4. Outsourcing Everything

从很多页脚上看,许多潜水商店的数字营销方面是完全外包给没有潜水知识的人,从未显示出当地的潜水知识。新金沙线上新金沙线上问题是您在网站上有大量的资金,其中预算浪费在完美和定制设计的一些概念,这实际上并不重要。可用性和“可辨能力”忽视,在几个月内,这看起来已经过时了,无关紧要。

该网站因建立它的人以外的人而成为不可编辑的,预算耗尽,该网站不会产生收入,最终成为过去的遗物。

怎么修

Do the keyword research inhouse. Create a sitemap that most simply outlines your websites and leave out everything that is not critical - dont waste time on it. For example, if your primary business is not selling equipment, dont bother trying to create a complete catalogue with photographs of all your items. Just provide a brief list of the types of items & brands that you hold. Even if you do it once, it's something that constantly needs to get updated and it will either get neglected or take up too much of you valuable time.

错误#5。没有博客

And I don’t mean a facebook page, no a real blog, for example on yourwebsite.com/blog. This is so important that I甚至无法重视强调这够了。

一旦您的网站拥有所有基础知识,您的地点,您的团队,您的联系人等。它需要一些耀斑。It needs something that shows your character and provides an insight into your day-to-day life. As I mentioned, your primary source of information has to always be the website. Everything else echoes it, and ultimately drives people there.

怎么修

坚持使用一个简单的平台,如WordPress为您的网站创建,并确保为您提供网站的人,为您教导您的帖子。This beginners guide to wordpressshould teach you all you need to know. The interface is really simple. Honestly.

定期发布。给自己设定一个时间表。委托to a member (younger) of your team to blog about what's going on. It can be anything, logs of the days diving, fresh photography shot by your customers (with their permission of course).

例如,在局部物品之间混合,例如,“十大潜水新金沙线上 ” and ‘evergreen’ content like “The Biggest Misconceptions About Scuba Diving”.You will see your traffic grow steadily through ‘long tail’ keywords until eventually you will see the real value in it through increasing number of leads.

错误#6。不优化本地搜索

正如我之前提到的当地业务一样,您需要达到“本地搜索”即,有人在寻找您所在地区的业务。除了优化您的网站以获取本地化搜索术语,如“Scuba Diving near’ there are other resources that can help you been found.

I rarely see dive shops use these free and very powerful resources being used.

怎么修

Using Google Business Listings, Yelp and other newer resources, like www.bwmzw.com to create profiles of your business.

For example, once you list your business with DiveAdvisor - we create a page with a few points that can help you with local search:

  • You name + URL e.g. www.bwmzw.com/dive-shop-name

  • Your exact location on a map

  • Your address and contact details

与其他本地搜索资源一样,我们的服务有SEO目标当新金沙线上娱乐网站地企业,例如,//www.bwmzw.com/extra-divers-qantab

The Description of this listing is: "额外潜水员Q新金沙线上antab,Scuba Div新金沙线上e Shop&Dive Centre在Muscat,阿曼“

然后你会看到“Scuba Dive Muscat’ or ‘Scuba Dive Oman’ or ‘Extra Divers Qantab’ or ‘Extra Divers Muscat’ are all variations of the terms in this title, which is exactly the sort of long tail localized traffic you need to be targeting.

Let's move further - Backlinks. If you notice, onhttps://新金沙线上www.bwmzw.com/oman/dive-shops., you will find Extra Divers Qantab in the list with a link to the shop. Now since that directory page has an article written on Oman, and probably gets the most backlinks for Oman's related info, it will pass on plenty of ‘link juice’ that will boost the rating of the shop page.

Mistake #7. Not Investing in a Brand

最后,我只有5-10%的整个潜水行业投入到任何创造性的思想过程中,进入了他们的行动新金沙线上命名。通常它是“Scuba Adventures”, “Global Scuba” or “最好的水肺新金沙线上“或完全陈词滥调的东西。

As for the brand, 95% of the brands go for a blue-color base.

还有很多人使用潜水员或DAN标识的一些变化作为他们的徽标。新金沙线上品牌认可非常重要,当你有这样一个较大的身份操作时,它真的与客户不好。

怎么修

Avoid the word Scuba in your name. If possible, avoid the Diving or Divers and just spend some time coming up with a play on words or even something that is not straightforward. Secondly, invest some money into developing a unique logo with illustrations and some clear characteristics that stand out.

Finally, avoid the color blue, a planet, or the DAN symbol.

Conclusion

The scuba industry is a rather poorly represented community digitally. Essentially, this was our ultimate motivation to launch diveadvisor - to simplify and organize the necessary information into a usable form.

I hope you found this article useful.

为了使这种更有趣 - 如果这篇文章获得超过250个社交股或超过1500个意见,我将以500美元或更少的$ 500或更低的方式逐步编写一个详细的步骤指南,并为其生成大量搜索交通并因此引导。





author - Timur K

经过


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数字营销

广告

scuba diving shops

promotion

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  • TN.

    sunny1/2/2015 7:33:49 PMVery good article..
    回复

  • TN.

    Byron Kinkade.2019年11月7日7:59:59First of all, the specific techniques that need to be applied for advertising depend on the size of the market segment and demand in the selected region
    回复

  • TN.

    Timur K1/19/2020 5:27:20 AMByron Kinkade., to be honest everything posted above is super generic stuff applicable to any region :)
    回复

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Much like a facebook page - you need to first have a personal account through which you can login and manage the business page.

After creating a personal account, you will be directed to 'My Dive Shop' section where you can claim existing listing or create a new one.

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希望你充分吻于Lifeadvisor新金沙线上become a memberand see it in action


Much like a facebook page - you need to first have a personal account through which you can login and manage the business page.

After creating a personal account, you will be directed to 'My Dive Shop' section where you can claim existing listing or create a new one.

知道了


Or Register With:
By Using this Site I agree to theTerms & Conditons