Archive for the ‘eMarketing’ Category

How social Medias can be used most effectively?

Monday, October 26th, 2015

Social MediaEveryone has them, everyone knows them – but does everyone knows how social Medias can be used most effectively?

I am now working as a PADI Regional Manager for several years and I saw many Facebook, Twitter and Google Plus – business pages of various diving schools. I also learned that today’s youth is represented on Instagram. So, if you only use Facebook – in the eyes of youth you are “Out”!

Oha, I thought … I’m already so old … But you have to be clearly aware that every target group uses different Medias – the diversity is the key to success

There are seven important points which need to be considered:

  • Existing social platforms
  • Which social Media do I use for my diving school
  • Target groups
  • How many times do I write a post
  • Who should write you posts
  • Insights
  • Blogging

Existing social Media platformssocial Media_2

The number of social media platforms is increasing, however, not every Platform is suitable for your business. Below you’ll find the most popular social media of our times.

– Facebook

– Twitter

– Google Plus

– YouTube Channel

– Instagram (only Mobile)

– TripAdvisor

– ScubaEarth

– Snapchat

Social Media_1Which social media do I use for my diving school?

From my experience I can say very clearly that a business without Facebook, Twitter, Youtube Channel and ScubaEarth – has clearly missed the today´s train. You have to be visible and find the customer where he is looking for you. This is called inbound marketing – means to target the potential customer, who is looking for you, will find you. That is why it is so important that your website is always up to date.It does not mean that each platform needs a separate entry. Various social media can be linked with each other. For example, Facebook can be linked to Twitter and vice versa. Then each entry on Facebook will be automatically published on Twitter. Then there is also Hootsuite. Hootsuite is a platform that manages all your social media. This means; you write an article only once and Hootsuite publishes all your messages on your registered social media. The only problem with this is that the contributions are not adapted to the uniqueness of the platform.Very important, especially for resort areas is TripAdvisor. Statistics show that diving schools, which have a TripAdvisor account and also several reviews, are much more frequently contacted by new customers.

Target groupsZielgruppe

Which target group I want to reach with my entries?

How effective are my messages?

Do I reach new customers with my photos?

These are all questions that you need to ask yourself, if you are planning a new post. A post should be interesting and exciting. The visitor of your page has to feel addressed. You want to get your existing customers to keep in touch with you and show what´s happening in your Dive Center after they gone home, because you want that these customers are coming back. You also want to acquire new customers through your platforms.Attract and motivate the user is the key, for example on Facebook. It’s not about how many “likes” you have, it’s about how many times you can get your fans to interact with you. The number of Likes, Comments and shares improves the chance that future posts appear in the News Feeds of your fans. If your posts do not interact with your fans, they never commented or liked your posts, then you risk that your content will disappear in the future from the News Feeds of your fans.

ZeitaufwandHow many times do I write a post?

I know that the time is a problem – especially during high season. However, you cannot avoid to actively and effectively use your social media during High season. This is the time where you have to promote your business.You have to publish a post, for example, on Instagram and Facebook at least once a day. A blog post would be very good once per week. But it is also ok to write a blog post every two weeks. What you want is consistency in your publications. Google, as well as your readers will immediately notice irregularities. The great thing about social media and blogging is, that you can schedule the publication and therefor write your posts ahead, when you have the time and schedule the publication – the rest is done by your platform.

Who should write your posts? 12188053_918898418191860_5675352402385959746_o

People are asking me frequently:  “Who should write the all these articles?” Determine someone in your staff who is responsible for social media and hand out to this person a camera and give him also your login information for your social media platforms.

Let your customers write the messages on your Wall. Animate the clientele to publish active as an advocate for your diving school. Organize a contest where by the most “liked” Article during the season will get a gift.

What is the first thing you do when a customer is walking in your diving school…? Right – you say “hello” and then…? … Then you give him a Tablet in his hand and let him to log on to his social media platform. They should like your Facebook business page immediately. It is also very important that you mention to them that they tag themselves in every picture where they appear.Before the customer is leaving your Dive School, hopefully satisfied, tell them that they need to write a review on Trip Advisor and on the Facebook Business page. It’s amazing how many new customers have been generated by the TripAdvisor and Facebook reviews. People read these reviews before they decide where to go!

InsightsInsights

Each platform has a statistic. Use this well! You can read when your “fans” or “followers” read your posts, when they are active on the Internet, where they come from, how many  of your visitors are men’s or women’s – and a lot more. All this you can find within the insights. Try to find out what your most successful posts are and according to that you will write your future posts – and measure the success again.

BloggingBlog

A diving school with no blog – is like a VW without a catalyst…! It is absolutely a must have! It does not mean that you need to write a novel, even a small article is ok. But it is important that you blog frequently.It is also important that your blog has social media sharing buttons. This ensures that your blog can be shared by the readers. It is also important that your readers can subscribe to your newsletter or blog. With this they will get an email as soon as you published a new blog. Animate your customers to share your new blog on their social media platforms.

What are the key points for a successful Blog?

– Update frequently so that the readers are coming back

– Link your Blog with Facebook / Twitter – for automatic feeds

– Use keywords to support you search engine optimization (SEO)

– Link your Blog with your website and vice versa

Your goal should be to inform your existing customers about what´s going on in your Diving School since they left – because you want them to come back – and by using the right keywords (SEO) to attract new customers. The chances are very high that your blog will be read and shared by unknowns the more interesting your articles are.

I hope that this article opened a little bit your eyes and that you understand the importance of how social Medias can be used most effectively.

If you would like to learn more about social media and Websites, it would make sense to apply for the PADI Business Academy, which is offered in different countries.

The post How social Medias can be used most effectively? appeared first on PADIProsEurope.

How social Medias can be used most effectively?

Monday, October 26th, 2015

Social MediaEveryone has them, everyone knows them – but does everyone knows how social Medias can be used most effectively?

I am now working as a PADI Regional Manager for several years and I saw many Facebook, Twitter and Google Plus – business pages of various diving schools. I also learned that today’s youth is represented on Instagram. So, if you only use Facebook – in the eyes of youth you are “Out”!

Oha, I thought … I’m already so old … But you have to be clearly aware that every target group uses different Medias – the diversity is the key to success

There are seven important points which need to be considered:

  • Existing social platforms
  • Which social Media do I use for my diving school
  • Target groups
  • How many times do I write a post
  • Who should write you posts
  • Insights
  • Blogging

Existing social Media platformssocial Media_2

The number of social media platforms is increasing, however, not every Platform is suitable for your business. Below you’ll find the most popular social media of our times.

– Facebook

– Twitter

– Google Plus

– YouTube Channel

– Instagram (only Mobile)

– TripAdvisor

– ScubaEarth

– Snapchat

Social Media_1Which social media do I use for my diving school?

From my experience I can say very clearly that a business without Facebook, Twitter, Youtube Channel and ScubaEarth – has clearly missed the today´s train. You have to be visible and find the customer where he is looking for you. This is called inbound marketing – means to target the potential customer, who is looking for you, will find you. That is why it is so important that your website is always up to date.It does not mean that each platform needs a separate entry. Various social media can be linked with each other. For example, Facebook can be linked to Twitter and vice versa. Then each entry on Facebook will be automatically published on Twitter. Then there is also Hootsuite. Hootsuite is a platform that manages all your social media. This means; you write an article only once and Hootsuite publishes all your messages on your registered social media. The only problem with this is that the contributions are not adapted to the uniqueness of the platform.Very important, especially for resort areas is TripAdvisor. Statistics show that diving schools, which have a TripAdvisor account and also several reviews, are much more frequently contacted by new customers.

Target groupsZielgruppe

Which target group I want to reach with my entries?

How effective are my messages?

Do I reach new customers with my photos?

These are all questions that you need to ask yourself, if you are planning a new post. A post should be interesting and exciting. The visitor of your page has to feel addressed. You want to get your existing customers to keep in touch with you and show what´s happening in your Dive Center after they gone home, because you want that these customers are coming back. You also want to acquire new customers through your platforms.Attract and motivate the user is the key, for example on Facebook. It’s not about how many “likes” you have, it’s about how many times you can get your fans to interact with you. The number of Likes, Comments and shares improves the chance that future posts appear in the News Feeds of your fans. If your posts do not interact with your fans, they never commented or liked your posts, then you risk that your content will disappear in the future from the News Feeds of your fans.

ZeitaufwandHow many times do I write a post?

I know that the time is a problem – especially during high season. However, you cannot avoid to actively and effectively use your social media during High season. This is the time where you have to promote your business.You have to publish a post, for example, on Instagram and Facebook at least once a day. A blog post would be very good once per week. But it is also ok to write a blog post every two weeks. What you want is consistency in your publications. Google, as well as your readers will immediately notice irregularities. The great thing about social media and blogging is, that you can schedule the publication and therefor write your posts ahead, when you have the time and schedule the publication – the rest is done by your platform.

Who should write your posts? 12188053_918898418191860_5675352402385959746_o

People are asking me frequently:  “Who should write the all these articles?” Determine someone in your staff who is responsible for social media and hand out to this person a camera and give him also your login information for your social media platforms.

Let your customers write the messages on your Wall. Animate the clientele to publish active as an advocate for your diving school. Organize a contest where by the most “liked” Article during the season will get a gift.

What is the first thing you do when a customer is walking in your diving school…? Right – you say “hello” and then…? … Then you give him a Tablet in his hand and let him to log on to his social media platform. They should like your Facebook business page immediately. It is also very important that you mention to them that they tag themselves in every picture where they appear.Before the customer is leaving your Dive School, hopefully satisfied, tell them that they need to write a review on Trip Advisor and on the Facebook Business page. It’s amazing how many new customers have been generated by the TripAdvisor and Facebook reviews. People read these reviews before they decide where to go!

InsightsInsights

Each platform has a statistic. Use this well! You can read when your “fans” or “followers” read your posts, when they are active on the Internet, where they come from, how many  of your visitors are men’s or women’s – and a lot more. All this you can find within the insights. Try to find out what your most successful posts are and according to that you will write your future posts – and measure the success again.

BloggingBlog

A diving school with no blog – is like a VW without a catalyst…! It is absolutely a must have! It does not mean that you need to write a novel, even a small article is ok. But it is important that you blog frequently.It is also important that your blog has social media sharing buttons. This ensures that your blog can be shared by the readers. It is also important that your readers can subscribe to your newsletter or blog. With this they will get an email as soon as you published a new blog. Animate your customers to share your new blog on their social media platforms.

What are the key points for a successful Blog?

– Update frequently so that the readers are coming back

– Link your Blog with Facebook / Twitter – for automatic feeds

– Use keywords to support you search engine optimization (SEO)

– Link your Blog with your website and vice versa

Your goal should be to inform your existing customers about what´s going on in your Diving School since they left – because you want them to come back – and by using the right keywords (SEO) to attract new customers. The chances are very high that your blog will be read and shared by unknowns the more interesting your articles are.

I hope that this article opened a little bit your eyes and that you understand the importance of how social Medias can be used most effectively.

If you would like to learn more about social media and Websites, it would make sense to apply for the PADI Business Academy, which is offered in different countries.

The post How social Medias can be used most effectively? appeared first on PADIProsEurope.

5 Ideas for Social Media Content

Saturday, June 27th, 2015

shutterstock_195546683

Keep your social media posts varied and unique for your customers with these 5 content ideas:

#1 Product Reviews

Post a quick review on your blog for a new product in your shop. This will offer your customers expertise and guidance for their decision and they’ll see you as someone they will trust to make a purchase from.

Post the article on your website or blog in the first instance, and then link back to from each of your social media channels. This will help build engagement and cross-platform traffic!

#2 Pretty Pictures

Sometimes a great diving picture speaks a thousand words to your potential customers! Having diversity on your social media feeds will benefit your level of engagement from fans and inspire them to do more diving or even take a photography course with you.

Don’t just feature local dive sites – inspire divers with other destinations, too. Seeing the sights from around the world will ignite your customer’s interest further and can help to sell trip spaces to far away places.

#3 Course Updates

Remind your instructors to take pictures of their students on land… but beware the dreaded “parking lot picture”. Avoid taking pictures randomly as people get into their dry suit/wetsuit next to their car, as this won’t help to sell diving. Instead, allocate a time where you can take a good group picture, preferably with your logo in the background. Upload this to your social media channels with some fun updates about what’s happened that day (with congratulations for any achievements).

Remember that you can’t tag people from your Business Page – so your students will have to do it themselves. Remind them to tag themselves in the picture and share it with their friends to help get your business name in the social feeds of non-divers.

#4 Conservation Messages

Debris Activist Logo WhiteAs divers, we are ambassadors of the sea. It is our responsibility to help build awareness of the dangers which threaten our oceans, rivers and lakes. Update your customers with the latest Project AWARE campaigns and news such as Dive Against Debris and share tips on how they can help make a difference with the 10 Tips for Divers to Protect the Ocean Planet.

#5 Event News

Remember to spread the word about your events by adding posts on your social media channels about what will be taking place. Publish these at regular intervals leading up to the event to remind customers, especially if your first announcement is published a long time before the event is scheduled to take place.

After the event, make sure you upload plenty of fun pictures and news about what took place. Like course updates, remember to get your attendees to tag themselves in the pictures for maximum engagement!

Need more ideas?

If you’re just starting out in the world of Facebook Business Pages or want to improve on your existing successes, book onto a PADI Business Academy to learn more about harnessing the power of online marketing, or, speak to your PADI Regional Manager.

The post 5 Ideas for Social Media Content appeared first on PADIProsEurope.

5 Ideas for Social Media Content

Saturday, June 27th, 2015

shutterstock_195546683

Keep your social media posts varied and unique for your customers with these 5 content ideas:

#1 Product Reviews

Post a quick review on your blog for a new product in your shop. This will offer your customers expertise and guidance for their decision and they’ll see you as someone they will trust to make a purchase from.

Post the article on your website or blog in the first instance, and then link back to from each of your social media channels. This will help build engagement and cross-platform traffic!

#2 Pretty Pictures

Sometimes a great diving picture speaks a thousand words to your potential customers! Having diversity on your social media feeds will benefit your level of engagement from fans and inspire them to do more diving or even take a photography course with you.

Don’t just feature local dive sites – inspire divers with other destinations, too. Seeing the sights from around the world will ignite your customer’s interest further and can help to sell trip spaces to far away places.

#3 Course Updates

Remind your instructors to take pictures of their students on land… but beware the dreaded “parking lot picture”. Avoid taking pictures randomly as people get into their dry suit/wetsuit next to their car, as this won’t help to sell diving. Instead, allocate a time where you can take a good group picture, preferably with your logo in the background. Upload this to your social media channels with some fun updates about what’s happened that day (with congratulations for any achievements).

Remember that you can’t tag people from your Business Page – so your students will have to do it themselves. Remind them to tag themselves in the picture and share it with their friends to help get your business name in the social feeds of non-divers.

#4 Conservation Messages

Debris Activist Logo WhiteAs divers, we are ambassadors of the sea. It is our responsibility to help build awareness of the dangers which threaten our oceans, rivers and lakes. Update your customers with the latest Project AWARE campaigns and news such as Dive Against Debris and share tips on how they can help make a difference with the 10 Tips for Divers to Protect the Ocean Planet.

#5 Event News

Remember to spread the word about your events by adding posts on your social media channels about what will be taking place. Publish these at regular intervals leading up to the event to remind customers, especially if your first announcement is published a long time before the event is scheduled to take place.

After the event, make sure you upload plenty of fun pictures and news about what took place. Like course updates, remember to get your attendees to tag themselves in the pictures for maximum engagement!

Need more ideas?

If you’re just starting out in the world of Facebook Business Pages or want to improve on your existing successes, book onto a PADI Business Academy to learn more about harnessing the power of online marketing, or, speak to your PADI Regional Manager.

The post 5 Ideas for Social Media Content appeared first on PADIProsEurope.

Facebook: Not just numbers but an active audience

Friday, June 19th, 2015

editorial shutterstock_204633139

By now, you should have a Facebook Business Page for your Dive Center, having understood the limitations of Facebook Groups and knowing that Facebook Profiles may be deleted (the Zuckerberg factory doesn’t like business using profiles to advertise their services, hence the Business Pages).

Now, it’s time to increase the amount of divers who “Like” your page – the right way, and for the right reasons.

Why buying your Likes is not the answer

It’s important to understand that having more Likes on your Facebook Page is not just about the numbers. Sure, it’s great to be able to boast about 10,000+ Likes, but if your Page’s posts are only seeing engagement from fraction of this user base over time, chances are your future customers will pick up on this quickly and see that your big fan base has been bought ‘in bulk’. Likes without associated engagement are just vanity metrics, and don’t offer real value for a successful business.

You cannot have a successful Facebook Page without engaged fans (i.e. regular interaction from the people who have liked your Page), and your aim should be to grow this potential target audience.

Ad Espresso posted an article which highlights these key points:

  • 62% of millennials research products on Facebook before buying. A great Facebook Page with engaged customers will make you look trustworthy
  • A Facebook Page is not just to acquire new customers, it can also be an effective way to deliver great customer support (which will convert more new users into customers)
  • Promoting content through Facebook Ads to engaged Page fans is cheaper and more effective than promoting to total strangers
  • Even if every single Facebook Page post reaches only a small percentage of your fans, a well-executed editorial calendar will allow you to reach most of them over time.

So how do you get engaged Fans?

editorial shutterstock_164596421What you really want is an audience dedicated to your unique and interesting content. Content that, hopefully, you’re scheduling to go out every day for maximum efficiency. You need to establish yourself as the reference point for scuba diving within your area – be the local experts. Provide a reason for divers and even non-divers to interact with you by offering a wide variety of posts, from environmental awareness to equipment sales and courses.

You’ll see above the phrase “well-executed editorial calendar”. This simple means you have to sustain the effort put into your Facebook posts on an ongoing basis. Create a calendar to follow so that you remember to schedule your posts each day and you have a plan in place of what topics you want to cover and when (timing is especially important for posts linked to events, trips or offers).

Make sure that your page also looks as professional as your physical shop. Optimise your Facebook cover photo, as that’s the first thing people will see and is also displayed when Facebook users (potential customers) hover over your page name. You could even add a tag line on why someone should like your page! Click here for our article on Facebook Cover ideas.

Finally, optimise your “About” section with keywords relevant to your business. This information is indexed by Google’s search engines, and a well worded description that’s relevant to your potential audience will drive additional traffic to your page.

Need some extra help?

If you’re just starting out in the world of Facebook Business Pages or want to improve on your existing successes, book onto a PADI Business Academy to learn more about harnessing the power of online marketing, or, speak to your PADI Regional Manager.

The post Facebook: Not just numbers but an active audience appeared first on PADIProsEurope.