Kia Ora Toby
I Want to reinforce what Nikora said – you really need to get a fix on where your customers have come from and who they are. This will give you the basis to do some effective marketing. Here’s a few basic steps you can take to get going with minimum cost and expertise.
1. Do you have a database of previous customers, I would imagine you’d need them to sign some kind of waiver and provide details before hiring from you. If so, get that info into a spreadsheet so you can grow and manage it easily. Once you’ve done that you can do a couple of simple things….
2. Create an email newsletter and in it offer those existing customers a really good deal to come back and hire again but make that offer subject to following your existing social accounts so you can start to build up your following and engagement in those channels. As part of that email you should also run a quick survey so you can understand who your customers are and where they come from, you should also ask what sort of activities they like engaging in, and the sorts of things they did before and after they visited you. This info will not only enable you to target specific regions with your FB ads but also identify opportunities for you to partner with other operators that are part of the customers journey to do some cooperative marketing.
3. Incentivise your existing database to share your business with there friends, even offer existing customers a free hire if one of their friends hires from you.
4. Once you’ve got your database sorted and you understand where your customers come from and the things they like doing you’re ready to do some basic Facebook ads. Use the data you’ve collected based on age, gender, location and interests to set up a Facebook ad campaign. Make sure to use awesome images of people having fun paddle boarding and kayaking and Makes sure as part of this process that you set up a Facebook Pixel(There are plenty of YouTube videos that can show you how) and have the person who helps you with your website install that onto to your site. This will help you target those people that visit your site from your Facebook ad in the future.
5. I’d also recommend you set up a page on your website especially for people coming from your Facebook ad. This will give you a clear idea of how well the ad is working, This is the page you install your pixel on. On that page have a offer they can’t refuse like a free 15min clinic before they go out based on their experience level to really drive sales and then have an up sell offer ready for once they come off the water, like a paid 30min lesson or a deal on future hires in the next 48hrs (if they get bitten by the paddling bug you want make sure you’re in a position to take advantage.
6. Finally a quick word on content for your social accounts. For a business like yours I’d suggest you focus on YouTube, Facebook and Instagram. The content you create should be all about SUP and Kayaking and range from tips on how to become a better paddler, through to epic paddling adventures you go. Don’t worry about using content to sell, just make it as epic as possible and start and finish each piece of content with a link to your website. The rest will take care of itself if you do that consistently, and by consistently I mean commit to doing it regularly for 12mths before you think about measuring any return. It actually takes along time to build a really good following on social so you need to be committed for the long haul.
Do the things I’ve outlined above and you’re covering all the basics and give yourself the best shot of succeeding, and none of what I’ve suggested is expensive, it just takes time and effort. All the best!