Online Octopus

... And certainly doesn’t like to be treated like one!

What is it then?

How should we use it to get the results we want?

It’s a SOCIAL platform.
It most importantly cares about meaningful, honest reactions, positive experiences and engaging communication between brands and users.

Yeah, we know. It’s just a theory, but how does one achieve it?

Well, let’s start with things to avoid.

After doing hundreds of audits (mainly for dive schools and shops) We can tell there is one biggest mistake: Announcements

Don’t get us wrong.

There is nothing bad about posting a quick announcement from time to time. It's fine to tell people that you have the last spot on the boat for tomorrow’s dive tour or couple of last suits in your shop with a special price.

Although, the most important thing here is „from time to time”.

Literally every other dive center uses this kind of post too often and what’s even more surprising they do not see much of the effects.

Why?

Simply because Facebook doesn't like such posts and make them reach less people.

Users don't like not engaging content either and are not interested in reacting to it. It’s just another noise in this blaring world.

You will not be heard no matter how loud you scream.

Think about how can you announce your last spot for tour, new promotion in shop or whatever you want in more interesting way.

Do it in a way that is engaging and makes users actually give a damn about your post.

You probably now wonder how, so let us give you one quick example:

Let’s say there is one spot left for rescue diver course.

Instead of waiting for the last day to announce it as a last minute deal and putting your hopes in it, you can post an article about why the diver should take such course.

Later on you can post a video showing one skill from this course along with the explanation.

Don’t think it’s giving stuff for free and some people won’t come because they watched the free video. Such people would never take part in it anyway.

Consider such post as a value sharing opportunity for potential buyers. From my very own experience those videos can have the only one effect - sales boost.

As the last thing you can post a photo of a happy customer who recently finished this course with you.

Ask him to write a short review so you can put it in the post with that picture. It’s much more convincing for interested people than the last minute offer.

Forget about simple sales or announcement posts and create something that comes with an actual value.

Something that your customers don't scroll down, but stop and react.

Let us know in comments if you have any success with such announcement posts and how often do you use it.

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To your success!

Communication during crisis 🗣

Many think that marketing funds and efforts during crisis can be lowered or totally cut off since "nobody will buy anyway".

Well, if you think so, you couldn't be more wrong!
Marketing and especially Social Media Communication are one of the most important fields to invest during crisis!

Why? Because companies that are loud and on the mouth during the hard times will become the companies that SELL LIKE CRAZY during the good times.

Our dive center Szkoła Nurkowania Ośmiornica is the best example.

In March when lockdown started we didn't decrease Facebook Ad spent. We kept in on the same level and we even doubled our efforts in organic posting.

What happened by the end of April when diving became possible again?

We had our biggest sale in 2020.
We closed client for Technical Sidemount Course + sold him needed equipment. Needles to say -> 2K EUR in profit

How to achieve the same results for your dive center?
Show people that YOU ARE DOING GOOD during these not-so-good times.

Show them that YOU CARE ABOUT SAFETY when so many people break restrictions.

Give them some FREE KNOWLEDGE so when they will be bored they will have some scuba education to do.

Try not to moan or beg for sales. BE HAPPY because diving is all about feeling great and having fun and that's what YOUR AUDIENCE want to see.

Here is our idea for Real Time Marketing during lockdown - feel free to redo it for your own dive center.