For many dive center owners, finding new ways to bring in more customers is the number one priority that never gets done. Knowing where to invest your time and money and figuring out which marketing efforts are working is a problem for many business owners. According to a recent report:
- Nearly half of small business owners handle their own marketing
- 33 percent don’t know if their marketing efforts are working
- More than 20 percent say lack of time and resources is their biggest challenge
Leads and Lead Capture
A lead is anyone who is interested in doing business with you: someone looking for information about learning to dive, someone who wants to buy a dive computer, or a couple looking for a boat to take them out for a snorkeling excursion. Lead capture involves gathering contact information to cultivate new customers.
Fewer than half of business owners capture contact information from potential customers. Those who do only collect it in person or over the phone.
Every day, hundreds of people visit your website and social media pages, most of them anonymously. Lead capture helps turn those anonymous visitors into customers by providing something of value in exchange for their contact information.
Different Types of Lead Capture
Email marketing – this the most common type of lead capture we see in the dive industry. Email lead capture includes:
- Email newsletter sign-up forms, typically in the website footer and/or contact page
- Website pop-ups (annoying and increasingly blocked)
In store or on the phone – asking callers or walk-ins for their contact information so you can follow up with more information regarding a booking, dive equipment, etc.
Landing pages – are typically used in conjunction with content marketing (a marketing tactic where businesses offer information and advice to attract online searchers). Sometimes the information is gated behind a lead capture page, also known as a landing page. For example, “Fill out the form below and we’ll email you our list of our favorite local dive sites.”
Facebook lead ads – are a (relatively) new form of lead capture used with paid ads. A Facebook lead ad allows Facebook users to request information from an advertiser without leaving Facebook.
For example, an IDC or CDC center could target divemasters on Facebook with ads promoting instructor training. When the divemaster clicks on the ad, they can opt-in to receive more information and quickly return to browsing Facebook. Learn more about Facebook Lead Ads.
What About Social Media?
Social media isn’t designed as lead capture tool. With the exception of direct messages (and arguably likes and comments), users can interact with a business without sharing their contact information. You can, however, use lead capture as part of your social media activities (see below).
Get More From Your Marketing Efforts
Lead capture allows you to convert anonymous online visitors into customers and get a better idea which marketing activities generate sales. Creating a lead capture page (also called a landing page), with a special offer is one of the easiest ways to get started.
If you use MailChimp, there is a landing page builder that can automatically add customers to a new or existing list and send them your special offer. If you don’t use MailChimp, or prefer some other options, here are a few other landing page providers to consider:
Landing page providers
- Leadpages (easy-to-use templates, free trial, then $25/mo)
- Carrd (free for up to three pages)
- Google Sites + Google Forms (free)
The special offer you create should be valuable to your target customer, provide information they can’t find anywhere else and accessible only after the customer types in their email address. Here are some special offer ideas for dive resorts:
- Local tips on the best local dive sites and hidden beaches
- A comprehensive dive travel packing checklist
- A special offer such as free afternoon dive when you book three 2-tank morning dives
A local retailer or IDC center could offer:
- A guide to the best dive equipment for [your area]
- The most important questions to ask when choosing an IDC
- Rare and interesting marine life in [your area]
If you don’t have time to create a free download, invite users to fill out the form to receive a special offer (via email) such as:
- Buy one get one free Discover Scuba® Diving
- Voucher for a free t-shirt or hat when you book 3 days of diving
- Free one-on-one gear fitting session
Here are a few proven ways lead capture pages can make your current marketing efforts more effective:
Facebook or Google ads – If you’re spending money on Google or Facebook ads, instead of pointing the ads to your homepage, point to a landing page with a special offer.
For example, use PADI’s Honeymoon video as your ad creative and target people who are recently engaged, or researching ideas for their honeymoon. Anyone who clicks the ad goes to a lead capture page with a special offer for couples who want to learn to dive together, a free guide to the most romantic beaches in your area, etc.
Social media – Small business owners spend about six hours per week on social media, but most don’t know if that time investment translates to sales. In fact, one-third of business owners say they would like to spend less time on social media.
- Create a landing page with an exclusive special offer for your social media followers. Post the link to Facebook and/or in your Instagram bio.
- Add an email newsletter sign up form to Facebook. Most of the major email providers (Aweber, Constant Contact, Mail Chimp) have this capability.
Website – Instead of an annoying pop-up that simply says “subscribe to our newsletter,” invite users to receive a special offer (see ideas above).
Lead Capture Best Practices
- Don’t use the same landing page for everything. Make one for your website, one for social media, etc. so you know which channel is delivering new customers. Once you create an offer, simply clone the page.
- Follow up with new leads as soon as possible, 24 hours or less
- Read How to create a great lead capture/landing page
- Track where new customers come from (word of mouth, social media, paid ads, etc). Your tracking system can be a spreadsheet, or simply a piece of paper next to your point of sale system.
Level-up Your Existing Lead Capture Efforts
If you’re already using landing pages, experiment with different call-to-action (CTA) buttons, short vs. long forms, etc. and use A/B testing to verify which version collects more/better leads. If you use Facebook or Google ads, install a Facebook Pixel and/or Google tag to track conversions and optimize your advertising efforts to get the highest number of leads for your budget.
Take the first step to getting more from your marketing efforts
Visit the PADI Pros’ Site Marketing Toolbox for images and videos you can use on your landing pages, and customizable marketing collateral to start a referral program. For more information or ideas, contact your PADI Regional Manager or Regional Training Consultant.
