Take the Helm with Confidence: Positive thinking helps you run your coastal business

There are a thousand things you might concern you every day when running your coastal area small business – but even as you worry we suggest you look on the bright side:

A study in early 2000 concluded that on average the closer we live to the sea, the more likely we are to report good health.

A 2013 report found that people who run their own business are happier than other people – they have a higher sense of well-being.

By 2020, about 130 million people will be living in counties directly on the shoreline. That’s a huge potential customer base for your coastal business. And that number is increasing all the time.


Stay positive and consider the tangible ways that you as the boss can help your business grow

  • Hook customers on doing business with you.
    Taking the time to know customers/clients better reaps greater rewards immediately and long-term. We can show you the best approach.
  • Chart your marketing plan carefully.
    Examine where your business is today and imagine where it will be in 1-5 years.  Our insight can help you identify your most important target markets.
  • Cast marketing dollars wisely.
    Perhaps you should spend a specific percentage of profits on marketing. We’ll let you know if that number right for your business. And help you determine how your hard-earned dollars could be spent.So learn to clearly identify your target customer up front, and this will save you time, effort, and money in your marketing efforts later.

Measuring the ROI of your marketing efforts

Depending on your marketing methods, it can be hard to measure your ROI to see if what you’ve been doing is actually working. It’s important to know what channels are effective and which ones aren’t so your budget isn’t spread too thin across too many channels (some of which may not be effective).

But here’s a quick tip: studies show that inbound marketing (blogs, social media) is 3X more likely to outperform outbound marketing (direct mail, trade shows, print advertisements) efforts. People are inundated with “sales interruptions” all day (as many as 2,000), so they are finding ways to filter out those messages.

If your company has more focused efforts on outbound marketing, or if you don’t yet even have a focused marketing strategy, it’s time to start planning creative inbound marketing strategies that bring new customers to you. Inbound marketing relies on earning people’s interest through valuable content rather than buying their interest.

Since most inbound marketing strategies focus on online content, you will then also be able to better measure your ROI through analytics. Successful businesses often check their analytics 2-3X per week to stay on top of rising trends in their content, signaling what to do more of and what to cut back on.

Lack of consistency in your marketing efforts

Are you unsure where to start or what channels to focus on? If so, this can cause you to hop around from one marketing strategy to the next, and if you have employees, it’s important for everyone to be doing things the same way. It’s also important to maintain brand consistency.

To do this, you want to set up some systems in your business.

No, it doesn’t sound sexy or fun, but putting the right systems in place will serve you well in the long run, saving you time, money, and headaches.

Are there any tasks that are repetitive that you do on a daily basis? Are there ways you can delegate those tasks to someone else, or better yet, automate them?

Does your team have a set of Standard Operating Procedures (SOPs) which outline the precise way to perform certain tasks? It might sound tedious, but having a standard that everyone adheres to ensures consistency in your brand and your marketing efforts.

Share your marketing challenges

What are your biggest marketing challenges? How can you “clear the deck” in order to deal with these challenges sooner than later, saving you time and money and providing smooth seas for your business?

Leave a comment below!

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