PADI Pro Member Benefit #4: Social Networks for PADI Pros

Social MediaIn addition to the PADI Pros’ Site and other PADI Member publications (online and print), you can access relevant content from our PADI Professional social media channels.

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The PADI Pro YouTube channel not only provides a number of ‘how-to’ videos to help you make the most of PADI tools and training, it also features a range of promotional videos that you are able to share across your own networks to help boost new diver acquisition and sales.

In addition, the PADI Pros Facebook and PADI Pros Twitter pages will keep you up to date with global and regional news from your local PADI office and Regional Managers, as well as the latest sales offers, webinar sessions and other business, training and marketing tips.

scubaearth_ecardsFinally, ScubaEarth is PADI’s own social platform and has over 200,000 users with this number continuing to grow at a rapid pace. If your business is not taking advantage of this active community yet, head over to www.scubaearth.com and create a free account today. You can connect with your dive crew and customers, promote trips and promotions and showcase equipment brands in the Gear Locker, and view your certifications. Find out more about why you should join this expanding online dive community today.

Remember: renew your 2016 PADI Professional Membership before 31st December 2015 and you’ll be able take advantage of our special renewal offers. Find out more here.

Ready to renew? Click here to renew your membership online, or contact Customer Services by email ([email protected]) or telephone (+44 (0)117 3007234)

Add a Call to Action to Your Facebook Business Page

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Earlier this year, Facebook rolled out a new feature for business pages – the Call to Action (CTA) button. If you’ve already implemented the feature – fantastic! If not, then read on to learn more…

What is the Call to Action Button?

The CTA button is a clickable button which sits at the top of your Facebook business page and draws the attention of your fans and visitors to help fulfil your most important digital business goal.

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There are 7 different Call to Action buttons available. You can link each one to a website URL of your choice, or you can send users of specific platforms (iOS or Android) directly to an App.

We’ve listed the different CTAs below along with some suggested ways to use them in alignment with your diving business:

  1. Book Now – a straightforward Call to Action to direct visitors to the booking page for your diving courses. Make sure you’ve got a clear booking enquiry form on the page you’ve linked them to so that they don’t get lost on your website after they’ve clicked through.
  1. Contact Us – simple but effective, this button is best used to share your business contact information with visitors so they know how to reach you. Make sure to link this to your website’s ‘contact us’ page and include address, email, telephone and social media contacts at the least.
  1. Use App – direct visitors to the download link for your scuba app (you can choose Android, iOS or both and you can set a back-up website link for those without the require platform). If you don’t have your own app, you can simply direct them to the PADI App where they can access scuba related information such as weather, checklists, destination guides and course details.
  1. Shop Now – use this CTA button to link visitors to your online dive shop. It’s a great way to promote your online retail business to help boost sales of dive equipment, merchandise, books and other scuba themed gifts.
  1. Sign Up – link this button to your newsletter registration page and encourage visitors to sign-up so that they’ll be able to stay up to date with your latest news, discounts, offers and trips. Encouraging more newsletter sign-ups is a great way to obtain valuable contact details for potential customers, allowing you to reach out to them not just once, but during future promotions, too.
  1. Watch Video – if you’ve not already got one, create a promotional video about your dive shop. You could feature snippets with your dive crew and tours of your center, awe-inspiring clips of the things you’ve encountered underwater, surface scenes showing the fun divers have with you and their buddies and, even better, real-life testimonials from your customers. Upload it to your website or a YouTube channel and link it with this Facebook Call to Action button to inspire new visitors to come and dive with you.
  1. Play Game – the least relevant option here for diving operations but the final option provided by Facebook. If you wanted to link visitors to a game – perhaps an ocean-based or underwater-themed creation for kids to encourage conservation and education – you could choose this button.

As you can see, some of the Call to Action buttons will need some thought, but many don’t need anything more than a URL to a webpage you have set up already and won’t take more than a few minutes to set up.

How to add a Call to Action Button to your Facebook Page

  1. Visit your Facebook Page
  1. Click on “Create a Call to Action” on your cover photo

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  1. Select your preferred Call to Action from the drop down list

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  1. Enter the website URL it should direct visitors to

UntitledIf you’d also like to direct visitors to an App then you can complete the following optional steps:

  1. Toggle the “Set up a link to an App” to Yes
  1. Below iOS setting – if you don’t want to offer an iOS App, leave ‘website’ in the dropdown menu. Otherwise, choose “App” from the dropdown menu and enter your iOS App link. You’ll also have the option to add a Website or App Store Link. Enter a website URL where those who do not have iOS will be redirected.
  1. Below Android setting – if you don’t want to offer an Android App, leave ‘website’ in the dropdown menu. Otherwise, choose “App” from the dropdown menu and enter your Android App link. Enter a website URL where those who do not have Android will be redirected. You’ll also have the option to add a Package Name and a Website or Play Store Link.

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When you’ve selected all of your Call to Action options, click ‘Create’ and you’ll now see your newly created CTA button on your cover photo.

How to track how many visitors have clicked your Call to Action button

You can track your CTA button clicks in two ways:

  1. Click the small arrow on the the Call to Action button on your page to see the menu. Click “View Insights” and you’ll see how many clicks have been received within the last 7 days.insight
  2. On the “This Week” panel there’s a section to show how many actions have been received. Hover over to see more insights.

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For more information on making the most out of social media opportunities, sign up for the next PADI Business Academy in your area or speak to your PADI Regional Manager.

5 Ideas for Social Media Content

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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.

Facebook: Not just numbers but an active audience

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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.

New Contest – Dives with a Difference

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For our Dives with a Difference contest, we’re looking for dive sites which are out of the normal scuba box – the places we don’t always dive every day, locations that need specialist training to access, or simply those which are a one-of-its-kind in the world. Dive sites such as…

  • Missile silos and bunkers
  • Underground caves, the cenotes and other sinkholes
  • Diving under the ice
  • Sculpture parks, memorials and hotels below the surface
  • Craters, volcanos and altitude dives in the mountains
  • Underwater forests, parks and ruins
  • …surprise us with your most unusual diving destination!

If you regularly dive, teach, or run your PADI business from one of the world’s more unusual diving locations, submit a photo or video of your most extraordinary dive and you could win one of three cool prizes!

How to Enter

Enter your details on the PADI Facebook Page Contest Tab and upload either your photo or video along with a short description of your dive and what makes it unusual. Entries must be submitted before 11.59pm UTC on 16 June 2015.

Selection Process

PADI staff will shortlist 10 finalists after the entry period closes. These 10 finalists will be listed on the contest page for public vote between 19th-26th June 2015. The three entries with the highest number of votes will be chosen as 1st, 2nd and 3rd Place Winners.

The Prizes

The Winner (1st Place) will get a GoPro video package which includes: One Hero4 Silver camera kit, 2X filters, 1 dive housing and 1 camera tripod.

Two runner up winners (2nd Place and 3rd Place) will each win a Quik Pod DSLR/POV Ultra selfie stick, a Quik Pod Floating Lanyard and a PADI Prize Pack/Swag bag.

Good luck!

PADI: Not just a diving certification…

In earning their scuba certifications with you, PADI divers have only just scratched the surface of the diving lifestyle. PADI enables millions of divers who share a common passion to come together – it’s all part of the PADI way of life.

PADI connects divers with each other in the world’s largest and most engaged communities – whether it’s the PADI Facebook page with more than a million fans or through ScubaEarth, Twitter, Google+, PADI Diving Society or the Project AWARE Foundation.

PADI University Program Channel Islands Shoot March 24-29, 2007

Make sure your business is present and active in these same communities, where new divers are buzzing about the underwater realm every day. By sharing your latest news, and updates to top up customers’ newly discovered interests, they’ll keep coming back to you for trips, equipment sales/rental/servicing and continuing education courses that enable them to further explore and log more diving adventures with you.

Want to know more about how social media and online marketing can help you capture existing and new business? Book onto a 2015 PADI Business Academy today!