Before You Spend Money on Ads, Fix These Three Things

Paid advertising can put your marine business in front of a lot of people.

But there's something advertising can't fix:

A weak foundation.

If someone clicks your ad and lands on a confusing website, finds an incomplete Google profile, or can't figure out how to contact you, you've paid to send a potential customer directly into a bad experience.

Before putting money behind your marketing, make sure these three things are doing their jobs.

1. Fix Your Website

Your ad gets the click.

Your website has to earn the customer.

Ask yourself what someone sees when they arrive.

Can they immediately tell what you do?

Do they know where you're located?

Can they easily find the service advertised?

Is there an obvious way to contact you?

Does the website work properly on a phone?

Advertising amplifies whatever already exists.

If your website is strong, ads can send more people into an effective sales funnel.

If your website is confusing, ads simply send more people into the confusion.

Before increasing traffic, make sure you're happy with where that traffic is going.

2. Fix Your Google Presence

Before clicking an advertisement, many customers will search for your company.

What will they find?

Your Google Business Profile should have accurate hours, contact information, services, categories, photos, and a working website link.

Then there are reviews.

Imagine seeing an advertisement for two boatyards.

You Google both.

One has current information, recent photos, and dozens of positive customer reviews.

The other has three reviews, no recent photos, and hours that may or may not be accurate.

Which one feels safer?

Advertising may introduce someone to your business.

Your online reputation helps determine whether they trust it.

3. Fix Your Message

This might be the most overlooked piece.

Before spending money telling more people about your business, make sure you know what you're trying to tell them.

“Quality service since 1987” isn't necessarily enough.

What makes your business different?

Who do you serve?

What problem are you solving?

Why should someone choose you?

And most importantly:

What do you want them to do next?

An advertisement should have a specific purpose.

Schedule service.

Request a quote.

Reserve a slip.

Register for an event.

Visit the dealership.

Call today.

If you don't know what action you want people to take, neither will they.

Ads Are an Amplifier

Think of paid advertising as a megaphone.

It makes your message louder.

But before grabbing the megaphone, make sure the message is worth amplifying.

Advertising works best when it supports a strong marketing foundation, not when it's being asked to replace one.

Before You Hit “Boost”

Take a look at:

Your website.

Does it clearly explain what you do and make contacting you easy?

Your Google presence.

Does it build confidence?

Your message.

Does your customer know exactly why they should care and what they should do next?

If those three pieces are working, you're in a much stronger position to start investing in advertising.

Because getting more eyes on your business is great.

As long as you're ready when they arrive.

Stay Current.