Sandra and Stuart use Google Ads and various social media to compete, and thrive in a mature market, against competitors who were established decades ago.
Sandra and Stuart established Bay Fish N Trips in 2010. Their business primarily offers fishing trips and cruising experiences (90 per cent and 10 per cent respectively). Sandra’s concern when she started the business was how to find an edge against her competitors, some of whom had been in business since the 1970s.
Sandra started by promoting the business through traditional print method and a basic homemade website, but these did not provide the desired results. Looking further afield, Sandra began attending small business networking events where she eventually met a Tony from Spicy Web. Tony helped her to revamp her website and introduced her to Google Ads – Google’s online advertising service.
Sandra’s revenues began to grow substantially following the release of her new website and through the use of Google Ads:
Through Google Analytics I know that the majority of our customers find us via Google Ads, which links them to our website.
Sandra also met a social media mentor at a separate networking event who helped her establish a social media strategy for Bay Fish N Trips that integrated old and new communication channels. As a result of this meeting, Sandra adopted various social media tools such as Google Plus, YouTube, Instagram, Twitter and Facebook, and aligned them to more traditional channels like her newsletter and blog. The social media mentor further encouraged Sandra to update her business blog more regularly. Bay Fish N Trips now has an integrated communications strategy and dispatches a newsletter to customers on a monthly basis.
Sandra estimates her approximate annual spend on Google Ads as between $3,600 and $8,400. She finds that this amount is insignificant when compared to the number of customers that have booked fishing and cruising tours by finding Bay Fish N Trips on Google.
A quarter of our business comes through AdWords as it puts our business on the top of Google search results. I know for a fact that AdWords coincided with an increase to our revenue.
Sandra uses her smartphone regularly to communicate with suppliers. Whereas in the past she would use her desktop computer and a fixed line telephone to store contacts and maintain communications, now her smartphone gives her the ability to communicate with customers and suppliers on the go.
Sandra strongly believes that embracing the internet and mobile technologies has positioned Bay Fish N Trips as a preferred fishing operator in the region.