When you run a small surf biz it can feel like marketing takes a back seat.
Rent, wages, stock and equipment always come first. Marketing often feels like something you only do if there’s money left over.
But here’s the truth. If you’re not putting money into marketing, you’re not putting money into growth. And I’d wager whether you even want your business to succeed!
The surf industry is packed and getting busier, after all.
Complacency is the kiss of death. Marketing is how you keep moving forward.
As you’ve probably noticed, big brands dominate online and small businesses get lost. Marketing is what lets you get seen, attract new customers and keep people coming back.
In my opinion, it’s not optional if you want to do more than just get by.
Here’s why marketing matters, why so many surf brands skip it and what a realistic budget looks like.
The importance of marketing for small surf businesses
Surf culture used to run on word of mouth. If you shaped boards or sold gear in a beachtown or surf hub, people eventually found you.
That’s not how it works anymore.
Online shopping and social media mean your customers are scrolling past hundreds of options every day. Marketing isn’t just about ads. It’s about making sure people know you exist and giving them a reason to care.
Without it you risk:
- Being invisible online because you’re not on Instagram YouTube or Google
- Having slow months hit harder than they should
- Having outdated information on your website (hire a copywriter!)
- Missing out on building a community around your brand
At the end of the day it doesn’t matter how good your products are if no one knows about them.
Why many surf brands don’t market
So why do so many small surf businesses hold back on marketing?
When I first started The Surfing Copywriter, most surf biz brands didn’t even think it was necessary.
Post Covid though, competition has gotten fiercer driven by an increased interest in surfing and the associated lifestyle.
Here are a few reasons why surf biz owners hesitate when it comes to marketing:
- Cash flow anxiety: When money’s tight it’s easy to focus only on stock or rent but putting off marketing keeps you stuck
- Word of mouth thinking: Local loyalty is great but it won’t grow your brand beyond the same small circle
- Overwhelm and confusion: Social media, SEO, email and content can feel like too much so it’s easier to do nothing
But it doesn’t have to be complicated! A clear plan, an understanding of marketing trends and a small consistent budget can go a long way.
If you read any of my content, you’ll know that nailing the basics is what its all about.
What should your marketing budget be
A good rule of thumb is to dedicate between 5 and 12 percent of your overall budget to marketing.
If you’re steady stay near the lower end. If you want to grow faster aim higher.
Spread it out across the year and stay consistent.
Here’s one way some of my past and present clients would split it:
- 20% on photos video and design to make your brand look sharp
- 30% on social and Google ads to bring in new customers and retarget past visitors
- 15% on email and loyalty programs to keep existing customers coming back
- 15% on local events like surf comps or demo days to stay connected to your community
- 10% on your website and SEO so people can find you easily
- 10% as a buffer to test new ideas like influencer collabs or new platforms
Remember, this is just an example. And a detailed one at that. You don’t need to do everything at once.
Pick the areas that make the most sense and build from there. For instance, you can dedicate all of your budget to getting your on-page SEO right one month. Then transition into sharing your marketing efforts across maintaining SEO, building your newsletter list, blog articles and what have you.
The bottom line
If you want your surf business to grow you have to treat marketing as part of it.
- Start small if you need to
- Pick one or two channels and be consistent
- Build as you go instead of waiting until you feel ready
Put a real piece of your budget into marketing and treat it like an investment not an expense.
Surf will always be about passion and culture but it also takes smart business moves. The brands that do both are the ones that stick around. Trust me. I work with them!