Ever notice how some surfers constantly chase the newest board trends but still never progress or build a strong, confident style?
They skip mastering the basics, relying on flash and variety, but struggle when faced with tricky or even perfect conditions. Which tend to highlight their underlying inadequacy.
In marketing, it’s much the same.
Hopping from trend to trend can cripple a brand that hasn’t built its foundation first.
Today’s digital world moves fast. New platforms, flashy ad techniques and tech tools seem to emerge every other week.
They promise quick wins. And for sure… some of those wins can be worth chasing.
But while it’s vital to stay aware of these shifts, it’s just as (maybe even more) important to build strong foundational marketing elements that stand the test of time.
I’m BIG on building a solid base.
Here’s why you as a fellow surf biz owner should be too.
What are “marketing trends”?
Trends aren’t just about platforms.
They’re about the demand for certain styles of content within those platforms. It’s not necessarily the app you’re using, but how you’re using it that counts.
For example:
- Carousels dominate engagement on platforms like Instagram, making it easy for brands to educate and entertain
- Seven-second video reels quickly capture attention and draw people into longer stories
- “Behind the scenes” stories build trust by making a brand feel more human and approachable
- Memes and trending audios connect brands with their audience in a playful, culturally relevant way
Trends tend to spark fast interest. They’re a chance for you to stay relevant and top‑of‑mind in a quickly‑changing digital space.
I’m not against integrating them into your overall strategy.
But should something so vapid be the cornerstone of your content marketing efforts?
Why is incorporating them into your overall strategy important?
- They help your brand stay relevant and top‑of‑mind in a fast‑changing digital space
- They enable you to connect with new or younger audiences who adopt fresh platforms and styles early
- They give you an opportunity to experiment creatively and test ideas quickly
- They show that your brand is adaptable, approachable, and in tune with its audience
- They can generate quick wins and traffic bursts when used strategically
- They support long‑term growth when combined with foundational marketing elements that deepen trust and loyalty
What are foundational marketing strategies?
Foundational marketing strategies are the bedrock upon which every successful brand is built.
They are, be definition, timeless.
They don’t rely on platforms or algorithms and stay valuable regardless of which trend is popular.
These strategies create trust, loyalty and long‑term connections with your audience.
For example:
- A solid website that serves as your digital “home base”, making it easy for customers to understand your offerings and take action
- Consistent branding across every channel a.k.a. a trusted voice, distinct visual style and a compelling story people recognise
- Engaged email marketing that allows for direct connections with your audience, nurturing relationships long after social trends have passed
- Clear messaging and a unique value proposition that position your brand effectively in the marketplace
- An ongoing nurturing and optimisation process that turns first‑time buyers into loyal advocates
Why are they critical for your brand’s success?
Foundational marketing strategies aren’t as flashy as trends. They’re more Ethan Ewing than Ítalo Ferreira.
But they’re the reason some brands stand tall through every shift in the digital landscape. Think Patagonia. Roark. Finisterre.
Here’s why:
- They give you control over your brand’s experience, regardless of platform changes or algorithm shifts
- They build trust and long‑term loyalty, making your customers more likely to stay, recommend and return
- They create consistency, making your brand instantly recognisable across platforms and moments
- They support long‑term growth, ensuring that quick wins from trends feed into a strong, lasting brand
- They enable resilience, allowing your brand to adapt to new platforms and trends with confidence, knowing its core identity is strong
Example case study: WaveRider Travel & Tours
(Note: WaveRider Travel & Tours is a fictional example created for the purpose of this article.)
WaveRider Travel Co. is a small surf travel brand that offers guided trips and surf camps in tropical destinations.
Despite their beautiful offerings, their marketing efforts aren’t yielding great results.
Their website doesn’t clearly guide visitors from interest to booking.
Their newsletter goes out inconsistently.
Their social media lacks the personality that captures the vibe of a memorable surf trip.
WaveRider is active on platforms like Instagram and has tried posting trending reels and jumping on viral audio, hoping for quick wins.
But because their website and email experience aren’t optimised, new visitors quickly bounce.
The brand struggles to turn attention into long‑term relationships.
The Plan: Build a foundation… then ride the trends
Step #1. Fix the website experience
- Problem: The site feels generic. Visitors don’t understand why Waverider is different from any other surf travel brand
- Solution: Rewrite the headline, tagline and key site copy to highlight the brand’s unique story. Focus on the feeling of adventure, belonging and connection. Build a site that guides visitors from first glance to booking, making it a compelling digital ‘home base’ for their journey
Step #2. Develop a consistent brand voice and style
- Problem: Social posts, site copy and emails sound disconnected, making the brand feel fragmented
- Solution: Create a simple brand voice guide (friendly, approachable, slightly rebellious) and apply it across every channel (site, social captions, newsletter subject lines) so every piece of content feels unmistakably “Waverider”
Step #3. Reignite the newsletter
- Problem: The newsletter goes out inconsistently and focuses too much on sales pitches, causing low open rates and minimal engagement
- Solution: Develop a regular newsletter schedule (twice a month) featuring a mix of compelling stories (a recent trip, a local surf spot guide), actionable tips and special offers. Rewrite subject lines and preview text to pique interest and invite readers to click. Focus on growing the email list with a lead magnet
Step #4. Revisit social media with a new approach
- Problem: Social posts lack a distinct voice and don’t stand out in the feed
- Solution: Outline a mix of content themes (short wave tips, behind‑the‑scenes moments, customer stories and playful memes) that capture Waverider’s brand persona. Draft caption templates and a style guide to help posts feel like pieces of a larger, compelling story
Step #5. Use trend‑driven moments strategically
- Problem: The brand chases every trend with short‑lived content that doesn’t build long‑term connections
- Solution: Identify a handful of trending formats (short reels, quick tips, nostalgic sound bites) that suit Waverider’s vibe and use them intentionally. Always link trend content back to the site or newsletter, making sure every trend ultimately supports long‑term relationships and bookings
Final thoughts
I get it.
Marketing trends can be tempting.
They promise quick wins and instant attention. But chasing every trend in the vague hope it will transform your business is a dangerous gamble.
Sustainable growth doesn’t come from jumping on every new trend as it emerges.
It’s built through hard work. Through consistency, congruence and a strong foundation. That much I know is true.
A compelling website, a clear brand voice and meaningful connections with your audience aren’t just “nice to have”.
They’re the core elements that keep your brand grounded and memorable.
When everything is in place, you can lean into trends with purpose and not hang all your hopes on a single piece of content.
In short, focus on building a solid foundation first.
Then, when the right trends come along, you can use them to propel your brand forward… making sure every effort contributes to lasting, sustainable growth.
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