Finding Success for Businesses Without Websites on the West Coast of New Zealand
The digital age has ushered in an era where websites are often considered essential for any business. While a robust online presence can be incredibly beneficial, there are other paths to success. For some West Coast businesses, a website might not be the most effective or necessary tool.
Like our rugged coastline forests sculpted by wind and waves, business strategies must adapt to their environment, empowering you to thrive in the digital world. Here, we’ll contemplate why a website might not be as crucial for your business as others would have you believe.
Understanding Your West Coast Niche:
A bustling market day in Hokitika, the heart of the West Coast’s pounamu scene. Local artisans showcase their intricate carvings, serenaded by buskers strumming guitars and the Lions Club running a sausage sizzle. These artisans often thrive without individual websites.
The key to their success? Their unique offering and the tight-knit community they operate and collaborate within. Here’s how to determine if a website might not be the best fit for your West Coast business:
- Catering to Adventurers: Many West Coast businesses cater to a specific clientele – adventure-seeking tourists drawn to Franz Josef’s glaciers or our plentiful wild bush areas. For a local kayak tour company operating on Lake Brunner, a website might not be the most effective way to reach their audience. Their customers may likely plan their adventures through travel blogs, hostel recommendations, or simply walking by enticing storefronts. Investing in high-quality photos showcasing the stunning scenery and the experience of a kayak tour, coupled with a strong presence around Tranz Alpine stations, onboard magazines, and key travel booking platforms, might be a more strategic approach. This is a bit of an over simplified example, but tact is the key here, especially if budgets are tight.
- Building Trust Through Personal Connections: Certain West Coast businesses rely heavily on personalised interactions and building trust with clients. Think of a whitewater rafting guide on the Buller River. Their success hinges on establishing rapport with each client, ensuring safety, and creating an unforgettable experience. While a website can provide basic information about the rafting company, the guide’s expertise, personality, and ability to connect with each guest are what truly matters. Positive word-of-mouth recommendations from past rafters and a presence on adventure tourism platforms likely hold more weight than a website.
- Service-Based Businesses with a Local Focus: Not all West Coast businesses require a comprehensive online presence. A mobile mechanic servicing farms in the Grey Valley or a dog walker in Westport might find their clientele through local recommendations or community Facebook groups. For these businesses, a website might be an unnecessary expense that doesn’t directly translate into increased sales.
Alternative Avenues to Success on the Wild West Coast:
The absence of a website doesn’t equate to the absence of a digital footprint. Several alternative strategies can propel your West Coast business forward. (Google My Business would border on a mandatory in this space):
- Social Media Savvy: Social media platforms like Facebook and Instagram can be powerful tools for West Coast businesses without websites. Create engaging profiles showcasing the stunning scenery and unique experiences you offer. Share high-quality photos and videos of whitewater rafting adventures, capture the tranquillity of a secluded lodge, or provide glimpses of Hokitika’s fascinating pounamu carving process. Run targeted social media ads to reach a specific demographic of potential adventurers or nature enthusiasts, enticing them with the magic of the West Coast.
- Building a Strong Online Reputation: Online reviews hold immense weight in the digital age. Encourage customers to leave positive reviews on Google My Business, Facebook pages, or travel review platforms. Actively respond to positive and negative reviews, demonstrating your commitment to providing an exceptional West Coast experience.
- Harnessing the Power of Email Marketing: Building an email list lets you connect directly with potential customers planning their West Coast adventures. Offer valuable content like newsletters featuring stunning photos of glacier hikes, informative blog posts about the region’s diverse wildlife, exclusive kayaking tours, or local accommodation promotions. Segment your email list to personalise your messages and ensure they resonate with specific customer interests—adventure seekers, families with young children, or luxury travellers.
- Strategic Partnerships: Collaborate with complementary West Coast businesses to expand your reach. For example, a local bakery in Greymouth might partner with a nearby adventure tourism company offering kayaking tours on Lake Brunner, creating a combo deal that includes delicious pastries for post-adventure refuelling. These partnerships leverage existing customer bases and create a win-win situation for all parties involved.