The skate industry, particularly longboarding, faces challenges. However, there are key opportunities for brands and shops to reignite growth. This article proposes four actionable strategies to help revitalize the industry, emphasizing the need for a proactive approach. This isn’t just about survival; it’s about thriving.
Four Actionable Strategies to Boost the Longboard Industry
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The longboarding industry needs a boost. While some might say the industry is struggling, there are clear strategies that can be implemented to help brands and shops not only survive but thrive. Here are four key areas that deserve attention, focusing on practical solutions rather than dwelling on problems.
1. Elevate Online Presence Through Content and SEO
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Many successful brands, like Muirskate and Vandem Longboards UK, understand the importance of online visibility. Creating valuable content like guides, articles, reviews, and blog posts can dramatically improve search engine rankings. This strategy increases the chances of potential customers finding your website. Instead of relying on generic “longboard” searches, you want your brand to be the go-to resource when someone searches “longboards for beginners” or similar queries.
Currently, many top search results are dominated by affiliate marketing websites that sell through platforms like Amazon. While these sites might generate traffic, they often lack the authenticity and depth of knowledge that true skate brands and shops possess. By investing in Search Engine Optimization (SEO) and creating high-quality content, you can attract more relevant traffic and convert them into customers, ultimately strengthening the industry. This also provides an opportunity to engage with your audience and establish your brand as an authority. If you want to discuss more about how to boost your website traffic, feel free to reach out.
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Beyond SEO, don’t forget the power of targeted advertising campaigns on platforms like Facebook and Instagram. While the effectiveness of these campaigns can vary, exploring this avenue can further increase your brand’s visibility.
2. Offer Affordable Complete Longboards
It’s essential to recognize that not everyone in the market is looking for high-end, American-made components. Many customers are simply seeking an affordable option to experience the sport, especially beginners. Instead of fighting the trend of cheaper boards, brands and shops should embrace the opportunity to meet this demand. By offering a range of complete longboards at accessible price points, even if they are produced using overseas components, you tap into a wider audience.
The reality is that companies selling $50 completes on platforms like Amazon are thriving, while many dedicated skate shops struggle. By offering similar options, you can capture a significant portion of the market that may otherwise be lost. While most understand that these boards won’t be top-of-the-line, they are sufficient for many beginners. Furthermore, this approach can serve as an entry point to your brand, potentially leading to repeat customers and passionate community members down the line. It’s about understanding the customer’s needs and providing options that meet them where they are, without compromising your brand integrity. The important thing is to offer the option, even if you communicate that the quality won’t be the same as a higher-priced setup.
After some discussion, it’s worth considering that the low margins and high volume associated with cheap completes might not be the best solution for all businesses. It might be more valuable to focus on building a loyal customer base around higher quality products.
3. Develop Affiliate Programs
Affiliate marketing presents a significant opportunity for brands and shops to expand their reach and increase sales. By partnering with bloggers, reviewers, and social media influencers, you can leverage their audience to promote your products. If you have a website or a platform and you have a loyal following, this can be a great way to monetize your efforts while helping brands in the industry. Even if it’s through social media shout-outs or product placements in videos, this is a great way to boost brand awareness.
For example, this website currently sells products through Amazon affiliate links, but it would prefer to work directly with brands. By establishing your own affiliate network, you can create a win-win scenario where partners are rewarded for promoting your products, and you benefit from increased sales and brand recognition. It’s a powerful method to generate visibility within the existing community.
4. Invest in Brand Building
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A strong brand narrative is essential for success. Take Landyachtz as an example, their “Skate & Explore” videos captivated many, showcasing the lifestyle associated with their products and driving engagement. Creating compelling content, using high-quality media, and embracing a lifestyle-focused approach can elevate your brand and attract more customers.
Brands like Landyachtz, Sanctum Collective, Caliber Trucks, Blood Orange, and Loaded have all successfully created an aspirational brand image, making people feel like they are buying more than just a product; they are buying into a lifestyle or a community. While it’s understood that true coolness is intrinsic, consumers often respond to lifestyle branding. However, this strategy requires time, resources, and a dedicated effort to build a consistent brand identity.
Conclusion
Revitalizing the longboard industry requires a multifaceted approach that combines strategic online marketing, catering to a diverse range of customers, and building a strong brand identity. By implementing these four strategies, brands and shops can tap into growth opportunities and create a more sustainable and thriving industry. It’s a journey that requires both action and patience. Ultimately, what matters is providing value to the customer.
