Example report: Tidewater Supply

Weekend anglers who service their own boats and reels

Small boat owners who fish before work and every weekend

Weekend anglers who stock up on tackle when it goes on sale

Channels, ranked for your goal

1. 01
   EmailKeep customers. Runs in Mailchimp.Low effort once the welcome and reorder emails are set up. The list is the most valuable thing you own.
2. 02
   YouTubeReach new people. Runs in Google Ads.A day to film a product how-to, and it keeps getting found by people searching how to use what you sell.You already have an account here, so the plan is to grow it, not start it.
3. 03
   InstagramBuild interest. Runs in Meta Business Suite.Needs good product photos and short videos every week. Easier if you shoot a batch at once.You already have an account here, so the plan is to grow it, not start it.
4. 04
   RedditBuild interest. Runs in HubSpot.Moderate effort. Answer questions where people compare products, and link only when someone asks.
5. 05
   Google SearchTurn interest into sales. Runs in Google Ads.
6. 06
   FacebookBuild interest. Runs in Meta Business Suite.A few posts a week and quick replies to order questions. Most of the value comes from ads, not the page.

By audience

Your first ten actions

In order. Each one is small enough to finish in a sitting.

Win-back sequence for lapsed customers

1. EmailWhen they lapseA personal note from Tidewater Supply that names what they had done last and what is new since they last stocked up for the season with you. Send it once about four months has gone by with no word from them.
2. Email14 days after they lapseA reorder link for exactly what they bought last time, only to people who opted in.
3. Email30 days after they lapseA returning-customer offer with an end date, and free shipping if you can afford it.
4. Email60 days after they lapseOne question: what made you stop ordering? Thank everyone who answers, and fix what you can.

When to ask, thank, and remind

Right after the first purchase

Thank them, say what to expect next, and give them a direct way to reach a person.

A few weeks before their season starts

A note before the busy weeks, so they book or order before everyone else does.

When the last order is likely running low

A refill note timed to how long the product usually lasts, with a direct reorder link.

Right before their usual launch or opener each spring

Send a short note with a launch checklist, and offer to check their reels or trailer lights before the rush.

Name and handle check

• Instagram, tidewatersupplyco: Matches. Your Instagram handle contains your full name with a little extra. That still works in search.
• YouTube, TidewaterSupply: Matches. Your YouTube handle matches your full name, so a search for the name finds it.

Logo use

Profile pictures on Instagram, Facebook, and TikTok

Use the mark printed on your packaging, so someone who got an order recognizes the account right away.

Vertical video

Show the packaging with the logo on it for a second, then keep the logo small in a corner while the product does the talking.

Email header

Keep the logo small at the top and let the first product photo lead; people open for the product, not the logo.

Packaging, labels, and inserts

The box is the first thing a customer touches. The logo goes on the outside once and on the insert again.

On white

Use the full-color version on white, and check that thin lines do not disappear.

On black or dark photos

Use a one-color light version on black or dark photos. If your colors vanish on dark, do not force them.

• Smallest size on screen: 32 pixels tall.
• Clear space on every side: 10 percent of the logo width.
• Vertical video: Top left, clear of captions.
• Profile picture: Symbol only, centered.

The same name, applied two ways

Seasonal timing

• Late winter brings boat shows and quiet counter days; use them to book reel service ahead of spring.
• Before spring launch and opening days, email launch checklists and stock the parts people forget.
• In fall, promote winterizing supplies and end-of-season tackle deals, and remind boat owners before haul-out.

Where to place ads

• YouTube: Skippable video ads and Shorts ads, aimed at people searching for an orderPay per thousand views. Cost level: Medium. Typical cost level for small accounts. A rule of thumb, not a quote.
• Instagram: Reels and Stories ads with the product in the first secondPay per thousand views. Cost level: Medium.
• Reddit: Promoted posts in the communities where your customers ask questionsPay per thousand views. Cost level: Low.
• Google Search: Search ads on the words people type when they need bait, tackle, or a boat part before a tripPay per click. Cost level: High.

Pacing: test, then scale

Dollar amounts are for your budget band, over a month.

1. Test two channelsWeeks 6 to 7$500 to $2,500Model estimateRun the top two channels side by side with the same offer, and compare the cost per order on each. Check it after two weeks.
2. Scale the winnerWeeks 8 to 13$1,100 to $5,500Model estimateMove most of the budget to the channel with the lower cost per order, in steps, and watch it weekly.
3. HoldWeek 13$400 to $2,000Model estimateHold spend steady, refresh the ad images once, and cut any ad whose cost per order slipped.

Before you spend money

• A spending cap is set on every ad account, and you know the most you are willing to lose while testing.
• Your store records which orders came from which ad, and you know how many you had last month.
• Google Ads has negative keywords such as free, used, and DIY, so the budget goes to people ready to order.
• Instagram ads point to the product page itself, with the same photo and price as the ad.
• Your YouTube ads show the product in the first five seconds, before the skip button appears.
• Conversion tracking is confirmed with a test order before spend goes up.
• Your customer list is current, and you have permission to email everyone on it.
• Shipping cost and delivery time are stated on the product page, before checkout.
• The price is in the ad, so the people who click already know it.
• Your weekly fishing report has a set day and a person assigned, because anglers stop reading one that goes stale.