It’s not uncommon for sports facilities to list upcoming events and news on their web sites. However, you know you’re doing something right when your clients call to ask when the latest updates will be posted.
That’s exactly what happens at Pro Skills Basketball in Charlotte, NC, thanks to their popular “Player of the Month” feature. For each Player of the Month, the Pro Skills staff creates a cool video filled with player interviews and clips of the featured player in action on the court.
“The kids – and especially the parents – love it,” said Pro Skills Basketball co-founder Logan Kosmalski. “Letting our clients speak about us is a great way to show what we’re really all about.”
Even if you don’t know how to use video editing software, you can still create thoughtful, interesting player spotlights for your web site’s blog or news section. Such spotlights are one of the simplest, most cost-effective ways to market your sports academy. Here are just a few of the benefits:
Improved Customer Retention. You want your clients to be happy with their experiences and excited to keep working with you. Showing them that you’re really tuned in to their accomplishments and proud of what they’re working on is a great way to do that.
Increased Brand Awareness At a Great Value. If your posts about upcoming camps and clinics don’t exactly go viral, consider what happens when you produce great content that shows the value of a kid’s hard work. It’s likely to get shared by the athlete’s parents, and then maybe their parents’ friends, and perhaps by even more people if you’ve made the content really interesting and easy to link to. All those extra views are great for reinforcing your brand’s image, and they may attract the attention of new clients, as well.
Improved Search Engine Visibility. I’ve posted before about search engine optimization for your sports facility. Each page on your site is a potential result in a Google search, which is why your web site should have a well-organized main menu with plenty of service-specific pages. Additional pages, such as those you create for player highlights, only increase the chances that someone searching for your services online will find you. Similarly, each video on your YouTube channel is also a potential search engine result. Maybe you’ve noticed that when you search for something on Google, relevant video results are displayed prominently near the top of the page. If you create and label your own YouTube videos properly, you’ll have an additional leg up on your competition in search engines.
Pro Skills Basketball doesn’t have a huge marketing budget. They stick to simple methods like T-shirts, email marketing, and a great web site, and free tools such as Facebook, Twitter and YouTube. However, by creating quality content and distributing it regularly across all of those mediums, they make a big impact.
Pro Skills Basketball uses eSoft Planner, my company’s scheduling software, to manage their private basketball lessons, basketball camps, team payments, packages, and more. If you’d like to see how eSoft Planner works, submit a free demo request and I’ll be happy to show you. If you want to discuss marketing tactics or search engine optimization for your sports facility, call me at (513) 791-4940.