So, you’ve got a website for your club. You’ve even registered a “killer” domain name. You think you’re all set. Think again. Remember that your website is a tool, a very powerful marketing tool. But, like any tool, if you don’t use it or don’t use it properly, it’s not going to produce the results you are looking for. The following is an essential guide to marketing your website by including important content and getting the word out effectively.
A house in the woods.
The person who said, “If you build it, they will come” was not speaking about websites. Unless you build a road to your “house in the woods” and put up billboards and signs to point the way, no one will ever find it. Conversely, if they find it and it doesn’t help them do business with you it’s a waste of time. Remember that your website serves two purposes, bringing in members and keeping them.
Essential content.
Important information that every website needs includes the following:
1. Contact phone number.
Your phone number must be prominently displayed. The number one reason people look up your website is to find your phone number.2. Facility address.
Your contact page should have your street address and any additional descriptors such as “rear entrance” or “Suite 300” that will allow you to be found. A map link and/or directions are also advised.3. Hours of operation.
It’s always nice if you’re open when someone shows up to visit you. Prospective and current members need to be able to schedule their workouts accordingly so post your hours of operation.4. Facilities and amenities.
Prospective members will shop clubs online based on the type and quantity of equipment you have. Make sure that you brag about your newest and best stuff.5. Classes and services.
Do you offer daycare services? Do you have a morning Pilates class? These are important pieces of information that a website can provide at 5 am when a member gets up and your club may not be open.6. Staff and facility photos.
Nothing is more effective than a website with good photos (the emphasis on good). You are more likely to encourage someone to visit if your club looks warm and inviting.7. Special offers.
A page that has special membership deals or printable coupons is very effective and one of the ways to determine if your website is working.
There is more information that you can and should have on your website, but the above is the bare essentials. You may consider having a calendar of events, an “About Us” page, fitness tips, membership information or an online pro-shop.
OK, now you’re ready to get them to your website.
Marketing your website to guarantee success.
There are two major avenues to promote your website. Each is relatively inexpensive and both are essential to getting and keeping members:
Web-based marketing.
1. Search engine submissions.
Contact your web service provider, and ask about search engine submissions. Usually, you can get your website set up on the major search engines for less than $20 per month. This is very important as you want prospective members who are searching on the Internet for “gyms in Yourtown” to be able to find your listing. Keep in mind, it will usually take three to six months to get good placement.2. Link exchanges and cross promotion.
Local businesses often will link to your website in exchange for a reciprocal link on yours. Also, check with your regional websites about being linked there, too.
Self promotion.
OK, now you’ve reached the most important part of this article. If you’ve created a useful website and started Internet marketing, the rest is up to you. Most business owners realize the power of self promotion, but most don’t realize that your website is an integral part of all your marketing. Here are several simple, yet highly effective, marketing strategies that you can employ to supercharge your club.
1. Put your website on all club materials All your business cards, stationary, staff shirts, sign-in sheets, calendars and class schedules must include your website address.
2. Put your website on all promotional materials
All brochures, flyers, pens, T-shirts and any promotional pieces must have your website address clearly printed on them.3. Put your website in all your ads
Print ads in regional publications, TV and radio ads must include your website information.4. Put your website on your storefront
Adding your website address to the outside of your storefront costs less than $50 from your local sign shop and is a safe way for someone to check you out first.5. Include your website on your voicemail message
If someone calls after hours to ask a question that can be answered by viewing your website, direct them there and take the burden off your staff.6. Use magnetic signs with your website and phone number
For less than $50 your local sign shop can produce two magnetic signs that can be slapped on your vehicle for a traveling local promotion. Offer staff members a $20 a week gas allowance to put them on their cars too.
Most of these ideas are very inexpensive and all are very easy. Make sure you train your staff to know and use your website address whenever asked. If you exploit as many of these strategies as you can, your “house in the woods” will become a marketing machine.
Gleen Steers is the Director of Internet Services for ClubSolutionSites.biz. He can be contacted at 800.536.5830, or visitwww.ClubSolutionSites.biz.
