Session overview What is digital marketing? Facebook: best practice Your marketing checklist The who: target audience The where: where to post The what: what to post The when: when to post Organic vs paid advertising Measurement, monitoring & reporting LTA marketing strategy
Digital marketing: what is it? Online based activity through the following platforms: Mobile phones Display advertising Any other digital medium Do you have any other ideas?
Website Live streaming SMS SEO Social media platforms PPC search ads Mobile advertising Remarketing Video Email PPC display ads
Social media Global - 2.7 billion active users UK 42 million active users Each platform has a unique role to play, an individual social etiquette and engages audiences in different ways.
Facebook: the largest social media platform in the world 1.86 billion monthly active global users Audience 541 million global users aged 35-64 Founded in 2004
Facebook Why use Facebook? Large community full of different personalities & interests Best platform for encouraging conversation Great for brand awareness and promotion
Facebook Suggested times to post 5-10 times per week 9am 3pm any day 1pm on Thurs Wed Sun strongest days
Facebook Fun facts There are 50 million active SME business pages Users generate 4 million likes every minute Instagram & WhatsApp are subsidiaries of Facebook Tennis on Facebook There are 480,000 people based in the midlands who have expressed an interest in or like pages relating to tennis
Best Practice
Promote events and show what goes on
Use video Images & Video involving children: Parent(s)/Guardian permission needed
Get reviews
Twitter: Where news breaks first 317 million monthly active global users Audience - 62% 44 or younger Founded in 2006 Suggested times to post 3-5 times a day 12pm 3pm Mon Fri 12pm on Thurs Mon-Thurs strongest days
Twitter Why use twitter? Information & updates can be distributed quickly Best platform for timely customer service Connect with brand advocates & influencers
Instagram: Powering brand stories 600 million users worldwide Audience - 49% aged 18-34 (perfect for all genders) Founded in 2010 Suggested times to post 1 Per Day Anytime Mon Thurs Excluding 3pm Mon Thurs strongest days
Instagram Why use Instagram? Encourages creativity & storytelling Instagram engagement is higher than Facebook and Twitter Contains stunning imagery that powers and humanises a brand s story
Other digital channels: Video/live streaming People spend 3x longer watching live videos compared to videos which are no longer Live Facebook video posts have 135% greater organic reach than photo posts Great for tips and events
Other digital channels: Email Why use email? Leads are warmer as they have previously given details Perfect for sharing events, offers, tips and updates to a receptive audience More personal form of advertising Works across devices Industry standard Open rates: 22.87% Click through rate: 3.26% Unsubscribe rate: 0.53%
Your marketing checklist Who target audience Where what platforms to use for each audience What what to post/messages When what time to post
The who: target audience Frequent players: Wimbledon Warriors & Seasonal Spinners Play between 10 and 25 times a year Play mostly in spring and summer Males and females Used as a way to socialise with friends & keep fit Interested in sport generally Open to coaching but not necessarily members Think clubs are expensive Interested in deals and events
Your marketing checklist Who target audience Where what platforms to use for each audience What what to post/messages When what time to post
Marketing checklist for frequent customers The where: what platforms to use for frequent customers Facebook organic Twitter organic Instagram organic Video Email SMS Direct mail Printed collateral customer loyalty schemes The what: marketing messages for frequent customers Tips Events Offers Classes Industry news How to upsell: Incentives/schemes i.e. refer a friend, receive freebies, money off Free Tips
The what: what to post Use the 60/30/10 rule when creating any content strategy: 60% curated content: Tennis related articles aimed to encourage engagement 30% owned content Club news that tells your audience what s happening i.e. an encouraging engagement in an event, upgrades & offers 10% sales content Selling your services should be the smallest portion of your content i.e. memberships, joining
Your marketing checklist Who target audience Where what platforms to use for each audience What what to post/messages When what time to post
When to post See for yourself Log in to your insights
Facebook Insights: Step 1
Facebook Insights: Step 2
Marketing checklist Email Day: Newsletters or educational emails - send earlier in the week. Tuesday is the best day for open rates Drive clicks or perform an action send later in the week like Saturday Time: Best open and engagement rates - in the afternoon and evening between 8pm-12am followed by 4pm 8pm
Marketing checklist Email: additional things to consider Segmentation of database Think carefully about your subject line to encourage opens - words that evoke urgency or time sensitivity tend to be opened more often If you want people to click make it clear. Use a button!
Marketing checklist SMS Campaign dependent Fridays, weekends and evenings Prior to event After event - offers
Your marketing checklist Who target audience Where what platforms to use for each audience What what to post/messages When what time to post
Marketing checklist: how to promote an event Have you created a strategy to plan when you will post your activity? Have you got your imagery ready? Does your copy speak to the right audience? Have you got reporting in place? Have you got a post campaign offer in place?
Marketing checklist: how to promote an event When to post Start your campaign around a month before launch dependent on campaign and numbers needed Campaign to run up to and during event Post during event live streaming & pictures Post after event with pictures and videos
Marketing checklist: how to promote an event
Organic What is it? Using FREE tools provided by each social network to create content How can I use it? Create posts to encourage likes, shares & comments Comments: Organic reach is shrinking in comparison to paid due to the monetisation of platforms Organic posts will only reach 3% of your followers SEO Use relevant keywords within the content e.g. Tennis in Derby
Paid What is it? Using tools provided by each social platform & paying to reach more people How can I use it? Target campaigns to specific demographics, focusing on their interests, locations, age etc. Notes: Remarketing: marketing to people who have already visited your website, then promoting relevant LTA content/offers based on the context of their visit Cost effective Paid social can help amplify organic content
Paid
Measurement, monitoring & reporting Tools to use Social insights Google Analytics Email software
Measurement, monitoring & reporting Social Insights Organic Paid See what actually engages your audience and do more of it! it s not all about the vanity metrics like page likes, it s about engaging your audience i.e. shares Work out the best time of day and day of the week for your audience and post at this time Use multiple adverts for the campaign and move budget to best performing advert as it runs See audience insights to see who has engaged with your adverts age, gender etc.
Measurement, Monitoring monitoring & Reporting reporting Google Analytics (GA) This tool will help you measure and analyse exactly how people are using your site If you see peaks and troughs in your website performance, it s important to know why they happened Discover how people are getting to your website Goals The most important feature of GA Track conversion and measure the success of campaigns Every time a user completes a process (e.g. booking a court), the goal is completed
Emails: measurement, monitoring & reporting See who has: You can then: Opened the email Clicked the links in the email and which links Unsubscribed from your emails Marked your email as spam Shared your email on social Forwarded your email Create more targeted campaigns Cleanse the database Click through rates will inform you for future emails
GO HIT IT Aims to unify those that love the game to pick up a racket National campaign with emphasis on playing tennis in local, community based facilities Digital Media and Printed Media available from the LTA to support the campaign Make use of the national buzz from Go Hit It campaign to drive your own marketing strategy Digital campaign at national level Utilising LadBible and other social outlets including paid Facebook, Instagram, Video and Spotify adverts.
Go Hit It Facebook
Go Hit It Twitter
Go Hit It ClubSpark
Great British Tennis Weekend Aims to get more people playing tennis irrespective of age, ability or background open days Tennis venues who sign-up to provide follow-up offer/campaign LTA promoting the campaign nationally Make use of the buzz from GBTW campaign to get more footfall.
FOLLOW-UP Utilise the buzz of the national campaign for Great British Tennis Weekend Doesn t have to be an offer event/themed day Target families using digital marketing and those attending GBTW.
How would you serve your marketing to each target audiences?
Resources ClubSpark website Promote & manage your venue My Tennis Toolkit Personalised marketing material LTA representatives
ClubSpark MANAGE PROMOTE DELIVER
The modules AVAILABLE COMPETITIONS COMMUNITY OPEN DAYS PILOT IN DEVELOPMENT COURT BOOKINGS ON SITE TECHNOLOGY CLUBSPARK MEMBER MANAGEMENT APPS CONTACTS COACHING WEBSITE MANAGER CAMPAIGN WEBSITES
National Landing Page (Customer Journey)
Clubs Taking Part (Click through from National)
Clubs own page to book on
Contact ClubSpark Expert for the Midlands LTA Jack Redfern - jack.redfern@lta.org.uk - 01509 226722 2017 ClubSpark Workshops (Book online at www.lta.org.uk ) - 8 th March (Warwickshire - Leamington TC 6:00 8:00pm) - 14 th March (Derbyshire - Derby TC 7:00 9:00pm) - 29 th March (Nottinghamshire The County Ground 6:00 8:00pm) - 30 th March (H&W Manor Park 6:00 8:00pm) - 5 th April (Leicestershire David Lloyd Narborough 6:00 8:00pm) - 3 rd May (Lincolnshire Rustons TC 7:00 9:00pm) - 24 th May (Shropshire The Shrewsbury Club 7:00 9:00pm)
NEED EXTRA HELP? Facebook budget available from the LTA for first ten venues to sign-up Includes WebEx for step-by-step guide to setting up and advertising with Facebook ClubSpark workshops and drop-in sessions Your feedback is required Speak to an LTA representative for more details
THANKS