Find Your Digital Marketing Focus

It’s time to step away from your offers and look instead at your audience and how you can reach them with social media. First things first who is your target audience? Do you specialise in coaching showjumping? It’s unlikely that your primary audience will be dressage fans or beginners who are looking for a riding school. Are your ideal riders competing at affiliated competitions or do they enjoy jumping at home for fun? Do you want to coach competition riders? Sit down with your note pad or notes app and brainstorm your customer persona.

Now explore social media platforms and the groups, pages or profiles that interest your target market. Do you only use Facebook? Take a look at other platforms because you might find this is where your audience likes to hang out. Remember your marketing communications need to attract the attention of the riders you would like to coach.

What type of content do you like to create? For instance if you like to create YouTube videos you might also enjoy repurposing video content for other platforms where video content can be shared. If you don’t enjoy making videos but enjoy writing blog pieces you might explore email marketing. 

Now you have a way to draw attention to your offers, have you considered how your potential customer will get in touch with you? There are ways to automate this process. You might have a form for riders to fill in that triggers an email invitation explaining your offers and how to book. You might prefer to keep a more traditional set up and use telephone bookings. Have you considered how your ideal customer prefers to get in touch?

How might a potential customer be able to find out more about you, your clinic dates, your programmes? Do you have a Profile Page, a Website or a Blog that showcases you, your venues and your coaching programmes? 

If you would like to explore making a digital transformation for your coaching programme do drop me a message. I am happy to answer DMs on social media or you can email me [email protected]

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