Using E-marketing to Catch Parents & Athletes On the Go
With 612,000 sports academies, coaches and trainers in the market, spreading the word about your events and camps is more important than ever (IBIS Sports Coaching Industry Report). Competition is fierce and growing. Even though competition is growing in the sports industry, competition for clients should not take away from competition on the field or court.
Several e-marketing channels exist as options for your sports business to invest. From online advertising to email marketing, choosing where to invest your marketing budget is a critical decision every sports organization must make and evaluate often.
Online Sports Ad Costs
When considering online advertising, cost becomes a critical factor for the limited sports business budget. Today, the average cost for a Facebook ad is $.19 cents per click, LinkedIn ads average $2 to $7 dollars per click, and Google Adwords can range anywhere from $1 to $50 per click. This can be a great way to reach a new audience, if you have extra funds for advertising. Here are a few examples of keywords used in sports organization ads and their associated cost:
“sports training programs” ~ $4.50/click
“sports camps”~ $3.50/click
“football training”~ $1.60/click
“soccer lessons”~ $1.50/click
What about social media posts? Of course, promoting your training and events on social media is great (and a must)! You can reach the audience that follows your social accounts for free, what’s better than that? Free promotion sharing your events on social media is a win-win, but in terms of actually getting clients to take action and register, “email conversion rates are three times higher than social media, with a 17% higher value in the conversion” (McKinsey & Company).
Sports Marketing Emails
Compared to the above advertising trends, when utilizing an organized curated contact list and contact management funnel, email marketing can be a highly effective, low to no-cost, marketing method. Sounds like a great, easy and cost-effective way to build your competitive advantage, right?
In addition to cost savings, clients prefer communication and marketing through email. Studies recently found that 72% of U.S. adults prefer to communicate through email (Marketing Sherpa) and nearly 90% of marketers categorize email as their primary channel for lead generation (Mailigen).
At Upper Hand, our customers have seen email open rates as high as 85%, with clients 4x more likely to purchase training or lessons than with average e-commerce email average. You can see more on email marketing and Upper Hand customer results in the Upper Hand white paper, Why We Love Sports Marketing Emails, And You Should Too!