Tennis clubs offer a world of value. There’s no question as to why tennis has taken off over the last year; tennis provides a way to soak up the sun, practice strategy and athleticism, and find community.
You know the value of your tennis club – the challenge is communicating that value to a larger audience in a way that compels people to get involved.
If you’re looking for ways to reinvigorate your marketing and growth strategy as part of your tennis club management, you’ve come to the right place. Below are six questions to answer as you develop your marketing and growth plan.
WHAT SETS YOUR CLUB APART?
Start by doing some soul searching to find what makes your tennis club or tennis program unique.
Maybe you’re a competitive club that better prepares students for professional play. Maybe you’re a recreational offering that helps students build confidence and find an extracurricular passion.
When you identify that special sauce, emphasize it in every marketing and growth effort you undertake. If you’re a recreational program, don’t try to market yourselves to an audience of competitive players. Zero in on your target market to multiply your potential while ensuring you land students who will thrive in the environment you’ve created.
WHO IS YOUR AUDIENCE?
Answering the first question should lead you straight into this one. Ask yourself: Are you competing for students who might choose a different tennis club, or are you competing for students who may choose a different sport entirely? Those are two completely different audiences.
You may want to capture both audiences mentioned above, and in that case, you should run two different marketing campaigns.
Speaking to a single audience per campaign helps you focus your messaging to get to the heart of the pain point your audience may be trying to solve for.
HOW DOES YOUR WEB PRESENCE ENCOURAGE NEW PROGRAM OR CLINIC REGISTRATIONS?
We know how quickly people turn to the internet to answer every question that floats across their minds. If you don’t have an optimized website for your tennis club, begin your marketing efforts there. When creating a website, be sure to optimize for important keywords, like “tennis club” and the name of your physical location. Then, make sure your site has each of these essential pages:
- Staff page with bios, especially for pros and coaches
- Schedule and events highlight
- Private lesson information
- Contact page with a map embedded or directions linked
In addition to your website, you need a Google My Business listing that’s complete and accurate. It’s been said that Google is your business’ home page, because the search engine has designed ways to keep users on their search engine results pages. Users can get the answers to their questions without ever clicking into your website, so you need to make sure the impression you make with your off-site presence is just as strong as your onsite presence.
WHAT CONTENT DO YOU HAVE FOR PROSPECTIVE MEMBERS?
In addition to having a website that people can find through Google search, you need to have a library of information for people to consume as they weigh their decision to come to your tennis club.
If you’re starting fresh with a content marketing strategy, the first pieces to produce are answers to frequently asked questions. What are the questions you always get from new and prospective players to your tennis club? Answering these questions via content on your website helps capture potential players who might bounce off your site in pursuit of another option.
HOW DOES YOUR TENNIS CLUB MANAGEMENT SOFTWARE EMPOWER YOU?
There are basic features that any tennis club management software must have for you to run your operations at a basic level. Then there are management software solutions that invest in your holistic success.
Sometimes, you purchase a basic software to handle scheduling and participant data, then you have to purchase additional software to help you grow your tennis club. Too often, these disparate software solutions that don’t communicate or integrate with each other end up wasting your time and causing headaches for your staff.
When choosing a tennis club management solution, consider the full range of administrative tasks you need covered for your club. Then, go with a solution that can offer an integrated suite of software products and services. You’ll find that with Club Automation.
To learn more, schedule a time to talk with our team.
