E Book - Free Advertising for Sports Programs - by StadiumRoar
Free Advertising: Using the Web toPromote Your Sports Programs for $0 A free E Book brought to you by StadiumRoar.com
Table of ContentsIntroduction………………………………....3Getting More Website Visitors…………....9 Email Newsletters……………...10 Social Media…………………….14 Google…………………………...21Getting Visitors to Sign Up……………….29Free Tools from StadiumRoar to Help…..33
This E Book will teach you two things… How to get a lot of How to get them participants without spending any money
The strategy in a nutshell Step 2: Once these new “leads” are on your website, use our tips to assure they sign up for your program Step 1: Use our tips to attract more visitors to your website * * Don’t have a website yet? It’s OK!
Don’t have a program website yet? No sweat! We’ll teach you how to quickly get a free one at the end of the E Book.
Tip #1 – Email NewslettersYou should build up an email list of all the people who have ever participated in yourprogram. If you do not have any email addresses yet, it’s OK. You can start duringyour next program session. Once every few months, you should send out anewsletter to everyone.The newsletter should not be a blatant advertisement for your program. Instead, itshould contain relevant content that can help out the people on your mailing list. Forinstance, if you run a soccer tournament, you can send out some links to goodsoccer instructional videos.An email newsletter will accomplish two things: keep your program fresh on people’sminds and give people an opportunity to forward your newsletter to their friends,which acts as free advertising for your program.
Email Newsletters - How to do it1.) In the body of the email, include usefulcontent for the types of people on your list2.) At the bottom of the email, includesome brief information about yourprogram and a link to your programwebsite3.) Also include instructions forunsubscribing; if people want to stopreceiving the letter, be sure you have inprocess in place to remove them from thelist
Email Newsletters – SendingIf your email list is under 300 people, you should be able to send theemails directly from your email provider (gmail, etc).However, if you have a larger list, then you should use a newsletterservice to send the emails. We recommend a service called“MailChimp”; you can send up to 12,000 emails a month for free. www.MailChimp.com
Email Newsletters – Viral Effect• You send out the email to Your Program Websitesubscribers• A percentage ofsubscribers will forwardyour email to their friends• A percentage of thesepeople will click yourprogram-website link at thebottom of the email andlearn more about yourprogram; these people Friends ofbecome new “leads” for Subscribers subscribersyour program! You
Tip #2 – Social MediaSocial media marketing essentially means the use of Facebook, Twitterand YouTube to advertise your program. These networks already havehundreds of millions of users. A percentage of those users are potentialparticipants in your program. The key is finding them, and getting themto click through to your site.The course of action is a bit different for each of the three sites, so we’lltalk about each one individually.
YouTube – How to do it1.) Create a YouTube channel for your program by signing up at www.YouTube.com; you will use this channel page as a place to upload videos2.) Before you upload the videos, make sure you edit them to include a “closing” screen; this is a still screen with some information about your program, such as “This video was filmed at the 3rd annual XYZ Tournament – Learn more at our website at www.example.com”3.) Upload the edited videos to your channel and then share them on Facebook and Twitter (more about using Facebook and Twitter later)
YouTube – Viral Effect• You upload videos to YouTubeand share those videos with your Your Program WebsiteFacebook fans and Twitterfollowers• Those people will likely sharethe videos with their fans andfollowers too• These people will see your“closing” screen at the end of thevideos, where they will see yourweb address; a percentage ofthese people will visit your link tolearn more; these people Fans andbecome new “leads” for your Fans and Followers ofprogram! You Fans and Followers Followers
Facebook – How to do it1.) Create a Facebook page for your program at www.facebook.com2.) Attract fans to the page by emailing out the link to your page to program participants, in addition to friends and colleagues who are interested in sports3.) Load up your page with interesting articles, links, photos and videos about your program and about sports in general; be sure to include a link to your program’s website and its contact information on the page as well
Facebook – Viral Effect• You email out a link to yourpage to people you know Your Program Website• As you post content likephotos and videos, apercentage of fans will “like” or“share” your content onFacebook, which means it willappear to be seen by all oftheir friends• A percentage of these“friends of fans” will clickthrough to your Facebookpage and eventually to yourprogram-website link, which Friends ofshould be posted on your Fans fanspage; these people become Younew “leads” for yourprogram!
Twitter – How to do it1.) Create an account atwww.twitter.com2.) Attract followers to your account byfollowing people that are potentialparticipants in your program (hopefullya percentage of them will follow youback); you can use the “search”feature to search for accounts to follow3.) Periodically post, or “tweet”articles, photos, videos and links thatare relevant to your followers
Twitter – Viral Effect• You follow potential programparticipants on Twitter Your Program Website• A percentage of them will followyou back, which means they willhave access to your posts, or“tweets”• As you make interesting posts,people will click back to yourprofile to learn more about you,where they can click the link toyour program website; thesepeople become new “leads” foryour program! Followers of Followers followers You
Tip #3 – GoogleGetting found in the Google search results is the easiest way to attractnew visitors to your website. Every day, thousands of people visitGoogle to find sports programs in their area. Right now, there arepeople searching for things like “youth soccer tournaments in State X”.These people are looking to find you! Make it easy for them!
Free vs. Paid ResultsShowing up on the left of the page Showing up on the right ofcosts you nothing the page costs money
Use Free!We’re going to teach you howto show up on the left of thepage, in the free results.Why? Because that’s wherepeople look first for searchresults. And it doesn’t costanything!
Step 1: The right text on your websiteWhen people use Google to search for a certain phrase, Google scans allthe websites on the internet to see if they contain that phrase. So, when youinclude a description of your program on the homepage of your website,keep the Google searcher in mind. Be sure to clearly type out what yourprogram does and where it is located.For instance, “The Surf Classic is a U 12 boys youth soccer tournament heldin Santa Monica, CA” is a much better description than “The Surf Classic isa local soccer tournament”.
Step 2: Get linksShowing up in the search results is good, however, showing up toward the top is great.There are a lot of sites on the web that contain similar terms. For instance, if someonesearches for the term “basketball sneakers”, which is contained on a ton of sites, whichsites show up at the top of the results? How does Google decide?In short, the main deciding factor is links. Google likes sites that have a lot of links.When we say links we mean inbound links, not outbound links. What’s the difference?An outbound link is a link you put on your site, which links to another site. An inbound linkis the opposite; this is a link someone else puts on their site, that links to your site. Youwant as many inbound links as possible. Please note that having a lot of outbound linkson your site does not hurt you in the search results; it just does not directly help.Also, you want as many of these inbound links as possible to be coming from established,high-traffic sites. For example, a link from nytimes.com is much more powerful than a linkfrom the website of your local coffee shop.
So, how do you get good links?The easiest way is to contact the largerorganizations your program is part of.Is your program part of a high school?Have your link added on the high schoolwebsite. Is it part of a college? Have itadded on your college’s website. Is it alocal recreation program? Have it addedon your town’s website. Is it part of amajor sports association like US YouthSoccer? Have it added on the regionalwebsite. Etc, etc, etc.
Step 3: Get in online directoriesA highly effective way to get found in Google is to do it through free onlinedirectories. Whatever type of program you’re in charge of, chances are there’s oneor more online directories that list programs like yours. There are countless sportsdirectories available on the web for leagues, camps and tournaments, and most ofthem offer free listings.First, you need to get your program listed in these directories. The more, thebetter. These directories typically have sub-pages that are broken down by region.For instance, a California page, or a New York page, etc. These pages typicallyrank very high in the search results. When people click these links in the Googlesearch results, they are then taken to the directory sub-page, where they canbrowse all the relevant listings, and potentially click on yours.
So, how do you get into directories?Coincidentally, the best place to start iswith Google. In the search bar, enterthe term “free directory” followed byyour type of program. For instance,“free directory youth basketballtournaments”.You’ll see a bunch of directories in theresults. Click through to them, andhave a look. If a directory seems like agood fit, search around on it forinformation on submitting a listing.Typically, you just need to fill out asimple online form containing yourprogram’s information.
Getting website visitors to sign up for your program
Tip #1: Have a quality, dedicated websiteYour program should have its own website. It should not just be a sub-page of alarger site. For instance, your baseball tournament’s website should not just be the“Tournaments” tab on your baseball club’s main site. Your tournament should haveits own site, dedicated just to it. You can then put a link to this site on the main site.In addition, make sure your site is good. A 10-year old slow site that wasgrandfathered down to you from the previous program director is not going to cut it.You need a fast site that people can get to, easily navigate and find information on.This is a must.You can craft a brilliant strategy to get people to visit your site, however, once theycome to your site, if it is slow, old or confusing, they’re probably going to leavequickly, and not sign up, which makes all your other efforts worthless.
Tip #2 – Be informativeYour site’s main function should be to conveyinformation. People are clicking through to your site tolearn more about your program. So, teach them.Clearly display your contact information, in addition toa program overview, important dates and photos.
Tip #3 – Let people sign up online!!!This is the most important tip. Once you get someone to find your site, then clickthrough to it, then learn more on it, you only have one more thing to do…getthem to sign up for your program! Don’t lose them at the last step!The modern internet user does not like printing things out and mailing things in.The modern user likes things to be a mouse-click away from everything. Makesure you have online registration in place, and make sure it is visible directly onyour website.Online registration increases the likelihood website visitors will be converted intoactual program participants. Adding extra steps to the process such as printingout forms, mailing in checks, calling an 800 number, etc decreases the likelihoodof them turning into participants. This is an easy choice for you.
Getting a free programwebsite and free online registration software
How can our free E Book about free advertising becomplete if we don’t offer you something for free atthe end? We at StadiumRoar offer free program websites and free online registration software. www.StadiumRoar.com
Questions, Comments?If you have any questions or comments about our programmarketing advice, or about our free websites or registrationsoftware, get in touch 908 591 5448 firstname.lastname@example.org