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WEBSITE
SHIANN WEISSSENIOR MARKETING
MANAGER FOR SWIM
Marketing & advertising for
about 10 years
SEO Background
Passionate about marketing
and the local community
+Website
+Social Media
+Word of Mouth
MARKETING ESSENTIALS
EMAILMARKETING
DON’T
FORGET THE
IMPORTANCE
OF CUSTOMER
COMMUNICATION
Nov 2015 (1400)
Nov 2016 (1000)
84% Email 88%
53% Text Message 45%
27% Phone call 24%
17% In-person 21%
9% Social Media 15%
SURVEY SAYS…
69
43
53
% of parents want
program
updates/news
% want photos of
their child in the
activity
% info on other
activities
WHY EMAIL IS STILL #1+ 1 to 1 CUSTOMER CHANNEL
KEY CUSTOMER TOUCHPOINTS+ 1-2 weeks prior to program start date
+ 72 hours prior to program start date
+ First week of program
+ During session
+ Last week of program
+ Post-program
+ Post Meets
+ Yearly Deals
+ Onboarding
+ Meet the coaches
+ Welcome back
PRO TIP: SCHEDULE EMAILS OR MAKE
TEMPLATES
WEBSITE
Websites are Useful
People use your website to:
• Learn more – Your offerings/programs/teams
– Your coaches
• Register for team
• Access customer info
• Meet info/results
• Contact info
WHAT MAKES A GREAT WEBSITE
1. No-Nonsense Navigation
http://www.swimgsa.org/
WHAT MAKES A GREAT WEBSITE
2. Elegant Efficiency
http://www.hurricaneaquatics.net/
WHAT MAKES A GREAT WEBSITE
3. Responsive Design
http://www.swimgsa.org/
• Improve your user
experience and
accommodate
everyone whether
they are on a desktop,
smartphone, or tablet.
recommendation:
Google rewards you a
higher ranking in
search results for
being Mobile
Responsive.
WHAT MAKES A GREAT WEBSITE
4. Custom Domain Names &
Search Engine Optimization (SEO)
http://www.tidewateraquaticsclub.com/
• Use keywords to be
easily found in
• Use a custom URL
to avoid confusion
amongst site
visitors.
12
4
6
% of parents find
activities via print ads
SURVEY SAYS
ONLY…
% of parents find
activities via direct mail
% of parents find
activities via outdoor
ads/signs
1 in 4 parents find programs
from an online search
35% of all registrationsoriginate from an online
search engine
Why is Search Engine Optimization (SEO)
so Important?
The process of improving your
website to attract more visitors
from search engines like Google.
SOCIALMEDIA
SOCIAL MEDIA USAGE
PARENTS ARE ON FACEBOOK
79%
57%
36% 35%30% 29%
25%
8% 8% 7% 5% 5% 4% 4% 4% 2% 2% 2% 1% 1% 0% 0% 0% 0%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Which of the following social channels have you used in the past 30 days?
BALANCE
POST TYPES
WHY WHAT HOW-TO LIST MEDIA
WORDOF MOUTH
WOM IS
CRITICAL TO
GROWING
YOUR
PROGRAMS
HOW TO CREATE WORD OF
MOUTH?
1. Sell branded merchandise
HOW TO CREATE WORD OF
MOUTH?
2. Encourage Social
Sharing
A. Joined Program
B. Meet Results
C. News
BUILDING A BRAND
HOW DO YOU BRING IT ALL TOGETHER?
THANKS & RESOURCES
WANT TO LEARN
MORE?
1. Download the presentation
resources
2. Contact us to learn more!
3. Take Survey and tell us what
you think
Next Webinar: Register Now
ACTIVE Swim Manager Demo
