The sports industry is and will always be thriving. Why? Playing various kinds of sports is already embedded in modern society. Whether Olympics, national, or local sports events, people will always engage in sports. That’s why it’s easy to see tournaments happening around the world.
Unfortunately, the COVID-19 crisis has hampered the world of sports. The recently concluded Tokyo Olympics got postponed from 2020 to 2021 due to the pandemic protocols. Surprisingly, Japan was able to pull it off in the year after amid the crisis. It goes to show how people value sports in society.
As a sporting goods store, what is the implication discussed above? It implies that you will never run out of customers. However, it doesn’t mean that you can already stay complacent. Given the pandemic and its impact on the sports industry, you must be robust in your marketing approach. Hence, digital marketing is the key.
That said, here’s how to virtually promote your sports equipment and supplies:
1. Have a business website
Did you know that every business must have a website? It doesn’t only apply to e-commerce stores. Even brick-and-mortar stores should consider transitioning to a click-and-mortar business. This idea applies to your sporting goods business as well. Even if you have a physical store catering to local customers, you must still have an online store. Your website is where you’ll promote your sports equipment and supplies. In addition, it’s easy to see customers searching online when looking for local stores, buying products, or hiring services. Hence, a business website can make a world of difference in your sporting goods company.
2. Implement an SEO campaign
It’s one thing to have a business website. It’s another to ensure its online visibility and website traffic. As a local sporting goods business, you want your local clients to find your site online. That’s where search engine optimization (SEO) comes into the picture. The process boils down to updating your website, producing relevant content, and creating links to get the top ranking on the search engine results pages (SERP). However, focus on local SEO to optimize your site for the local search. Accomplish this by getting your sports business listed on online directories like Google My Business.
3. Employ PPC advertising
Another way to boost your web presence and traffic is to employ pay-per-click (PPC) advertising. The process involves creating ads promoting your sports equipment and supplies and displaying them on SERP. For instance, suppose you have a range of baseball training equipment you want to advertise to local or Little League baseball teams. You can specifically advertise your radar guns for sale that will be available for potential customers in your locality. However, you must pay whenever prospects click your ads. These clicks can boost your website traffic, lead generation, and even sales conversion.
4. Resort to email marketing
Emails have long been proven beneficial in the world of business. On a more specific note, they are highly effective for digital marketing. If you have regular customers visiting your store or placing orders online, be sure to obtain their email addresses. Consistently send them email updates about what your sporting goods business has to offer. On the other hand, you must do your research to create your buyer’s persona and have an email list of prospects. From there, send these potential customers promotional emails offering your sporting equipment and supplies.
5. Harness the power of content
No one can deny the value of content in this digital era. If you want to attract more and more customers, consistently produce and publish valuable pieces of content. They must be relevant to the target market of your sporting goods business. One best way to harness the power of content is to start a blog on your website. You can regularly come up with blog posts tackling sports-related subjects and post them on your website. Not only will they help with boosting your on-page SEO strategy, but they can also encourage customer engagement.
6. Take advantage of social media
When it comes to digital marketing, we cannot proceed without highlighting the power of social media. Why? These channels are where people live and breathe. Your regular and potential customers most likely reside on these channels, whether Facebook, Instagram, Twitter, LinkedIn, YouTube, or TikTok. Through social media marketing, you can do more for your business. For one, you can create Facebook ads and target them to your prospects. Two, you can publish your sports equipment and supplies on Instagram to entice your target market. Lastly, you can build your network with sports companies, organizations, and enthusiasts on LinkedIn.
At this point, you now know what it takes to promote your sporting goods company amid the COVID-19 pandemic. Consider the digital marketing strategies recommended above, from having a business website to employing email marketing to utilizing social media. You’ll gradually boost your business profit and get your sporting goods business back to normal. Ultimately, you’ll help people slowly get back to sports in your local community.