10 steps to creating a sports club digital media strategy

Sports clubs of today have increased expectations of how they connect with their members and supporters through the various channels that are now available.

There is a need to ensure cost-effective methods, emphasizing creativity and resourcefulness to amplify the club’s digital presence. By aligning these steps with the club’s unique identity and objectives, Club Executives can help to create a digital media strategy that not only meets but exceeds the expectations of their diverse and passionate audience.

As a Club Executive, how do you increase activity in this area with limited resources available to your club?

My latest sports management guide outlines 10 steps for creating a digital media strategy for a sports club of any size or maturity.

Step 1: Engaging Website

A well-maintained and regularly updated website should be the cornerstone of your digital strategy and the number 1 priority above all other digital media.

As the club's first impression for prospective members and the information hub for existing ones, ensure that all key info is clear and engaging content such as match highlights, player interviews and upcoming events are current and readily available.

Step 2: Utilise professional business pages

Many of you will be reading this article on LinkedIn or Medium, and I do believe that this professional network is undervalued in amateur sports and can significantly enhance a club’s credibility, especially when it comes to the recruitment of staff.

It provides opportunities to formally recognise existing business partners while networking with potential new sponsors, and professionals in the sports industry.

Examples below are from Auckland United FC from the New Zealand National League, the second from Brisbane City Football Club in Australia, with the third from San Francisco Glens SC in the United Soccer League (USL) League 2 and USL W League in the United States of America.

Step 3: Utilise Instant Messenger Services

In addition to regularly updating your club website, members will expect you to utilise popular message services like Facebook Messenger and WhatsApp to streamline communication and queries with the club.

This enables quick and direct responses across all levels of the club and If you notice a theme, this can be a signal to add this to the FAQs section of your club website.

Step 4: Create a club YouTube Channel

Leverage the power of visual content by creating a dedicated club YouTube channel. Share match highlights, behind-the-scenes footage and exclusive interviews to keep fans engaged and attract a broader audience.

It’s also possible to bring in additional revenue from your club’s YouTube channel through YouTube monetization and advertising, which kicks in once your channel reaches a certain number of views and subscribers.

Examples below are from Petone Football Club (596 Subscribers), who play in the National League in New Zealand, the second from Melbourne Victory Football Club (7.81k) in the A-Leagues , with the third from Oakland Roots Sports Club (2.26k) in the United States of America in the United Soccer League.

Step 5: Schedule Posts

Consistency is key in digital marketing. Engaged fans and members want to see regular updates so utilise social media scheduling tools to plan posts across your social content platforms.

Scheduling posts enables you to coordinate this task across multiple platforms at a single time, saving admin so that you don’t need to upload manually, daily, or over periods when the club is closed such as the holiday close-down period or public holidays.

Step 6: Allocate Digital Advertising budget

Boost the promotion of club events through targeted paid ads. Allocate a budget for spending on platforms like Facebook and Instagram to reach a wider audience and attract more attendees to club events.

An example could be to advertise the club’s junior and youth holiday programs to local families. You could also promote your club’s senior team fixtures at your home ground, targeting those in your local community.

Step 7: Use quality recording equipment

Invest in quality audiovisual equipment to record professional club interviews. These can feature players, coaches and staff providing insights into the club’s culture, strategies, and upcoming plans.

Quality content, created using quality equipment and production, enhances fan connection and loyalty by enhancing the brand and credibility of members within your club.

Step 8: Embrace Digital Sponsorships

Clubs should embrace digital sponsorship opportunities to boost revenue and visibility. Create engaging online campaigns for sponsors by incorporating their branding into the club’s digital platforms, ensuring a win-win partnership for the investor and the club.

Many local clubs do this on game day materials, club websites and media posts. It is a great way to provide value to their business partners as part of their wider business partner support agreements.

Step 9: Theme Celebrations

Clubs can tailor their digital marketing to include specific events like cultural celebrations or holidays that are significant to your community or other events of significance within the sporting world.

This will add a local and personal touch to your digital presence, creating a sense of community and excitement among fans. It is an opportunity to celebrate and engage with the various community groups that exist within your sports club on a seasonal basis. An example below is EFL (English Football League) Championship club Blackburn Rovers Football Club acknowledging Eid al Adna on the club’s official Facebook page.

Step 10: Search Engine Optimisation (SEO)

Ensure your club website is Search Engine Optimised (SEO) to improve its visibility on sites like Google. This involves using relevant keywords, optimizing meta tags and regularly updating content to rank higher in search results.

A well-optimized website increases the chances of attracting new sponsors and fans who may discover the club through online searches.

Want to see more of these posts? Check out my other articles on LinkedIn or on Medium using the links below. Thanks for reading!

https://www.dhirubhai.net/in/stevenleedillon/

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