In the first part of this article, we saw an introduction to the Digital Marketing of sports centres and how to improve their management through Dashboarding and digital KPIs. In this second part, we will deal with the channels that generate the flow of visits to the website, as a previous step to the desired conversions of contact forms or online subscriptions.
In this sense, when we study the results of our website in Analytics, we must pay special attention to the KPI´s distributed by the different traffic sources or channels, not only by the number of visits that each one of them brings us, but also by the percentage over the total they represent.
The channels that we can manage and that are most interesting in our sector are:
THE DIRECT SEARCHES
These occur when the visitor already knows us and directly enters our URL in the browser. The direct traffic KPI shows us the degree of previous knowledge of our brand/centre/web. It is interesting to analyze what percentage of our visits come through this channel, because if it were more than 50% it would be indicating a low flow of new visitors and that would be an alarm signal regarding our possibilities of growth. In this case, we should put more emphasis on proactive management of the other channels that feed our website.
THE ORGANIC SEARCHES
They take place when the visitor has been entering keywords into the search engine (Google, Bing, etc.) related to the keywords we have on our website (such as fitness club in Malasaña Madrid area) and, after appearing this well positioned in the list of options, is selected.
Making it to the top of the PageRank rankings depends on our SEO (Search Engine Optimization). SEO itself is further divided into two main groups of techniques:
SEO On Page or internal: aspects such as knowing which keywords to choose, how to structure the web, loading speed and link structure.
SEO Off Page or external: when we mainly talk about incoming links (number of websites or blogs that link to your content), social signals (shared on Twitter, Facebook, LinkedIn…) and, in general, everything that generates flow of visits to your website, because Google rewards these visits with better positions in searches.
SEM TRAFFIC (Search Engine Marketing)
This is what we achieve with payment campaigns (such as Adwords) that place us prominently in the best areas of the listings of sites that appear in search engines. This formula has the advantage of ensuring massive visibility in the short term by supporting your high-performance (conversions) pages. In addition, paid results can be a good way to correct or cover the time it takes to achieve good results in the organic results list.
Within the SEM, we can include Remarketing campaigns. In these, after contracting with Google, it allows you to display ads to users who have visited your website. For example, when users leave your website without having logged on online, remarketing helps you reconnect with them by displaying relevant ads on their devices.
Here, we would frame the flow coming from users who come to a web page from sites other than search engines. Therefore, we would enter the clicks that take you to the web from a social network (although these, because of their special importance, we will analyze them as an independent channel) or from another web page such as the yellow pages aggregators. In this sense, it is very useful to include them in online directories or to obtain links to our website from other websites or blogs.
However, one of the sources with the greatest potential for generating referred traffic is email marketing campaigns. To maximize their effectiveness, you should have a dynamic content section on your website. If you frequently update these contents and the gifts of genuine interest, through Inbound Marketing techniques (attraction marketing that seeks to maintain a friendly contact and add value to the potential customer as a way to mature their motivation towards our product/service), you should include links to these contents of your website in the body of your newsletters or email campaigns that, in turn, will cause traffic to the web.
In these campaigns do not forget to include the key techniques of Email Marketing that take into account aspects such as the subject field, avoid being considered spam, links correctly linked, the periodicity and time of sending them.
You can also analyze how KPI’s the opening percentage of your emails and the percentage of clicks to open email links.
SOCIAL NETWORK TRAFFIC
This occurs when, from a post, the user connects to our website. As with Email Marketing, Social Network insertions should be framed within the Digital Marketing Plan and in accordance with Inbound Marketing rules.
It is especially important that these insertions, in addition to the link to our website, include attractive visual elements such as photos or allegorical videos and short texts that generate expectation and interest.
Equally important are the selection of contents (which must include news from the centre, special announcements, social life and information about healthy living and fitness), the frequency and timing of insertions.
Finally, it should be noted that we also have the possibility of hiring advertising on social networks to promote this flow of visits. This is a fast and economical way of capturing flow, but it is advisable to get the segmentation chosen in the design of the campaign, so that it does not become a parade of visits of immediate rebound.