This blog post is part of the ‘How Can Business Blogging Benefit’ series. Click here for a full list of blog posts within the series.
If there’s one type of organisation you can guarantee is going to have loyal fans (who are essentially customers), it’s going to be football clubs.
Fiercely loyal to their clubs, happy to travel the length and breadth of the country each and every week and more than happy to spend money at the start of every new season on what is basically just a slightly tweaked version of a product, in which other industries could you find such customers?
However, as loyal as football fans are, they still need to be treated like any other type of customer. They need to be engaged and interacted with, listened to and understood – and a business blog could provide the perfect way to do just that.
Football is one of those sports that people go mad for. It’s not just something that people just read about on an evening or weekend, but it’s something that you’ll find hundreds of thousands of people are continually searching for online, wanting to do as much as they can to find every little bit of information possible about their favourite club.
With a business blog, you essentially have a platform upon which you can provide as much information as you want to your fans quickly and easily and in a format that allows you to interact with them right around the clock.
Many clubs have took to using social media and this is great, but even if you scheduled your activity in advance, if there’s no one available to respond to messages immediately, the impact of using social media is going to decrease.
Use a blog, however and although it’s a two-way platform, it’s expected that comments are going to take a little while to respond to. Therefore, even if you published something late at night and got a deluge of comments in the very early morning, as long as they are replied to during the following day at some point, your fans will be completely satisfied, such is the nature of blogging.
One of the most beneficial aspects of having a blog is that you can talk to your audience wherever they are and whatever time it is. It’s because of this why they can make fantastic resources to allow football clubs to maintain relationships with their overseas fans.
People move abroad and there are huge ex-pat communities in countries all around the world, with football bringing them together regularly. By using a blog, you can essentially bring them back into the centre of your club, allowing them to engage with both you and other fans, something that’s only going to be hugely positive for their satisfaction.
But what also needs to be understood is that there are people out there waiting to be turned into fans today. They may not be able to get to any of your games or even live anywhere near you, but if you can engage with them via your blog, there’s every possibility you could turn them into loyal fans.
An Extra Sales Channel
At the end of the day, every football club is a business and they need to make money. Although merchandise sold in the club shop is going to help with this considerably, football clubs need to think like businesses and continually expand their sales channels – and a blog can be the perfect way to do so.
Over time, what do you have on your blog? Hundreds or thousands of readers – fans. And what are your loyal fans happy to do? Spend money. Therefore, rather than just talking about your fixtures, results and players, throw in the occasional (and it really does need to only be occasional) blog post about some new products you’ve got for sale and you’re effectively promoting them to a ready and waiting audience.
OK, you’re not likely to get every reader buying them, but for the sake of 500 words, it could prove to be the best ROI you see in terms of your sales and marketing activities.
With business blogging being so versatile, we strongly believe that with the right development, any organisation can benefit from a business blogging strategy – and if you’d like to find out how your business can benefit from blogging, don’t hesitate to get in touch.