Website optimisation put very simply is all about the way your website is structured, its content and the use of keywords within the site to allow search engines like Google and Yahoo to accurately rank your website content compared to other websites with similar content and subject matter. The whole point of search engines is to allow people to pinpoint the information that they are looking for as quickly and accurately as possible. People find this information by using key words or phrases in the search fields within search engines (many people now say.......to google or loosely 'search').
If you want people to find your club so that there is then a chance that they will visit, you need to think very carefully about what content you need to have on your website and the type of keywords that people would search for. So for example, if you are in a tourist area like the Southern Highlands of NSW, your Club should promote events that are linked to tourism like 'Tulip Time' in its content as well as the physical region like, Southern Highlands. It would be useful have a page of information all about local events and tourism highlights because this kind of information is 'rich content' as far as search engines are concerned and therefore valuable to the people who are trying to find this information.
So, when you are considering the content in your website, think about not just what is happening in your club, but also what you can include in your website to assist search engines to put a high value on the content - search engines job is to connect people to information quickly and accurately.
Pictures are nice to look at and important - but always balance rich content with pictures - too many pictures will mean that search engines don't know what to do about listing the content within your website other than for the literal domain name. Why would this matter?
Here is a good example of why....generally if a person wishes to purchase new carpet, they won't search for say www.carpetsforsale.com.au (domain name), they will search for 'Discount Carpets', therefore, the websites who have setup their website with these keywords and content that reflects the same will be ranked in search results this way, allowing people to find them - people get the information quickly and it is what they are looking for.
In Clubsationals case - we have optimised our site for many keywords, one phrase is 'discount vouchers', another is 'whats on in Clubs' and 'jobs in clubs'. This means that anyone looking to go and visit a Club is presented with offers in Clubs around NSW and can then drill down to the Club level and visit the individual Club website, if they have one. Clubsational is therefore able to scoop up potential visitors to Clubs whom would otherwise not necessarily find that Club online.
The other important side to search engine optimisation is websites linking into your site - this flags to google that your content is important enough for other websites to link into - putting a higher value when listing your website.
Clubsational has been optimising its website over the course of the 2 years that we have been operating, this means that there is value for any Club to be a part of our website with their own content whether they have a website or not. If they do not have a website, it provides a web presence for them, if they do have a website, it is an additional and credible 'club' relating website linking into their own. If you investigate search engine optimisation - you will see that these programs usually cost from around $1,200+ per year.
Anyone who would like to understand more can contact us directly and we would be happy to assist.
Tuesday, September 1, 2009
Tuesday, July 28, 2009
Facebook - Does It Have a Place In Clubs?
I like facebook.
I am speaking from a personal perspective now. It's a great way to share stories and feelings and photo's with friends and family that you may not otherwise have the time to catch up with as often as you like. And, you can share all this across the people whom you have 'invited' into your inner sactum. I love it because as a busy person, I can do all this on a large scale...once.....The downfall....is that it can be addictive and chew extraordinary amounts of time. It is probably an employers worst nightmare for say...office staff...communicating through facebook during the course of the day.
On a business front though, facebook can be a very powerful tool to 'share' your Clubs up coming promotions, shows, special events and generate a 'following'. I think at the core of all Clubs in NSW this is the absolute key. People want to feel that they 'belong' and have a place in their local community. This is where a Clubs brand becomes so important and the values that it extends to its target market. Whilst a sense of community is essential in Clubs, it is also critical that Clubs look outside out their core community at ways and means to build sub target markets to build upon and generate new means of income outside of the traditional ones. Online technology utilisation as a key component in your marketing strategy (like websites, emarketing and facebook) is a way of cost effectively marketing your club to a mass audience. It means that a Club can build its profile and brand to a much wider and deeper circle of potential members.
If you are going to use facebook in your Club, the most important key is to keep communication regular and meaningful to the people who are your friends. The content needs to keep building and it needs to stay friendly and relevant and if possible create a fun and interactive online environment that is an extension of the Clubs brand and personality.
I am speaking from a personal perspective now. It's a great way to share stories and feelings and photo's with friends and family that you may not otherwise have the time to catch up with as often as you like. And, you can share all this across the people whom you have 'invited' into your inner sactum. I love it because as a busy person, I can do all this on a large scale...once.....The downfall....is that it can be addictive and chew extraordinary amounts of time. It is probably an employers worst nightmare for say...office staff...communicating through facebook during the course of the day.
On a business front though, facebook can be a very powerful tool to 'share' your Clubs up coming promotions, shows, special events and generate a 'following'. I think at the core of all Clubs in NSW this is the absolute key. People want to feel that they 'belong' and have a place in their local community. This is where a Clubs brand becomes so important and the values that it extends to its target market. Whilst a sense of community is essential in Clubs, it is also critical that Clubs look outside out their core community at ways and means to build sub target markets to build upon and generate new means of income outside of the traditional ones. Online technology utilisation as a key component in your marketing strategy (like websites, emarketing and facebook) is a way of cost effectively marketing your club to a mass audience. It means that a Club can build its profile and brand to a much wider and deeper circle of potential members.
If you are going to use facebook in your Club, the most important key is to keep communication regular and meaningful to the people who are your friends. The content needs to keep building and it needs to stay friendly and relevant and if possible create a fun and interactive online environment that is an extension of the Clubs brand and personality.
Wednesday, May 6, 2009
Refresh Your Club & Staff
I had some feedback recently from a person who had been using www.clubsational.com.au and left some feedback about their local Club. They did not name the Club, but it was obvious by the persons comments that it was one that was listed on our website. The comment was in terms of what could be done to improve Clubsational? The answer was:
'I feel that the Club has all the needs for every one and there is no need to change anything, you have the best food and the staff are so friendly and I have only been at your club a few times...'
This is great feedback to get....but what if the reality is a bit different? Are staff motivated to provide the best customer experience? Are they friendly? Do they enjoy their job? I think that the most spectacularly presented venue and state of the art facilities can be let down if the customer's experience is not a positive one.
Think about keeping your staff motivated and enjoying their job by refreshing them with a coat of paint!! Not literally of course.......When the walls of a building are starting to look a bit tired, we give them a coat of paint to refresh and invigorate and create a positive experience.
Sometimes a simple gesture to your staff can inspire and motivate them and provide them with a new lease on life and their job. What about for all the Mum's out there coming up to Mothers Day....could you provide an incentive for them and their family to enjoy your Clubs facilities or what about just a simple note with payslips saying Happy Mothers Day and thank you for your contribution at work.....that's free and easy to arrange.
We all get tied up working towards reaching our destination - when what is most important, is the journey, our experiences and the people that we meet along the way!
The smallest gesture to acknowledge the efforts of others can often mean the most - what could be more refreshing than that!
Happy Mothers Day 2009 for Sunday 10th May.
'I feel that the Club has all the needs for every one and there is no need to change anything, you have the best food and the staff are so friendly and I have only been at your club a few times...'
This is great feedback to get....but what if the reality is a bit different? Are staff motivated to provide the best customer experience? Are they friendly? Do they enjoy their job? I think that the most spectacularly presented venue and state of the art facilities can be let down if the customer's experience is not a positive one.
Think about keeping your staff motivated and enjoying their job by refreshing them with a coat of paint!! Not literally of course.......When the walls of a building are starting to look a bit tired, we give them a coat of paint to refresh and invigorate and create a positive experience.
Sometimes a simple gesture to your staff can inspire and motivate them and provide them with a new lease on life and their job. What about for all the Mum's out there coming up to Mothers Day....could you provide an incentive for them and their family to enjoy your Clubs facilities or what about just a simple note with payslips saying Happy Mothers Day and thank you for your contribution at work.....that's free and easy to arrange.
We all get tied up working towards reaching our destination - when what is most important, is the journey, our experiences and the people that we meet along the way!
The smallest gesture to acknowledge the efforts of others can often mean the most - what could be more refreshing than that!
Happy Mothers Day 2009 for Sunday 10th May.
Sunday, February 1, 2009
Don't Freak Out As The Economy Slows!
I have had somewhat of a Blog dry spell....not because I ran out of things to write about, but because I was unable to access the account to make a new posting.
I'm over that little stumbling block and back on the blogsational case now and I must stay....very upbeat about this year.
One of the magazines that I enjoy reading is the Netregistry Nett Magazine. Its a great read with interesting articles about business in an online sense and is particularly useful, I think, for small and medium sized business. One of the articles in the January 2009 issue that caught my eye was a very simple common sense approach to the economy and business. It was written by a Sally Mills, CEO or the recruitment firm LaVolta - the articles headline was "Don't freak out as the economy slows". I think as a nation, Australia and Australian's are relatively positive. We are upbeat and despite obvious international influences, and usually a time lag in their effects, there are simple strategies that we can all do in our business, no matter what their size to help the economy and the people who are a part of it.
Unfortunately, the Classic DONT'S That MOST Do are things like:
1. cut on marketing;
2. cut on employment and
3. cut on training!
When a business cuts too much out of their marketing budget, or doesn't channel what they do have into areas that provide real value....they risk getting lost in the market place.
When a business cuts on employment, rather than trying to utilise current resources more efficiently, the pressures on a shrinking economy are increased.
When a business cuts on training, it can have a detrimental impact upon the customer experience.
Sometimes it may be all 3! The point being, downward spirals can be difficult to claw your way out of - so try not to go there in the beginning!
In the current economic climate, customers are looking for value in every opportunity. I believe that the biggest draw card in Clubs today is sensational food for a sensational price. This has always been the case, however, today, not only do Clubs have sensational food, but state of the art menus, chef's, dining experience, range from cafe/casual dining to sensational world class a la carte restaurants and function facilities.
Clubs are ALL about the Members. Of course! However, something to think about is the promotion of Club facilities to more than just Members....for their long term sustainability, Club dining facilities has to be about paying customers. Paying customers are members, visitors and guests to the Club. ALL OF THESE PEOPLE WANT VALUE!
Remember......the key to value is in the way that it is delivered & promoted. To offer value doesn't mean reinventing the wheel, and giving away more than is currently offered, its about delivering value to entice a new customer to try your facilities, enjoy their time with you and potentially become a new member. That is, its all about telling people what your Club already offers and most importantly, inviting them to try it too!
Strategically, I would be looking at marketing campaigns which considered the following:
- delivering value to customers that improves their day to day life;
- improving your Clubs website and the customer's experience of it;
- review your clubs online marketing strategies;
- focus on internal training activities and employment;
- look to market your club more cost effectively.
www.clubsational.com.au can assist your Club in all of these areas.
I'm over that little stumbling block and back on the blogsational case now and I must stay....very upbeat about this year.
One of the magazines that I enjoy reading is the Netregistry Nett Magazine. Its a great read with interesting articles about business in an online sense and is particularly useful, I think, for small and medium sized business. One of the articles in the January 2009 issue that caught my eye was a very simple common sense approach to the economy and business. It was written by a Sally Mills, CEO or the recruitment firm LaVolta - the articles headline was "Don't freak out as the economy slows". I think as a nation, Australia and Australian's are relatively positive. We are upbeat and despite obvious international influences, and usually a time lag in their effects, there are simple strategies that we can all do in our business, no matter what their size to help the economy and the people who are a part of it.
Unfortunately, the Classic DONT'S That MOST Do are things like:
1. cut on marketing;
2. cut on employment and
3. cut on training!
When a business cuts too much out of their marketing budget, or doesn't channel what they do have into areas that provide real value....they risk getting lost in the market place.
When a business cuts on employment, rather than trying to utilise current resources more efficiently, the pressures on a shrinking economy are increased.
When a business cuts on training, it can have a detrimental impact upon the customer experience.
Sometimes it may be all 3! The point being, downward spirals can be difficult to claw your way out of - so try not to go there in the beginning!
In the current economic climate, customers are looking for value in every opportunity. I believe that the biggest draw card in Clubs today is sensational food for a sensational price. This has always been the case, however, today, not only do Clubs have sensational food, but state of the art menus, chef's, dining experience, range from cafe/casual dining to sensational world class a la carte restaurants and function facilities.
Clubs are ALL about the Members. Of course! However, something to think about is the promotion of Club facilities to more than just Members....for their long term sustainability, Club dining facilities has to be about paying customers. Paying customers are members, visitors and guests to the Club. ALL OF THESE PEOPLE WANT VALUE!
Remember......the key to value is in the way that it is delivered & promoted. To offer value doesn't mean reinventing the wheel, and giving away more than is currently offered, its about delivering value to entice a new customer to try your facilities, enjoy their time with you and potentially become a new member. That is, its all about telling people what your Club already offers and most importantly, inviting them to try it too!
Strategically, I would be looking at marketing campaigns which considered the following:
- delivering value to customers that improves their day to day life;
- improving your Clubs website and the customer's experience of it;
- review your clubs online marketing strategies;
- focus on internal training activities and employment;
- look to market your club more cost effectively.
www.clubsational.com.au can assist your Club in all of these areas.
Generation X and Y - Does Their Use of Technology Differ?
Following on from the article in my October 2008 blog about Innovation and Technology and in my search for understanding Gen X & Y's - I came across an interesting article published online on July 21st 2008 by a Michael Dinan, the editor of TMCnet. The article talks about a large American research firm that launched the results of a new technology survey in July this year called "The State of Consumers and Technology: Benchmark 2008" and claims to be "the largest ongoing survey in the world to explore consumer attitudes, ownership and use of technology".
One of the questions which is frequently asked, yet difficult to differentiate from a technology perspective is the difference between the habits and dynamics of Generation X’s and Y’s (Remember Gen X is 24 - 29 year olds and Gen Y is 18 – 28 year olds). Of course there has to be a difference, even if all we do is look at the age demographics, we can make astute observations about broad spending habits, for example, like a bigger percentage of Gen X’ers would have mortgages. Interesting, the article says that the data in the above report claims that it clearly shows the distinction between Gen X and Gen Y:
- "Generation X’ers use technology when it supports a lifestyle need whereas;
- Generation Y’s use of technology is so embedded into everything Gen Y’s do that they are truely the first native online population. Gen Y spends more time online – for leisure or work – than watching TV".
When we put this into a practical sense, we then need to make sure that our online marketing strategies add value to the users experience. So, for example:
1. Generation X’s will search online for information, whats on, how to save money when they are planning to go out and would be comfortable printing out a discount voucher to redeem in a club however;
2. Generation Y’s have an iphone or similar and do their searching on their mobile phone as well as via PC/Laptop etc but want to be able to access offers on the run.
In other words, technology is embedded into everything they do including how they access & retrieve information. So in the marketing strategies, online advertising & promotional vehicles and your Club’s website, it is important to continually innovate how you use technology to ensure that your Club is maximizing its potential to communicate to the generations that will be delivering the growth to your business now and into the future. Clubs that are doing this, will be sowing the seeds for their future.
One of our key strategies for www.clubsational.com.au is to continually innovate through the development of our technology. When we launched Clubsational in July 2007, we launched with the online discount vouchers. Since that time, we have also launched Jobs and Stays (accommodation). Any business today needs to innovate, even if only incrementally. Watch this space for some new innovation shortly......
One of the questions which is frequently asked, yet difficult to differentiate from a technology perspective is the difference between the habits and dynamics of Generation X’s and Y’s (Remember Gen X is 24 - 29 year olds and Gen Y is 18 – 28 year olds). Of course there has to be a difference, even if all we do is look at the age demographics, we can make astute observations about broad spending habits, for example, like a bigger percentage of Gen X’ers would have mortgages. Interesting, the article says that the data in the above report claims that it clearly shows the distinction between Gen X and Gen Y:
- "Generation X’ers use technology when it supports a lifestyle need whereas;
- Generation Y’s use of technology is so embedded into everything Gen Y’s do that they are truely the first native online population. Gen Y spends more time online – for leisure or work – than watching TV".
When we put this into a practical sense, we then need to make sure that our online marketing strategies add value to the users experience. So, for example:
1. Generation X’s will search online for information, whats on, how to save money when they are planning to go out and would be comfortable printing out a discount voucher to redeem in a club however;
2. Generation Y’s have an iphone or similar and do their searching on their mobile phone as well as via PC/Laptop etc but want to be able to access offers on the run.
In other words, technology is embedded into everything they do including how they access & retrieve information. So in the marketing strategies, online advertising & promotional vehicles and your Club’s website, it is important to continually innovate how you use technology to ensure that your Club is maximizing its potential to communicate to the generations that will be delivering the growth to your business now and into the future. Clubs that are doing this, will be sowing the seeds for their future.
One of our key strategies for www.clubsational.com.au is to continually innovate through the development of our technology. When we launched Clubsational in July 2007, we launched with the online discount vouchers. Since that time, we have also launched Jobs and Stays (accommodation). Any business today needs to innovate, even if only incrementally. Watch this space for some new innovation shortly......
Monday, November 24, 2008
CLUBSATIONAL 2.0 ITS ABOUT EVOLUTION!!
I like to try and add a meaningful post with a little something that someone may be able to take away and use in their own business. I think that knowledge sharing, and in particular, its dynamic nature by definition, is ONE of the ultimate rewards of the internet and online facilities available in Web 2.0.
This post is all about time being a little bit like an elastic band. You can pull it back with all the best of intentions of letting it go to a fixed target, and it can flick back and give you a nasty sting. A bit dramatic really, but true, in particular when we are talking about technology and it's implementation.
Our team has been working away diligently on our new software upgrade aka CS2.0 for nearly 6 months and we are looking forward to launching in December 08. There are significant technology features in our front and back end.
I think the lesson for us all though, when working with technology and/or developing a website for your own business - identify your budget and state this clearly, break the project down into stages if you can and worry less about the time. That is, make sure you get a fixed cost for the project so that you can factor this into your Marketing Budget - and be wary that, when dealing with technology, to get it right often requires a compromise on implementation time. Time to test and ensure that your features are working is imperative to ensure a positive user experience. Rarely does a user of your website come back if something doesn't work. If it is a large project - take small steps to get to the end point rather than taking on a large brief with a very long project time line. Of course, this can be done, but the number of resources need to be significantly increased - which is not always realistic.
This is one of the reasons why when we launched Clubsational, we did so with a simple online discount voucher. This was the first of many features we identified in our Business plan. It was only after we launched that we introduced the Jobs feature and then the Accommodation feature. Small steps mean that the ultimate destination may take longer, however, your customers and users are able to share the incremental improvements with you and embrace your product offer during the journey.
So.....if evolution is our aim......what would you expect from Clubsational 2.0?
I know one thing for sure...I am looking forward to sharing it with you!
This post is all about time being a little bit like an elastic band. You can pull it back with all the best of intentions of letting it go to a fixed target, and it can flick back and give you a nasty sting. A bit dramatic really, but true, in particular when we are talking about technology and it's implementation.
Our team has been working away diligently on our new software upgrade aka CS2.0 for nearly 6 months and we are looking forward to launching in December 08. There are significant technology features in our front and back end.
I think the lesson for us all though, when working with technology and/or developing a website for your own business - identify your budget and state this clearly, break the project down into stages if you can and worry less about the time. That is, make sure you get a fixed cost for the project so that you can factor this into your Marketing Budget - and be wary that, when dealing with technology, to get it right often requires a compromise on implementation time. Time to test and ensure that your features are working is imperative to ensure a positive user experience. Rarely does a user of your website come back if something doesn't work. If it is a large project - take small steps to get to the end point rather than taking on a large brief with a very long project time line. Of course, this can be done, but the number of resources need to be significantly increased - which is not always realistic.
This is one of the reasons why when we launched Clubsational, we did so with a simple online discount voucher. This was the first of many features we identified in our Business plan. It was only after we launched that we introduced the Jobs feature and then the Accommodation feature. Small steps mean that the ultimate destination may take longer, however, your customers and users are able to share the incremental improvements with you and embrace your product offer during the journey.
So.....if evolution is our aim......what would you expect from Clubsational 2.0?
I know one thing for sure...I am looking forward to sharing it with you!
Tuesday, October 14, 2008
INNOVATION & TECHNOLOGY GO HAND IN HAND TO SHAPE OUR WORLD & HOW WE DO BUSINESS
I have been exploring the meaning of innovation and technology from a very broad and day to day living sense for some time now, and how this relates to the Club Industry and the way that we do business. When I think of innovation and technology, I think of the marketing groups referred to as the all important Generation X’ers and Y’s. They are of course the building blocks of today and where our future growth lies. Bear with me, whilst I explore some meanings and it will become clearer why later….
The Collins English Dictionary defines Innovation as "something newly introduced such as a new method or new device". Compare this to the Wikipedia definition (Wikipedia being the free open source online encyclopedia which anyone can edit if they feel that they can improve on what is there) which defines innovation as "a new way of doing something. It may refer to incremental, radical, and revolutionary changes in thinking, products, processes or organization".
The Collins English Dictionary defines Technology as "the application of practical or mechanical sciences to industry or commerce”. Wikipedia, on the other hand, defines Technology as “a broad concept that deals with a species’ usage and knowledge of tools and crafts and how it affects a species’ ability to control and adapt to its environment". Now that one, I really like!
In a practical sense, if you put the two together, in a sandwich, for your customers benefit, what could you get? My take, is that by utilizing technology (tools that assist us to reach our customers) we can improve our ability and extend our reach of targeting our existing & future customers. And one of the most important elements of both innovation and technology is that by definition, they are NOT constant. They are continually evolving, just like our environment, our customers, and consequently so must we!
For the Club Industry, this presents tremendous opportunities if we embrace it as an industry. In a Marketing sense, I see technology as a way of innovating the way that the Club Industry can market to the population and in particular to Generation X and Y’s. We have all heard these labels but who are they? In simple terms, Generation X’ers are the 18 – 28 year olds and Generation Y ‘s are the 29 – 42 year olds. I hear you say but my membership is mostly 55+. The issue is that these demographics are important because they are a key to our future growth. Although challenging to understand, important to do so.
We are currently developing a new look Clubsational which will incorporate many new features to incorporate what we have learn't about online technology, innovation and emerging trends particularly from the Generation X and Y population. Part 2 of this article next month will delve into Gen X and Y in more detail. In the mean time, check out Clubsational as a tool that your Club can utilize as a part of their Marketing Communication Strategy from only $12.00 per week. Email your enquiry to justine@clubsational.com.au (www.clubsational.com.au).
The Collins English Dictionary defines Innovation as "something newly introduced such as a new method or new device". Compare this to the Wikipedia definition (Wikipedia being the free open source online encyclopedia which anyone can edit if they feel that they can improve on what is there) which defines innovation as "a new way of doing something. It may refer to incremental, radical, and revolutionary changes in thinking, products, processes or organization".
The Collins English Dictionary defines Technology as "the application of practical or mechanical sciences to industry or commerce”. Wikipedia, on the other hand, defines Technology as “a broad concept that deals with a species’ usage and knowledge of tools and crafts and how it affects a species’ ability to control and adapt to its environment". Now that one, I really like!
In a practical sense, if you put the two together, in a sandwich, for your customers benefit, what could you get? My take, is that by utilizing technology (tools that assist us to reach our customers) we can improve our ability and extend our reach of targeting our existing & future customers. And one of the most important elements of both innovation and technology is that by definition, they are NOT constant. They are continually evolving, just like our environment, our customers, and consequently so must we!
For the Club Industry, this presents tremendous opportunities if we embrace it as an industry. In a Marketing sense, I see technology as a way of innovating the way that the Club Industry can market to the population and in particular to Generation X and Y’s. We have all heard these labels but who are they? In simple terms, Generation X’ers are the 18 – 28 year olds and Generation Y ‘s are the 29 – 42 year olds. I hear you say but my membership is mostly 55+. The issue is that these demographics are important because they are a key to our future growth. Although challenging to understand, important to do so.
We are currently developing a new look Clubsational which will incorporate many new features to incorporate what we have learn't about online technology, innovation and emerging trends particularly from the Generation X and Y population. Part 2 of this article next month will delve into Gen X and Y in more detail. In the mean time, check out Clubsational as a tool that your Club can utilize as a part of their Marketing Communication Strategy from only $12.00 per week. Email your enquiry to justine@clubsational.com.au (www.clubsational.com.au).
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