The following is provided through a partnership between STRIDER and the USEA. As part of our commitment to diversity, enabling access, and building capacity throughout the industry we are pleased to provide this content to benefit the sport of eventing.
“If you build it, they will come,” might have been true for the late ‘80s film Field of Dreams, but is hardly the case for training facilities in the equine industry. Whether you’ve just started a training business or are looking to ramp up your revenue this season, be sure to check out these best practices for generating some buzz about your business.
Make it Easy for People to Connect
When it comes to letting people know your training facility is around and open to customers, harness the power of Search Engine Optimization (SEO) and let Google do some of that legwork for you!
According to Forbes, “93% of online experiences start with a search engine”. Make sure that your website is easy to navigate and the content answers people’s frequently asked questions. Potential customers will search for things like “cross-country schooling near zip code ______”. So, if your business offers cross-country lessons or schooling, make sure those words (and your business location) are prominently featured across the pages of your website.
Best Practice: Be sure your website enables potential customers to easily get in touch with you via your preferred communication method. If you’re not a fan of random phone calls, encourage folks to contact you by email rather than phone. If you prefer a call, provide folks with the best time(s) to reach you.
Consider Hosting an Event
Whether it’s a combined test, clinic series, or a simple open house, inviting folks to your facility is an excellent way to remind the community of what you have to offer.
Best Practice: Loop in some of your favorite brands to support an open house or another event at your facility. Not only will this create some excellent community buzz, but your brand sponsors will likely cross-promote your upcoming event which means free marketing for your business!
Leverage Social Media for Your Business
Snap some great photos of your facility and/ or day-to-day happenings at your business. Use these to schedule quick, simple social media posts to let your followers know what you have to offer.
Best Practice: Share your business posts to regional equestrian groups on Facebook. These groups are ideal for letting riders local to your area know what you have to offer and can help one single business post from your page reach a much wider audience. As you find and join these groups, be sure to double-check group posting rules so you can minimize admin drama.
“Test the best without hurting the rest,” said show jumping course designer Chris Barnard as he and fellow designer Marc Donovan led a lively discussion for nearly 50 participants at the Show Jumping Seminar on the first day of the USEA Annual Meeting & Convention.
This afternoon, USEA President Louise “Lou” Leslie welcomed U.S. Eventing Association (USEA) Board of Governors members, USEA staff, and USEA Annual Meeting & Convention attendees to the first of two Board meetings which will take place during this year’s Convention in St. Louis, Missouri, with the teaser that 2024 is going to be full of initiatives for more opportunities to access the eventing experience, some of which attendees might get first wind of during this year’s gathering. The 2023 USEA Annual Meeting & Convention takes place Dec. 7-10 at the Marriott St. Louis Grand Hotel.
Welcome to the Show Me state and to Area IV USEA members! The 2023 USEA Annual Meeting & Convention kicks of tomorrow and features four full days of educational seminars, committee meetings, and social gatherings all with one aim—to bring the eventing community together to continue to improve upon and celebrate the sport that we all love. This year’s Convention takes place in St. Louis, Missouri, at the Marriott St. Louis Grand in downtown St. Louis from Dec. 7-10, and we have rounded up everything you need to know to make the most of your time in the heartland.
To accompany the 2023 USEA Annual Meeting & Convention, USEA Educational Partner STRIDER has prepared Digital Resources to Maximize Education & Access for the Eventing Community. In keeping with the USEA’s mission to expand the sport of eventing, this webinar outlines ways in which digital tools can be leveraged to increase access and education across equestrian opportunities. As part of STRIDER’s popular Professional Development Webinar Series, this presentation aims to provide a quick overview of best practices and digital tools used across the equestrian industry to boost growth.