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.
Have you ever wondered why your horse isn’t performing at their best? Get ready to learn about the many facets that can contribute to lameness and poor performance in sport horses from equine orthopedics expert, Dr. Sue Dyson! The United States Eventing Association (USEA) is pleased to announce that Dr. Dyson will be the keynote speaker at the 2022 USEA Annual Meeting & Convention in Savannah, GA this December 7-11.
Rosie Smith’s rose gold accented helmet matched her perfectly tidy bun of red hair as she took the third spot in the USEA Training Rider Championship at the 2022 USEA American Eventing Championships (AEC) presented by Nurena Feeds. Every little detail came together while aboard her trusted partner of nine years: the 20-year-old Connemara Irish Draught named Seamus (by Corrcullen, RID). But Smith’s first jump, back when she was only 15 years old, wasn’t with an English saddle.
Lisa Pragg is a busy woman, but between her normal day job and competing her own 19-year-old Thoroughbred Impeccable she still prioritizes time to volunteer - both at horse trials and as a volunteer firefighter. Pragg understands the importance that volunteers play in the eventing community and makes sure to give whatever time she can back as a fair gesture.
Attention USEA members! Registration for the 2022 USEA Annual Meeting & Convention is now open! The convention will be held in person on December 7-11, 2022 at the Hyatt Regency Savannah Hotel in Savannah, Georgia.