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.
For seasoned and novice riders alike, it is always good to revisit the basics. Serving as the foundation for any eventer, the positions used on the cross-country course differ from those in the dressage or show jumping ring. The USEA tuned into five-time Olympian, three-time World Equestrian Games rider, two Pan-American Games rider, and USEA ECP certified coach Karen O'Connor as she walked coaches and students at the USEA ECP Symposium through the basic positions for effective cross-country riding.
The USEF's main phone number and fax number have changed. We wanted to notify you so you continue to get the support you need.
With the recent wrap-up of the 2023 Eventing Coaches Program (ECP) Symposium in Ocala, Florida, USEA Podcast Host Nicole Brown chats with ECP Faculty Members Jennifer Howlett Rousseau and Robin Walker about all things related to the ECP. From the USEA Eventing Handbook by the Levels to the benefits of pursuing certification, selecting the best coach for you, recapping this year's Symposium, and more - this week's USEA podcast is the perfect educational tool for coaches and riders alike!
Time is precious. Time with your horse even more so. If one of your resolutions for the New Year is to spend more time in the saddle or more time enjoying the barn, you’ll want to implement these best practices to minimize stress and make the most of 2023.