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    The Equine Professional's Guide to Internet and Content Marketing
    The Equine Professional's Guide to Internet and Content Marketing
    The Equine Professional's Guide to Internet and Content Marketing
    Ebook82 pages1 hour

    The Equine Professional's Guide to Internet and Content Marketing

    By Katelyn Prendiville

    ()

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    About this ebook

    Let's be frank: the Internet is confusing. As new technologies emerge and digital channels evolve, it can be hard to keep up - especially if you are a time-poor equestrian and business owner. However, it's also an incredible platform for marketing your business and connecting with your customers... So where does this leave you?

    The Equine Professional’s Guide to Internet and Content Marketing is a short but hard-hitting ebook that has been written specifically for those operating in the equine industry. Free from confusing marketing jargon, it is packed full of relevant examples and tips to help your business succeed.

    Whether you own an equine-related business, are a professional rider, or even a sole trader in the equine industry, it will walk you through the most important parts of marketing your equine business online (including your website, social media, email marketing, digital advertising and more); as well as how to structure this for higher profits.

    Are you ready to start connecting with your customers online?

    LanguageEnglish
    PublisherKatelyn Prendiville
    Release dateJan 9, 2016
    ISBN9781311677709
    The Equine Professional's Guide to Internet and Content Marketing
    Author

    Katelyn Prendiville

    Marketing and entrepreneurship enthusiast with a passion for equestrian business. I currently work as the Marketing Director for one of the largest premium online equestrian stores in Australia and recently started my own equestrian sock business, 'Two White Socks'.I have an undergraduate degree in Communications/Marketing and am currently completing my Masters in Entrepreneurship at Trinity College, Dublin.On the equine front, I have been an avid participant in eventing and show jumping for well over a decade. I have competed through Australia and currently own two youngsters; hopefully future show jumpers!

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      Book preview

      The Equine Professional's Guide to Internet and Content Marketing - Katelyn Prendiville

      THE EQUINE PROFESSIONAL’S GUIDE TO INTERNET AND CONTENT MARKETING

      BY KATELYN PRENDIVILLE

      COPYRIGHT © 2016 KATELYN PRENDIVILLE

      SMASHWORDS EDITION

      Smashwords Edition, License Notes

      This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to your favourite ebook retailer and purchase your own copy. Thank you for respecting the hard work of this author.

      Contents

      1. Why Internet marketing, and what strategy to take?

      2. Equine business websites

      3. Getting found online – Search Engine Optimisation

      4. Content marketing

      5. Blogging

      6. Social media

      7. Email marketing

      8. Digital advertising

      9. Measuring your success

      10. Bringing it all together

      Why Internet marketing, and what strategy to take?

      As an owner or manager of an equine business, it can be easy to underrate the value of digital marketing. It’s tempting to go along with the long-held assumption that the majority of your business will be coming through physical word-of-mouth, and that ‘traditional marketing’ (i.e. print, TV and radio advertising) is the only way to effectively market your business.

      Unfortunately, that is simply not the case anymore. The majority of people search online first, and increasingly so as our world becomes more and more ‘digital’. This has meant that Internet marketing is now an important forum for equine business owners and managers to find (and be found by) their target customers… And it’s only going to keep growing.

      In particular, content marketing is the most recent trend when it comes to marketing online. In short, it is the creation of relevant and valuable content that brings your customers to YOU. This content may come in the form of blog posts, articles, social media posts, white papers, and more – anything that your target market is likely to read and that will ‘pull’ them to your website, really!

      This more ‘organic’ form of marketing has the following advantages: it is proven to be both more effective and cheaper than traditional marketing, it makes your business easier to find online, it generates loyal customers and followers, and it helps keep your business top-of-mind so that people think of you first when they need a particular product or service.

      Digital marketing, on the other hand, is more of a ‘tool’ to implement things like content marketing and online advertising. Whilst I am (clearly!) a massive fan of content marketing, I still believe that advertising has its place, too; and that online advertising can often give you the best results. Not only is it usually cheaper than offline advertising, but campaigns can be launched quickly, updates and changes can be made instantly, it is easy to measure with a variety of tools available at your disposal, and you can adjust what you’re doing accordingly.

      So that brings us to digital strategy.

      As with most things in life, if you don’t have an end goal in mind – and a plan in place to achieve it – then it’s likely you won’t succeed. A sound digital strategy will allow you to map out exactly what it is you wish to achieve, the tactics you will implement to get there, and identify what ‘success’ looks like. Whilst most businesses have an online presence these days, few are doing it well; with a lack of strategy often being the reason for this.

      A good place to start when trying to come up with a digital strategy is to think about how, when and why your target market consumes information. Do they look to Instagram to inform their equestrian fashion purchases? What percentage of your saddle fitting market is posting in Facebook groups when looking to fit their new saddle? Any good marketing strategy (both online and offline) will rely on a solid knowledge of your target

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