As the sports marketing expert Jon Spoelstra says, we should first understand in which industry we are in before evaluating our fan behavior and engagement. What kind of experience does our brand promise and what are our fans’ expectations?
In a new multi-platform landscape where users pick the content they want to consume and competition for attention and trust is more and more challenging, football stakeholders should embrace entertaining content strategies in order to engage with fans in a meaningful way.
Essentially, our strategy should be focused on delivering better content to the right people on the right platform.
Below you will find six lessons to improve digital fan engagement:
1. Prioritize user experience. If they are on Twitter, add value there instead of trying followers to go to your website and through a funnel.
2. Leverage user-generated content. Pay attention to conversations in social media and incorporate user-generated content to build connection.
3. Be super-fast. Both in reacting to your stakeholder day-to-day situations and in publishing content very simple and quick to consume.
4. Remain vulnerable. Real and unfiltered content that reflects your story and values builds trust, rather than always-perfect posts.
5. Measure interaction. Metrics as website visits show quantity but not quality of engagement. Focus on user satisfaction.
6. Adapt to each platform. Define buyer-persona characteristics for each channel and adapt the format, length and tone of your content.
As a potential trend to consider in the football industry, the relatively new social media platform TikTok will keep growing among leagues, clubs and athletes in the pursue of attracting the youngest generations through short-form videos.
LaLiga, Liverpool FC and FC Barcelona have been some of the first to leverage first-mover advantage, being these two clubs the first to reach the one-million follower mark.
Tactics change and strategies evolve, but the mission of delivering remarkable experience in digital for our fans should always remain intact if we want to build a future where they feel proud of wearing our jersey.
This article was written by Xavi Bové from the Marketing Team at the Sports Business Institute Barcelona. To contact Xavi directly you can reach him at firstname.lastname@example.org.