If there’s been one consistent suggestion we provide at YSM to programs just looking to tighten up their marketing, it’s to add a simple lead generation form, and then put it in a simple place for potential new members to fill it in. It’s a pretty easy addition to any website, regardless of the format.

There are countless benefits that we can get into on another post but it’s important to note that setting up the form is the easy part. What happens next is where you really earn your corn.

Timely Responses

We’ve written previously about the challenges between what seems like a pre-scripted series of emails versus actually talking to a real human being.

Whether its the marketing guy or gal, the General Manager, the owner, or anyone else who’s connected to the club, in our experience making sure there is someone available to quickly connect the dots, acknowledge the interest and set the family on their next steps is vital.

One trick is to assume (and it’s not an unrealistic assumption) is that you’re one of many clubs/camps/tournaments that may have been approached. Make the first impression a good one. Get in quick i.e. within 24hrs. Aim for 8 (waking hours).

To call or not to call

The second decision is how you want to respond. Unsure whether you should email, call or text? Why don’t you ask? A simple check box can save you a lot of time.

Some parents would gladly bend your ear for an hour during lunch with frustrations with their current club, whilst others may just want to get back to you on email when they get the kids to bed. Me? I prefer text.

Consistency and Structure

When I worked for a major soccer club, we had multiple regions with many part-time coaches. Forwarding on interested player forms to a coach who’s got his hands full with his 9-5 was a recipe for disaster.

We opted for the following:

This meant we met our 8hr target but also get the family to the gatekeepers to a practice session.

This ensured that the family was able to get the correct practice information quickly. Coaches were not likely to fail to contact with two layers of accountability added.

Throughout this, take the time to add the personal touch. Instead of ‘Thank you for your interest in our program, Mr Messi‘ , opt for “We are so excited to help Lionel take his soccer game to the next level.”

Let them take a test drive

As the above suggests, the main goal after the lead is to get the player the chance to experience your program. Now, this is not obviously always possible. Allowing a team the chance to participate in a tournament for one game is not going to fly. Same goes for a soccer camp (although you could let them try the first day).

Teams, clinics, private training, however, are all perfect for the ‘trial class’ model.

First Impressions (Again)

There are numerous opportunities to screw this up. Seriously.

Put yourself in the shoes of a shy early teen who’s rocked up to a practice wearing the wrong shirt, alongside her mum or dad, while a group of girls all decked out in the same gear are staring her down. They wander the field, trying to find the right team and some coach they’ve who’s name they’ve been provided. All the while the kids nerves are increasing, the parent is getting frustrated.

It’s vital the coach is present to introduce themselves, is aware of the child’s name and is ready to get them involved right away (small group is best). If you have spare practice jerseys (unlikely in many cases) you should bring one, but at the very least the player should be told to wear matching colors.

At a field complex with multiple teams. Be Specific. “Coach Pep will meet you on field one (with the running track). We will be at the bottom end, next to the scoreboard. Feel free to arrive 15mins earlier so he can introduce himself.”

Delivering the Good News

If you know it’s a yes right off the bat, let them know there and then and follow up in the next 24hrs.

Then, don’t pressure parents/children. Give them time to weigh up their options. Be transparent with pricing and schedules. Be ready to take a call.

Delivering the Bad News

The good news is easy to deliver. The bad stuff not so much. Evidently some players will not be a fit for your program. The obvious solution is to look for a team within your club which may be a better fit, however not all clubs have multiple teams at multiple age groups. A training only option could make sense if numbers allow and the talent gap is not too big, or maybe you have a clinic program you direct them too.

In the event it’s a polite no, you must ensure the rejection is delivered with grace. Face to face at the end of the session might not be the time or place, so arranging a follow-up phone call for the next day would be the best method.

Of course you are unlikely to be able to please all parents but it’s much better to focus on the child at the center of the situation.

Retain Contact

There should be a check box in your forms to allow families to opt-in for future messaging. Regardless of the outcome you want to get them on your mailing list so you can keep them abreast of your club’s developments.

Maybe that family who thought driving to Shelbyville was too far in the end, will be excited to hear about the launch of your new program in Ogdenville?

Or the parents of the boy who just joined the top team wants to find a summer camp for their 8-year old sister? The easiest player you’ll ever have to recruit is the sibling of one you already have.

Measure

What is the success rate of your lead form e.g. how many players respond? How many go to a session? How many join a team? What is the root cause for players who do not sign up? When do we get monthly spikes? What page is the form most effective on?

If you don’t measure and analyze this data you’re wasting valuable marketing insight.

If you’re interested in having Youth Soccer Marketing work with you on developing a lead generation and nurturing strategy, get in touch via our form below. We guarantee you won’t be waiting around for a response!