Let’s be honest. If you mention “Google Analytics” to a horse trainer they will just hand you a pitch fork and point at the nearest filthy stall in the barn. I get it. But reality is, it’s not going away. And if you have ever typed “flashy bay KWPN hunter gelding for sale” into a search field you know you’re going to find a wide variety of results. How does it relate to us as equestrians? Well, that’s the million dollar question. Or at least worth a few fancy brand-name saddles and custom boots.
How do you want your business to be found? What compels your potential buyers to find you, reach out to you, try a horse and complete a sale? What makes a horse owner buy your newest and greatest equine supplement product? If you really think about it, a LOT of detail goes into those specific scenario. How do you think they found you? Have you ever asked? Your site speed and relevant content is a huge asset to building your business and reaching your desired clientele. If your site is not “responsive” and mobile friendly it has a huge effect on your potential.
The path of purchase for any business is a very unique one. Google and targeted SEO (Search Engine Optimization) can help us do so many things and track the results in really outstanding ways. Have you ever considered catering the content of your website to meet the search words targeting your site to increase potential sales and income? This digital world is the new reality for us!
I know, you really want to keep that old beaten up Butet saddle around even though it’s four decades old and there’s a personal attachment to it. But reality is, you need to take hold of the technology that can increase your horse sale profits, trainer network and build the grassroots side of your business to keep procuring young clients for your future income base.
It’s a bit like no-stirrup work. It kills you, but it’s so worth it. I have no prayer of ever winning the Adult Eq anymore but I can SEO and write winning content with the best of them.