Launching a Website Is Easy. Building a Digital Business Is Harder.

February marked a significant milestone for Aberystwyth Town FC, as the highly anticipated new website officially went live on the 1st of the month. This launch was the culmination of months of dedicated work, and pressing the publish button was both an incredibly satisfying achievement and a moment filled with a touch of apprehension.

In many ways, a website launch can easily be perceived as the finish line of a long race. However, I increasingly view it as the starting line for a new chapter in our club's digital journey. The new platform is not just a digital presence; it opens up a world of opportunities for the club to engage with its supporters in innovative ways.

The revamped website provides us with the capability to sell match tickets online, develop e-commerce solutions, promote our hospitality offerings, and present sponsorship opportunities in a more effective manner. Additionally, it allows us to build memberships, host events, and, crucially, begin to foster a much deeper understanding of the individuals who interact with our club.

This understanding is vital for our growth and engagement strategy. While having a social media follower is certainly beneficial, it pales in comparison to the value of someone who has bought a ticket, registered for an event, joined our mailing list, or made a purchase from the club. These actions signify a much deeper relationship and commitment to our community.

One of my primary objectives has been to encourage our supporters to transition from rented social media platforms to channels where the club can nurture and develop these relationships more effectively. We want to create environments where fans feel connected and valued beyond just a single interaction.

Alongside this, we have been actively exploring ways to make our new digital infrastructure commercially viable. For instance, we have introduced new digital advertising inventory on the website, offering a limited number of banner opportunities to our commercial partners starting at just £50 per month. This approach allows us to rethink the concept of sponsorship beyond traditional methods, such as advertising boards around the football pitch.

It raises an important question:

What assets does the organisation actually own?

The website itself is one significant asset. Our database of supporters is another invaluable resource. Additionally, the content we create, the events we host, and the overall matchday experience all represent unique assets that can be leveraged for greater engagement and revenue generation.

February has also been a month filled with campaign work. For instance, in preparation for the club's upcoming cup final, we developed an online travel package that combines coach travel, a match ticket, and a cup final brochure, along with additional merchandise options. This initiative is not just about selling a product; it embodies a larger marketing principle: reduce friction for our supporters.

Instead of asking fans to independently organize transport, find a ticket, and purchase each item separately, we aimed to create a comprehensive proposition that solves the entire problem in one go. This approach not only makes it easier for supporters but also enhances their overall experience with the club.

Moreover, we have been exploring various membership incentives and innovative ways to encourage supporters to register through the website. Each registration offers the club another opportunity to deepen its understanding of its audience and build lasting relationships that extend beyond a single match.

This is an aspect that smaller organizations often underestimate. It’s not always necessary to invest in large-scale marketing technology. Instead, the focus should be on starting to collect useful data, understanding why people choose to interact with us, and providing them with compelling reasons to engage with us repeatedly.

After dedicating much of January to building our digital infrastructure, February has been about putting that infrastructure into action in the real world. Now comes the most intriguing part: observing how our audience responds and what actions they take as they engage with our new online platform.

I am also very excited about the project i have pitched to the board for gantry area of the ground. More on that soon.