6 Signs You Should Upgrade Your FEC's Marketing Technology Stack

Your family entertainment center's marketing technology stack can and should help you automate, improve, and grow your marketing efforts. 

In short, a technology stack is a group of programs that work together to help you run your business effectively.

Your marketing stack might include Facebook Business Suite for scheduling posts, commenting, and tracking activity on Facebook and Instagram, your website, an email platform like Constant Contact or Mailchimp, and so much more.

If you don't recognize at least one or two of the tools listed above, it's probably time to upgrade your marketing technology stack!

6 Signs You Should Upgrade Your FEC's Marketing Technology Stack

Here are 6 signs you should upgrade your FEC's marketing tech stack:

1. Your website looks old.

"2002 called. They want their website back!" 

A dated website can have a negative impact on your business. Customers are looking at your website to determine whether booking a party at your facility is worth their time and money. That's why it's important to make information easy to find, have photos of families enjoying their time at your facility on every page, and make sure the "book now" button is included in your header!

A website with little to no calls to action, poor functionality, and poor brand identity can disrupt a customer on their journey towards booking a party with you. 

Here's what you can do: Instead of reinventing your website once every few years, adopt an evolutionary approach and make updates more frequently.

Start by getting input from your staff and top customers on various design elements that appeal to them. Ask how you can improve your website and make it easier to use. Focus on making sure your branding is consistent throughout your website, add great photos, product or offering descriptions, and update or add an online booking module to make booking easy!

Is it hard for you to make updates? Consider adding an easy-to-use website builder like Wix to your marketing technology stack!

2. You aren't able to make simple edits to your website.

If you need your web designer to make simple edits to your website, you're working harder than you have to.

With so many high-quality website builders and content management systems available today, you should be able to create pages and make edits to pages in-house. 

Here's what you can do: Look into platforms like WordPress, Wix, or Weebly and find a theme that has good reviews on Themeforest.

Again, get some input from staff and top customers. Which theme is easy to use and will encourage visitors to book a party with you?

3. You don't have a blog on your site.

There are many benefits to blogging for FECs—or any business for that matter. From increasing website traffic to fueling your social media efforts, blogging is a great way to bring more guests through your doors.

Here's what you can do: Start thinking about each blog post as a business asset that attracts prospective customers. Answer questions that your ideal customers might have. 

For example, let's look at this question from Quora:

You could write a blog post that teaches amateur bowlers how to throw curves. In it, you can include step-by-step instructions and even a video.

Once you produce some attractive content, you can add a call-to-action for the viewer to come in for a free game!

4. You don't know how many website visitors you get or where they come from.

Let's stick with the bowling analogy: ignoring website analytics is like throwing in the dark.

In order to improve the effectiveness of your marketing, you have to track your visitors' online behavior. 

Here's what you can do: If you don't have Google Analytics set up, follow these steps to set it up and get familiar with it. 

5. You are not turning website visitors into customers.

If I were to ask you how many customers you acquire online on a weekly or monthly basis, would you be able to give me a ballpark number?

If your answer is no, you probably don't have a tool in your marketing technology stack to track and manage your site traffic. 

Chances are, you're using a web form or making busy moms call you during operating hours to book a party. 

Consumers these days are spoiled by sites like Amazon. They expect any online platform to help them save time and make their lives simpler.  

Here's what you can do: Set up an online store and sell merchandise, such as gift cards, goodie bags, branded swag, and more. 

6. You make your customers pinch and zoom on mobile devices.

Mobile-friendly websites are invaluable. In fact, in our 2020 Online Booking Study, we discovered that over 72% of users book parties using their phones!

Here's what you can do: If you're comparing online party booking softwares to add to your marketing technology stack, make sure you consider your guests' experience first.

Features may seem identical, but when you look closely at the differences, you'll know why some technologies are better than others. Make sure your website and online booking storefront look great and are easy to use on mobile!

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