Using Digital Marketing to Attract Local Visitor Golfers
With travel restrictions likely to stop overseas golfers from travelling, many golf clubs are now faced with the challenge of replacing that lost revenue by trying to attract visiting golfers closer to home.
We have outlined how to effectively use digital marketing to attract more local visitor golfers to your club.
Define your current customer
Before you start trying to attract new customers, it is important to get a clear idea of the type of visitors your club is already attracting. Using technology such as your online booking system or your clubs email database, is an excellent way to gather information such as location, age and gender of your visitors. You can then use this valuable information to create an effective marketing campaign designed to target a similar or a brand new type of potential customer.
Audit your club’s communications
The most important thing when it comes to attracting visitors to your club is the experience you can offer. It is therefore essential that your club’s communications build an excitement and anticipation of what to expect. Below are a few ideas to ensure the look and feel of communications is correct:
- Ensure any communications have a welcoming, warm and positive tone – “We can’t wait to welcome you”
- Don’t overload your communications with what people can’t do
- Use high quality photography and video of your course
- Promote other areas of your visitor experience – facilities, welcome, food and drink offering etc)
- Promote your club’s unique selling point – history, location, unique element of your experience
Use your social media effectively
Social media is a tremendous tool for golf clubs to use to attract visitors. It has given the opportunity to showcase their visitor experience with golfers all around the world. It also gives the opportunity to network with other businesses who deal with visiting golfers, for example tour operators and accommodation providers.
We have put together a few ideas to help you attract visitors using the club’s social media:
Post the right type of content
Social media channels such as Facebook, Instagram and Twitter continue to get busier and busier year on year. You are competing with other golf clubs and businesses. You are also contending with people’s personal posts of new puppies, babies and weddings. It is therefore essential to produce eye-catching content that showcases your visitor experience. Below are a few hints and tips to ensure you do so:
Avoid posting member specific communications on your public Facebook page
Many clubs also fall into the trap of posting internal communications such as medal results and daily course updates etc on their social media pages. These types of posts are not likely to attract golfers to play your course. They can also make your page look messy. Consider using a tool such as a Private Facebook Group to communicate any internal communications with your membership using social media.
(Check out our blog on Private Facebook Groups to learn how to set up and manage them properly – caddiemarketing.co.uk/2021/01/18/stay-connected-with-your-membership-using-a-private-facebook-group/)
Produce high quality content
Using high quality photography and video to showcase your visitor experience is essential. With that in mind we strongly advise hiring a professional to create them for you. It may also be worth working with other clubs in your area or with your local golf tourism organisation to spread the cost.
Using online content creation tools such as Canva and Lumen5 is another way to create eye catching and engaging content.
Promote the value of your visitor experience
Being able to show that a round at your club is a more attractive option than your competitors is essential. Using social media to promote the value of your visitor experience is highly effective way of achieving this. Alongside producing the type of content we have mentioned above, Visitor testimonials are excellent way to prove the value of your experience. They are also able to share the experience of playing your course in a way that it is highly relatable to your target market. Consider creating a simple graphic or even better a video (videos tend to get higher engagement on social media) to share your best visitor testimonials.
Use Paid Social Media Advertising
Paid Social Media Advertising is an extremely effective tool when it comes to successfully promoting your golf club. Using a tool such as Facebook Ads will allow you to use Facebook to specifically target golfers within your local area. This will ensure that your visitor green fee deals are seen by exactly the type of audience you would like to see them.
Although there is a cost involved in running Paid Social Media Advertising does offer your club a number of benefits you are in full control of how much you decide to invest. The amount of ad spend will have an effect on the number of people your ad will reach. If you decided to invest a similar amount to the cost of a print advert, it is very likely that your ad would be seen by a significantly higher number of people. Paid Social Media Advertising also gives you a large amount of data which will allow you to accurately calculate the ROI for your ad.
Using Paid Social Media does require a significant amount of time, expertise and experience. In order to fully enjoy the enormous benefits they offer your club, we strongly advise your work with a digital marketing agency such as ourselves. It is truly a very worthwhile investment.
How Caddie Marketing can help you
Looking to attract more local visitors using Digital Marketing? We would love to hear from you!
At Caddie Marketing, not only are we experts in digital marketing, we also have a deep understanding of the golf industry and the challenges it faces. We have brought these two sectors together seamlessly to provide excellent results for our clients.
Terms such as ‘lead generation’, ‘conversions’, ‘Ads Manager’ and ‘target audience’ might seem like a whole new language… you are not alone. Our experience shows that the golf industry still needs acquainting with the benefits of digital marketing.
As part of the service we offer, we will take over the whole process of marketing your promotions from beginning to end. Our team will use their expertise to ensure that your promotion reaches and appeals to your target market of golfers. All that will be left for you to do is work through the list of genuinely interested leads and convert them into revenue for your club.
We pride ourselves on providing the best results and excellent ROI for our clients. We have taken relatively small amounts of ad spend and turned them into significant revenue. We are confident in our ability to do the same for you!
If you are interested in finding out more about the service we offer and how we can help your golf club, please contact us by heading to caddiemarketing.co.uk/contact/