What is Paid Social Media Advertising
Paid Social Media Advertising is one of the most effective and powerful marketing tools in the world. Despite this, it is seriously underutilised by golf clubs. Our research has shown that less than 3% of golf clubs in Scotland are currently using Paid Social Media Advertising. Below we have put together a list of the benefits your club could enjoy by promoting your club using Paid Social Media Advertising.
“I thought using social media was free?”
Posting on your club’s social media channels is definitely free. However, if you are looking to fully utilise a platform such as Facebook as a marketing tool; Money Talks!
Your standard free posts are an excellent way to tell the story of your club and stay connected with your membership but as a marketing tool they have a number of limitations.
Below is a link to our recent blog where we explored the differences between Paid Social Media Advertising and Free Social Media Posts
How does Paid Social Media Advertising work?
Paid Social Media Advertising is available on most social media platforms. We have found the most success from using Facebook’s Paid Social Media Advertising service, known as Facebook Ads.
Anyone with a Business Facebook page can create Facebook Ads (we strongly advise setting your club’s page a Business Facebook page if it isn’t already). Facebook Ads are created using Facebook’s Ad Manager and essentially allow you to reach more people and target specific demographics in exchange for an amount of ad spend. The amount of money you invest will affect how many people you reach and the general success of your ad campaign.
Below is a step by step guide to setting up Facebook Ads, however we suggest working with a digital marketing agency such as ourselves to ensure the best results:
What are the benefits of using Paid Social Media Advertising
Paid Social Media Advertising is the most effective and powerful way for golf clubs to promote valuable revenue sources such as membership, society days and visitor green fees. They also offer a number of benefits compared to more traditional marketing methods, such as print.
Below we have listed some of those benefits:
Use your budget more efficiently
Marketing has historically been very expensive. Using Paid Social Media Advertising is a much cheaper option. It can allow you to invest exactly the same ad spend for one print advertising campaign and allocate it into a number of different campaigns. For example, one of our clients recently was able to promote two different membership packages and their society day package for the price of one print ad campaign. This is clearly a much more efficient use of your budget and could have enormous benefits in terms of revenue generation and ROI.
Reach your target market
By using Paid Social Media Advertising, you are not restricted to advertising to those who read a specific publication or those who like your club’s social media page. Using Facebook Ads for example, gives you the opportunity to reach anyone with a Facebook account. Even better, you can also target the exact type of person you want to see your ad. You can choose to target people based on a wide variety of identifiers including age, gender, location and their interests and hobbies.
Measure the success of your promotions
Paid Social Media Advertising makes it very easy for you to see the performance of your campaign. You will be able to see information about the number of people who have seen your ad and the number of people who have clicked on it. You will also be able to see the demographic and location of the people who have engaged with your ad. All of this information will allow you to make decisions about how you run ads in the future. It will also help you to work out your ROI, something that is not possible by using print media.
Take full control of your promotions
In the past, you were forced to give control over to whichever publication you chose to advertise in. When you use Paid Social Media Advertising, you are in control. You decide how much you want to spend. You decide who you want to see your ad. You decide how long to run your ad for. Whether you choose to run the ads yourselves or work with a digital marketing agency, the focus will be on running successful campaigns for your club.
Word of Caution
Don’t think that using Paid Social Media Advertising is as simple as posting on your club’s social media platform. To run a successful campaign requires a large amount of time, expertise and experience. In order to ensure you are able to take advantage of all the benefits offered by Paid Social Media Advertising, we strongly advise that you work with a digital marketing agency such as ourselves.
How Caddie Marketing can help you
Interested in learning more about using Paid Social Media Advertising? 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 to you like a whole new language. You are not alone. Our experience shows that the golf industry is only just beginning to get acquainted 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’ll even show you how to do that!
We pride ourselves on providing the best results and excellent ROI for our clients. Using the expertise we have built up, 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.
Head here to find out more: caddiemarketing.co.uk/contact