Stand Out from the Crowd
In Scotland there are over 550 golf courses to choose from – that’s more courses per head of population than anywhere else in the world! This abundance of choice is great for visiting golfers but often provides a real challenge for the golf clubs themselves. For example, there are over 20 golf clubs within a 10-mile radius of our client The Bishopbriggs Golf Club.
We have put together a list of simple digital marketing techniques than you can use to make sure your golf club stands out from the other clubs in your local area.
Use High Quality and Interesting Content
One of the easiest ways to make sure your golf club stands out is to produce content that will catch the eye of golfers and stop them scrolling through their feed. Keep in mind that you are not only competing with other business’ content but also the content of friends and family. Quality content will bring in more new followers, increase the number of likes, and make your operation seem more professional.
Here are a few ideas of the type of content you could use:
- High quality and Professional Photography/Videography – Images of the course at different times of the year, the facilities your club offer, golfers on the course, events
- Aerial/Drone Footage
- Video interview with key staff members (General Manager, Pro, Head Greenkeeper)
- Video interview with members (Why they became a member, what they enjoy about your club)
- Special Events within clubs – Hole in Ones, membership anniversaries, Historical events (On this Day)
- Social Media Competitions – “Guess the Winner”
There is a chance you are already producing content based around some of these ideas but the key to standing out is making sure that this content is of the highest possible standard. This may involve hiring professionals or investing in better technology. Spending an amount of your valuable marketing budget just for social media posts might seem like a waste. However it should be a crucial part of your golf course’s marketing strategy . You could also use these pictures or videos for your website, emails, and other marketing methods.
Keep an Eye on the Competition
In order to make sure you stand out from the competition; it is important to understand what they are doing. Taking some time to look at their social media content is an excellent way to help you decide what you need to do to stand out. Be honest with yourself, are there posts more appealing, better quality or more interesting? If yes, then it is time to invest some time and effort into getting your posts up to standard. Even if you think your club is leading the way in your local area, it might be worth getting an unbiased opinion just to be sure.
Following the accounts of your competitors will also help keep you up to date as their posts appear in your feed.
Create Accounts on Different platforms
Having an account on Facebook has been popular with golf clubs for many years to the point that there are now little or no clubs without one. The number of golf clubs who have accounts on other social media platforms such Instagram, Twitter or LinkedIn is much smaller. This less crowded space gives your club an excellent opportunity to stand out from not only your local competitors but golf clubs all over the country. Posting content over different platforms will also allow you to reach larger numbers of people and help raise the awareness of your club within the different communities of people who use these platforms.
Before you start creating other accounts, it is essential to remember that quality of post is far more critical than the quantity. Make sure you are able to produce the best quality content first, especially for platforms such as Instagram or LinkedIn. Although increasing your reach is vital, it is far more beneficial to produce high quality content on one platform than it is to produce average or poor content on multiple platforms.
Paid Social Media Advertising
The use of paid social media advertising services such as Facebook Ads is surprisingly still a greatly underutilised marketing tool by golf clubs. Our research has shown that less than 3% of Scottish golf clubs currently use Facebook Ads to promote their club*. This means that there is a real opportunity for your club to be one of a few, if not the only golf club in your local area utilising this tool.
Paid Social Media Advertising allows you to use identifiers such as age, gender, location and interests to ensure you are effectively reaching your target market. These adverts will then appear on the feeds of your intended audience. Using a service such as Facebook Ads will also allow you to create a list of potential leads from people who have clicked on your ad and entered their contact details.
There is of course the need to invest an amount of budget into these ads. However, you are in control of the amount. Generally, the ad spend is much lower than traditional marketing tools, such as print media, and produces much higher ROI.
Working with a digital marketing agency such as ourselves is an excellent way to ensure your investment is effectively spent.
*information correct at time of posting
How Caddie Marketing can help 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/