Use Your Marketing Budget Effectively

The financial pressure on golf clubs is greater than it has ever been. The need to make sound investments is imperative. However, it is our observation that when it comes to marketing, some golf clubs are still willing to invest significant amounts of money in services that provide no clear return for the club itself. With that in mind we have put together some simple ideas to help you use your marketing budget effectively.

Ask what is the return for your club

Golf clubs are targets for companies who are looking to sell space in their publications, websites and social media pages. Many of these companies can boast about the ability to promote your club to their extremely large readerships or online following. At first glance, this may seem like an attractive option. However the truth is that the companies will have a very difficult job proving that they can provide any return for your investment. Many will have little or no interest in whether or not your advert is actually successful. After all, their primary goal is to sell their product. Before you spend any of your marketing budget, make sure you have evidence of significant returns for your club.

Example from 2020 of the results we deliver for our clients

Invest in tools that benefit the whole club

Many clubs use their marketing budget to only promote their membership, society day and visitor green fee offers. Although this is a very important thing to do, there are other areas that could have longer term benefits if you choose to invest in them. Using your budget to improve the design and functionality of your website is one such option. Creating an up to date portfolio of high quality photographs and videos that can be used for social media posts and marketing material is another. If membership retention is an issue for a club, why not consider paying an external company to run a survey of your membership to gain a better understanding of any issues or concerns they have.

Select the correct marketing method 

Selecting the correct marketing method is the key to ensuring you invest your marketing budget effectively. The choice you make will affect your ability to measure the success of your campaign. In general, the three marketing methods used by golf clubs are Print, Facebook posts and Facebook Ads. We have a separate blog that fully outlines the pros and cons of each method.

caddiemarketing.co.uk/2021/01/04/selecting-the-best-marketing-method-for-your-campaign/

It is our strong belief that using Facebook Ads is the best option for golf clubs. They give you the opportunity to reach a large number of potential customers. They also allow you to select the exact audience you would like to target. Mostly importantly in terms of using your budget effectively, they present clear figures about the performance of your campaign. This will allow you to accurately calculate your ROI. Setting up and managing Facebook Ads, is time consuming and requires a strong understanding of tools such as Facebook Ads Manager. With that in mind we suggest working with a digital marketing agency such as ourselves. 

How Caddie Marketing can help you

Looking to promote the value of your visitor experience? 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:  www.caddiemarketing.co.uk/contact

Promote The Value Of Your Visitor Experience Rather Than The Price Of Your Green Fee

In today’s crowded golf club marketplace, it can be extremely difficult to stand out from the other clubs in your area. This has led to many clubs to compete on the price of their visitor green fee by offering race to the bottom deals.

We strongly believe that this doesn’t need to be the case. Instead, it is our opinion that it is still possible for golf clubs to promote the value of their green fee rather than the price. Read on to find out how.

What is the danger to my club of promoting my green fee based on price?

Although these reduced rates may help a club to fill empty slots of their tee sheet and bring in an amount of revenue, they can actually end up negatively affecting the club in a number of other ways. We have listed some of the more common ones below:

Undervaluing your visitor experience

Golf clubs invest significant amounts of money every year to ensure that their club provides the highest quality experience to everyone who visits and plays there. Ensuring the course is in excellent condition, maintaining facilities such as the clubhouse and hiring the best staff all have a major impact on the type of experience provided. However, by selling your green fees cheap, you are seriously undervaluing the time and effort taken by other members of staff to make sure the quality of the visitor experience is consistently high.

Negatively affect the club’s public perception

For many golfers, the price of the green fee is an indicator of the quality of the club and the experience provided. This is particularly true for those who have never played your course before and therefore a limited ability to judge the true standard of your visitor experience. There have been plenty of examples of people choosing not to book a round at a high quality course because the green fee rate was cheap. Be careful not to fall into that trap

Devalue your club’s membership

Green fees are usually a way for golf clubs to help subsidise the price of their membership. Before joining many golfers will compare the cost of the membership to the number of rounds as a visitor it would take to match that price. If your visitor green fee is too low you may actually negatively affect the value of that membership. Even worse, you may actually encourage members who don’t play very often that it is actually more cost effective to simply pay and play rather than invest in a membership.

How to promote the value of your visitor experience?

You know that your visitor experience is something that golfers will enjoy, but how do you convince a potential customer why booking a round will be more valuable to them than similar offerings from your competition? Creating an interest and controlling the public perception of your visitor experience through the use of digital communication is an excellent way to achieve this. Below are a few simple ideas to help you do:

Ensure the look of your website and social media content matches and portrays the value of your visitor experience

Your website or your social media channels are likely to be the first interaction that people have with your club. It is therefore important that all of the content on these platforms are working to showcase the quality of your visitor experience. We strongly advise investing in high quality photography and video or using online social media tools such as Canva to help you stand out from your competitors and give your content a high quality look and feel. It may also be worth having a professional web designer look at your website to ensure it looks and functions as good as possible.

We also suggest that you move any internal communications away from your club’s public social media channels. Information about course updates and medal results will do little to attract golfers or promote the value of your green fee. Instead, we suggest setting up Private Facebook Groups to communicate these types of communications directly with your membership.

Promote what sets your golf club apart from your competitors

An essential part of any visitor green fee promotion is to show potential customers that your club offers them something your competitors can’t. By promoting by price, you are saying to golfers that the only thing that sets you apart is the price of your green fee. When you promote the value, you show that your club offers them something worth paying for.

Below are some of the areas you could choose to promote in order to show the value of your visitor experience:

  • Quality of your course
  • Availability of tee times
  • Your club’s food and beverage
  • Clubhouse Facilities
  • Practice Facilities
  • Your Visitor Experience

It may also be getting feedback from visitor golfers to gain a better understanding of the reasons why they chose your club instead of your competitors.

Visitor Testimonials

By allowing prospective customers to hear directly from other golfers about their reason for booking and their experience at your club, they hear a relatable story that can also resonate with their golfing journey to booking a tee time. It will also help them to gain an appreciation of the true value of green fee. Consider sharing some of the best on your website and social media channels.

How Caddie Marketing can help you

Looking to promote the value of your visitor experience? 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:  www.caddiemarketing.co.uk/contact

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/

Using Digital Marketing To Attract English Golfers

The English golf market is one of the most lucrative in the world. According to the most recent KPMG Golf Benchmarking report, England has the highest number of golfers and golf courses of all of the major European golf markets. Looking to attract English golfers is therefore a major aim for not only golf clubs in England itself, but also golf clubs throughout the rest of UK. However, many clubs often find it difficult to find a way to target them specifically using traditional marketing methods. In our opinion, using digital marketing is by far the most effective way to do so. We explain below exactly how to reach English golfers using digital marketing.

How does it work?

Using a digital marketing method known as Paid Social Media Advertising will allow you to run targeted campaigns in exchange for an amount of ad spend.

As part of creating the ad, you will be asked to enter specific targeting information (for example, people aged 20-55 who have an interest in golf and live in England). The social media platform will then use their algorithm to ensure that your adverts appear to people who match the type of people you would like to target. This will greatly increase the chance of success for your marketing campaign. It is also a much more efficient use of your marketing budget, especially compared to more traditional marketing techniques such as print.

An real life example of the type of results that can be achieved using Paid Social Media Advertising

What is Paid Social Media Advertising?

Paid Social Media Advertising is one of the most effective ways for golf clubs to promote themselves and allows you to fully utilise a platform such as Facebook as a marketing tool. As the name suggests, it differs from your standard social media post as it requires an amount of ad spend to use. However, you are in full control of how much you decide to spend and the benefits for your club are enormous.

Check out our recent blog on Paid Social Media Advertising for more information.

caddiemarketing.co.uk/2021/02/17/what-is-paid-social-media-advertising  

Who can I target?

As well as location, there is also an extensive list of other targeting options that are available for you to use by choosing Paid Social Media Advertising. We have listed a few of the more appropriate options for golf clubs:

  • Gender
  • Age
  • Income
  • Marital Status
  • Family Status
  • Interests/Hobbies

For full list of all the targeting options, click the link below

wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic 

How Caddie Marketing can help

Looking to reach golfers based in England 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.

By using our Targeted Advertising Campaign service, we effectively promote your Club’s offers across social media platforms to a carefully-defined audience of golfers using proven marketing techniques. This provides you with a stream of valuable leads, helping you to maximise revenue, and enable investment and longer-term stability.

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 services we offer and how we can help your golf club, please contact us by heading to caddiemarketing.co.uk/contact

Measure The Success Of Your Marketing Campaigns Using Digital Marketing

There used to be a time when it almost impossible to accurately measure how successful your campaign had been. The emergence of Digital Marketing has meant that this is no longer an issue.

Below we have outlined some of the numerous ways that digital marketing can help you measure the success of your marketing campaigns and ensure that you are spending your club’s precious marketing budget effectively.

What is the difference between measuring my results using traditional marketing methods and Digital Marketing?

As we mentioned above, it was virtually impossible to get an accurate idea of how well your campaign had performed using traditional marketing methods, such as print. You could include a code word in your advert that customers needed to quote to get the deal but that was a pretty limited way of measuring success. Any actual figures presented related only to the number of people who bought the publication, there was no way to know how many of these people actually saw your individual advert.

With Digital Marketing, the focus is purely on your individual campaign. This gives you a clear and accurate idea of the performance of your adverts, stop ones that aren’t working and boost ones that are. You can also take these statistics to your club’s committee in order to prove it is worth increasing your club’s marketing budget.

How can I measure the performance of my marketing campaigns?

Digital Marketing services such as Facebook Ads give you an extensive amount of data. Below we have selected some of the most important ones for golf clubs:

Impressions

Impression refers to the total number of times that your adverts were on-screen. 

Reach

The number of people who saw your adverts at least once. Reach is different to impressions, which may include multiple views of your adverts by the same people. As well as showing you the number of people you have reached, digital marketing can also give you information about the geographical location and demographics of those people

Link Clicks From Ads

The number of clicks on links within the ad that led to your website or landing page. This will give you a good idea of how many people are actually engaging with your advert.

Leads Generated

This will give you an idea of the number of leads directly generated by your campaign activity. Lead Generation Ads will allow you to collect personal information from those who click on your ads such as name, telephone number or email address. Using this information, you are able to contact them and convert them into revenue for your club

Cost per Lead

This will give a clear idea of how much it has cost to generate each lead, calculated by ad spend divided by leads generated. The lower the number, the more efficiently your advert is working.

How Caddie Marketing Can Help

Interested in getting more accurate results by promoting your club using Digital Marketing? We would love to hear from you.

As part of our Targeted Advertising service, we will provide you with your club’s own personal dashboard where you can clearly see the up to date performance of your adverts. Below is a real life example of the dashboard.

Interested in finding out more? Get in touch by clicking the link below

www.caddiemarketing.co.uk/contact

Selecting The Right Person To Manage Your Club’s Social Media

Everyone by now is aware of the importance and impact of social media and its ability to drive traffic to your club’s website.  The person you select to manage your social media will have a major influence on your club’s ability to fully utilise this powerful tool.

You wouldn’t hire someone with no greenkeeping skills or knowledge to maintain your course. It is just as essential that you select the right type of person to manage your social media accounts. Here are a few of the key attributes we believe this person should have:

Good understanding of and passion for the golf club

Social Media has given clubs the perfect platform to share their story and control the public perception of themselves.  Having someone who fully understands exactly how the club is looking to portray themselves publicly and can also inject their own personal passion for the club into is therefore essential.

Social Media is also a great way to communicate with members and potential new customers. Having someone who has detailed knowledge of the club will also mean that they are able to respond quickly and accurately to any comments or direct messages

Good understanding of using social media

Obviously whoever you select needs to understand how to use social media. Having knowledge about the differences between the numerous types of platforms and how to create different types of content is essential. It is also important to have an understanding of extra features such as private Facebook groups that can be used to communicate directly with members.

Managing social media accounts for golf clubs is very different from posting on your personal social media pages. On your own social media page, you are free to like, share and comment on any content that you find engaging. When managing a golf club’s social media, the focus has to be purely on portraying the club in the best possible way. Finding a person who can make that distinction is very important.

Ability to create engaging content

Social Media platforms have become extremely congested places. Golf clubs aren’t just competing with other golf clubs, they are also competing with other types of businesses and content posted and shared by people’s friends and families. It is therefore essential that you select someone who has the ability to create the type of content that will stand out and also effectively promotes the club in an appropriate way.

Able to dedicate necessary time to create content and respond quickly to comments

Managing your social media accounts can be a very time consuming job, especially as the pages become more popular. Often the responsibility for this is given to roles such as general manager, captain or head greenkeeper. However, these are already extremely busy roles. It therefore may be worth finding someone within your membership who is suitable to take on the role. You could offer to waive their membership fees in return for their services

Ability to communicate in a professional and appropriate manner

Whoever you choose to manage your social media accounts, keep in mind that this person will be representing and communicating as the club. It is essential that the person managing your social media is aware of exactly how the club would like them to communicate. This is particularly important when it comes to dealing with comments and direct messages from members of the public, which can sometimes be very negative.

Our Social Media Management Service

Ideally, we advocate finding someone within your club who is able to manage your club’s social media account. However, we are also aware that this may not be possible or that they may require time for training. Our Social Media Management is the perfect solution to this issue.

This service is designed to ensure that your golf club is active on social media, and your posts and messaging are crafted in a way that portrays your club in a professional and effective manner.

For full details of the service click the link below

www.caddiemarketing.co.uk/2021/02/10/social-media-management-service 

Reach Scottish Golfers Using Digital Marketing

With travel restrictions in Scotland lifted, now is the perfect time for Scottish golf clubs to promote their green fee deals and society day packages directly to golfers throughout the country. Using traditional marketing methods, such as print, makes it almost impossible and very time consuming to do this. Using Digital Marketing on the other hand, makes this quick and easy.

Below we have outlined exactly how to target certain demographics using digital marketing and how Caddie Marketing can help you achieve this.

How does it work?

Using a digital marketing method known as Paid Social Media Advertising will allow you to run targeted campaigns in exchange for an amount of ad spend.

As part of creating the ad, you will be asked to enter specific targeting information (for example, people aged 20-55 who have an interest in golf and live in Scotland). The social media platform will then use their algorithm to ensure that your adverts appear to people who match the type of people you would like to target. This will greatly increase the chance of success for your marketing campaign. It is also a much more efficient use of your marketing budget, especially compared to more traditional marketing techniques such as print.

An real life example of the type of results that can be achieved using Paid Social Media Advertising

What is Paid Social Media Advertising?

Paid Social Media Advertising is one of the most effective ways for golf clubs to promote themselves and allows you to fully utilise a platform such as Facebook as a marketing tool. As the name suggests, it differs from your standard social media post as it requires an amount of ad spend to use. However, you are in full control of how much you decide to spend and the benefits for your club are enormous.

Check out our recent blog on Paid Social Media Advertising for more information.

caddiemarketing.co.uk/2021/02/17/what-is-paid-social-media-advertising  

Who can I target?

As well as location, there is also an extensive list of other targeting options that are available for you to use by choosing Paid Social Media Advertising. We have listed a few of the more appropriate options for golf clubs:

  • Gender
  • Age
  • Income
  • Marital Status
  • Family Status
  • Interests/Hobbies

For full list of all the targeting options, click the link below

wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic 

How Caddie Marketing can help

Looking to reach golfers throughout Scotland 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.

By using our Targeted Advertising Campaign service, we effectively promote your Club’s offers across social media platforms to a carefully-defined audience of golfers using proven marketing techniques. This provides you with a stream of valuable leads, helping you to maximise revenue, and enable investment and longer-term stability.

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 services we offer and how we can help your golf club, please contact us by heading to caddiemarketing.co.uk/contact/

Using Digital Marketing to promote your Open Competitions

A well planned and executed golf tournament can be a huge benefit to your club. They are great sources of additional revenue and serve as a great way to showcase your course and facilities to non members. As with most events, the success of your open competition is greatly influenced by the marketing and promotion you put behind it. Below are some simple digital marketing ideas you can use to ensure your club enjoys the full benefits from your next event.

Create a dedicated “Open Competitions” page on your club’s webpage

Creating an event landing page for your prospective tournament goers can make a huge difference in the success of your event. This is your first impression to existing customers and potential ones, as many will judge the legitimacy of the event based on the appearance of this page. While this step comes as no surprise, there are a few things you can to do ensure your landing page is in top shape:

Clearly display key information about your event

Make no mistake that you are in competition with many other golf courses vying for their own tournament customers. Creating a vibrant, unique page that showcases your course, tournament details, and prizes is essential. It is important to highlight what makes the event appealing and special, using high-resolution graphics and accenting any other relevant features of the tournament, whether this is the format of the event or a unique theme that will spark the interest of golfers.

Make signing up simple

An easy registration sign up form or link to your club’s online tee booking system should be the focus of the page. Keep it simple, with minimal fields, and easily found on the page. After all, registering for the event is the entire purpose of the page. Limit the information you request to just the necessities like name, email, and handicap. The more information you require, the less likely people are to complete the form.

Email

You should certainly be utilising your club’s email database to promote upcoming tournaments. Consider sending the details of your club’s open competitions to those who have previously played in your open competitions or have played your course as a visitor or as part of a society day. If they have had a positive experience the last time they visited your club, there is a strong chance that they will be looking for a reason to return.

Social Media

A must-have for any club promoting an open competition is a strong social media presence dedicated to the event. It’s a great way to promote your tournament, and an easy way to inform players about the event and any updates in the days and months beforehand. Social media can also help introduce your event to many golfers that you’d otherwise not be able to reach.

Creating posts sharing the key details in the lead up to your event are a great way to generate a buzz and encourage sign-ups. Posting photos and videos from the event is the perfect way to create interest in any future events.

Paid Social Media Marketing

Although promoting your club’s events on your social media pages is essential, it is important to keep in mind that a standard post will only reach a very small percentage of the people who already like your page.

In order to generate maximum exposure for your event, we suggest you consider using Paid Social Media Marketing to promote it. Using a service such as Facebook Ads will not only allow you to reach a much larger number of people, it will also allow you to select exactly the target audience who will see it.

For more information about Paid Social Media Marketing, click the link to our recent blog

www.caddiemarketing.co.uk/2021/02/17/what-is-paid-social-media-advertising  

How Caddie Marketing can help you

Interested in learning more about how to promote your club’s open competitions? 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:  www.caddiemarketing.co.uk/contact

How to Master Your Club’s Social Media

social media tips

Social Media has created a platform for golf clubs to promote themselves and share their news instantly and for free. It has also given them the opportunity to stay better connected with their membership and reach a large pool of potential new customers. 

Below we have outlined why it is important to master your club’s social media and how to use this powerful tool to maximise the benefits for your club.

Why Is Social Media So Important?

It’s not only beneficial to post regularly on social media… it’s crucial. There has never been a more lucrative marketing platform. As of December 2020, approximately 76% of the population are on Facebook (51m in the UK, up from 39m in September 2018). Creating and managing an effective social media presence is the key to creating persuasive and appealing content that would connect with your audience. The idea is to reach out to golfers to create awareness and recognition before they really connect with you as a club. A better connection with golfers will lead to more loyal members and customers and ensure a steady revenue stream and long-term stability.

Create The Right Type of Content

Posting regularly on social media is an excellent way to create and develop your club’s public narrative. For many people, your social media posts will be their first interaction with your club. It is therefore important to ensure that your content matches the way you want your club to be perceived.  Using high quality photographs or videos of your course or facilities are excellent ways to both portray an exceptional golf facility and capture people’s attention. We have put a couple of examples below

When creating your content, it is essential to keep that in mind you are not just competing against other golf clubs. You are also competing for people’s attention with other businesses and their friend and family. Make sure your posts stand out!

Separate your internal communications

Social Media offers clubs the opportunity to communicate better and stay connected with their membership. It can also be used as an effective membership retention tool.

However, many clubs fall into the trap of posting internal communications such as medal results and daily course updates on their public social media pages. These types of posts are not likely to attract golfers to play your course or join your club. They can also make your page look messy or negatively affect your club’s public image. 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)

Select the right person

You wouldn’t hire someone with no greenkeeping skills or knowledge to maintain your course. It is just as essential that you select the right type of person to manage your social media accounts. The choice of who manages your social media accounts will also have an impact on your ability to post regularly. Here are a few of the key attributes we believe this person should have:

  • Good understanding of and passion for the golf club
  • Good understanding of using Social Media (posting content, managing private groups)
  • Ability to create engaging content
  • Able to dedicate necessary time to create content and respond quickly to comments and private messages
  • Ability to communicate in a professional and appropriate manner
  • Ability to deal with negative comments and issues in a professional and appropriate manner

Managing your social media accounts can be a very time consuming job, especially as the pages become more popular. Often the responsibility for this is given to roles such as general manager, captain or head greenkeeper. However, these are already extremely busy roles. It therefore may be worth finding someone within your membership who is suitable to take on the role. You could offer to waive their membership fees in return for their services. Whoever you choose to manage your social media accounts, keep in mind that this person will be representing and communicating as the club. Pick the right person!

Plan ahead

Without regular content it is easy for your social media voice to be drowned out. Planning ahead is essential to ensure you are going to be posting engaging content on a consistent basis. Below we have put together an example of one week worth of posts using popular hashtags:

#mondaymotivation –  Post scenic picture of your course or inspirational golf related quote

#tuesdaytreat – Post information about discount in pro shop, visitor green fee deal

#wednesdaywisdom – Post a video of quick tip from your pro

#throwbackthursday – Post about an interesting event or fact from your club’s history

#fridayfeeling – Post picture of golfers playing your course

#saturdayvibes – Post video of golfers teeing off during saturday medal

#sundayfunday – Post weekend green fee rate, any available tee times, photo/video of course

Creating a content calendar is an excellent tool to help keep you organised. Your content calendar should include the following:

  • A list of content you are planning on creating
  • The dates and times you plan on posting them
  • Information about what you plan to post on each individual platform
  • Major events within your club’s calendar – introduction of membership packages, green fee deals
  • Information on times and days that your audience is most active on your social media channels

Facebook and social media tools such as Hootsuite allow you to schedule posts for future dates and times. Once you have created your content calendar, you could write all of your posts in one day, and schedule each for when you would like it to be published, meaning you don’t need to worry about posting them for the rest of the month.

Social Media Toolkit

Creating regular, engaging and eye-catching content is essential in today’s world. Thankfully there are a number of online social media tools that you can use to both create and plan your content. Below is a list of some of the tools that we believe golf clubs should consider using:

Hootsuite

www.hootsuite.com

Hootsuite is a social media management platform that covers almost every aspect of a social media manager’s role.

With just one platform users are able to do the simple tasks like create content and schedule posts all the way up to managing team members and measuring ROI.

Canva 

www.canva.com

Cava is one of a new breed of “no tech or design skills required” content creation tools. From pre-sized social media image templates to marketing materials, documents, presentations, invitations and ads, you’ll find almost everything you need. You can even upload your own images and add text to them. An truly excellent tool for creating eye catching and engaging content

Lumen5

www.lumen5.com 

Lumen5 is a video creation platform designed for brands and businesses to produce engaging video content for social posts, stories, and ads. The built-in media library offers access to millions of stock footage, photos, and soundtracks. This means that anyone is able to easily create amazing videos in minutes without training or experience.

How Caddie Marketing can help you

Interested in learning more about how to master your club’s social media? We would love to hear from you!

Our social media management service frees up your time to get on with managing your club. You’ll be safe in the knowledge that your golf club is active on social media, and your posts and messaging are crafted in a way that portrays your club in a professional and effective manner.

For more information about our Social Media Management service, click the link below

How To Use The Masters To Promote Your Club

The return of The Master is always an exciting time within the golfing calendar. It can also be the perfect opportunity to raise the awareness of your club by  taking advantage of the buzz and focus on golf. Below are a few simple ways that golf clubs can use The Masters to promote themselves.

Masters Related Social Media Posts

The week of the Masters is the ideal time to start posting some Masters related social media posts. It could be worth digging into the archives or getting out to the course to create content. Below are a few ideas of potential posts:

  • Pictures of flowers on your course
  • Pictures of holes that share similarities to Augusta National
  • Any links to previous Masters winners
  • Any links to Bobby Jones or Alister MacKenzie
  • Quotes from Masters winners
  • Current events from The Masters

These types of posts can be extremely engaging for your audience and a great way to get into conversation surrounding The Masters.

Social Media Competition

Social Media Competitions are excellent ways to create a real excitement and interest in your club’s social media pages. Major events such as The Masters are the perfect time to run them. We have seen success from clubs running competitions such as “Guess the Winner” and offering a prize such as merchandise or rounds of golf. Below is a quick outline of how to run them:

  • Create a post that asks people to put their prediction is the comment section
  • Ask them to like and share the post
  • Have terms and conditions for comp (one entry per person, only those who like and share the post will be entered etc)
  • Once the competition is over, use a free online random selector to pick from the people who have correctly picked up the winner
  • Contact that person using social media

Use Paid Social Media Advertising

With an increased buzz and interest around golf during this week, it may be worth considering promoting your lucrative revenue streams such as membership, society days and visitor green fee deals. Paid Social Media Advertising is by far the most effective and cost effective way to promote them. Thanks to the targeting capabilities of Paid Social Media Advertising services such as Facebook Ads, you are able to ensure that your promotions reach your perfect audience. You could choose to reach people who have an interest in golf or even people who like or follow the official Masters Facebook page.

For more information about Paid Social Media Advertising, click the link to our recent blog

www.caddiemarketing.co.uk/2021/02/17/what-is-paid-social-media-advertising

How Caddie Marketing can help you

Interested in learning more about how to promote your golf club? 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:  www.caddiemarketing.co.uk/contact