What is the best way to promote my club on Facebook?

Facebook is an integral part of the world we live in. It has allowed us to interact with people and businesses all over the world in a way that was previously impossible. For golf clubs, it has created a platform to promote themselves and share their news instantly and for free. It also has given them the opportunity to stay better connected with their membership and reach a large pool of potential new customers.

When it comes to promoting themselves on Facebook, golf clubs generally use two methods: Facebook Posts and Facebook Ads. What is the best way for your golf club to fully utilise this powerful tool? Read our thoughts below

What is the difference between Facebook Posts and Facebook Ads?

A Facebook Post is a comment, picture or other media that is posted on the user’s Facebook page or “wall.” It is an excellent way for golf clubs to communicate with their page followers and share information about areas such as competition results, course updates and events at the club.

Facebook Ads on the other hand, are paid ads that are created using Facebook’s Ad Manager. Anyone with a Facebook Business Page can set them up and they allow you to fully utilise Facebook as a marketing tool. 

What is the best method for my club to promote my club using Facebook?

We know that each club has their own individual needs and wants when it comes to promoting their clubs. With that in mind, we have outlined what we believe to be the key considerations for the majority of clubs when deciding how to use Facebook to advertise:

Ability to measure results

By using a Facebook Post, you will be able to see how many people liked and shared your post. However, you have no way to accurately measure how successful it has been in generating revenue or leads for your club.

Facebook Ads on the other hand allow you to clearly see and measure the success of your marketing campaign. You can easily compare the number of leads you have generated with the amount you spent on your ad. This will allow to generate an accurate ROI figure, something that neither Facebook posts or traditional marketing methods, such as print, can do.

Example of Facebook Ad Results from our client Crieff Golf Club

Cost

Posting on Facebook is of course free. Unfortunately, when it comes to effective marketing on Facebook, money talks. Using a Facebook post as a marketing tool may save your club money. However, it will also mean that you are faced with a number of issues that will negatively affect the performance of your campaign.

Using Facebook Ads will require a certain amount of ad spend. The amount you invest is entirely up to you. However, It is important to remember that areas such as how many people see your ad is affected by the amount you choose to spend. Using Facebook Ads is generally cheaper and often produces much higher ROI than more traditional paid advertising, such as print.

Reach/Targeting 

Although there are billions of people who use Facebook, a standard Facebook will typically only reach around 6% of the people who like your page. For many golf clubs this means if you choose to promote your membership packages for example using a Facebook post, there is a strong chance that it will only be seen by around 100 to 200 people. Even worse, you have no control over who Facebook will select to show your post to – you could end up promoting your membership packages to people who are already members of your club. 

By using Facebook Ads, you have the opportunity to reach anyone with a Facebook account, whether they like your page or not. Even better, you can choose the exact target audience that will see the advert. Facebook Ads allow you to target people based on an extensive number of demographics and interests, such as age, gender and location.

Example of the number of golfers than can be reached using Facebook Ads

Objective of your campaign

The primary objective of a Facebook Post is engagement. Engagement refers to actions such as liking, sharing or commenting on a post. This means that your Facebook post is likely to reach the people who commonly engage with posts.

Using Facebook Ad will allow you to select the exact type of objective you wish your campaign to achieve. For example, you can choose to run ads that are designed to drive traffic to your club’s website or generate a list of leads for you to follow up on. Depending on which objective you select, Facebook will automatically adjust its algorithm in order to help with the success of your campaign

A list of the possible Facebook Ad objectives

Ease of Use

Creating and posting a Facebook post takes very little technical ability. It is therefore a less time consuming and simpler way to promote your club on Facebook. However, this ease of use, as we have mentioned above, comes with a number of limitations that can have a negative impact on the success of your marketing campaign.

Facebook Ads definitely require a much deeper technical knowledge. Planning campaigns, producing ad creative and managing your ads all take a significant amount of expertise, experience and time. We are well aware the demands on a golf club manager’s time are already great. With that in mind, we strongly advise that you consider working with a digital marketing agency such as ourselves. This will guarantee that your Facebook Ads are set up and managed properly and ensure your club fully enjoys the enormous benefits they offer you. We understand that this may not be something you have considered before. However, we strongly believe that it is a valuable and worthwhile investment for you and your club.

How Caddie Marketing can help you

Interested in learning how we could help you more effectively promote your club on Facebook? 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/

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/  

How we can help you use your time more effectively

The role of a Golf Club Manager is a consistently evolving one. The demands on their time are ever increasing. This means that the ability to invest sufficient time in areas such as marketing can be challenging.

We are already helping Golf Club Managers use their time more effectively by working with them to ensure the club’s marketing is properly managed. Find out how we could help you below.

Let us take Marketing off your desk

Running a successful marketing campaign is not a simple task. It involves large amounts of time, expertise and experience. We are very aware that not every Golf Club Manager has these available to them. 

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 and our proven marketing techniques to ensure that your promotion reaches and appeals to your target market of golfers.

By working with us, you can be assured that your marketing campaigns are in the hands of experienced professional who have your club’s best interests at heart.

…And leave you with one simple task!

By effectively promoting your Club’s Membership, Visitor and Group offers to a carefully-defined audience of golfers we are able to provide you with a stream of valuable leads.

By working together, it allows you to focus on simply work through the list of leads and convert them into revenue for your club. A much more effective use of your limited time.

How Caddie Marketing can help you


Looking to use your time more effectively? 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.

To find out more about how we can help your club, head to caddiemarketing.co.uk/how-we-help or get in touch by heading to caddiemarketing.co.uk/contact

Why your club should be using 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.

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/ 

Promote the value of your membership rather than the price

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 membership by offering race to the bottom deals. This has had negative affect on the profitability of the industry. 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 membership rather than the price.

With that in mind, we have put together some simple digital marketing techniques to help you attract new members without devaluing your club’s membership.

Create your own narrative

You know why your club is great, but how do you convince a potential customer why your membership package will be more valuable to them than similar offerings from your competition? Creating and controlling your club’s public narrative 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 membership

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 promote the value of being a member of your club. We strongly advise investing in high quality photography and video or using online social media tools such as Canva or Lumen 5 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 membership. 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 membership promotion is to show potential new members that your club offers them something your competitors can’t. By promoting by price, you are saying to golfers that they only thing that sets you apart is the price of your membership. When you promote the value, you show that your club offers them something worth paying for.

Many golf clubs use the condition of the course (best greens in Scotland, true links turf, tree lined fairways etc) as their main selling point. These terms are overused, often generally expected by golfers. A membership offer should include all areas of the club. Below are some of the areas you could choose to promote in order to show the value of your membership:

  • Availability of tee times
  • Your club’s food and beverage
  • Clubhouse Facilities
  • Access to Competitions
  • Reciprocal agreements with well known courses
  • Membership benefits
  • Discount at local gyms, spas, restaurants etc
  • Benefits for family members
  • Practice Facilities
  • Your Pro
  • Your Member Experience

It may also be worth speaking to new or existing members to gain a better understanding of the reasons why they chose your club instead of your competitors.

Ensure any communications has a welcoming, warm and positive tone

It is obviously essential to ensure that the language and tone of any your communications are positive and welcoming. You should also want to it show that you value someone choosing to be a member of your club. We have put a couple of good examples below

“We believe it’s our privilege that you have chosen us, not the other way around.” – Blairgowrie Golf Club

“More than a golf club it’s a lifestyle choice where it’s our privilege to serve.” – Archerfield Links

Member Testimonials

Your current members are essential to your club. They are the ones who will invest large sums of their own money into your product every year. Having them explain their decision and why they chose you over the competition, delivers the highest level of authenticity to your marketing message and the value of your membership. 

We strongly advise that you consider interviewing some of your members and allow them to share their testimony about being a member of your club. Make sure you select different types of members in order to show different perspectives. Below are some membership types you may wish to interview:

  • New Members – allows potential customers to gain an understanding of the welcome they received and how they have been integrated into the club
  • Existing Members – shows the long term value of being a member of your club
  • Existing Members who are part of specific Demographics you are looking to attract (age, gender etc) – they can speak the language of that demographic

Turning these interviews into a graphic or even better a video will allow you to share them on your social media channels, on the membership page of your website and even use it as part of your adverts and other marketing material.

By allowing prospective customers to hear directly from your members about their reason for joining and their experience at your club, they hear a relatable story that can also resonate with their golfing journey to becoming a member. It will also help them to gain an appreciation of the true value of being a member of your club.

By involving your members in your marketing you’re also telling them that you want them to be part of the club’s future and part of helping your club attract new members. This is something that most members will be happy to do and can have positive influence on your membership retention.

How Caddie Marketing can help you

Looking to promote the value of your club’s membership? 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/ 

Why Digital Marketing is better for your golf club than Print Marketing

For many years the only way for golf clubs to reach a large number of potential customers was through the use of print media. The emergence of digital marketing means that this is no longer the case. Despite this, golf clubs are still willing to invest significant amounts of money in a service that has numerous limitations and no clear return for the club itself.

We have outlined the reasons why we strongly believe every golf club should be utilising digital marketing to promote themselves.


Use your budget more efficiently

The average cost of a golf magazine advert is between £500-£1000. We know that for many golf clubs that is a substantial chunk of their budget. Locking that into a single campaign with no guarantee of a return for the club is a potentially risky option.

Advertising using digital marketing is a much cheaper option. This means you could invest exactly the same ad spend and allocate it into a number of different campaigns. For example, one of our clients recently used a similar amount of ad spend to promote two different membership packages and their society day package. 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

Many golf magazines have readership numbers in the tens of thousands. There is no doubt that this seems like a very impressive number. However, you are actually limiting yourself to a very niche section of the population. One of the other major limitations of using print media to promote your club is that there is no way to ensure your advert will be seen by your target market. Even advertising in a golf magazine only means your advert will be seen by people interested in golf. It does not guarantee that they are the correct demographic or based in a desired location.

By using digital marketing, you are not restricted to advertising to those who read a specific publication. 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

There is no clear way to measure how successful your ad has been when you use print media. They will be able to tell you how many magazines they sold. However, there is no way of them to know or measure how many people looked at your ad in particular.

Digital marketing 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

The reality of advertising using print media is that you are giving control of your campaign over to a company whose primary interest is to sell their product and the ad space within them. Whether your ad is successful is of little consequence to them. They will decide on how much you need to spend. They will decide when the magazines are produced and where they are distributed. They will decide what other adverts they put next to your ad. 

When you use digital marketing, 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, not making sure every space on a page is filled.

How Caddie Marketing can help you

Looking to make the switch from print to 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 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/

Putting Your Marketing Into Lockdown?

Lockdown has certainly been a difficult time for golf clubs. With a cloud of uncertainty about 2021 still hanging over golf clubs, it would be easy to think you need to press pause on your club’s marketing. We certainly have met some golf clubs who thought there was no benefit to marketing during this time. However, we strongly believe it is as essential to look after your marketing through lockdown as it is for your greenkeepers to look after your course.

Here are some reasons why continuing to promote your club through lockdown is important and how it can have enormous benefits for your club.

Nurture potential new customers

During this time, there will be golfers who will be considering becoming a member of a golf club or changing the club of which they are a member. Golf societies and visiting golfers will be looking for the perfect location for their away days later in the year. Using digital marketing during lockdown to promote your packages is an excellent way to nurture these potential customers. Consider creating regular content to demonstrate the different types of packages you offer, what is included in each, and the experience of being a member of your club or playing your course. This will help to generate interest and allow you to continue to nurture these potential customers until they are ready to make a booking or apply for membership.

Staying in the game

Retaining interest in your club is essential during lockdown. Marketing throughout this period will ensure you stay connected with your current audience. Lockdown has caused many other businesses to start utilising digital marketing and social media to promote themselves. It is important not to lose your voice amongst the increased noise.

The challenge is therefore to create engaging content while there is less going on at the club. Content such as a high quality photography or video, a social media competition or asking your pro to create short instructional videos are excellent ways to address this challenge. If this isn’t possible, then reposting some of your most popular content from during the season is another option.

However you choose to do it, keep it up. Being lost from sight is really not an option.

Build awareness and momentum for next season

The start of the new season is just around the corner. Use lockdown to engage with and build awareness of your club. This means that when you start to run your new season marketing campaigns people will already be conscious of you and your offers. It has been proven that customers are much more likely to buy from you if they are already familiar with your brand.

Continue to generate revenue

Lockdown has negatively affected golf club’s ability to bring in money from areas such as the clubhouse. Despite this there are still an opportunities for golf clubs to generate revenue. You could promote your membership packages or events later in the year such as society days and open competitions.

Regardless of the revenue stream you are looking to promote, we suggest that you consider using digital marketing to do so. It is far more cost effective than traditional marketing methods, such as print. Using a tool such as Facebook Ads will allow you to effectively reach and target your desired audience. It will also produce clear and measurable ROI to impress the finance committee. At a time when revenue generation can be a bit challenging,  we would suggest that these are important ideas to consider.

Example of the type of results one of our clients have achieved by continuing to promote their club during lockdown.

How Caddie Marketing can help you

Interested in continuing to promote your club during lockdown? 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/

Stay Connected With Your Membership Using A Private Facebook Group

Facebook is an integral part of the world we live in. It has allowed us to interact with people and businesses all over the world in a way that was previously impossible. For golf clubs, it has created a platform to promote themselves and share their news instantly and for free. However, some golf clubs have fallen into the trap of using their public Facebook page to share both external and internal communications. Not only does this cause that page to look messy, it also means that any internal issues or negative feedback is displayed to anyone who views this page, including potential new members or visiting golfers. 

A simple solution to this problem is to create a Private Facebook Group. Below we will explain what they are and how to properly manage them.

What are Private Facebook Groups?

Facebook Groups are pages on Facebook where people can connect and communicate about a shared interest, for example being a member of your golf club. As most people now have their own personal Facebook account, it is the best platform to house such a group. You can set up a group for the membership as a whole or create individual pages for different membership groups (female members, junior members, new members etc).These groups can be “Public” meaning anyone on Facebook can join and post on them, or “Private” meaning only selected people can join and post. We strongly advise that you set your golf club’s group as Private. This way you can ensure that it is only your club’s members who can see and post on the page.

Creating a Private Facebook Groups can have numerous benefits for the club including:

  • Create a safe space to communicate any relevant internal communications directly with your membership (dates and results of medals, updates from club council meetings, daily course updates etc)
  • Gives your members a direct line with the club to voice their opinions and concerns 
  • Can help with membership retention as members feel they are being listened to and more valued
  • Allows you to use the public Facebook page exclusively for external communications (high quality photography/video of course and facilities, dates of open competitions, relevant club news such as course closures and cancelled events)
  • Allows you to better control the public image of the club on Facebook

Below is a link to Facebook’s step by step guide to setting a group:

https://www.facebook.com/help/167970719931213?helpref=about_content&rdrhc


How to Properly Manage a Private Facebook Group

As we mentioned above, Private Facebook Groups can be an excellent communication tool and help you stay better connected with your membership. However, if they aren’t used correctly they can be hijacked by vocal members and end up becoming more of an issue than a benefit. We have put together a few ideas about how to properly manage your club’s Private Facebook Group:

Select the right type of person to act as Group Admin

The Group Admin is the person who is primarily responsible for posting content on the group page, accepting requests to join the group and monitoring what is being posted by others on the page. Selecting the right person to act as Group Admin will have a major impact on effectiveness of the group as a communication tool between the membership and the club. It is therefore essential that this person has certain skills including the following:

  • Good understanding of and passion for the golf club
  • Good understanding of using Facebook (posting content, managing Facebook groups)
  • Ability to communicate in a professional and appropriate manner
  • Ability to deal with negative comments and issues in a professional and appropriate manner

Being a Group Admin can be a very time consuming job, especially as the group becomes more popular. Often the responsibility for this role is given to the 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 as Group Admin, keep in mind that this person will be representing and communicating as the club. Pick the right person!

Establish Group Guidelines

It’s important to give your group some sort of direction on what types of conversation are encouraged or discouraged in order to maintain a thriving community. Creating some sort of behavior expectation is essential for creating a safe space in your community, but having a list of do’s and don’ts can feel intimidating and aggressive to new members. Establishing guidelines not only puts “rules” in a more positive light, but it allows members to take ownership of how they can influence and encourage great community behavior. An example of a guideline could be:

“We believe debate and disagreement are constructive, but personal attacks, trolling and abuse will not be tolerated”

It may be worth working with the group members when the group is first created to come up with a universally agreed upon list of these guidelines. These guidelines can then be pinned to the top of the group’s feed so they are visible for all members of the group to see.

Moderate Your Group

Moderating your group is vital to maintaining a healthy community. If you don’t offer some sort of control over the conversation, others will control it for you. Here are the basics of how to handle if someone breaks the rules or has an issue with another member of the group:

  • Delete any post that breaks the rules – Regardless of the reason it breaks the rules, remove the post as soon as you are aware of it. This will ensure that you maintain a safe environment for your members to enjoy.
  • Handle sensitive issues using a private message – If you delete someone’s post, follow up by sending them a private message to explain your reason for doing so. It may be the case that they didn’t realise they were breaking a rule. Be polite but firm. Make sure that they understand you are not trying to be mean or unreasonable, you are simply ensuring the proper use of the group. 

    Private messages are also an excellent way to resolve issues between members of the groups. It is definitely better to only deal with those involved than get into a public argument that anyone can get involved in.

How Caddie Marketing can help you

Interested in learning more about using Private Facebook Groups? 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/