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/

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/

Choosing the Perfect Partner

Setting up, running and analysing a successful marketing campaign is a time consuming job. In order to ensure this important task is properly looked after, some golf clubs are looking for external help with their marketing. However, in the same way as picking the right golfing partner will affect your enjoyment, picking the right marketing partner can affect the success of your campaigns. We have listed a few key considerations to think about when choosing who to work with.

Industry Experience


First and foremost, it is essential to find a partner who has a strong understanding of your business. Having proven experience resolving similar issues to your own is also important. It may be that your local marketing agency is therefore not your best option. Choosing instead to work with a marketing agency with specific knowledge of the golf industry will not only guarantee they have the skills and experience mentioned above. They will also have the ability to create content that appeals to golfers, speak your business’ language and understand the nuisances of working with a golf club’s management structure.

Results and ROI

The financial pressure on golf clubs is greater than it has ever been. The need to make sound investments is imperative. It is therefore essential that whoever you choose to work with can provide evidence of their results and more importantly the potential return on investment for your club. 

Market Penetration

It can be easy to think that the best option for your club is to follow the crowd and work with the same partner. Some of these companies will be able to display a long list of other golf clubs they work with. Others will be able to boast a large number of readers or online followers. These may appear appealing to you. Be careful!

Your golf club may be lost amongst the crowd or have your voice drowned out by bigger and better known competitors. Before choosing your partner, make sure they are able to give your club and your promotions the care and attention that they deserve.

How Caddie Marketing Can Help

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/

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. 

Selecting the Best Marketing Method for Your Campaign

As we start a new year,  many golf clubs will be turning their attention towards running marketing campaigns for their 2021 membership packages. Selecting the best marketing method is an enormous factor in their success. With that in mind we have put together a guide to the three most common types of marketing used by golf clubs, Print, Facebook Posts and Facebook Ads, to help you decide which is most suitable for your club.

Print

For a number of years, print marketing has been the most common choice for golf clubs when it came to promoting their membership options. Putting an advert in a publication that is likely to be read by the type of people you are trying to attract appears to be a sensible decision. However, the reality is very different. Print is by far the most expensive option in this guide. Most adverts cost between £500-£1000. With no way to measure the success of your specific ad, it is impossible for golf clubs to work out if this is money well spent. Another issue with using print is the lack of control golf clubs have when it comes to their promotion. The publication 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. 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.

Facebook Posts

The emergence of social media networks, in particular Facebook, has offered golf clubs a new way to promote their membership packages. Posting on Facebook offers golf clubs a free and easy to use in house marketing platform that has the potential to reach significant numbers of golfers. This seems like a very appealing option. However, the reality is that using Facebook posts as a marketing tool comes with a number of limitations. Despite the large numbers of people using Facebook, a standard Facebook post will only appear on the news feed of around 6% of the people who like your page – only around 100-200 people for most golf clubs. You also have no control about 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. As with print, you also have no way to measure how successfully your post is working as a marketing tool or target specific locations or demographics

Facebook Ads

Facebook Ads are paid adverts that are created using Facebook’s Ad Manager and allow you to fully utilise Facebook as a marketing tool. They are by far the least commonly used option of the three. Facebook Ads will appear on people’s Facebook news feed just as Facebook Posts. However, Facebook Ads are not limited to just people who like your page. They are able to reach anyone with a Facebook account. 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. 

Although there is a cost involved in running Facebook Ads, 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. Facebook Ads also give you a large amount of data which will allow you to accurately calculate the ROI for your ad. Of the three options, they definitely require the most time and technical knowledge of tools such Facebook Ad Manager. However, the enormous benefits they offer you make spending the time to educate yourself or choosing to work with a digital marketing agency a very worthwhile investment.

Your Club’s Letter to Santa

By now we are sure you have already posted your list of presents to the North Pole and hoping that you were on Santa’s good list. What if your club could write it’s own Christmas wish list? What sort of “presents” would it ask for? We have put together a list of what we believe would be the most requested “gifts“ for Christmas and the year ahead.

Increased Membership

This has been the number one gift for most clubs in the past and is likely to remain in that position for many years to come. Having a steady stream of membership leads and the revenue they generate is the goal of almost every club.

Visitor/Society Days Bookings

After membership, Visitor and Society Day bookings is often the secondary revenue stream for many clubs . For those clubs who have reached their constitutional membership limits it may be their primary focus. Much like a Christmas hamper, visitor and society days bookings are the gift that keeps giving. Not only do they generate revenue through green fees, these types of customers are far more likely to spend money in other areas of the club such as the pro shop and clubhouse.

Increased Awareness

There are many clubs who would simply like their club to be more well known within the golfing community. They can already offer a similar customer experience and have the same high quality facilities as their more well known competitors. Their hope will be that by increasing their awareness they will make themselves a more attractive option for golfers looking for membership or to book society days. Some will also be hoping to use this increased awareness to break into the lucrative overseas visitor market.

Promote Other Areas of the Club


Golf clubs are not just their course. Areas such as food and beverage, event space in the clubhouse or lessons with your pro can all be significant revenue streams. Although they may not at the top of many club’s Christmas lists, the income they provide can be the perfect stocking filler alongside the more lucrative revenue generators.

How Caddie Marketing Can Help

Just like Santa elves, we will work tirelessly to ensure your club receives the presents it asked for. 

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/