Promote the value of your visitor experience 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 visitor green fees 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 visitor experience 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 visitor green fee.

Create your own narrative

You know why your club is great, but how do you convince a potential customer why your visitor green fee 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 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 promote the value of your visitor experience. 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 visitor experience. 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 golfers 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 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 membership:

  • Availability of tee times
  • Your club’s food and beverage
  • Clubhouse Facilities
  • Condition of the course
  • History of your course
  • Well known golfers/celebrities who have played your course
  • Prestigious events hosted by your course
  • Quality hire and rental equipment
  • Practice Facilities

It may also be worth speaking to new or existing visitors to gain a better understanding of the reasons why they chose to play your course 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 play your course. 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

Visitor Testimonials

Your current visitors are essential to your club. 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 visitor experience. 

We strongly advise that you consider asking your visitors to share their testimony about playing your course. Make sure you select different types of people in order to show different perspectives. Below are some membership types you may wish to interview

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

By allowing prospective customers to hear directly from other golfers about their reason for playing your course 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 your visitor experience.

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:  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!

Our Targeted Advertising Service has helped our clients fill their competition tee sheet in as little as a week!

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

What is Paid Social Media Advertising

Paid Social Media Advertising is one of the most effective and powerful marketing tools in the world. Despite this, it is seriously underutilised by golf clubs. Our research has shown that less than 3% of golf clubs in Scotland are currently using Paid Social Media Advertising. Below we have put together a list of the benefits your club could enjoy by promoting your club using Paid Social Media Advertising.

“I thought using social media was free?”

Posting on your club’s social media channels is definitely free. However, if you are looking to fully utilise a platform such as Facebook as a marketing tool; Money Talks! 

Your standard free posts are an excellent way to tell the story of your club and stay connected with your membership but as a marketing tool they have a number of limitations.

Below is a link to our recent blog where we explored the differences between Paid Social Media Advertising and Free Social Media Posts

caddiemarketing.co.uk/2021/01/25/what-is-the-best-way-to-promote-my-club-on-facebook/

What is Paid Social Media Advertising?

As the name suggests, Paid Social Media Advertising involves investing an amount of money into creating an advert that will appear on a social media platform, such as Facebook and Instagram. This will allow fully utilise the marketing capabilities of these platforms. It will also give you the ability to reach a higher number of people compared to a standard social media post and even target specific demographics. The amount of money you invest will determine how many people you reach and the general success of your ad campaign.

What are the benefits of using Paid Social Media Advertising?

Paid Social Media Advertising is the most effective and powerful way for golf clubs to promote valuable revenue sources such as membership, society days and visitor green fees. They also offer a number of benefits compared to more traditional marketing methods, such as print. 

Below we have listed some of those benefits:

Use your budget more efficiently

Marketing has historically been very expensive. Using Paid Social Media Advertising is a much cheaper option. It can allow you to invest exactly the same ad spend for one print advertising campaign and allocate it into a number of different campaigns. For example, one of our clients recently was able to promote two different membership packages and their society day package for the price of one print ad campaign. This is clearly a much more efficient use of your budget and could have enormous benefits in terms of revenue generation and ROI.

Reach your target market

By using Paid Social Media Advertising, you are not restricted to advertising to those who read a specific publication or those who like your club’s social media page. Using Facebook Ads for example, gives you the opportunity to reach anyone with a Facebook account. Even better, you can also target the exact type of person you want to see your ad. You can choose to target people based on a wide variety of identifiers including age, gender, location and their interests and hobbies.

Measure the success of your promotions

Paid Social Media Advertising makes it very easy for you to see the performance of your campaign. You will be able to see information about the number of people who have seen your ad and the number of people who have clicked on it. You will also be able to see the demographic and location of the people who have engaged with your ad. All of this information will allow you to make decisions about how you run ads in the future. It will also help you to work out your ROI, something that is not possible by using print media.

Take full control of your promotions

In the past, you were forced to give control over to whichever publication you chose to advertise in. When you use Paid Social Media Advertising, you are in control. You decide how much you want to spend. You decide who you want to see your ad. You decide how long to run your ad for. Whether you choose to run the ads yourselves or work with a digital marketing agency, the focus will be on running successful campaigns for your club, not filling space in a magazine or on a website.

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

The Importance of Regular Social Media Content

Social Media has created a platform for golf clubs to promote themselves and share their news instantly and for free. It has given them the opportunity to stay better connected with their membership and reach a large pool of potential new customers. However, without a stream of regular content it is very difficult to get their attention.

Below we have outlined why it is important to post regularly on these channels and the benefits for your club from doing so.

Why do I need to post regularly?

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 a good first impression

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.  Content such as high quality photographs or videos of your course or facilities are excellent ways to both portray a high quality golf facility and capture people’s attention.

Tell your club’s story in your own words

Creating regular content is an excellent way to tell the story of your club in the way you want it to be told. Whether you are sharing your key messages, introducing key people within your club or exploring your club’s history, social media gives you the opportunity to share this for free with a worldwide audience.

Connect with new customers and partners

As we mentioned above, the number of people on social media is enormous. By posting regular high quality social media content gives the best chance to connect with these potential new members or visitors. There is also an opportunity to connect with potential partners who are also using social media to promote their own businesses such as tour operators, accommodation providers and national golf organisations.

Quality and Quantity

As much as it is clearly important to post regularly on social media, it also important to make sure that the content your produce is of the necessary quality in order to catch the attention of golfers and to portray the quality of your club and golfing experience. Below are a few ideas to help you create the right type of content:

  • Use high quality photo or video
  • Use well designed and eye catching designs or templates
  • Don’t overload images with text
  • Avoid posting internal communications (medal results, course updates etc) on public pages

Our Social Media Management Service

At Caddie Marketing, we are well aware that it can be difficult for golf clubs to find someone within the club who has the time, experience and expertise to not only post regularly but also to ensure that the content is of high enough quality.

Our Social Media Management service ensures that your club’s social media accounts are properly managed. We will work with you to ensure your club’s story and key messages are shared effectively and regularly on social media.

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

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

How We Successfully Promote Your Open Competitions

As with most events, the success of your open competition is greatly influenced by the marketing and promotion you put behind it. Using our Targeted Advertising service, our clients have been able to effectively fill their competition tee sheets, sometimes in as little as week.

Read on to discover how we successfully promote your open competitions using digital marketing.

How We Help Your Club

Using a digital marketing method known as Paid Social Media Advertising will we run targeted advertising campaigns.

As part of creating the ad, we will enter the specific targeting information of the people you would like to see your promotion (for example, people aged 20-55 who have an interest in golf and live within 20 miles of your club). 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 by promoting your open competitions 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 

Get in Touch

Looking to promote your open competitions 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/

3 Ways to Improve Your Social Media Engagement

social media tips

Have you noticed that some posts garner tons of engagement while others barely get a ‘thumbs up’? Read up on our tips to help improve your posts and social media presence!

Create Eye Catching Content

Social media is a highly visual marketing method! Having the ability to create content that will stop people scrolling and start engaging in your post is essential. Investing in a bank of high quality photography and video is one of the best way to make sure your posts stand out. Don’t have a photographer handy? No problem. A newer smartphone will do the job, just make sure the photo is of good quality, not blurry and relevant to your post.

Focus more on your story and less on the ‘Sell’

Of course, you want engagement to ultimately translate into more money for your business, but focusing only on profits can be a turn-off for your customers. Spend time sharing more personal stories about your golf club. Talk about your history, the people who make your club great and share testimonials from those who have played your course. This will help to build a better digital bond between you and your customers.

Don’t Limit Your Reach

When was the last time your club posted on social media? Now is the time! Research has shown that at least 3 posts a week are required to keep your audience’s attention. Without regular high quality content it can be easy for your voice on social media to drowned out amongst the numerous other posts that are published daily.

Utilising the different social media channels available is another excellent way to expand your social media reach. Selecting the correct channels to use will help you reach different demographic and help promote your club to a much wider audience.

How Caddie Marketing can help you

Interested in learning more about how to get more engagement on 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

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

Create A Strong First Impression Using Social Media

If a potential new customer was visiting your club, you would do everything to make sure their first impression is extremely positive. You should have the same intention when posting content on your club’s social media.

Below are a couple of simple ways to ensure that you are creating a strong impression on your social media pages.

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

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 friends 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)

Post regularly

There can be nothing more off putting for potential new customers than seeing out of date posts on your social media. Research has shown that it requires at least 3 posts per week in order to keep your audience engaged.

Facebook and social media tools such as Hootsuite allow you to schedule posts for future dates and times. 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.

How Caddie Marketing can help you

Interested in learning more about how to use your club’s social media to create a strong first impression? 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

Reach Women Golfers Using Digital Marketing

Many golf clubs are looking to attract more women golfers in order to address the imbalance in the demographic of their membership. However they 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 how to reach women 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, women, aged 20-55 who have an interest in golf and live with 10 miles of your club). 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 gender, 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:

  • Location
  • 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 more women golfers 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/

New Client Announcement

We are proud and delighted to welcome South Essex Golf Club as our new client

️We are excited about the opportunity to work with this forward thinking and highly regarded club and help them achieve their goals through the use of our digital marketing services

Interested in finding out how we can help your club? Get in touch ⬇️

www.caddiemarketing.co.uk/contact

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/