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.
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.
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.
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
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/
If you don’t already have a Facebook Business Page set up for your Golf Club, then you probably should. With nearly 2 Billion monthly active users, it’s well-advised to ensure your Club has a presence.
If you’ve set up a personal profile on Facebook, you’ll be familiar with using the platform, but setting up a Business Page comes with a completely different variety of issues to take into account.
Unlike a personal profile, you should be thinking with more a strategy in mind, it’s marketing your Club after all. You should be aiming to get likes, shares, and engagement in order to attract more ‘loyal fans’, also known as … potential customers. You should think twice about the images or videos you are posting, how do they reflect your Club? Are they high-quality, relevant, and interesting enough to represent your facility?
Getting started can be tricky, so we’ve compiled this list of Top Tips you can follow to ensure you create a page that is engaging, represents your Golf Club, and takes advantage of the tools Facebook has to offer.
1) Differentiate between Personal and Business Profiles
Don’t make the rookie error of setting up a Personal Profile for your Club. Aside from the fact it looks amateurish and unprofessional, you’ll be missing out on a whole raft of useful promotional tools, analytics reports, and advertising opportunities that Facebook for Business has to offer. Also, you know when someone has to request to be your friend on Facebook? You don’t want to put any roadblocks in the way of anyone connecting and engaging with your Page.
2) Assign reliable and trustworthy Admins
Your Club’s Business Page is an important marketing channel, don’t just allow anyone access to control the page. Review who really NEEDS access, or who would be of great benefit, and limit the admin rights to only those. The more people that have access, the more opportunities there are for PR disasters to occur. If an admin posts on Facebook late on a Saturday night without realising they are logged in as the admin of your Page, and not their own personal profile, it could very quickly get messy! If you have a team of admins, consider some social media training, or create guidelines and review them regularly.
To assign admins on your Page, click “Settings,” and “Page Roles.”
3) Logo & Cover Photo
Make sure to make your Page recognisable by using your main logo or Club badge as the profile picture. This profile pic will appear next to every post you make, so adjust it to make sure it’s of good enough quality that it can be read clearly.
Take advantage of the canvas that is your Cover Photo at the top of your page. This should be an appealing image or video that relates to your Club, but can also be used to advertise your latest offers or promotions. Your Profile Picture should remain constant to create brand consistency and recognition, but consider changing your Cover Photo regularly to freshen things up, maybe once a month, or once a season. Be sure to view your cover photo on a mobile device to check whether you need to readjust or crop it.
TIP: Facebook occasionally changes the dimensions of profile pics and cover photo, keep an eye on it and check here to find out the most up to date dimensions.
4) Add a ‘call-to-action’
You can now utilise the handy call-to-action function for a variety of tasks, including ‘watch video’, ‘book now’ or ‘sign up’. It’s a useful marketing tool for driving traffic to your website, or a page of your choosing, or increasing engagement through direct messaging.
You can add a call-to-action to your Page by clicking the blue “Add a Button” box.
You can then choose which CTA you’d like to use, or you can click on the drop-down arrow next to the button and select ‘view insights’ to get analytics on how the button is performing.
5) Complete your ‘About’ section
Don’t underestimate the importance of the ‘About’ section. It’s fun to add all your images and buttons, but the details in your ‘about’ section is invaluable for golfers to find out more about your Club and course.
Fill the section with us much information as you can, whilst being brief. That might seem like an oxymoron but it’s important to be clear about your Club, without boring the visitor to death. Be as complete as you can about your Club, your story, and your offers.
Adding information about your milestones and achievements gives golfers a feeling for your background and history.
6) Posting video and photos to your Timeline
As a Golf Business Page, you should try to include visual content as often as possible. Visual content like photos get much more engagement than a text-only post, and video content gets even more! Facebook loves you to post video as it keeps viewers on their site longer (allowing Facebook to sell more advertising).
Facebook Live is hugely popular now, and the statistics show that viewers will watch a Live video for three times longer than a standard video post. Use Facebook Live to engage with viewers and promote the culture and personality of your Golf Club.
7) Post frequency
There’s no magic solution to how often you should post, track your engagement and see what works. You should be as regular and consistent as possible, without being overly-present and annoying. Posting less regularly will mean that people will disengage with you, as you’re not taking your social strategy seriously.
Marketers will create a ‘content calendar’, planning a month, or more, in advance to ensure consistency and professionalism. There are plenty of free content calendar templates available online, find one that works for you.
Facebook allows you to schedule posts, which is extremely helpful. Once you have create your content calendar, you could write all of you 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. There are lots of social media software solutions out there, like Sprout Social, but you can schedule posts from directly within Facebook too. Just click the arrow next to the “Publish” button and click “Schedule Post.”
8) Allow fans to send you private messages
Facebook Messenger is a useful tool for allowing golfers to send you a direct private message, which is great for customer service, or queries. You can enable this feature through your page settings.
Make sure you only enable this feature if you are able to monitor your messages and respond in a timely manner however, as your response rate is shown to all visitors, and a poor response rate could reflect badly on your Club.
9) Engage with comments
The main reason for having a Facebook Business Page should be to ‘engage’ with your fans (remember… potential visitors/members). Be sure to view any comments on your posts, and engage with them in a suitable manner. You’ll get notifications for each comment made, which helps to keep you informed of what’s going on. If you regularly receive hundreds of comments, it’s probably wise not to get into liking or replying to every single one, but definitely keep an eye on the conversation to see if there’s any need for you to jump in.
10) Gain more fans by promoting your page or post
Facebook makes money through advertising, that’s how it works, so in exchange for an advertising fee, you have the option to Promote your page to a particular demographic. You may think, “why would I pay when Facebook is free to use?”, well Facebook cleverly doesn’t show your posts to everyone, it only pushes it to less than 10% of your followers timelines, unless you pay to promote it. The good news, however, is that Facebook’s algorithms are incredible, and in exchange for a little bit of cash, you can push your page, or post, to an accurately targeted audience, based on their behaviours and likes, meaning you are much more likely to gain ‘high-value’ followers, i.e. fans who are actually interested in golf… rather than your friend’s mum!
You can easily ‘Create an ad’ from your page, and follow the Facebook options based on what your objectives are.
After choosing your objective, you can select your target audience, your daily budget, and much more. Make sure to use visual imagery which is eye-catching, appealing and relevant to your Club or audience.
We hope you found this guide helpful. If you’d like to find out more about how we can work with you to design and build your social media pages, and promote your Golf Club through digital marketing strategies, get in touch.
Until then, Happy Facebooking 😉