Should You Use a Pinned Facebook Post to Promote Your Golf Club?

A pinned Facebook post is a status update that you manually select to stay at the top of your Timeline, meaning it will not slip down the Timeline as you continue to add other posts to your page. Many golf clubs use them as the primary way to promote their membership prices or visitor green fee deals on Facebook. Is this the best way to use Facebook to advertise these lucrative revenue streams? Read our thoughts below.

A Pinned Post is still just a Facebook Post

Using a pinned post is certainly an excellent way to display important information to anyone visiting your club’s Facebook page. However, as a marketing tool, they have a number of limitations. 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. You also have no way to measure how successfully your post is working as a marketing tool or target specific locations or demographics.

Pros and Cons of using Facebook Posts as marketing tool

What is a better alternative?

Facebook Ads are paid adverts that are created using Facebook’s Ad Manager and allow you to fully utilise Facebook as a marketing tool. 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. 

Pros and Cons of Facebook Ads

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.

Example of Results from Using Facebook Ads

Facebook Ads definitely require a much deeper technical knowledge. Planning campaigns, producing ad creative and managing your ads all requires 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 more about using Facebook Ads? 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/

Membership Retention

It is often said that it is cheaper to retain an existing customer than it is to acquire a new one. Despite this many golf clubs spend enormous amounts of time and effort on coming up with new and exciting ways to attract new members. Working out how to keep the members they already have is often an afterthought (when was the last time you heard of a Retention Secretary on golf club’s committee). 

Below we have put together some simple ways to ensure you retain the members you have and how to even use someone leaving your club to your advantage.

New Members

Retention starts from the moment someone becomes a member. However, many clubs are seeing a high turnover of members, particularly in the first 2-3 years of membership. New members may be no more critical than existing members but they also haven’t built up any loyalty to the club. They will have less reservations about taking their business elsewhere if their golfing experience is not as positive as it could be. Below we have put together some ideas to help you to integrate a new member into the club and retain them in the long term.

Meet the key people within the club

All potential members should have a meeting with the General Manager/Secretary. They should be shown around the club and give them the opportunity to ask any questions. If possible they should be introduced to the Club Pro and the relevant captain for their membership category.

There are also always existing members who are superb advocates of the club who would be ideal to help make new members feel welcome. Identify them, be sure they know who the new members are and encourage them to engage with the new members when they see them around.

Welcome Pack

All new members should get a comprehensive welcome pack which contains all the key elements to help then settle into the club. The pack should include the following:

  • Membership Card
  • Bag tag
  • Welcome letter from Club Manager/Secretary and/or Captain
  • Member Benefits sheet (discounts in proshop, free society membership for non golfing family members, discounted junior membership for family members)
  • Club information
    • Opening times
    • Newsletter
    • Competitions
    • Social calendar
    • Lessons
    • Pro shop
    • Guest prices
    • Bar menu
    • Reciprocal golf

Golf

It sounds obvious but golfers join a club to play golf.

Your existing members will know all about various competitions, how to find a game and interclub societies but a new member won’t. Don’t assume that they will find out for themselves, make it easy for them. Ask your pro to set them up with the right type of people or run new member competitions to help them meet fellow new members.

Communication

Creating communications specifically for new members is important and critical to helping them feel valued and part of the club. Sending out an email after an initial period of time to ensure they are settling into the club and that they do not have any issues is an excellent way to achieve this .If there are any major changes in the way the club operates, for example winter golf, it is important to communicate these with new members.

Running a new members survey towards the end of their first year is another option. Not only will it allow you to connect with your new members before the crucial membership renewal time, it will also give you a fresh perspective on your club.

Existing Members

One of the most common complaints by existing members is poor communication. The more often you communicate with your members, the more value they will see in their membership. The more you make them feel special, the more likely they are to talk about your golf club and act as an ambassador for you, which will assist your recruitment. Below are a few different ways to better communicate with your existing members:

  • Weekly email from General Manager or Secretary
  • Captain’s Update after council meetings
  • Member Forums
  • Set up a Private Facebook Page/Group for members only (See our blog on how to set and run these properly)
  • Invite members to meet with Head Greenkeeper and let him show and explain essential work on the course

Regardless of which method you choose to use, the important thing is to give your members the opportunity to voice their opinions and concerns and feel like they are being listened to. It is also essential to ensure that any regular communication is engaging and interesting. Don’t send out a communication just to waffle or you may lose interest.

As with new members, running an existing member survey is an excellent way to gain a better understanding of how satisfied your members are with how the club is operating. Hiring an external company to create and manage these surveys is the best option. They will be able to create a survey that is not influenced by internal politics or contains questions that are biased towards getting the answers the club wants to hear. This way you will ensure you receive a much truer reflection of the current mindset of the membership. There is a strong chance you will receive some negative feedback. Use it as an opportunity to improve the way the club is run. If your membership can see that you are listening to them, they are much more likely to stay.

Caddie Marketing Top Tip – Track your members

By using a system such as BRS, you can track your members and determine how well they are utilising their current membership package. If you discover someone is over or under utilising their membership, you should contact them and offer to change their membership package. If you don’t there is a chance they may decide to leave as they are not getting value for money from their current membership. For example, if Mr Smith has only played once a month but is currently signed up to a full membership, it may be worth contacting him and offering to move him to a more suitable membership package. This is an excellent way to show how much you value him as a member. It will also ensure you still receive some amount of membership revenue from him and reduce them chance of him leaving.

Exit survey/questionnaire

Members will leave golf clubs. That is just a fact. Some departures from golf clubs are a result of a change in personal circumstances. Others will leave because they can’t get a tee time, they aren’t happy with the condition of the course or they don’t feel valued. The key is knowing why in order to prevent it happening too regularly. If you know the reason why, there is always the opportunity to get them back. Creating a short questionnaire to send out to anyone who chooses to leave the club or does not renew their membership is an excellent way to gather this information. They may unearth an underlying issue you were not aware of or highlight a common reason for leaving. It will also help you make informed decisions about necessary changes to stop others from leaving for the same reason.

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.

5 Tips For Golf Club Email Marketing

Email Marketing

Like it or not, thanks to modern technology, social media and digital marketing techniques, it is easy for Golf Clubs to gather a bucket-load of consumer data from many online sources.

As a marketer, using this data wisely in a cross-channel marketing strategy can be invaluable to the success of your business. Consumer data allows you to understand your customers more than ever before.

Email marketing is a powerful vehicle for delivering your latest offers, events and news to golfers. By understanding and segmenting your data, you can target a specific audience with appropriate and relevant messaging. It is important to remember that your messaging should be relevant, valuable, and engaging.

But an average office worker receives 121 emails, and sends around 40 business emails per day. That means that you need to ensure that your email stands out in the inbox, and isn’t one of the many that are overlooked as irrelevant.

So here are some of our Top Tips to ensure that your email campaigns are effective and fruitful.

1) Clean your lists

Data cleanse

First and foremost, there is no point in spending time crafting and designing a beautiful email if it’s being sent out to the wrong audience… or no audience at all!

If you have fully complied with the recent GDPR ‘opt-in’ requirements, then your list should hopefully mostly contain high-value subscribers, who are directly interested in your golf club or course.

Ensure, however, to review your lists regularly to ensure that you remove outdated or duplicate records. You don’t want your precious mailing to end up in spam or junk folders at the end of the day!

2) Impactful Subject-Line

Email subject line

With 121 email received per day, your email needs to catch the eye of the reader to attract them to open your mailing.

Try to craft your subject line to include as much info as possible, as succinctly as possible. Try to tell golfers why they should open your email. Let them know your offering, and think about the tone of voice, is it brand-consistent?

The length of your email subject line may take you a bit of trial and error to find out which works best. With the increase in emails being opened on a mobile device, you should take that into account when writing your subject line. Campaign Monitor suggests that the optimum number of characters to ensure open-rate success across devices is between 50-70 characters.

Email campaigns should be continually analysed. Measure which emails have a successful open- and click-through rate, and try to figure out why, by comparing them to those with lower results. You could run an A/B test, including using different styles and lengths of subject lines, to see which one works best.

3) Tone of voice

Tone of voice

Bear in mind your club’s values when writing your emails. Try to keep your email content consistent with your brand. If your brand is portrayed across website and social channels in a serious manner, then stick with that in your emails. Don’t suddenly try to be comical or humorous. And vice versa, if your club is more light-hearted, then loosen up on your emails and don’t be too serious, remain consistent.

Alternatively, however, depending on your club, and audience, it may be possible to go slightly off-brand as a one-off weekly ‘Friday fun’ light-hearted email, for example. As long as there is no confusion with your brand, and you are sure that it won’t damage your club’s reputation in any way.

4) Provide value

Value content

The objective of your email should be to achieve a goal. That goal more likely than not will be to ‘click-through’ to your website. Give golfers just enough value content to grab their intrigue and attract them to click through to find out more.

Regardless of whether they click-through this one time, providing them with valuable and engaging content will remain with them and they will be more likely to open your future emails, increasing the likelihood that they will visit and play your course at some point.

Other methods of providing value and attracting a click-through may be to offer a discount or a free download.

Remember to provide links to your social channels too to ensure cross-channel engagement.

5) Creative Design

Email design

When you have crafted the content of your email, you need to make sure it looks great to increase impact. Around 68% of emails are opened on mobile devices, take that into account when designing your email and ensure that your design is responsive to make sure it looks great on smartphones and other devices.

Mailing providers like MailChimp provide lots of free modern, well-crafted templates which you can edit to suit your own brand. Use impactful visuals, hi-quality photography, or even professional looking animated GIFs to catch the eye.


We hope these Top Tips have been helpful. If you’d like to discuss how we can work with you to develop effective Email Marketing campaigns, or our other Creative services, get in touch.

10 Tips for a Successful Golf Club Facebook Page

Facebook Like

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

Facebook Business Page

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

Facebook Business Admin

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

Facebook cover

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’

Facebook 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.

Add Button Facebook

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

About information Facebook

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

Video photo post Facebook

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

social media content planner

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.”

Facebook schedule post

8) Allow fans to send you private messages

Facebook Messenger

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.

Facebook Messenger

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

Facebook comments engagement

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 boost

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 😉

5-Step Checklist to a Successful Golf Website [Infographic]

working-on-website-layout-negative-space-2

Are you developing a new website for your Club? Or want to make sure you have all the boxes ticked on your current website? Here are our 5 Top Tips for making sure your website is up to scratch.

If you’d prefer to leave it to the professionals, get in touch with us to arrange a FREE Digital Audit of your website and Social Media activity.

Website tips infographic

Social Media checklist for golf clubs ✅

social media tips

Using Social Media is a vital tool for golf clubs now, but are you using it effectively? Here’s some of our top tips to make sure you’re on the right tracks.

brand consistency
1. Brand Consistency

How many Social channels are you using? Facebook, Twitter, Instagram? To ensure brand awareness, make sure that your profile picture is the same across all channels. Don’t use a picture of your clubhouse as your profile picture on Facebook, and the 18th green on your Twitter profile… use your logo, badge or crest on all your channels.

plan content
2. Post regularly

Create a better following and increase your followers by posting regularly. Three times per week is good, once per day is awesome! Plan ahead.

video content
3. Use video

Posting videos can get you up to 3x more engagement than a standard post. A 30 secs video of someone teeing off in the medal, or putting out on the 18th is enough to get users’ attention.

engage
4. Be engaging

Get users’ involved in your posts, ask for feedback, or encourage discussion by providing talking points which generates comments and shares.

call to action
5. Call to action

Think about incorporating a call-to-action into every post. What do you want users to do? “Call the Pro now” to book a lesson or a tee time? “Email the clubhouse” to book a table for that lunch deal? Tell them what to do.