Some golf clubs are looking to attract more women golfers in order to address the imbalance in the membership demographic, while others see it as a potential market which is currently being overlooked. However, they often find targeting them specifically using traditional marketing methods difficult. Social media is by far the most effective way to do so. We explain below how to reach women golfers using digital marketing.

What is Paid Advertising?

Paid Advertising on social media is the most effective way for golf clubs to promote themselves and allows you to fully utilise the many marketing benefits that platforms such as Facebook and Instagram offer. As the name suggests, it differs from your standard ‘organic’ social media post, as it requires you to spend money to promote the campaign. However, you are in complete control of how much you decide to spend and the benefits for your club are enormous.

(Check out our past blog post on Paid Social Media Advertising for more information: caddiemarketing.co.uk/2021/02/17/what-is-paid-social-media-advertising)

How does it work?

Using Paid Advertising will allow you to run targeted campaigns in exchange for an amount of ad spend. When creating the ad, you will be asked to enter specific targeting information… for example, women, aged 20-55 who are interested in golf and live within 10 miles of your club. The social media algorithm will ensure that your adverts are delivered to people who match your defined audience.

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.

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 Advertising. We have listed a few of the more appropriate options for golf clubs:

• Location
• Age
• Income
• Marital Status
• Family Status
• Interests/Hobbies

For a full list of all the targeting options, click the link below: wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic 

How do I measure success?

When you develop paid ads, you will choose a ‘campaign objective’, which could be driving traffic to your website, or generating direct leads, amongst others. Success will depend on what objective you have chosen, and you will be able to monitor and view a multitude of metrics in order to ensure your campaign has been successful.