If you run a golf course and want it to be as successful as possible, it’s essential to know that implementing a solid marketing plan will play an integral role in helping you realize your objective. Unfortunately, many golf course business owners overlook the central role that effective advertising plays in improving their public image, enhancing conversion rates, and building brand ambassadors.
Five Challenges The Golf Course Industry Faces
Before you start thinking about effectively marketing the services and amenities provided at your golf course, you must consider the primary challenges within your industry. Here are some of them:
1. Competition
Typically, consumers will have more than one golf course to choose from. Since this is the case, you must take strides toward making your company the most appealing and attractive to potential consumers. This means that doing substantive research on your primary competitors is mandatory. Some strategies you can implement to ensure you know your competition include reading their website, analyzing their brochures, and periodically visiting their property.
2. Location
Location can significantly prevent potential consumers from visiting your golf course regularly. With this reality in mind, it’s essential to improve a prospect’s likelihood of seeing your property by ensuring they can access a wide range of incredible services and amenities when they arrive. In addition, when you get into the habit of consistently creating exciting, fun, or otherwise fulfilling experiences and learn how to effectively advertise access to these experiences, you’re much more likely to win new business.
3. Pricing Expectations
Another challenge individuals in the golf course industry tend to experience is pricing expectations. While you may think a specific rate is reasonable, the public may find it outlandish or too pricey. With this reality in mind, it’s essential to research and determines the average going rates for golf courses that provide the specific services and set you to do.
4. Time
The golf course experience turns off many potential customers because they perceive it as too time-consuming. Does your golf course require players to participate in the traditional 9 or 18 holes? If so, you may consider allowing them to pay by the hole.
5. Marketing Myths
One final challenge that can prevent your golf course company from doing well is exposure to various marketing myths. Although this realm is complex and often convoluted, the advertising issue can be simplified with the adage: Do what works. When you find that specific marketing strategies are not yielding results, abandon them and try something new until you notice a consistent, substantive increase in your conversion rates.
While no one set of marketing strategies will work for everyone, several advertising myths will doom almost anyone to failure and setbacks. Some legends include the idea that you need to market to everyone, and blog posts and web articles are no longer necessary in video production. Avoid these myths at all costs as you put your marketing campaign together.
7 Marketing Ideas For This Industry
Now that you’re familiar with various challenges within the golf course industry, it’s time to focus on marketing strategies you can use to increase sales. Along with having a great golf course website, and optimizing it for local Google SEO, here are seven additional marketing strategies for your golf course:
1. Video Production
Video production and drone videos are beautiful ways to appeal to your consumers. While blog posts and web articles are still effective ways to communicate your brand’s value to consumers, videos are just as and often more productive. This is the case because it is easier to absorb information in video format, and this type of advertising can make people feel as if they are being entertained rather than having to actively skim through paragraphs of data to see what is being offered.
2. Social Media Optimization (SMO)
If you’re serious about increasing your golf course’s sales, immediately hop on the social media bandwagon. Millions of people use channels like Facebook and Twitter to communicate with people, learn about new products, make purchases, etc. As such, you should start connecting with members of your target market through these venues asap. A Twitter poll is an excellent SMO technique that might work wonders for your brand. The Twitter poll can include various general questions about golf or your course. You can use this as a research method to learn what types of services, amenities, and products members of your target market are seeking when they come out to play.
3. Content Marketing Optimization
It’s no big secret that content marketing is still a central component of online advertising. Yet not all golf course business owners have taken the time to analyze and optimize their content. Yet you should. Doing so can make the difference between average and exceptional conversion rates. When you get into the content optimization process, consider adding images and using textual elements such as headers and bullet points to increase readability.
4. Direct Mail Marketing
Direct mail marketing is an “old-fashioned” advertising mechanism that works wonders in the modern world. This is because receiving information directly through the mail is a much more personal, engaging way to interact with a brand than a television commercial. With this reality in mind, think of sending prospects postcards, holiday greetings, brochures, and other printed material via mail.
5. Retarget Old Customers
Sometimes golf course business owners lose touch with old customers. In some cases, these individuals move away or stop opening their emails. Irrespective of the cause for losing touch, exploring these old relationships is essential to determine whether the customer is still interested in your golf course. You can set up a remarketing campaign through Facebook’s Ad Network or Google to get started.
6. Promote Your Gift Card Offerings
Gift cards are an incredibly effective advertising tool. These can be given out for various occasions, including employee appreciation, retirement, graduations, holidays, and birthdays. With this reality in mind, think of giving your customers gentle reminders that a gift card would be a perfect gift. Remember that the individuals who use the cards may eventually become your most loyal customers!
7. Brand Ambassador Marketing
In addition to building your client base, advertising is designed to turn your existing clients into individuals who will enthusiastically share your brand with others. This is what brand ambassador marketing is all about. Because word-of-mouth advertising is still the most potent form available, implementing strategies to encourage your current customers to share your golf course with others is essential. You can get the ball rolling in many ways, including offering incentive packages. These packages can offer 15% off your next round of golf when you sign a friend or family member up for a trial membership.
Conclusion
Once you realize that you want your golf course to become an increasingly competitive force, it’s time to optimize your marketing efforts. Utilize some or all of the advertising strategies outlined above to get on the road to increasing sales soon!