Page 24 - GBC winter issue ENG 2019

Social Media Sales Funnel
On social media, each stage of the sales funnel represents a social media ad campaign driving traffic to different pieces of content, webpages, and offers.
Golf clubs have found it easy to identify millennials and the obvious need to market to them, but in practice have found it much more dif cult to attract and engage them. That’s where social media comes in.
ATTRACTING MILLENNIALS
TO YOUR FACILITY
Social media works better than any other marketing system or plat- form you’ve likely experienced to attract millennials to your facility. According to EMarketer over 90% of all millennials actively use social media on a daily basis. Not only are they using social media, they are also spending a massive amount of time on it. According to Statista.com millennials are spend- ing around 3 hours and 13 minutes per day on average using social media, or in other words 1174 hours each year!
In addition to boasting a massive user base of millennials, social media is also exponentially cheaper than nearly every other advertising medium. With the cost to reach 1000 people averaging about $2.50 compared to print marketing which averages $57 per 1000 people reached.
Social media is also in nitely scalable, allowing you to test an in nite number of campaigns, targeting options, and ad creatives
at the same time. Lastly, every bit of information is 100% trackable, allowing for invaluable customer insights, powerful re-targeting campaigns, and a more bespoke consumer experience overall. Allowing you to target the right person, at the right time, with the right offer, speci cally for them!
ORGANIC VS PAID SOCIAL MEDIA MARKETING
There are two main components of social media: organic media and paid media. You absolutely need to leverage both to get results, and if you’re going to only leverage one or the other, I would skew heavily towards paid media/advertising.
Paid Social Media (Ads): This is what most people would call advertising. This is essentially paying to display content (ads) to a carefully targeted group of poten- tial customers. Every social media platform also has an advertising system such as Facebook’s Ad Manager. These systems are designed to allow advertisers (businesses and agencies) to run advertisements to the user base of the platform. For example, Face- book’s Ad Manager allows you to create, run, and manage ads to users on Facebook and Instagram (Instagram is owned by Facebook). Paid advertising is the single most
effective way to attract new customers in a repeatable and predictable manner. The role of paid social media advertising is simple, get your customer’s atten- tion, engage them with something of value, and convert them into a sale. This is done with a series of ad campaigns, which are designed to promote a speci c objective such as selling memberships, or tickets to an upcoming event.
Organic Social Media: This is what most of you are probably already doing, and the extent of most businesses’ social media efforts. Organic social media is simply the creation and sharing (posting) of content on your social media pages. As well as the ongo- ing management of your audi- ence, i.e. responding to comments or direct messages, and engaging with another users’ content.
This is an important part of a well-rounded social media strategy because this is where 99% of customerswillgooncetheydiscov- er your club. They might nd you because of an ad, but before they end up opening their wallet, they are going to do their due diligence. For millennial consumers and golf- ers, this means they are going to check out your social media pages. So what exactly will they be looking for here?
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Golf Business Canada