Page 26 - GBC winter issue ENG 2019

Step 2: Lead Generation
Next, we need to re-target all the viewers from step 1 and gauge their actual interest in your facility. We typically do this by offering something of value for free or extremely low cost in exchange for getting the customer’s email, name, number, etc. This could be as simple as having them enter a contest for a giveaway, download a special restaurant offer, or claim a unique discount to use on their next round of golf.
You can also use what we call “lead magnets” such as a free video training series or e-book, i.e. “How to drive like Tiger: The 3-step prov- en process to increasing drive distance and accuracy - Brought to you by {Insert your club name}” These kinds of lead magnets cost nothing to deliver but provide massive value and are extremely easy to create. We’ve used what we call “viral social media contests” at this stage to generate over 1,000 new local golfer email leads per week for less than $250.
Our goal here is to come up with something of value and exchange it for the customer’s information. Ultimately, this will help us build a database of local golfers we can sell to later. It’s
extremely important we “own” our prospects and take the social engagement of ine ASAP. Once we have their information, it’s easy to follow up via email, phone, Face- book messenger, LinkedIn, etc.
Step 3: Sales/Conversion Campaign
Finally, where it all comes together, the sales/conversion campaign! This is intended to convert all the attention and leads we generated in steps 1 and 2 into dollars.
Now that we have gained massive attention in step 1, identi- ed our engaged audience members and generated leads in step 2, we can move on to step 3, and start selling! This is where we promote “direct calls to action” including membership offers, online tee-time reservations, venue and event bookings, tournaments, and more to our quali ed leads. It is impor- tant to remember that this entire funnel can be built for existing customers as well to keep them engaged and keep them buying.
Above are some examples of successful ads we have run for this stage in the funnel. Note: we make the most of multiple ad types, including photo, video, carousels, etc. We also test all kinds of offers, headlines, and text, never just one single ad.
NOW IS THE TIME
To succeed in this ever-evolving industry, it’s crucial to learn how to attract, engage, and sell to millennials. No matter the strategy, social media is clearly the medium through which to achieve that goal.
There’s a lot of information out there, a lot of strategies, tactics, and “hacks” but there’s only one thing that matters...that you take action now and start. The longer you wait, the smaller the window gets. Don’t let your competition get there rst. Right now, there exists a great opportunity to market your golf course to a massive untapped audi- ence with little competition using effective social media. This oppor- tunity will not last forever, once competition pours in, it will get more expansive, and more dif cult to stand out.
Golf Business Canada
26 Golf Business Canada