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message, although you can often tie a custom message into the content. For example: On our article on places to play in Scotland you might end by adding the line, “and if flying all the way to Glasgow seems like a bit too much trouble this weekend the weather looks great and we have some great tee times available.”
It is also a way to build relation- ships and community, so people feel loyal to you and your club, dramatically increasing retention and income. It keeps you top of mind all year long especially in the off-season. You want your club to become an extension of their everyday life. Just like reading the morning paper they should look forward to the content you will be providing to them.
In addition, it is a way to drive sales in every department without traditional “hard sell” tactics. For example: The study on golfers living longer also said better golfers live even longer. This obviously would be a great place to mention lessons in a very favorable light. Running articles on the value of business golf provides you with an excellent opportunity to causally interject your membership offer. Articles on the amazing benefits of golf for children can help drive summer camp revenue. Articles on how golf helps fend off mental aging could attract seniors.
“The study on golfers living longer also said better golfers live even longer. This obviously would be a great place to mention lessons in a very favorable light.“
A final benefit of content marketing is a big boost to your Google rankings as Google loves fresh content above all else. Higher rankings means more traffic to your website. When it comes to content marketing remember these three keys:
Engage, educate, and entertain. If you do that you will be in a position of trust to also sell!
TO DO LIST
You can do your part to change golf’s negative story to a positive one and profit all the way to the bank:
1. Resolve to publish one positive article, video or picture a week on all
your social channels on why you love golf and the many benefits it
provides to players.
2. Reselling and educating your existing customers is just as important
maybe even more so than your future customers. It fuels retention
and growth.
3. Ask your readers and viewers to be part of the solution to spread the
word on their social media when you make a positive post.
4. Ask your customers for their stories. Who introduced them to golf? What has golf done for them? Why do they think it’s the best game
ever? Ask the right questions and you will get the right answers.
5. Solicit testimonials from every new student and player as to why they took up the game? What do they like about it? Why would they recommend it to others? A short quote and an iPhone picture is all
you need to take these individual stories to the world.
6. Seek out positive stories to share with your local media, children helped through golf, love found through golf, job gained through golf, etc. These stories are all around so train your staff to seek them
out!
7. Whatever you do as an article you can also turn into a video and
reach a whole new market. It doesn’t have to be Hollywood quality.
TELL THE RIGHT STORY
Remember, in today’s world content marketing is king, he with the best stories rules. Make sure your club tells the right story about golf, on a consistent basis and the rest will take care of itself. When you change the story, you change the results. Golf is the best game ever so spread the word!
Golf Business Canada
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Golf Business Canada