64 BUSINESS Time to be a social golfer
Marketing expert Peter Wilkinson, of Panther Interactive Marketing Ltd, explains ‘How social media can leverage your golf marketing’.
S
OCIAL media allows a product or service to reach out to a larger set of potential consumers. Top social media sites are frequented by millions of users each day. If a piece of content,
which is for promoting a certain product, is posted on any of these sites, it is likely to be viewed by a good number of users, some of whom may decide to purchase it. But the process isn’t as linear as it sounds. Tere are so many ‘ifs’ and ‘buts’
on which the marketing plan may have to hinge. Tat’s when strategising the marketing effort is important.
Acknowledging social media An immaculate social media marketing strategy for golf requires a fair amount of understanding of both the golf industry and social media. Let us start with the fact that there is a plethora of social media sites. Not
all of them possess the same amount of exposure though. Top sites, used as marketing platforms, are mainly Facebook, LinkedIn, Twitter, Reddit, StumbleUpon, Youtube etc, and these are very good, but there are many niche sites too. Te niche sites may offer a far greater degree of relevance and focus for the social media marketing strategies.
Basic social media strategies Use of following basic steps could help many golf focused businesses: • Develop your social brand footprint on your profiles and pages across the major social networks such as Facebook, LinkedIn, Youtube, Twitter etc, as well as your niche social sites. • Focus on getting connected with users by making them friends (Facebook) or following (Twitter) them. • Ensure that you make regular updates of your page’s status along with publishing and sharing engaging content. • Start discussions and interactions with users. Most importantly, businesses need to have a dedicated blog that is integrated with social media. Write useful posts, upload interesting and engaging content. Due to the blog integration with social media, this content will syndicate to all your social media connections who will be able to read and respond.
Understanding varying patterns of
businesses and their marketing DNA Grass and turf growers, golf course architects or golf equipment manufacturers sell their services directly to the golf courses. However, golf clubs see potential members at the receiving end of their marketing campaigns. Basic social media strategies, which are discussed above, hold for both types. But the latter type will put emphasis on interaction while the former type will find innovation important. Te truth is, being innovative has some limitations; one just
couldn’t invent something new every single day. Tis is why it’s wise for businesses to work on ideas that appear new but at the same time fit with existing marketing frameworks. Social media strategy and content strategy are key here. Tis is a social media strategy and planning skill that will ensure the creative marketing juices flow through the whole social media marketing and marketing mix in a cohesive manner. Te most important issue is that the unique social brand footprint and marketing DNA is maintained.
Using effective strategies Here are a few examples of innovative ideas and ways of doing things that may help you with your social media strategies: Te correct process: Listen hard and research thoroughly using all the social media
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listening and research tools. • Plan a robust social media marketing strategy that integrates into your marketing mix. • Start simple with some quick wins. • Keep listening and adjust your plans and actions. • Develop mobile social media and more advanced strategy.
Use interesting and topical content • For example: Te demand for using renewable energy sources is increasing day by day. Carbon is used as a raw material composite in golf. Other than these, the turf care centre’s maintenance, use of petrol and diesel for delivery trucks, electricity for irrigation pumps and packaging by plastic can result in carbon emission. Your brand page could encourage use of sustainable resources and explain how you have done this. Such a claim would impress potential clients. Tere is immense potential for developing a theme inside of a social media strategy here.
Choose the right social spaces • How could a company who manufactures roller or wing finishing mowers strike its prospective clients? Te lay marketer may give the suggestion to upload a picture of a grassy field on Flickr. But this wouldn’t be useful when a prospective client is a golf club. Instead, point-wise detailing of the features the product has, would be of help. Flickr is not a suitable platform for that. Tus, selecting the right combination of social platforms for the right kind of promotion and message is crucial.
Develop your own tools and spaces • Develop a fan page integrated into your website (for example: http://
www.facebook.com/SocialMediaGolf) • Have a dedicated landing page with some clever work using (Facebook Mark Up Language) FBML or iFrame. • Chat with your members using social media newsletters – these are really cool newsletters and step you outside of the old boring flat email or snail mail newsletters. • Share the newsletter over your social and digital online channels as well as the traditional ‘sending it out by e-mail and snail mail’ and leaving them around the shop. It is important to engage those not on social media too. Don’t forget to specifically mention your Facebook page and the “Facebook only deals” you post on your Facebook pages to really push the fan following.
Think of your tactics • You may consider using your Facebook page to drive your golf course’s social media. • Create exclusive access. • Share weather updates and bounce these to your twitter and other social spaces too.
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