Here’s a marketing (and psychological) concept for you—people like to look at people. Those “selfies” (close up face shots most often taken of oneself), are popular, and for good reason—we’re social animals. It gives us feelings of comfort and safety. In fact, there’s a whole part of your brain dedicated to processing faces (conveniently located right next to the area that processes emotions). We’ll get to how they work together.
So, how does all this translate into your golf businesses online strategies?
- If you’re Instagramming for your golf business, show the people, not the product. Include photos of your customers actually using your golf product (and looking happy while doing it). The results? Photos on Instagram with faces are 38 percent more likely to get “liked” and 32 percent more likely to get comments. Interesting fact—age, gender, race, etc., doesn’t seem to impact this number. People just really like to see faces! But, there’s a limit—control your self(ies)!
- The concept holds true for your other social media channels as well (just don’t do it as frequently). Facebook has a built-in facial recognition feature, which makes tagging photos so much easier. Make it simple for your customers/prospective customers! Provide a designated (and marketed) spot at your golf business location, and encourage photos and postings. It doesn’t even have to be anything fancy—maybe a #7 hole photo opp, or a shot in your business by your logo or distinguishable marker.
- We can’t stress enough the power of testimonials AND real faces of actual customers. It makes you relatable, and once again, provides comfort to prospects who might be considering your golf product. Encourage testimonials throughout your marketing efforts, and don’t forget to ask for their photo, as well.
- In your email marketing, consider using an image of a person that fits into the target audience you’re marketing to. Emails featuring people, not products, get far more click throughs. Get the most out of your face-focused visuals:
- Before you post anything, you need to thoroughly understand your target audiences so you can include the most appropriate, and effective, image. “Golfers” is not your audience. Drive deeper to understand your ideal target—men, aged 34-62, with an average household income of XX, who enjoy golfing, and live in the Southern region. Women, aged 35-65, with an average household income of XX, who enjoy golfing, and live in the Midwest. You wouldn’t use the same image for both of those audiences now, would you?
- The most powerful marketing includes images of faces—that make eye contact. No matter how many people you have in your visual, make sure the main person who is in focus is locking eyes with your customers. Oh, and also—make sure it’s not you. We know you’re wonderful and you’re proud of your business, but your customers want to see the faces of people (like them!) USING your product.
- We never say never and sometimes it’s okay to use images of people who aren’t looking at you, as long as their eyes are looking at important messaging you want to convey. Where are their eyes pointing? Down onto content, looking from the left, onto the page? Consider where/what your visuals are pointing at.
- What is the emotion on the faces of the visuals you use? Contemplative? Ecstatic? Like the person is about to poop? Make sure the emotions of the faces in your marketing matches the image you’re trying to convey.
- You’re probably wondering, this is fine and good, but hey, we don’t have photos! We understand. While a photo shoot isn’t an option for everyone, rest assured we can find stock photography that perfectly fits your ideal audience.
Learn more about what we do at www.golfpulpmedia.com
Here’s a marketing (and psychological) concept for you—people like to look at people. Those “selfies” (close up face sho...