7 Steps to Developing an Online Marketing Plan

Before you set up your golf business on Twitter or roll out a new website, take some time to outline and develop a marketing plan. If you’re already r...

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Instagram For Your Golf Business

Instagram is so much more than “selfies” (pictures taken of oneself, for those not in the know). This social media tool can serve as a great visual ex...

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Optimizing Your YouTube Video Presence

According to current YouTube stats, more than 100 hours of video are uploaded to YouTube every minute, and over 6 billion hours of video are watched e...

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Using The Reciprocity In Your Sales Funnel

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Will Your Golf Product Survive? How To Evaluate Golf Product Viability

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The 5 W’s of Social Media for Golf Marketing

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One Size Fits All: Responsive Web Design

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3 Keys to Improved Online Sales

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7 Steps to Developing an Online Marketing Plan

Golf Digital Marketing

Before you set up your golf business on Twitter or roll out a new website, take some time to outline and develop a marketing plan. If you’re already rolling with your online marketing, it’s never too late to take a step back and develop a plan around your efforts. Not only will it serve to guide your online golf marketing, it can serve as a benchmark for measuring progress and results.

Your online marketing plan will help you understand who your audiences are, outline points of contact, and refine the major messages that should be included at each touch point. Your plan should address strategies to communicate your golf business.

This does not have to be a large, complex undertaking. However, the process should take an interactive approach that involves your key team players throughout development. This ensures that the two critical components of successful planning are met: 1) there is ownership among your internal audiences, and 2) there is an increase in internal competencies so that the plan can be continually refined in response to golf marketplace changes in the future.

 Golf Marketing Techniques

Online Golf Marketing Strategy – The Process

  1. The foundation of your plan should begin with an understanding and assessment of where you’re at—both internally and externally. Conduct a situational analysis of your golf business, emphasizing a SWOT (strengths, weaknesses, opportunities, and threats) approach.
  2. Define your target audiences (whom you wish to influence), and develop key target geographies (where the people live and how to reach them). Spend time listening to your current and potential customers—understand how they want to be communicated with online.
  3. Clarify key messages. Understand the main attributes that define who you are and what makes your golf business stand out from the competition. These key messages should be relevant and consistent throughout your golf marketing efforts.
  4. Define your goals/strategies for your online marketing. What do you hope to accomplish with your online marketing efforts? Is it to increase awareness? Build community/your customer base? Increase revenue? Or, all of the above? Align your marketing goals with the overall goals and objectives of your golf business. Take into consideration your offline efforts as well—and how they will integrate with your online strategies. Make sure your print efforts drive to your online efforts by including your website/social media channels or specific links to information or actions.
  5. Understand online channels. Multiple opportunities exist to market your golf business online, but that doesn’t mean you need to engage in every one! Take the time to research various channels like Facebook, email marketing, or blogging, and understand the demographics of each site’s users so you’re reaching the right audience—and not wasting your time.
  6. Develop tactics to meet your goals. It’s the who (are we targeting/who is the internal owner), what (are we saying), where (are we saying it), when (timing is everything) and why (what is our strategic goal). Once you’ve defined your audience and articulated your key messages, outline the implementation tactics you will use to accomplish your marketing strategies. Identify the online channels you will use, who will “own” these responsibilities, and develop an “editorial calendar” around campaigns or special events.
  7. Tracking and Evaluation. Track your return on investment. Once your strategies are implemented, make sure you have the tracking tools in place to monitor your online activity. The ongoing evaluation and perpetual strengthening of your golf business and online marketing strategy is critical to your long-term success. At the very least, paying close attention will help you:
    • Determine whether or not your online efforts have increased awareness
    • Evaluate the effectiveness of specific online strategies
    • Determine if the brand positions of competing golf companies has changed
    • Help identify where your golf business has slipped in terms of visibility or accuracy

Developing an online marketing plan shouldn’t be an exercise in futility. Consult it. Often. It should serve as an evolving document that is evaluated and updated frequently to ensure you’re meeting your goals and objectives.

Are you ready to get started on your online marketing plan? We can help. Contact us today for help developing a detailed marketing plan for your golf business.

Golf Marketing Specialists

Before you set up your golf business on Twitter or roll out a new website, take some time to outline and develop a marke...

Read More »

Instagram For Your Golf Business

instagram

Instagram is so much more than “selfies” (pictures taken of oneself, for those not in the know). This social media tool can serve as a great visual extension of your story.

The key to success with Instagram—or any golf marketing for that matter—starts with understanding what it is your audience loves about your brand.

  • Is it how your product feels? The emotions it evokes?
  • How you impact their game?
  • Is it the action you inspire?
  • The experience they had with you/your product?

Take these messages and translate them into visual content that is relevant, engaging, and will capture the attention of for your current and potential followers. You can help drive their perception.

golfpulp on Instagram

Examples of content include:

  • The production process.
  • Show your product in action.
  • Show your product in action—by your customers.
  • Capture the emotions of someone using your product, a close-up of the face of your customer after they just hit a great shot, sunk an unbelievable put, etc.
  • Transparency. What is your golf company doing to make a difference?
  • Personalized content geared to specific dates/holidays/events.
  • Contests. These are a great way to gain followers, especially if you make “following” your company product a requirement to participate in the contest.

#Hashtag

A “#”, or hashtag, is an opportunity for you to create a unique forum, in a sense, for your product, or to create context around your images and videos and connect your visual content with other users. Hashtagged content is an opportunity for you to push out content, as well as to pull follower content. Let them talk about you. Choose specific hashtags related to your business/product rather than generic terms, and just like keywords on your website, hashtag content should be meaningful, relevant, and remembered. For example, a search of #golf images trending on Instagram pulls up more than three million results, where a search for #golfmarketing only pulls up nine. Utilizing your own SEO data is a good place to start when developing hashtagged content on your site, and will most likely involve some fine tuning as you learn what your audience is searching for on Instagram.

Video

Instagram has recently added video sharing to the app as well. Like the posts you share with the public, your videos will appear in your feed and on your profile, and can vary in length from three to 15 seconds. With millions of videos being added daily, this is an opportunity for your golf company to be a part of the conversation. Consider adding both your golf marketing campaigns as well as quick, authentic content such as:

  • Customer testimonials
  • On the course shots of your product in action
  • Q&A session
  • Instruction
  • Tips
  • Contests
  • Product reviews

Another feature of Instagram is Instagram Direct, which allows you to send specific photo or video messages to a smaller, specific audience you choose rather than publicly broadcasting an image. With this, you could send special offers to select followers, invite followers to use a unique hashtag to gather information or to provide a forum for discussion, or launch an exclusive campaign first to your Instagram followers.

Connect

Connect your social media efforts. Include the Instagram icon on your web site and other social media channels to cross promote your efforts. You can connect your Instagram account with your company Facebook page to share photos, drop a customized widget on your home page to share your Instagram feed, or share on Twitter, Tumblr, Flicker, Foursquare, and Facebook Places.

Your social media channels, including Instagram, provide you with an opportunity to bring a personality to your brand. Are you snarky? Hip? Old school? Find your voice, stay consistent, and communicate with your audiences in the matter with which they speak and understand.  But, it’s not just about talking. It’s about listening. Pay attention to what your followers are saying about your golf company—and be a part of the conversation.

Ready to show your story on Instagram?

We can help. Visit www.GolfInternetMarketing.com 

Examples on Instagram:

  • Jones Sports Co. #enjoyyourwalk  Instagram campaign/contest to drive followers to take a picture of what drives their love for the game. Winners were announced weekly.
  • @therealrickiefowler  #Henleying   After a photo was posted on Instagram by Rickie Fowler of fellow player Russell Henley balancing a driver on his chin, golf fans started posting photos of themselves giving it a try.
  • Adidasgolf #pure360 Adidas breaks down how their new golf shoe is made/videos of the impact playing 18 holes can have on your body.

 

Instagram is so much more than “selfies” (pictures taken of oneself, for those not in the know). This social media tool...

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Optimizing Your YouTube Video Presence

Golf Video Marketing

According to current YouTube stats, more than 100 hours of video are uploaded to YouTube every minute, and over 6 billion hours of video are watched each month on YouTube.
So, how do you get your videos to stand out from the crowd?
Before we delve into how to go about optimizing your YouTube videos, first, let’s make sure you’ve developed the right YouTube channel for your product/brand.

See Branding Example:

Golf Youtube Design
To develop your channel, you must first have a Google account. This will automatically link to your Google+ account, so consider using a consistent email account for your social media efforts. YouTube gives you the option of developing a personal channel or a channel for your business. Perhaps you’ve already created a personal channel for yourself. This is not where your business videos should “live.” (But, be sure to share them on your own channel once they’re posted on your product/brand channel!)

Then, fill out basic information about your business, and upload an image and cover art that conveys your brand. Also, you’ll have an opportunity to add additional information about your business in the “about” tab, and add links back to your website or other social media channels. Now, you’re ready to start uploading your videos. Here are a few simple optimization strategies for increasing your viewership.
Content is Key
As with any good story, the more engaging, interesting and useful the content is, the more people are likely to listen (or watch, in this case) and SHARE it with others. Make sure your videos serve a purpose for your audience, whether it’s to increase awareness of a new product launch, provide a demonstration, or to simply entertain. I should add, how you drive them to your videos is just as important as the content of your videos—and it’s trackable. YouTube has an analytics feature that allows you to see where traffic is coming from, views, and how long people are watching and when, in addition to other useful data.

See Golf Video Production by Golf Pulp Media


Call to Action
Make it clear to your viewers what you want them to do next—visit your website, call, make a purchase, etc.
Create Playlists
Once you start adding videos to your channel queue, organize them into playlists. This allows you to categorize your videos on your channel for a cleaner approach and to help guide your viewer through the experience. Also, at the end of each video, YouTube will automatically play the next video in the playlist, which increases engagement and time spent on your channel.

Tagging
Just like your website, tags and titles within your videos optimize your results in search engines. This is particularly important on YouTube, as it is unable to understand video content outside of keywords. Less is more—keep tags focused and relevant to the content and your brand.
Closed Captioning
…is not just for the hearing impaired. Including a transcript or closed captioning of your video content along with a video will rank higher in search indexes because you’re providing access to information in multiple formats.
Let’s be realistic. Not every video you post will be the next ridiculous shot of the year internet golf sensation.  But, with these simple tips you can raise awareness of your brand to a local and global audience, improve search rankings, and increase traffic to your site.

Golf Marketing Specialists

According to current YouTube stats, more than 100 hours of video are uploaded to YouTube every minute, and over 6 billio...

Read More »