How a “Selfie” Can Boost Your Brand Image

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...

Read More »

Get ready to pay to play

Are the crickets chirping when you post on your golf business’ Facebook page lately? You’re not alone. Steadily, Facebook has been altering the algori...

Read More »

12 Tips to Improve Your Email Open Rate

As the clutter in your customers’ in-box continues to grow (after all, over 295 billion emails are sent each day), how do you make sure yours stands o...

Read More »

Your golf product sucks!

Think about the last (major) purchase you made, and the process that went into it. You probably checked out various makes and models in the store, or...

Read More »

How to Maximize Your Facebook Ad Spend

Facebook Power Editor Chances are, if you’re currently using Facebook’s self-serve ads manager to control your campaigns in Facebook, you’re not getti...

Read More »

What You Need To Know About The New Twitter Layout

Twitter just rolled out a new design layout to all of its users! The change isn’t automatic; you’ll be prompted to update your profile the next time y...

Read More »

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...

Read More »

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...

Read More »

How a “Selfie” Can Boost Your Brand Image

fbc8f0d60402a3859fc0723ba1fba00e

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...

Read More »

Get ready to pay to play

facebook-paytoplay2

Are the crickets chirping when you post on your golf business’ Facebook page
lately? You’re not alone. Steadily, Facebook has been altering the algorithm for
how organic reach (how much of your page content is visible on your fans’
timelines without having to pay) is determined,—and it’s not in your favor.

Right now, businesses are seeing only 1 to 2 percent reach from posts. That’s right,
we said ONE to TWO PERCENT! Facebook cites a “lack of space in the newsfeed”
and the desire to “provide a better user experience” for this decline and suggests
any organic reach will fade away. When it comes to Facebook mobile, the situation
is even bleaker as everyone competes for space.

Wait—don’t stop Facebooking as a marketing strategy for your golf business just
yet. There are options (maybe you’re already doing it—good for you!)

Prepare to pay—to play. With Facebook’s new “model”, golf businesses will have to
invest in Facebook ads to get their presence in front of target audiences and
maximize content. From promoting your page to boosting a post, to targeted ads,
you have a number of options to drive traffic to your website, your Facebook page,
your online store, or any other call to action (there are many to choose from!)

Facebook ads won’t break the bank, either. The cost of your ads on Facebook is
up to you. You can choose between a daily or a lifetime budget, as well as a cost
per thousand impressions bid (CPM), which means the number of times your ad
shows up in front of your audience, or cost per click bid (CPC), meaning you pay
for those who click on your ad. You’ll only pay for the clicks or impressions you
receive, up to the amount you set for your budget.

Make sure you’re getting the most out of your ads by taking advantage of
Facebook’s Ad Manager or Power Editor, where you can set up targeted campaigns
with specific audience criteria, such as demographics, likes, groups, etc. Your ads
should have a clear call to action, and a relevant image—people want to know what
they’re clicking on. Try testing multiple campaigns with different messages to see
which garners the greatest response, and drive them to a trackable landing page,
as well. You’ll be able to see reports of how well your campaigns are doing in real
time through Ads Manager/Power Editor.

But…don’t stop posting on your pages! Content on your Facebook posts is all
about context.

Here are a few suggestions for getting the most engagement and organic reach for your posts:

  • Posting unique content, such as blogs, reviews, how to’s.
  • Sharing relevant news links.
  • Including images with your posts.
  • Posting videos on your page.
  • Posts with longer content.
  • Posts that promote interaction.

There is a definite science to social media, and as it evolves, so will we—and
provide everything you need to know along the way. Ready to start your next
Facebook ad campaign? We can help.

Are the crickets chirping when you post on your golf business’ Facebook page lately? You’re not alone. Steadily, Faceboo...

Read More »

12 Tips to Improve Your Email Open Rate

Golf Email Marketing Tips

As the clutter in your customers’ in-box continues to grow (after all, over 295 billion emails are sent each day), how do you make sure yours stands out from the crowd—and gets opened?

Here are 12 tips to follow to improve your email open rate:

1)  To: Your name isn’t “customer” “XXX”, and neither are the people on your mailing list. Your customers like to be addressed by their name—even when it comes to email. In fact, personalized emails averaged “26% higher open rates and over 130% higher Click Through Rates than emails without personalized subject lines.” (data via get response) Consider using first names in the subject line or the body of your email for an even greater response.

Example: Dan, we’d like your feedback on Golf Product X.

2) From: Who your email is coming from is as critical as who it’s going to. Make sure your golf customers can clearly tell your emails are from your company. Whether your approach is to send your emails “from” your company or “from” a specific person (like the owner or company president) stay consistent with this approach. Changing up the source of your emails can alter response rate, especially if you’re already on your recipients’ “safe list”.

 3) Subject line: Your subject line makes all the difference in whether or not your email is opened—or overlooked. Think short and sweet, 50 words max, and provide some useful insight into what your golf customer might find when they click open your email. Be clever, creative, and concise. Consider branding your subject line as well—including your golf company’s name gives those receiving your email a quick way to recognize your email.

Example:  Golf Company X is changing the way you play the game.

4) Relevant content: Is the information you’re providing in your emails relevant and useful to your customers? When creating email content consider the value and benefit of what you’re sharing.

5) Don’t CLICK HERE: Avoid phrases like “Click Here” when referencing a link. Give your golf customers a clear understanding of what they’re about to click on and why they should. Make sure your have a very clear, intuitive call to action, and that your links are driving back to a reputable source—and are working—before you send on your email.

Example: Instead of, “click here to get your free balls”, consider, “Start using your new balls now”.

6) Spammyness: Watch out for words like free, money, money back guarantees, and ALL CAPS, and !!!!!!! (We know you’re excited about your golf business, but please lay off the extra punctuation!) Even crazy colors and too many images to content ratio trigger spam filters, which could prevent y our email from getting to your customers. WE DON’T WANT THAT!!!!\

7) Format: With email being the top activity for 78 percent of smartphone users, it is critical to ensure your emails are mobile friendly. As with your mobile website, emails should feature larger text, simple content, image light, with a clear call to action. Make sure where you’re sending them with your links is mobile-friendly as well.

8) Frequency: How often are you bombarding your list with emails? An over mailed list can lead to low open rates. At the same time, so can an infrequently mailed list. Test out bi-weekly vs. monthly to see what is most effective for your customers. But—if you promise your golf customers particular information on a specific timeline—like a newsletter or special offers, make sure you’re delivering on that promise of content.

9) Send times: The actual day and time when your email goes out impacts open rates as well. Studies have shown that the most email is sent on Wednesday, resulting in the lowest open rate, while the least amount of email was sent over the weekend—particularly Saturday, which resulted in the highest open rate of the entire week. Play around and see what day/time is most effective for your particular audiences.

10) List: The quality of your list is as important as the quality of your content. If you’re not reaching the right people, you’re not making the sale. First, let’s start with list collection. Your customers need to opt in to receive emails from you. Information such as name and email address can be collected on your website with a sign up form. During the purchasing process, are you asking for email addresses? Do your social media efforts provide a place for your prospective/current customers to share their information? Once you begin to collect a list, maintenance is important as well. Frequent list scrubbing to remove duplicates or expired information will help keep your mailings effective and on-target.

11) Segmentation: One size doesn’t fit all when it comes to your email messaging. Make sure you understand your target audiences, and tailor the messages accordingly. This may mean multiple emails, but you’re getting the right message to the right audience.

Example: For your golf product: Golfers vs. Golf Course Management, Male Golfers vs. Female Golfers, Younger Golfers vs. Older Golfers, Golf Pros vs. Amateur.

12) Gauging success: There are a number of goals you might have when it comes to an email campaign—conversion, awareness, sales, fan growth, page likes. A few of the criteria we look at in gauging how we’ve met these goals include open rate, which is typically around 15-25 percent for a campaign, and click through rate, which is the number of clicks based on impressions, and runs about 3-5 percent.

 

Here at Golf Pulp, we have access to over 500,000 golfers and golf business owners through our email marketing program. We use HTML or web ready designs to deliver professional email marketing pieces that deliver more clicks to your website and more conversions. Each email marketing piece is targeted at the specific needs of your consumer base.

 

As the clutter in your customers’ in-box continues to grow (after all, over 295 billion emails are sent each day), how d...

Read More »