I don’t know about you, but I’ve spent more time Googling “how-to’s” over this past holiday weekend than I have sipping egg nog. We’re talking everything from “How-to” improve my putting through mental imagery to extinguishing a small kitchen fire (yes, I had time to watch a video on this) to “how-to” build a five foot tall dollhouse with at least 100 different pieces to trying to track down an expert on drivers to win a debate with my brother (on Christmas eve, nonetheless).
Apparently, I wasn’t the only one. According to YouTube, more than 100 million hours of how-to content have been watched in North America so far this year, and searches across all platforms for “how-to’s” increased by 70 percent. (Survey, 2015)
It used to be so complicated—you know, following directions and what not. Or contacting customer service, sitting on hold and hoping you got somebody who could help. Or, even just tracking down an expert, like the golf pro at the club a few blocks over, who knew how to properly use equipment and provide such sage advice. I blame the internets—but in a good way.
I want what I want and I want it now! Or (Relevancy and Immediacy)
Technology has shifted the way your golf customers demand and seek information. Smartphones keep them constantly connected, and the demand for information is immediate. This especially holds true when it comes to accessing “how-to/need-based” content—91 percent of visitors access this type of information via smartphone. Knowledge is at the tip of their fingers, and they can learn anything that they find to be relevant. In fact, 67% of millennials (adults ages 18-34) agree that they can find a YouTube video on anything they want to learn. (Survey, 2015) And your golf customers want it—right now! When they need it (On Christmas Eve, in my case).
“How-to” actually do it
“How-to” videos are a great tool for providing an authentic voice for your golf brand and positioning your company as an expert in the industry. When choosing a representative for your videos, pick someone who is well-versed in the key messages and feel of your brand. We’re not talking huge production affair here, either. Make sure the video quality isn’t shaky, consider a tripod, and the sound quality is great—your golf customers need to hear you. Write out a script beforehand. It doesn’t have to be rehearsed, but you should have a general idea of what you’re going to say before you say it. Video content shouldn’t be too long, keep it under five minutes, unless you’re really getting into some detailed instructions.
Some “how-to” ideas for quality “how-to” content:
Learn how your product works
Discover new ways to use your product
Golf hacks—what are some new ways to use your product to make the game easier
Golf trends—what’s going on in the world of golf and what do you have to say about it?
Behind the scenes—what really happens at your golf company? How does it work?
Take me for “A day on the course” with your product in action
Walk me through some holes on your course
By providing your golf customers with “how-to” video content, you’ll not only meet their need (by providing helpful/useful content), you’ll build brand/customer loyalty which will in turn, result in sales. The data backs it up—nearly one in three millennials have purchased a product after watching a how-to video. Additionally, video will help boost your rankings and increase your visibility.
“How-to’s” are just a small part of a bigger shift in marketing towards anticipating and meeting the daily wants, needs, and demands of our golf customers by being there for them every step of the way. More on this subject to come…
Need some “how-to” help on setting up your “how to” content? We can help! Visit www.golfpulpmedia.com or call 888.344.9915