Most golf courses and private clubs take a pretty simplistic approach to marketing and communication. There are lots of reasons for this, namely the lack of an experienced modern marketer leading the strategy. Hiring a digital wizard may be out of reach for your golf course or club, but here are 5 common mistakes that you can fix in the next week (with a little effort, of course).
Outdated InformationWhen was the last time you reviewed all the information on your golf course or private club’s website for accuracy? Over and over again we find bad info on course websites - everything from a previous GM’s information on the “Contact Us” page to an outing packet from 2013. Listen, I get it, it’s not a fun job to comb through your site. Keeping up with changing content can be a challenge, too. But what message are you sending to your customers when you show them bad info?
No CRMThe ROI of CRM is beyond proved by now, but the golf industry is still slow to adopt. Here are some stats that will help you understand why it’s a vital business tool and not just a cloud-based-fad. 91% of businesses with 10+ employees use CRM. CRM returns $8.71 for every dollar invested. 65% of mobile CRM users meet quota versus 22% of non-users. Businesses that leverage CRM see sales increase by 29%. You can get a serviceable CRM for something like $10 a month. A best-in-breed solution like ours will cost more like $200/month, but it’s worth every penny.
No SegmentationI’ve been in your shoes. You spent the last two days gathering content from your department heads and finally have a decent email newsletter put together. You get to the send screen. You see all your databases (segments) there. But it’s just so much easier to hit “All Subscribers” and be done with it.
Right message, right customer, right time. MailChimp studied segmentation and found a good strategy resulted in a 14% increase in opens, a 101% increase in clicks, a 5% decrease in bounces, and a 9% decrease in unsubscribes. It’s hard to argue with that.