The Top 5 Marketing Misses at Golf Courses and Private Clubs
The Top 5 Marketing Misses at Golf Courses and Private Clubs

The Top 5 Marketing Misses at Golf Courses and Private Clubs

Posted on May 16, 2019

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Outdated Information

When 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?  


The 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 Segmentation

I’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.

No Automations

Technology has given us the ability to reduce and eliminate manual tasks.  A couple of redundant tasks eliminated by automation can free up your time to work on what’s important – your customers and your team.  It’s pretty easy to automate follow-ups to sales leads via form auto-responders or your CRM.  It’s also very easy to automate a welcome message to new customers via your POS or Tee Sheet software.  Getting deeper, platforms like Zapier and Integromat can automate data-flows and reporting.  You can invest a few hours today setting up automations and save yourself hours of mindless administration for years to come.  Do it!

Selling on Social Media

Social Media is about, well, being social.  Nobody wants to show up at the neighborhood barbeque and get pitched for landscaping services all afternoon.  Nor do your customers want to follow your social profiles just to see what coupon you are offering this week.  Social Media is an opportunity to showcase the uniqueness of your business, to build meaningful relationships with customers, and to interact and engage around subjects you both are interested in.  You must engage your customers, share your thoughts, and start conversations.  A good rule-of-thumb is to post ten pieces of engaging content for every one that sells something.

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