With ‘The Revenue Club’ just launching, and the premise of the business being to help golf courses attract more green fees from digital marketing we decided to create a weekly blog on the A – Z of online marketing in golf.
We are welcoming any specific topics which you would like to review and are happy to share any viewpoints you may have in the blog. Ultimately the internet and social media are what we make of them, and we hope that this blog and The Revenue Club will help courses increase their revenue from a digital platform.
So with no further waffle here goes…
There are many terms we could choose to focus for A, Audience, Anchor Text or Analytics, so we decided to cover all three:
Audience: Also known as “target market,” your audience is the group of people you’re trying to reach with your message. In the golf world, this is any person who may purchase a green fee or membership, almost any golfer!
To market effectively, you need to know who your audience is. Otherwise, how can you appeal to them? In the case of booking green fees online we know from our experience at Teeofftimes.co.uk/GolfNow/BRS Golf that the target audience searching to book golf online is male dominated and generally between 25 – 50 years old.
Social media platforms provide an excellent opportunity to learn about your audience enabling you to produce better content for your digital marketing. If you want to learn more about this we suggest having a Google of ‘Social Listening Tools’.
Analytics: Arguably the most important item in digital marketing, or for that matter any marketing! The list of potential KPI’s in the digital world is endless from Bounce Rate to Visits. It is therefore imperative that you know what you are trying to analyse and pick the right data to do so.
When it comes to selling green fees online one of the most important KPI’s is conversion. This measures the number of unique page visits against the number of sales made (in this case tee times) and displays it as a percentage. Conversion rates vary dependent on what it is the e-commerce platform is selling. In golf, they also vary due to a number of factors; price, competitive supply, weather/time of year demand, time of day, day of week… the list goes on. Remember, if you are not measuring conversion then how can you improve it?
Anchor Text: is the blue/purple writing which appears above or instead of the web address. It is often the first thing a person see’s when searching on Google (or any other search engine), so it is important that it is articulates relevant content.
Well that’s all for this week but please feel free to send in any ‘B’s for discussion in next weeks blog.
Thanks for reading.