In our world, simply having a beautiful, well-maintained golf course isn’t enough to attract your target audience. You need a golf marketing strategy that stands out from the crowd and drives golfers to choose your facility over the many competitors in your area.
In this detailed, comprehensive guide to golf course marketing, we’ll examine different strategies that you can use to make your course a success story.
From harnessing the power of digital marketing and online reviews to the importance of branding, email lists, and promotional events, let’s look at some of the creative and practical steps you can take to bring in new golfers and create a solid marketing plan. We’ll break this golf course marketing guide into four parts:
- Building A Strong Digital Presence For Your Golf Course
- Embracing Traditional Marketing Strategies
- Marketing To Women And Young Golfers
- Free Golf Scorecards
I) Building A Strong Digital Presence For Your Golf Course
These days, almost everyone uses the internet to find products and services - and golfers are no exception. Building a strong online presence is a critical component of attracting players to your golf course.
This starts with having a well-designed, mobile-friendly website that showcases the aspects and selling points of your property in a visually compelling and engaging way.
If you have not redesigned your website in a while, it might be worth the cost and effort to bring in an experienced web development agency. A web development agency can make sure your site really pops and that you're accurately using SEO keywords.
Having a beautiful site is only part of the challenge because golfers need to be able to find your website amongst the thousands of other golf course websites. This is where search engine optimization (SEO) can really help drive traffic to your site.
The importance of SEO lies in using specific strategies to make sure your website shows up as highly as possible in search engine results. This happens when someone enters relevant keywords or phrases into a search bar.
So, if you’re trying to reach people who are actively looking for tee times or memberships in your area, incorporating those keywords strategically into your site can help to improve your Google ranking.
1. Social Media Strategies
Golf course managers often neglect using their social media accounts, but doing so is a massive mistake. You can’t ignore the impact of having an engaging and informative social media marketing strategy.
This is important for attracting a younger audience and driving sales during the slow season. Consider that 50% of Gen Z, 44% of Millennials, and 37% of Generation X use social media daily. Many of those people golf or have recently become interested in the game.
The National Golf Foundation reports that out of 25 million Americans who teed in up in 2021, 24% were 18-34 year olds. This is the largest proportion of any age group covered.
So, how do you create social media content that keeps those customers engaged and coming back for more?
Think about some of the different marketing channels you can use to share content. These platforms include established ones like Facebook and Instagram. There are also up-and-coming platforms, like TikTok, to share pictures, videos, and stories about your course and your employees. There are a variety of posts that golf courses can create, such as:
- Posts on golf course history.
- Tips and tricks from the pros.
- Event announcements.
- Updates about course happenings and tournament results.
Beyond merely attracting new clients to your course, a robust social media strategy can also help engage existing players. This is done by making them feel part of a thriving community.
2. The Impact Of Reviews
A positive reputation can attract golfers to your facility, while bad online reviews will send potential customers running for the hills. It can be helpful to proactively encourage your happy golfers to leave reviews about their experiences.
It might be tempting to try to ignore or even remove those bad online reviews. However, learning how to respond constructively and professionally to negative feedback is important. Offering to address the concerns of the reviewer in a solution-oriented manner will show potential customers that you care.
It shows you care about your clients and prioritize the overall customer experience at your facility. Considering that 94% of consumers say a bad review has convinced them to avoid a business, it’s essential for you to stay on top of bad reviews. You must do everything you can to mitigate them.
3. Highlight The Unique Features Of Your Golf Course With Videos
Drone flyover videos are a fantastic way to give anyone visiting your website a good overview of your course’s features. Many golf courses include drone footage on their website homepage. This is to attract a visitor’s attention and project an image of quality. These videos could focus on showing off elements like:
- Elevation changes.
- Unique water features.
- Dramatic bunkering.
They provide something visually stimulating that showcases your course’s best aspects. Videos like this will highlight features that pictures can’t quite capture because they provide multiple perspectives.
4. Think Local
Partner up with local companies to come up with win-win advertising and branding opportunities. This should be mutually beneficial to both parties. Local businesses, restaurants, even craft breweries can work together to create opportunities for golfers.
The opportunity would be to take advantage of dining and drink specials while golfing. Or, those companies could even sponsor tee prizes, hole-in-one contests, and tournaments.
This sort of partnership creates the ideal situation because it offers mutually beneficial brand recognition for all involved.
II) Embracing Traditional Marketing Strategies
Traditional marketing strategies still play an essential role in getting your course and brand in front of people.
And while most golf courses these days lean heavily into online marketing - and rightly so - it’s also good to keep traditional forms of advertising in the mix. Doing so allows you to connect with older generations who aren't glued to their phones or laptops.
1. Host Engaging Tournaments And Events
Well-run and creative events are another great option to consider. Below are good examples:
- Charity golf tournaments.
- Corporate golf outings.
- Junior golf programs.
- Themed tournaments.
- Social events that combine golf with live entertainment.
Creating a mixture of events geared towards a variety of different customer demographics helps establish your golf course as a hub for golfers in your community. Events are a fun marketing tool that generates revenue during the off-season. For instance, instead of trying to convince golfers to come out and play when it’s cold, consider holding the following events:
- Trivia nights.
- Card nights.
- Holiday markets with local artisans.
- Comedy shows.
2. Harness The Power Of Email Marketing
Although social media gets most of the attention when it comes to modern marketing strategies, a well-planned email campaign can still be surprisingly effective. This will help attract customers, promote upcoming tournaments and events, and showcase limited-time sales or special deals. Email marketing has a high return on investment if done correctly.
A foundational pillar of digital marketing, email is still an incredibly important part of any marketing strategy in 2023.
As of June 2022, 57% of Gen Z, 79% of Millennials, and 67% of Gen X stated that they like being contacted by brands via email.
Be strategic about segmenting your audience. Think about your email subject lines, the content in your emails, and the frequency of emails. There's a delicate balance between providing enough information and becoming an annoyance that has people constantly hitting the ‘unsubscribe’ button.
This also raises the issue of coming up with effective ways to capture your customer's emails, so make sure your POS systems and online booking portals can store those emails.
3. Word Of Mouth Marketing
Never forget the impact of word of mouth marketing. Word of mouth is still considered to be among the most influential methods of generating new customers. This is because humans intrinsically trust their friends and want to share experiences with one another.
Make it easy for your customers to spread the word. Include easily shareable social media links and website content to incentivize players to promote the course for you. Offering bring-a-friend discounts for existing players is a particularly useful tool.
This is a great method for spreading the word without spending extra marketing money. Essentially, your happy customers become an extension of your marketing team.
4. Focusing On Customer Loyalty Programs
Golfers have more course choices now than ever before. Because of this, don't underestimate the importance of rewarding loyalty. Customer loyalty programs are a proven method for attracting repeat business to your course.
This is because these customers often spend more and are much more likely to become long-term customers. Loyalty programs work best when golfers accrue points for things like the following:
- Bringing in friends.
- Playing rounds.
- Purchasing drinks or equipment.
Customer loyalty programs are also one of the best ways to strengthen your relationship with your loyal customers. Get them to visit the 19th Hole after every round. They can then exchange these loyalty points for the following rewards:
- Complimentary rounds.
- Food and beverage discounts.
- Pro shop merchandise credits.
- Reduced guest fees.
Loyal customers are the backbone of your business.
Merchandising: Think Outside the Golf Cart
Consider expanding your horizons to appeal to a younger, more fashion-forward demographic. Sell cool and contemporary swag and accessories they will be happy to use. More importantly, find items they would want to be *seen* using.
Research shows that physical businesses are coming back strong, but this means they need to really be "on" with new merchandise. You can use your website design to push these new product offerings to golfers. Have unique designs for the following:
- Hats.
- High-quality athletic wear and leisure apparel.
- Durable and stylish backpacks and totes.
- Unique water bottles emblazoned with your course logo.
Branded golf balls and tees, divot repair tools, towels, and ball markers are popular golf accessories. These products, branded with your logo, project an image of exclusivity and taste to serious golfers.
Don't neglect those golfers who visit your facility and realize midway through the round that they desperately need something. These golfers would purchase the following products:
- Sunscreen stick.
- Lip balm.
- Insect repellant.
- Rain gear.
- A new glove.
They’ll forget what they forgot if you have the product they need and it features a recognizable logo. Give them the high-quality, stylish aesthetic they’ve come to associate with your course.
III) Marketing To Women And Young Golfers
It’s no secret that women and young people have been historically underserved when it comes to the world of golf. However, times are changing. Smart golf course general managers now have an amazing opportunity to grab their share of these important golfing demographics before someone beats them to it.
Hosting Events For Women And Kids
Partner with local community programs or groups dedicated to attracting female golfers. You can also work with girls' high school teams in your region. You can appeal to the next generation of younger golfers by hosting a junior golf camp.
Another method is to sponsor tournaments aimed specifically at kids. By sponsoring golfing events, kids get the chance to use high-quality facilities like yours, while the parents (who are likely footing the bill) will be suitably impressed enough with your facility and efforts that they’ll add your course to the family rotation.
IV) Free Golf Scorecards
One of the most overlooked and least expensive forms of advertising at your disposal - customized scorecard solutions. Golf Skor has helped many courses understand how effective printed scorecards can be, and we have seen impressive increases in brand recognition and revenue.
Let’s be honest. Golfers can be forgetful and are famous for telling everyone within earshot all about a spectacular shot or personal best. But how many times have they left that precious scorecard at the course - only to kick themselves later? Our customizable printed scorecards turn every player into a walking advertisement for your course.
These aren’t just any old flimsy scorecards that golfers tend to leave at the course; they are personalized keepsakes that provide valuable space on the back to keep track of statistics. This helps golfers review the round later in detail or, in the case of serious golf fanatics, impress their friends.
Benefits Of Free Scorecards
A few of the benefits of free golf course scorecards include:
Cost-Effective Advertising: Free golf scorecards provide an excellent platform for businesses to reach a targeted audience of golfers, offering consistent exposure every time a scorecard is used.
- Customized Design: Golf Skor allows you to personalize the scorecards with your course logo, colors, and specific branding, enhancing the overall aesthetic and professionalism of your course.
- Enhanced Player Experience: Professionally designed scorecards contribute to a positive experience for golfers, offering clear layouts and easy-to-read scoring sections, improving their overall game enjoyment.
- Quality Materials: The scorecards are printed on durable, high-quality paper that stands up to the rigors of a round of golf, ensuring they remain intact and functional from the first hole to the last.
- Environmental Consideration: Golf Skor uses eco-friendly printing processes, ensuring that the scorecards are not only beneficial for your course but also for the environment.
- Convenient Ordering Process: Ordering free scorecards from Golf Skor is straightforward and efficient, with quick turnaround times, ensuring your course always has a steady supply on hand.
- Improved Course Image: Offering free, high-quality scorecards helps to elevate the perception of your course, making it more appealing to golfers and potentially increasing player retention and new memberships.
- Support for All Course Sizes: Whether you run a small, nine-hole course or a large, 18-hole championship venue, Golf Skor's free scorecards are designed to meet the specific needs of your course layout and audience.
- No Out-of-Pocket Costs: The scorecards are provided at no charge to your golf course, allowing you to allocate your budget to other important areas, such as course maintenance or amenities.
Get Your Free Golf Course Scorecards Today!
We’ve seen how this detailed Comprehensive Guide To Golf Course Marketing emphasizes creative strategies, using both modern and more traditional marketing strategies can benefit golf courses. Those golf course operators who think creatively about targeting customers through online strategies will attract a broader range of players.
If you would like to get started with free golf course scorecards today, contact us or fill out the form here today!