As a sport Golf rules supreme in the business world. As a game Golf is a rock star to the business world. How Golf translates to the millions of potential business and recreation golfers who are online on how great and beneficial the sport and the game of Golf really is …really sucks. Why?
I have golfers and non-golfers ask me frequently…
where do I go online to find anything about golf that does not appear too scammy or pitched by people who just want to get my money in return from something I don’t need?
I have a tough time with answering these questions because overall most golf sites and golfers in business all seem to be using old antiquated methods of marketing online which really is turning off more people than it is gaining.
Oh sure, I having been on the other side of the marketing coin in the golf industry and I know how search engine keyword reports point golf businesses and golf professional toward what to say and do. I know the pressure from investors to coming up with sure fire ways of drawing in business, but I learned quickly…obviously quicker than others in the golf industry since they are still thousands who still think spamming is normal..that traditional internet marketing trends DO NOT WORK IN GOLF..repeat that three time if you are in the golf industry today.
Social Media began years ago with the movement towards a more calmer sociable approach to marketing. Social Media has now taken over traditional ‘Shout It Out and They Will Come’ marketing styles. Yes, there are millions who come running to those old method of marketing online, but DO THEY BUY? DO THEY STAY? ARE THEY REAL PEOPLE?
Most businesses in the golf industry really do not understand how social media works and like all things that are not understand it is condemned as a waste of time.
A lot of energy and millions of dollars are spent daily to compile numbers…real large numbers…showing how many people are online, how many accounts are on Facebook, how many tweets are on Twitter…and the reports go on and on, all created to WOW people into thinking that their OLD Style Billboard marketing is the way to go. Well it does work in golf! What it shows is these companies can do math, it shows the potentially of a cornucopia of profit, and it also shows the low level of intelligence of those who believe the invalidated figures they pump out daily. All of this works real well to turn consumers and other businesses off. In this case, the golfer and potential golfers are the consumers turning away from these methods attempting to get their attention. There is no way to do business when what a business is doing to promote themselves is driving consumers away.
How Social Media Works in Golf
Social Media in its true form is based on only one number..the Number 1. The efforts, energy and money spent to socialize with one person who is interested in what someone has to say or offer is simply more profitable. How much more profitable?..well you fill in the blank but I know it is greater than 1. The fact is, going after the one consumer who is interested in what you offer is far more productive than going after a trillion people you have no idea are even real people.
How social media works in Golf is simple and is probably why most golf businesses cannot get their arms around it. Socializing online with a real live person to get to know their needs, wants and interests is what fuels social media in golf. Just like in the game of golf, building trust in a golf partner opens up others doors leading to discovery other things about the person outside of golf. The real hard truth is Trust building on a social level leads to commerce.
For those of you who need to have how Social Media works spelled out, here is the breakdown.
Social Media is being:
Social Media does not have anything to do with:
- Mindless Broadcasting
- Overbearing Promotion
- Assumed Greatness or Popularity
Actually, the things that are not part of social media is what is driving most golf consumers away from those business who use them. In many cases the wrong way of marketing is driving potential golfers, country club members, and business people completely away from the internet. This is a total shame since social media for golf is so simple. It involves no fancy affiliate programs,no MLM campaigns, slick Flash Media websites or mindless posts on Twitter in an effort to gain the trillion followers traditional marketing groups feel you need. All that is involved to make it happen is one person from the golf business reaching out to others on an online social networking site..one person at a time. That one person touched by the golf business will tell others who will get in line for the one-on-one conversations with that golf business person. Those enlightened people tell others and…well, you get where this is going..Organic Social Networking occurs.
Organic Social Networking is based on going to where REAL people are online and developing real relationships. In this case..you have to go to where the golfers are online to socialize with them. And Yes, this works very well for B2B golf businesses.
Where are they? From my studies, the Real golfers are moving in groves to Facebook so they can be selective in who they socialize with and can be more productive with their time. Most who have been out here in La-La-Land for a while have moved away from Twitter and other sites that promote mayhem social networking. Going to where your market is really not new, but somehow this business fundamental has been forgotten by many.
WOW, I just gave away the secret of social media of golf…and did not even charge you for it.
I really hate to see so many golf professionals, golf businesses, golf journalist and so many of my fellow golf social mediaist, go down the rocky road of using old dead-end methods of internet marketing. The golf economy is like no other in the world and is much more frail to being near collapse than the golf industry would like the public to know. Using more trustworthy methods of getting to the golf market has got to be taken. Real Social Media practices have proven, over and over again, to work..so why not use it.
Let me know how I can help.