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:
- Sociable
- Casual
- Caring
- Trustworthy
- REAL
Social Media does not have anything to do with:
- Spamming
- 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.
What do you think of LinkedIn? I find many golf groups that claim to be for “golf lovers” or people in the industry, and they end up being nothing more than people pitching their businesses/scams.
Jim, I like LinkedIn. It is a very, very powerful business network..powerful in that it has a large base of real solid business people. However, like you, I have found that LinkedIn maybe losing control of their status as the best business site with it being inundated with those who just do not get how to use the internet to develop business leads. Yes, I am seeing what you are seeing in LinkedIn’s groups and I do spend a lot of time in my Group (Business Golf Country Club) cleaning out the foolishness that LinkedIn allows in. The self promotions posts have gotten so bad that in most golf groups people will not post Real questions or discussion topics in the groups. What a shame since it is best way to gain business. As I mentioned in this blog, the best way to do business is to be real and show people who you are first ..that generates the interest to do business with that person. Thanks for your comment.
Scot
What do you think of LinkedIn? I find many golf groups that claim to be for “golf lovers” or people in the industry, and they end up being nothing more than people pitching their businesses/scams.
Jim, I like LinkedIn. It is a very, very powerful business network..powerful in that it has a large base of real solid business people. However, like you, I have found that LinkedIn maybe losing control of their status as the best business site with it being inundated with those who just do not get how to use the internet to develop business leads. Yes, I am seeing what you are seeing in LinkedIn’s groups and I do spend a lot of time in my Group (Business Golf Country Club) cleaning out the foolishness that LinkedIn allows in. The self promotions posts have gotten so bad that in most golf groups people will not post Real questions or discussion topics in the groups. What a shame since it is best way to gain business. As I mentioned in this blog, the best way to do business is to be real and show people who you are first ..that generates the interest to do business with that person. Thanks for your comment.
Scot
Scot,
So is there a model, a site in golf using Social Media effectively, providing value-added “one-on-one” communication, building relationships… and… actually scaling it into profitable sales?
Here’s a site in from the world of tennis.
http://www.youtube.com/user/FYB2007
Fuzzy Yellow Balls- YouTube Channel- 738 FREE Instructional videos with 22 Million views!
But, even more impressive, is to follow the links and look at how FYB continues to add value on their blog, build relationships in the blog comments and on their Facebook Page (interesting his Twitter account is practically mute…)
Also, on their blog… no ads. Clean site. Great content. And evidence of relationship building.
And yes, with his Tennis-RX opt-in and videos series, he’s obviously working on a paid membership or online coaching launch. You can’t afford to put out this kind of quality information for free.
Here’s what I like about FYB:
1. Know- They did a smart move. They found the social media outlet that works for them- YouTube. Seems that with golf and all the video, YouTube is also a great tool to get folks to know you. The drawback- time and money to create compelling, interesting valuable content in the form of videos and then giving them the right bump (without SHOUTING) so others discover them. With SEO of video in both YouTube and Google, and Video Syndication tools, such as Tube Mogul, yes, it is possible to scale the “Knowing” part without shouting. But, as Seth Godin points out, to get someone’s attention, somewhere along the line you must interrupt them. Seems that interrupting golfers “organically”, whether it’s SEO or social media is the least offensive.
2. Like- the style of the videos and blog is non-hype, low-key, yet friendly. Also, it’s filled with tons of free info, which builds…
3. Trust- These guys know what they’re talking about. They respond to post comments. They seem like real guys. They’re not grabbing for my wallet right outta the gate.
Seems like these guys are hitting your 5 social media hot points Scot— Sociable, Casual, Caring, Trustworthy, REAL
And here’s the thing… when I look at the Google Search volumes for keywords for golf lessons, instruction, tips etc. and compare it to those in tennis, golf is far larger.
So, where where the hell is the Dimpled White Balls site?
Walt,
As always, I can depend on you to provide additional reasoning to everything. Yes, there was a golf site..really an online golf community, in development that was the model for what is really the direction golf needs to go. However, like everything in the golf economy had to be pulled back and shelved until funding can be found for proper creation and launch. That site as you know and are aware was the Business Golf Country Club.
Scot, Couple other thoughts and questions…
This post is quite timely, because it raises quite a few of the questions I’ve been kicking around.
First, what exactly are “traditional internet marketing trends”? Am I correct in thinking you mean applying mass message/broadcast approaches using social media tools?
Second, with due respect, what Fuzzy Yellow Balls is doing and your approach with Business Golf Country Club, to me, do not appear to be the same models. To me, golf is one large mass market, with multiple sub-niches. The golfer who comes online purely to learn how to play better golf is different from the golfer who wants to play better golf AND raise his/her business game.
Here’s the thing: words carry perceptions. There is a difference on the path down Know, Like, and Trust between “Business Golf Country Club” vs. “Fuzzy Yellow Balls”, or “Dimpled White Balls” vs. “Business Tennis Racquet Club” right from the get-go.
To me, there are really two kinds of golfers:
1. The golfer who plays because he/she loves the game and loves the social connection with NO expectation of a business relationship. Business is not discussed- on or off the course. However, many times a business relationship develops naturally because of Know, Like, and Trust.
2. The golfer who plays, may very well enjoy the game, but always has an agenda to grease the social skids towards a business end-game. Know, Like, and Trust is forced at some point.
So, it’s not only online. It’s some what baked into the perception of golf.
And, when you label it “Business”, no matter how noble the intentions, will folks not think there is some agenda?
Hey, I have nothing against mixing business and golf.
All I’m saying is it’s a tougher hole to play online, even if you use a pure non-hyped, value-filled Fuzzy Yellow Ball approach.
Yet, here’s what bugs me about golf: When I go onto YouTube and try to find a golf site like Fuzzy Yellow Balls, it’s really not there.
Sure, I’ll find tons of freebie instructional videos at Golf Tips Magazine, Golf Digest, and others… But as you say here Scot, I always feel like first and fore most, the corporate/golf complex is trying to sell me something rather than really giving a damn if I’m having fun and improving as a golfer. It’s really the obvious unspoken secret about golf- the corporate brands really don’t care if we love playing golf or improve. They just want us to keep buying balls, clubs, gadgets, over-priced greens fees, over-inflated golf homes in resorts, etc.
But, I don’t feel it’s impossible, or that the golf economic climate needs to improve to give golfers a different option.
In fact, it may well be the perfect time to do it.
Finally, you’re right, it is simple. But like so many things in business, life, … and golf…, it sure ain’t easy.
“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.”
Yep, simple. But, how the hell do you scale that into profits? As Gary Vanyerchuk says, “Social media allows you to scale your caring.”
Getting your market to Know you is where you must look at the numbers. Google keyword search volumes, Facebook demographic numbers, YouTube views on keyword videos, etc. to make sure you’re even teeing it up on the right course.
After that, it’s using the right social media tools, and using these tools to really show you give a damn. Believe me, as a marketer, I’ve tested this. Yes, (as you know Scot) I’ve tested and junked auto-Tweets and Feeds, running ads vs. no ads on my blog. Short squeeze page vs. a reverse up-front value-added squeeze page to build my email list.
Yet, here’s the funny thing about social media… when you look at and beyond the numbers and work harder than anyone else in delivering value… when you care about the well-being of your fans instead of ringing the register or stuffing your Paypal account, you get people to actually, genuinely Like you.
You then build Trust when you deliver this caring consistently and thoughtfully.
Simple. Just as in golf, when you focus on the process, on answering that individual’s email question- not later but right now, actually responding to Facebook Wall posts or blog comments (as Scot is doing here)… good things happen.
When your focus is on what didn’t work in the past or how much money you’re gonna make in the very near future… when you’re thinking results…
Bogeys and worse creep into your marketing game.
Scot,
So is there a model, a site in golf using Social Media effectively, providing value-added “one-on-one” communication, building relationships… and… actually scaling it into profitable sales?
Here’s a site in from the world of tennis.
http://www.youtube.com/user/FYB2007
Fuzzy Yellow Balls- YouTube Channel- 738 FREE Instructional videos with 22 Million views!
But, even more impressive, is to follow the links and look at how FYB continues to add value on their blog, build relationships in the blog comments and on their Facebook Page (interesting his Twitter account is practically mute…)
Also, on their blog… no ads. Clean site. Great content. And evidence of relationship building.
And yes, with his Tennis-RX opt-in and videos series, he’s obviously working on a paid membership or online coaching launch. You can’t afford to put out this kind of quality information for free.
Here’s what I like about FYB:
1. Know- They did a smart move. They found the social media outlet that works for them- YouTube. Seems that with golf and all the video, YouTube is also a great tool to get folks to know you. The drawback- time and money to create compelling, interesting valuable content in the form of videos and then giving them the right bump (without SHOUTING) so others discover them. With SEO of video in both YouTube and Google, and Video Syndication tools, such as Tube Mogul, yes, it is possible to scale the “Knowing” part without shouting. But, as Seth Godin points out, to get someone’s attention, somewhere along the line you must interrupt them. Seems that interrupting golfers “organically”, whether it’s SEO or social media is the least offensive.
2. Like- the style of the videos and blog is non-hype, low-key, yet friendly. Also, it’s filled with tons of free info, which builds…
3. Trust- These guys know what they’re talking about. They respond to post comments. They seem like real guys. They’re not grabbing for my wallet right outta the gate.
Seems like these guys are hitting your 5 social media hot points Scot— Sociable, Casual, Caring, Trustworthy, REAL
And here’s the thing… when I look at the Google Search volumes for keywords for golf lessons, instruction, tips etc. and compare it to those in tennis, golf is far larger.
So, where where the hell is the Dimpled White Balls site?
Walt,
As always, I can depend on you to provide additional reasoning to everything. Yes, there was a golf site..really an online golf community, in development that was the model for what is really the direction golf needs to go. However, like everything in the golf economy had to be pulled back and shelved until funding can be found for proper creation and launch. That site as you know and are aware was the Business Golf Country Club.