When it comes to marketing online do you know what you are doing?
For most golf businesses that is a tough question to say ‘Yes’. Especially, those who are using non-golf based marketing groups to do their own Social Media.
Are golf businesses using social media effectively? Unfortunately most are not.
On the most part many of the golf businesses on the internet promoting their wears are done by an individual who are following non-golf methods of marketing. OH, yes, there are the golf sites that have a group of individuals who furnish content but they are still individuals working for a business that use marketing strategies that turn golfers off instead of on to looking at their product or services. when an individual or group of individuals attempts to appear as the business or company it comes across to the golf market, or consumer as being impersonal. Seeing only the Company Name, Logo or Icon leaves golfers with a feeling of uncertainty, untrustworthiness.
Even the major traditional brands who carry a lot of weight offline in the mainstream markets are looked at by the weary golfers online with question…Who is doing this promoting? When Golfers come online it is all about WHO is doing something, not What.
Online golf marketing has to take on a more offline approach. When a golfer walks into a offline golf shop there is a real live person..not a logo. Yes, that person may not know what they are talking about, but at least it is a person to deal with and not a picture of a check mark on steroids or a word written in fancy scrip that translates to ‘Water Ball’.
Background on the Trust Factor
Why are these businesses’ social media efforts being questioned in the Golf market? The answer has to do with Trust.
Since the craze of Facebook and the Twitter frenzy began a few years ago the only people who understood how to market online were the Techies. Naturally the Tech Marketers had a head start in developing effective marketing strategizes since tech gadgets, software and applications were, and still are, the mainstream of interest for nearly 90% of the people who come online.
When the hype of social media hit the mainstream offline marketing firms who handled the golf market accounts the ol “Bandwagan” effect took place. Still the only proven plan of marketing was based around the methods the techs used to market tech things online. So the mainstream ad and marketing firms started hiring up the multitudes of individuals out marketing on the internet.
The expertise in the marketing of items online by these tech marketing firms did not jell well when golf marketing firms came knocking on their doors to ask about promoting golf online. Naturally, these non-tech marketing groups are not going to turn down trillion dollar marketing campaigns by saying..
AAAH, Golf,..not sure that is going to work out here.
So, these tech orientated marketing firms ran with marketing Golf like it was an iPhone…FAIL. Some still are and what is taking place in the golf market is a huge mistrust that what is being promoted is just hype.
Social Media for Golf
The core of Social Media relates to the first word..Social. The entire definition of social relates to a human emotion. So, Social Media deals with connecting to the consumer personally. Socializing in the tech world is based online where uncertainty is the norm. Socializing in Golf arena is based offline where trustworthiness is the norm. In Golf it is impossible to socialize with an Icon or Logo where in Tech they are embraced as part of a warped certainty.
What is taking place is Golf is being marketed online by businesses who use tech based marketing strategies. They tend to be very impersonable. They are produced by faceless individuals by companies who feel only the logo or the Icon is what should be branded, not the person or person’s who stand behind the quality of the brand.
These non-golf methods of marketing golf online are going over like a Bernie Madoff ponzi plan. The Social Media strategies that are working are the ones done by the Golfers who came online a few years ago, me included, who understand clearly how golfers see online marketing campaigns. It makes sense..have a golfer market a golfer..why isn’t that being done?
There are still many questions about marketing online. The old “Hey, Check This Out..” campaigns are not even looked at anymore unless it is someone telling someone else they know well to check something out..then it is usually done. When that happens it is only as a result of a successful Social Media program.
If you have a golf business and you need to get your message out to golfers..find out how to use Social Media or have some of the Golf Social Media Services help you get started…if not do it for you. The track record shows..only a golfer can sell a golfer.
Let me know how I can help.