Facebook for Florida Golf Courses & Golf Pros: How to Capture, Engage and Retain New Clients, Customers & Golfers!
FACEBOOK ADVERTISING: WHAT DOES THAT REALLY MEAN FOR FLORIDA GOLF COURSES AND GOLF PROS?
Have you heard the term "mobile marketing"? Have you ever, or even considered, published a Facebook Ad, Sponsored Post or a Boosted Post? Have you ever felt as though nobody can explain mobile marketing or Facebook Ads to the extent that it makes sense to you? FACEBOOK ADVERTISING IS MOBILE MARKETING! The fact is that the golf industry is by virtue of what it is, one of the most well positioned industry to utilize mobile marketing. Mobile marketing, or Facebook advertising as we stated above, is defined as the ability to publish advertisements and media to consumers mobile devices (and all devices for that matter) as a function of where, how and what consumers are doing on those devices. Just by the very nature of a mobile device's most prominent feature (geo-location), a whole new world of opportunity to reach customers based up on their mobile behavior. Mobile devices combined with the Facebook App, allows businesses to reach hundreds of millions of people and to publish advertisements to those people based upon very detailed mobile behavior, including but not limited to;- If a Consumer "Likes" Golf
- Whether a Consumer Golf Frequently in Your Area
- Whether a Consumer is in Your Area
- The Spending Habits of the Consumer (i.e. Eating, Drinking on the Course)
- The Overall "Consumer Profile"
- INCREDIBLE Opportunity to Reach Travelers, Business Travelers & Tourists
OFTEN OVERLOOKED FACEBOOK MOBILE AUDIENCE TARGETING STRATEGY
Do you believe in working smarter, not harder? At 3V, we live and die by finding ways to work more efficiently. Surprisingly, among the many businesses we work with that have a stake in golfers, travelers and tourists, none of them previously employed one simple strategy that is extremely effective and simple. Obviously there is more to a producing an effective and sustainable mobile marketing campaign however this one little adjustment will turn an advertisement from a complete bust into a robust and profitable advertising investment! Please look carefully at the picture below. Then I ask two questions; Question #1) Does the picture look familiar? If you answered YES, congratulations that means you are familiar with the audience building tools in Facebook. If that picture does not look familiar, let me just say that the picture represents the most powerful consumer and demographical tools ever, the Facebook Audience Building tools! Question #2) Do you understand what this picture represents? The picture represents a highly targeted set of people that we advertise to for a local restaurant in Sarasota, FL. Specfically, an audience of married people with children, travelling as a family within a 10 mile radius of Sarasota. The advertisement that is published promotes a family meal offer and plays on the family friendly atmosphere of the restaurant.
WHO CAN UTILIZE THE FACEBOOK FOR GOLF INDUSTRY? GOLF COURSES AND GOLF PROS!
Given the example above, please note that this is only one of many strategies that can be utilized. Facebook allows consumer targeting to get very granular. As an example, if you are a golf course with a restaurant or country club attached then we can additional layers of targeting and target consumer who frequently eat at golf courses or country clubs (now are you starting to understand why Facebook gives the option to check-in at a location and publish what you are doing, what you are eating and how you are feeling? - Pretty ingenious on their part). We have strategies for all types of activities in the golf industy including but not limited to;- Golf Promotions (i.e. Round of Golf + Cart for Special Price)
- Dinner
- Cocktails and Drinks
- Pro Shop
- Lessons
- Live Video or Webinar Instruction
FACEBOOK LIVE + FACEBOOK ADS = WINNING STRATEGY
Facebook Live is the latest and greatest in the long line of fantastic Facebook features! Having been released in 2016 (February for iPhone and April for Android), Facebook is pushing live video hard in users newsfeeds. In May 2016, Facebook started to allow Facebook Live videos to be published as advertisements. Once a Facebook Live video is complete, the video is then uploaded automatically as a permanent video asset which you can re-use and repurpose. One way to re-use the video is with Facebook Ads. This capability opens up HUGE opportunities for businesses, some of these opportunities are;- Large Cost Savings on Video Advertising
- Reach More People in Real Time
- Engage with People in Real Time With Your Facebook Live Video
- Reach More People After Live Video is Complete with Paid Ads
- Storytelling and Brandbuilding
- Offers & Promotions
- Publish Many Ads, or Few Ads, You are in Complete Control!
Example Facebook Live Videos for Golf Courses and Golf Professionals
HOW CAN 3V HELP YOUR GOLF COURSES AND GOLF PROFESSIONALS DOMINATE FACEBOOK ADS?
We offer many services to help you get started, everything from Free Resources, articles, DIY How To's, Webinars, Workshops, Training and will do the work for you. If you are already an intermediate-to-advanced user of the Facebook Ad platform, we have weekly webinars in which we share knowledge and can help you learn new tools, tips and techniques. If you are a beginner and would like to learn more, we offer not only webinar training but in-person and onsite consultation as well as our offering to manage your Facebook ads for you. 3V is open, honest and transparent within the social media marketing world, our training and consultation services are second to none and our media and ad management services are cost effective and provide a great return on your advertising investments. Our main office is in metro Detroit however we have a satellite office in Sarasota and travel on business 3-4 months per year in Sarasota and the Suncoast of Florida.HOW TO GET STARTED?
Getting started is easy! Select one of the options below, register for an upcoming webinar OR contact us directly. Our webinars are a great way to meet our team, learn valuable Facebook ad strategies and have personal interaction with our social media practice director, Michael Lucy.3V FACEBOOK LIVE VIDEO SERVICES
Facebook for Golf Courses & Pros FAQ's
1HOW MUCH DO FACEBOOK ADS COST?
There is no real simple answer to this however we can summarize it by stating that Facebook Ads can be as little as $5 per day or tens of thousands per month, it depends on the goals and objectives. There are many different types of ads, each ad type has a different cost structure. The most common ad types are "Click to Website", "Offer" and "Lead Generation". Each of these average typically between $0.30 and $1.00 per click.
2WHAT KIND OF CONVERSION RATES DO FACEBOOK ADS HAVE?
The better the ad, the more targeted the audience, and the more value of your offer then the better the conversion rate. High performing, high quality targeted ads will typically convert 10-20% of people that click. Obviously some ads will be lower and some will be higher.
3WHAT KINDS OF ADS DO YOU RECOMMEND?
The ad itself depends on what you are offering but the golf industry is at a huge advantage because you are already dealing with a captive audience that is focused on specific behaviors (i.e. where to golf). Our recommendation is a "Click to Website" ad to a page that is consistent with the offer in the ad. Example; If you are offering a round of golf with cart and meal, then have a webpage that describes the details of the deal. Make sure the webpage has a phone number (click to call button on mobile) and a contact form so you can capture the consumers request and interest.
4DO I NEED TO CHANGE MY AUDIENCE?
Using this strategy there is no need to update the audience because Facebook will track and update the audience based upon where the consumer is. When a traveler or tourist enters your service area, they will automatically be in your audience and when they leave the area they are no longer part of your audience. Remember, marketing and advertising is all about finding what works and what does not work and certainly you may need to make some adjustments to find the sweetspot but once you find it you will love the results.
5HOW MANY CAMPAIGNS SHOULD I RUN?
We recommend starting with one campaign, perfecting the campaign and then scaling by adding other campaigns. Example, you may start with travelers with an interest in and subsequently find additional features of your customers (i.e. business travelers, people that "Like" and purchase Titleist products, etc.)
6THIS IS GREAT FOR TOURISTS BUT HOW ABOUT ADS FOR PEOPLE THAT LIVE NEARBY?
Absolutely you should have ads for locals but we recommend that ads for locals be separate. The context of the ad (headline, offer, media and call-to-action) is usually significantly different. Much of the time, the goals for capturing and acquiring tourists and locals are different. Example, typically the goal for locals is to capture a long term relationship (make them a regular) while for tourists you may have only one opportunity for one-time business.
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