2 minute read

Most golf clubs by now, including yours I'm sure, have at least dabbled in social media advertising.

Many feel it didn't work.

9 times out of 10, it could have.

If it didn't, it's almost always because those running it have underestimated the processes required to effectively manage an ad campaign from start to finish.

Or, they've just run a solitary ad for a few weeks and called it a day after lacklustre results.

Or both.

Here's an insight into conversion rates and what it takes:

Our sales team see an average conversion rate of around 10 from golf membership enquiries generated through social media advertising across a 12 month period.

We recently identified an average cost per enquiry from the best performing ad style of £2.38.

So, for the sake of keeping the maths simple in this example, let's say you have 1 membership category costing £1,000 per year.

For every 100 enquires you generate you'll see £10,000 in new membership subs.

Ten thousand pounds. From a £238 investment.

And that's just the year 1 value.

For every year each member renews you can add another £1,000+ per member. And don't forget the value of secondary sales from these members – food, drink, accessories, guest fees…

In a few short years it's £30,000+ in the till. All from £238.

But, it's not as simple as throwing some money at a Facebook ad and all your problems are solved. The right processes need to be in place.

To get the highest possible conversion rate you'll need:

• to ensure your ad creative is appealing to your target market, and that your ad is being shown to your target market.
• to have a strategy for your process of taking an enquiry through to a completed sale.
• regular follow ups by both phone and email, as people aren't always ready to buy
• someone responsible for making sure no enquiry gets forgotten, and every one gets the attention required to convert it.

Make someone accountable, or get outside support, and this sort of advertising can be extremely valuable for your club.

Don't forget the numbers we talk about here don't include new members that come from other avenues, like word of mouth and any other outreach work you're doing.

Social media advertising is one string to your golf club marketing bow. And, when done right, the numbers speak for themselves.

Takeaway: Make sure you have the right golf club marketing processes in place to get the best return from your social media advertising