Social media is such an important tool to target your market as pretty much the whole world and his wife is online in some capacity via Social media. You simply create your profile and off you go trying to gather ‘likes’, ‘comments’, ‘retweets’ and ‘shares’ (amongst others).

But there is more to it than just winging it and casually creating a post every now again. By using this method you are not going to get the results you desire and your rivals who go in with a plan will always come out on top in the long run, even if you do land the odd lucky break.

The biggest mistake made in social media marketing is not having a plan. This has never been as important as it is now in the golf market as the next generation (and this) are on social media right now, waiting to see your club.

Working out whether you are successful or not

The amount of likes and shares you get is great, but it is cash which pays the bills. You need to collect more data than just the amount of sales your club has generated. You need to know where the traffic is coming from, what areas of social media are generating you the most leads and what content is working to engage your market to you.

Work out what you want to achieve.

Are you looking for people to subscribe to a newsletter to then sell through that avenue and gather email addresses or are you wanting to direct traffic straight to a landing page to attempt to convert direct sales to your club?

Ensuring you know what you are trying to achieve will be the biggest indicator as to whether you are succeeding or failing in your social media and whether to keep going or try a different approach.

Following Trends is Key

The world is a fast pace environment and breaking news is old news within an hour or so these days. Companies are ready to go as soon as piece of news breaks and are reporting it within it a matter of minutes and have the ability to relate it back to their business.

In the golf world this can be achieved relatively easily mainly because breaking news tends to happen during a scheduled event. Fortunately we know when these tournaments are played and jumping on this trend can create engaging content.

This is where having a plan becomes key. If you know when news is likely to be hottest you can ensure you will always be ready to take advantage.

Find a Tactic that works for you

Now we know we need to track results over a certain period, however, this is only the beginning. You need someone who knows what they are doing, someone who knows about social media and can help work out which tactic will suit your needs by testing out different strategies.

Just copying someone else will not necessary gain you the same results especially as your club is unique to you and has its own set of USP’s, so trial and error will play a part of ensuring you get your social media organised for the long term benefit.

Paid Social Media

This is something entirely different you have to take into account. If you don’t have a plan you can lose a lot of money with very little return.

Here you will test out different images, copy and audiences to find out which will offer you the best return on your targeted achievement.

Just ‘winging’ it here could be a disastrous error and really the point where you need help to engage in the right market with the right budget with the right content.

It is all about tracking back and analysing the results from previous ads and then working out what changes you are going to implement going forward.

Just remember paid social media campaigns cannot happen unless you have a proper plan in place.

We have all heard stories of people who have had success by ‘winging’ it but do you really want to run your business based on luck and per chance?

Think long term and you will be able to use social media successfully to market and gain new members to your club.