I don't want to scare you, but social media is here and it's not
going away soon. In other words it's not a fad like the pet rock, or
knickers!
Actually this is all good news. One because we can communicate, for the first time for almost free, and then communicate specifically to a targeted market. So instead of putting an ad in a newspaper, knowing maybe only 2-3% of the audience cares about your product, you can now communicate with people who have like interests and are interested in your business/product.
Rule # 1 about social media
We can afford to give something away, something of value to our recipients.
When you're just starting out, this may be as simple as adding them to the monthly newsletter. This one act allows you the opportunity to begin creating a bond and relationship with your past guests. I would highly recommend creating and sending it in the spirit of giving, versus one that expects immediate results.
If you expect to send one newsletter and immediately get a response that creates new revenue, you may be sadly disappointed. The goal of using this media to communicate is to create a relationship. In fact let's call it relationship marketing instead of social media, just to help us remember, we're making new friends and how we build this relationship with in the future determine the trust and support they really have for us. So move slowly, and don't be afraid to give something away.
Rule #2
We can speak to them more often via electronic media
We can do this because to create content, and hit the send button is basically free. Also stats show that we can communicate more frequently without being a pain in the neck, as long as we deliver relevant content! Now that being said. Think about what content would be relevant to your particular guests or Members? Golf tips, how to choose the right equipment, how to save on golf while traveling....you get the idea. Write from their perspective, not yours.
Rule #3
Variety = Higher rate of readers
I would suggest, if you have other department heads, you have them write 100-150 words a month about a topic that they feel would be interesting.
You as the leader should now and then also send information about the condition of the club. Some ideas:
PACE of Play - everyone would love to come back if your course averaged 3:45 versus the course down the street at 4:15. Let them know this. Course Conditions. Do you have some projects going on that will positively enhance their round....share good stories. Maybe you're instituting a new training program for your staff that will deliver better experiences. GPS System- maybe you just installed the latest and greatest. Tell em about it!
Rule #4
Encourage them to invite people to also receive your e-newsletter (or whatever you choose to call it). Make a contest, and award a prize. Would you be willing to give 1 foursome away per month to the one who refers the most friends? Pretty cheap way to build a database!
Rule #5
Be consistent. If you decide, and I highly recommend you do, to begin a monthly or weekly communication piece, then do it like clockwork. Set aside time each week and take 10 minutes, write or collect and enter the new content. To help, simply create a distribution list, add all your contacts into this list, and then add them all to the BCC (this helps secure the privacy of each name on the list) and attach your new communication and hit send.
The rewards will be amazing. As you begin to do this, people will begin to talk to others and a buzz will build, it will be about you and your club! 3rd party endorsement is, as they say "priceless." Good luck, and embrace the new social, I mean relationship marketing ideas!
Actually this is all good news. One because we can communicate, for the first time for almost free, and then communicate specifically to a targeted market. So instead of putting an ad in a newspaper, knowing maybe only 2-3% of the audience cares about your product, you can now communicate with people who have like interests and are interested in your business/product.
Rule # 1 about social media
We can afford to give something away, something of value to our recipients.
When you're just starting out, this may be as simple as adding them to the monthly newsletter. This one act allows you the opportunity to begin creating a bond and relationship with your past guests. I would highly recommend creating and sending it in the spirit of giving, versus one that expects immediate results.
If you expect to send one newsletter and immediately get a response that creates new revenue, you may be sadly disappointed. The goal of using this media to communicate is to create a relationship. In fact let's call it relationship marketing instead of social media, just to help us remember, we're making new friends and how we build this relationship with in the future determine the trust and support they really have for us. So move slowly, and don't be afraid to give something away.
Rule #2
We can speak to them more often via electronic media
We can do this because to create content, and hit the send button is basically free. Also stats show that we can communicate more frequently without being a pain in the neck, as long as we deliver relevant content! Now that being said. Think about what content would be relevant to your particular guests or Members? Golf tips, how to choose the right equipment, how to save on golf while traveling....you get the idea. Write from their perspective, not yours.
Rule #3
Variety = Higher rate of readers
I would suggest, if you have other department heads, you have them write 100-150 words a month about a topic that they feel would be interesting.
You as the leader should now and then also send information about the condition of the club. Some ideas:
PACE of Play - everyone would love to come back if your course averaged 3:45 versus the course down the street at 4:15. Let them know this. Course Conditions. Do you have some projects going on that will positively enhance their round....share good stories. Maybe you're instituting a new training program for your staff that will deliver better experiences. GPS System- maybe you just installed the latest and greatest. Tell em about it!
Rule #4
Encourage them to invite people to also receive your e-newsletter (or whatever you choose to call it). Make a contest, and award a prize. Would you be willing to give 1 foursome away per month to the one who refers the most friends? Pretty cheap way to build a database!
Rule #5
Be consistent. If you decide, and I highly recommend you do, to begin a monthly or weekly communication piece, then do it like clockwork. Set aside time each week and take 10 minutes, write or collect and enter the new content. To help, simply create a distribution list, add all your contacts into this list, and then add them all to the BCC (this helps secure the privacy of each name on the list) and attach your new communication and hit send.
The rewards will be amazing. As you begin to do this, people will begin to talk to others and a buzz will build, it will be about you and your club! 3rd party endorsement is, as they say "priceless." Good luck, and embrace the new social, I mean relationship marketing ideas!
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