Golf
Course Marketing & SEO
These weaknesses
in golf course marketing
are an opportunity for your club to gain access to a growing and
affluent customer base. Golfers are very mobile today and willing
to travel for a good game. Sometimes it's just the excuse they need
to make a relaxing weekend of it. Your Web site can generate new
golfers from a much wider geographic and service offering scope
than your current print marketing campaigns. Golfers can be generated
from far and wide.
Golf publications
such as Golf Annual™ or Tee Off™ also generate visits
as does membership in organizations such as Clublink™. They
typically offer golf package deals and other good incentives for
play such as frequent player programs using 2 for 1 green fees,
50% off on multiple games and other special offers. It's a good
use of co-marketing or partnership
marketing.
Strangely,
these value offers are usually absent from golf club Web sites.
Search
engine optimization usually involves generating good Web site content
that customers and prospects want to see. It is very customer oriented.
The content is required since it is usually descriptive text. The
content then stimulates the need for appropriate and attractive
graphics. The end result is good Web site content including copywriting
that informs, stimulates action and leads to high rankings in search
engine results pages.
Word
of Mouth Marketing
Golfers
who are online usually have sufficient disposable income to try
a new course or to join your club. People planning a wedding, party
or business luncheon will go online too. These are highly qualified
prospects for your business and they are often opinion leaders who
actively shape the values and attention of other people.
Since golfers
are often married, the spouse's views and needs are a factor in
whether they spend a vacation at or near your golf club. Your connection
to local businesses and attractions will play a role in their choice.
Search
engine optimization usually involves linking to and from other
local businesses Web sites. This generates further traffic to your
site and raises your rankings and generally visibility on the Web.
The weaknesses
of how golf clubs are currently using online golf marketing is an
opportunity for your club to generate new business and even new
investment should you be looking for investors.
One local
Ontario golf course
is the Orr Lake Golf Club located in Ontario, Canada about 90 miles
north of Toronto. The course has a picturesque location next to
a small lake, but it is still off the beaten track. The major highway
passes about 10 miles east of the course. Many golfers need a reason
to travel that far. We positioned this small Web
site well and 2003 was and outstanding year for them, even though
their major competitor had major renovations and a new building.
Tourism in the area was down signficantly because of SARS and other
bad publicity for Ontario tourism. Despite these problems, the Web
site generated some good business. The site has numerous high
rankings. A small investment and a minimal sized Web site worked
wonders for them.
Golf
Web site marketing using search engine optimization is a smart
and cost effective means to build demand for your club's services.
Prepare for the 2004 season right now by getting Bay Street SEO
to develop your site.
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