B
rand development is a strategic process focused on creating and differentiating a company’s image, products and services, aligning the brand with business objectives and updating it as needed.
I watch my son take on adventures in life, I find myself telling him “Sometimes you win and sometimes you learn.” Learn how to find his own golf game without me teaching it to him at a young age. Learn to advocate for himself, to stand up for himself, and to make his own decisions. Learn to believe at a young age that you can do anything or be anything starts the foundation for self-advocacy. Self-advocacy means to stand up for your future successes, and it is necessary in life and in the workplace.
In today’s digital age, a strong online presence is crucial for business success, including golf facilities. Social media is key — 76 percent of local businesses and 71 percent of small to mid-sized businesses use it for marketing, with 41 percent relying on it for revenue and 52 percent posting daily. Facebook engagement with brands is over 10 times higher than on other platforms, and 200 million users visit at least one business profile daily.
The role of a Digital Media Director is increasingly vital for the growth and sustainability of golf clubs, courses and facilities. While not all facilities may have the luxury of hiring a dedicated Digital Media Director, leveraging social media to amplify your brand is indispensable.
Engaging with the Community
Social media can also play a vital role in engaging with the community. By creating and sharing content that resonates with both current and prospective members, facilities can foster deeper connections. Whether showcasing picturesque moments on the course or highlighting special events and promotions, engaging content helps build a loyal community around the golf facility.
Driving Membership Growth
A well-executed digital marketing strategy can significantly drive membership growth. Utilizing targeted advertising, email marketing campaigns, and search engine optimization can attract new members. By analyzing data and trends, you can continuously refine marketing strategies and ensure your facility reaches the right audience effectively.
Promoting Events and Activities
Golf facilities often host a variety of events, tournaments and social activities. Social media is a fast and easy way to promote these events through various online channels, ensuring maximum participation. Sharing highlights from these events further reinforces the facility’s reputation as a vibrant and active community hub.
Lizzy Sosa, Digital Media Director at Nebraska’s Field Club of Omaha, states, “At Field Club, we see social media as our digital megaphone, amplifying our brand and promoting all the fantastic things happening here!”
Whether it’s showcasing member tournaments or the golf course on X (formerly known as Twitter), sharing behind-the-scenes glimpses of events on Instagram or using Facebook for the latest club news and updates, Sosa uses every platform to its fullest potential.
“By leveraging these different social media platforms, we build a strong, recognizable brand identity,” she adds. “Each post, story and reel allows us to engage with our community, share our values and celebrate our members’ achievements.
“Through the strategic use of hashtags, visually appealing content and interactive posts, we reach a wider audience and attract new members who resonate with our club. Social media helps us create an ongoing narrative that connects with both current and potential members, reinforcing the idea that Field Club is the ultimate ‘home away from home.’
“Social media isn’t just a tool for us; it’s a powerful way to enhance our brand development and bring the Field Club experience to life online!”
Building Brand Loyalty
Finally, consistent and creative digital media efforts help build brand loyalty. By sharing the unique stories, traditions and values of the golf facility, social media can foster a sense of belonging and pride among members and staff. This emotional connection can lead to lifelong memberships and positive word-of-mouth referrals.
Using social media to build your brand at your golf facility is not just beneficial, but essential in today’s digital landscape. Brett Renner, Digital Media Director of the Nebraska PGA Section, says, “Whether your Section or facility is promoting a program, an upcoming tournament or a story about a PGA of America Professional, it has never been easier to tell stories digitally with the rise of social media.
“At the Nebraska PGA, we’ve used social media and digital storytelling to drive participation numbers, fundraising, and to ultimately tell the great stories of our PGA of America Professionals and the positive impact they’re having on lives across the Section.”
Investing in social media to amplify your brand is an investment in the future success and sustainability of your golf facility.
Kevin Drew, PGA, is a PGA Career Consultant serving the Iowa and Nebraska PGA Sections. He can be reached at (402) 670-2973 or kdrew@pgahq.com.