“Twitter could increase golf business by 40%”

Alistair Dunsmuir
By Alistair Dunsmuir November 15, 2011 12:48

“Twitter could increase golf business by 40%”

Andy Poulton, from Wilts Web Design, explained to GCMA members that they should ignore social media at their peril.

In three one-hour sessions on the internet, Mr Poulton detailed companies he knows that measure their online marketing campaigns, and concluded that Twitter can be of particular benefit.

“I know some small companies that are attributing 40 per cent of new business to Twitter,” he said. “Anthony Lloyd, from Fallowfields Hotel and Restaurant, spends an hour a day, every day, throughout the day, on the site, uploading pictures of chefs, food and so on, plus other updates, and he believes he is generating over £100,000 per year as a result of his Twitter work. He’s employed four new people due to it.”

In a show of hands with GCMA members, about 15 to 20 per cent of those in attendance disclosed that they have a Twitter account, which is in keeping with the ‘Twitter list’ of nearly 400 British golf clubs that are on the microblogging site, which can be accessed here: http://twitter.com/#!/AlDunsmuir/british-golf-clubs

Twitter is short, sharp and simple, and it’s phone-friendly,” said Poulton. “Many small businesses invest their time on there.”

Mr Poulton also detailed the various other social media sites and how each one can benefit a golf club.

“Facebook now has 800 million users and about half of the UK population is on it,” he said. “And in the last few months companies that use it have been able to brand their pages so they can look like their own website.

Linkedin is Facebook for professionals and gains a million new members every 12 days. About 50 per cent of golf club managers are on it and it has groups that you can use to promote your brand. But it is not a numbers game – only link with people you know and make sure your profile is 100 per cent complete for it to perform better in search results.

YouTube is the second most searched site on the internet. It is now business-friendly, search results appear in Google pages and three billion videos are watched every day. Best of all, it is cheap and easy to make a video these days with cameras and phones, there are free video editing tools on PCs and Macs and you can embed a YouTube video onto your website. However, to promote the course or to use a marketing opportunity, you should use a tripod and a good camera.”

Mr Poulton also warned managers not to fall into the trap that social media is just for children. “The biggest demographic of users are people in their 30s. More people are using it – it’s now the number one online activity – and, as it is now so easy to connect to the internet, more people are spending more time on it,” he said.

Poulton, who also analysed blogging, email marketing, mobile phone apps and location marketing, made another warning that could hurt a marketing campaign: “Nothing turns users off more than persistent and pervasive advertising,” he said. “Engage in conversations and infrequently talk about your brand, but when you do, link to your website – Google will reward you for doing this with better search optimisation results.”

Alistair Dunsmuir
By Alistair Dunsmuir November 15, 2011 12:48
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1 Comment

  1. Andrew Mackintosh January 27, 23:33

    I agree. Twitter could really benefit loads of clubs out there and it needs to be used much more. What’s still surprising is that so many clubs are not calling on the benefts of social media including Facebook. Bookitee http://www.bookitee.com have created a simple 10 step guide to Facebook for golf clubs. Sign up for your free guide on our website!

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