Is your club seeking new members or gaining additional revenue from corporate or society days?
Not sure of the best way to entice new golfers in, or how to collect that all-important personal data? Then this short guide to Facebook Lead Adverts is for you.
Over the past few years one of the main things all ‘experts’ recommend is capturing then owning customer data, like email addresses and phone numbers, to grow your marketing database and to generate more revenue. And this is where Facebook Lead Averts help you do just this!
Because amongst other things, you can ask golfers for their information–like name, email address and phone number–and they can provide this without ever having to leave Facebook.
Lead Adverts are quick and simple for you to set up, easy to monitor and allow golfers an instant way to register their interest without having to be re-directed to a landing page and fill out all their details, again…
Here’s how lead ads work:
1) Create Your Offer
For best results, come up with an offer of value, something like a free pair of six-month memberships or an ultimate society day out. Remember, with all the spam mail floating around today, people’s contact details are sacred to them and you need to offer something of real value in order for them to give you their personal details in return. A free lesson or round of golf will work, but the proven industry formula is, the better value, the less you pay for your new lead.
2) Generate Your Form
After you have chosen your offer and selected a professional, eye-catching image, it is time to set up your form.
Facebook’s Lead Adverts create what they call an “Instant Form” which allows you to collect information from potential customers. And it isn’t limited to just names, addresses and numbers, you are also free to ask them questions. A few examples might be: Are you a member of another club? Are you new to the game? How many people play golf in your family?
Although this is not compulsory, it will give you the opportunity find out additional information that can be useful in both building a relationship with them and converting them. One word of caution with additional questions, no one wants to give their life story or type an essay, so if you are going to ask additional pertinent questions keep them brief.
3) Select Your Audience
Once you have decided upon your chosen offer(s) create a Facebook Lead Generation advert and target everyone within 20-25km of your club that likes golf related items. For example, famous golfers (Mike Weir, Rory Mcllroy, etc.), Callaway, Ping, TaylorMade Golf, and so forth.
4) Track Your Advert
Run your campaign for a month with spending around $10-15 per day, and track your adverts on a daily basis to make sure your cost per new lead is no higher than $2. If it is, look at retuning your advert: is the image eye-catching (and appropriate)? Is your audience target too broad? It might be that the offer is not of enough perceived value. If this is the case, you may want to take this one ‘on the chin’ and next time look at an offering of higher value. If you upgrade your offer halfway through, unless you upgrade the people that have already entered, you might find a few unhappy people on your doorstep!
5) Collect Your Leads
If your advert appeals, local golfers will click the sign-up button which brings up a form that is pre-filled with their personal information that they have shared with Facebook. Golfers can then review the information, edit as necessary, and click Submit.
And this is where another benefit of Facebook Lead Adverts comes in: you can download your leads directly from Facebook, or connect your leads to a CRM such as MailChimp or Salesforce.
It is worth noting that by connecting your CRM system, not only does it save you the job of downloading directly from Facebook, it can help you take real-time action on your new leads, including sending out automated emails inviting them to do xyz!
If you get Facebook Lead Averts right, you should be able to generate hundreds of new local golfers leads for your club.
Jenni Biggs is the co-founder of “CourseMate Golf Club” app. Along with her team, Jenni assists golf courses across Canada with communication and marketing programs to further engage their members and visitors alike. For more information please visit http://coursemateapp.co.uk/ or email her at admin@coursemateapp.co.uk for a FREE consultation.
