With Golf Courses in Texas Opening on Friday, Golf Marketing is More Important Than Ever
The lessening of coronavirus restrictions on social distancing and stay at home orders are going to allow Texas residents a little much needed recreation. With a dynamite marketing strategy, golf course owners and the golf industry as a whole can still make par this season.
Texas Governor Greg Abbott made national headlines Monday by announcing that the statewide coronavirus restrictions would expire at the end of April. That means that Friday, May 1 2020 will be the first day in several weeks that many businesses will be legally allowed to open. There will also be lowered restrictions on group sports meaning that golf courses will officially be allowed to open throughout the state of Texas on Friday!
That is not to say that there will be business as usual, but golf courses in Texas are probably breathing a collective sigh of relief. Due to the limited social nature of the sport itself, many golfers questioned the necessity of the coronavirus restrictions in the first place. The state had limited gatherings to ten or less, which is never an issue unless there are events or tournaments happening.
But whether you agreed with the restrictions or not, the first day of May is going to see the courses opening up again throughout our great state. Even though it’s at a slightly limited capacity (groups of no more than four people), owners, employees, and golfers are all thrilled to be able to get back to the links.
Late Start Makes Golf Marketing Even More Crucial
Anyone who’s lived in the state of Texas for more than a couple of years knows that spring and fall are the most wonderful times to spend outdoors. Golfers especially have been gazing longingly out windows like children in a classroom waiting for the school bell to ring. Every perfectly mild spring day that passes under coronavirus restrictions is another day of golfing that will never be recovered.
For golf course owners and managers, right now is the most important time to invest in professional golf marketing. Sure, the die-hard golfers will be waiting at the gate on Friday, clubs in hand. But now is a better time than ever to reach out and find the next generation of lovers of the sport.
This is the perfect time to expand your golf brand with a professionally managed online marketing campaign by Border West. Our experience in the industry, our dedication to success, and the surgical precision of our Google Ads make us the perfect golf partner.
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Strategy That Attracts a New Generation of Golfers
The COVID-19 pandemic has changed just about every aspect of our daily lives. And, sadly, it doesn’t appear that it will go back to normal anytime soon. Texans aren’t accustomed to social distancing and stay at home orders. Matter of fact, we’re not real big on the government telling us what to do at all.
But as a matter of safety and concern for those most susceptible to the coronavirus, we’ve all had to make serious sacrifices. Most of those sacrifices involve us not doing pretty much all of the fun things that we normally enjoy.
But with Texas allowing golf courses to open again, there is a glimmer of recreational hope. And while nearly every other sport is restricted, golf is going to be back in full swing. This is the absolute best opportunity that course owners, equipment manufacturers, and just about anyone else involved in the golf industry is ever going to get to attract a new crowd. Normally this time of year is filled with kids sports, group activities, and planning for summer vacations. Without any of that stuff happening, golf marketing campaigns aimed at exposing new people to the game could have an effect that will last generations.
Why You Need Professional Google Golf Ads
When you search for something on Google, you’re given several different types of search results. Some are related to Maps, others are sometimes shopping ads with product images and prices. There are organic results that show website or business names with a brief description. Then there are Google Ads.
Google Ads, or AdWords as they were formally known, look somewhat similar to the regular organic results. The major difference is that organic results have to be related to the the keywords in the search that brought them up. Google Ads can say whatever we want with those very same keywords. They can also provide a lot more information and look a lot flashier than a boring organic listing.
Let’s look at an example below:
Both results were on the first page of Google for the search best golf clubs. Dick’s Sporting Goods is a huge, worldwide corporation with a wide reaching internet presence. They’ve spent hundreds of thousands of dollars during their company’s lifetime on web design, SEO, and online marketing to get to be at the top results for searches like this. Even so, their front page result is very basic and offers only general information.
Now, the second result is from Callaway Preowned, a website owned by Callaway that sells used equipment. While the result may look similar, the wording in it is designed to make someone want to purchase. It is assertively offering products most likely different from what the original searcher had in mind. The ad is also highlighting all the features and benefits that would never be shown on an organic result. The point is, it’s a powerful message that heavily encourages someone to buy a used Calloway club, instead of just blandly offering a selection of equipment.
The way I always try to explain Google Ads versus Google organic search results is with restaurants. Imagine you’re looking for something to eat. You turn down a road with several dining options. There are signs by the road for Denny’s, Applebees, and several other chain restaurants that would be places you could dine..
These are the organic search results; just basic information that generally fits what you’re looking for.
As you’re driving further down the street, you see a sign for a BBQ place you’ve never heard of. Below it is a marquee that’s all lit up and bright. That marquee is advertising a nightly special with two juicy slabs of baby-back ribs with homemade mashed potatoes, buttery corn on the cob, and pecan pie for $19.99. You were hungry, but you weren’t necessarily thinking about BBQ. Still, those ribs do sound tasty and you can’t beat that deal.
That’s what professionally managed Google Ads for your golf course can do. Let Border West make you stand out like those ribs!
Tailoring Your Message to Attract New Golfers
The beauty of online advertising is being able to reach potential customers that didn’t even know you existed. By broadening your reach with pay per click ads, you can add entirely new demographics.
Golf marketing has the unique ability to greatly expand it’s reach right now. And it’s very unlikely that a situation like this will ever happen the same way again.
With Google Ads for golf, you can potentially target customers simply looking for some way to entertain themselves during the coronavirus restrictions. Border West can set up online advertising campaigns quickly that target keywords that normally wouldn’t exist. And we can spread your message to an audience that would normally be busy doing a million other things right now.
That’s the beauty of digital marketing for golf. Call the marketing experts for more details.
