How to Connect Your Club's Stories to Your Prospects' Motivations
As a marketer, data is an essential component for shaping your marketing strategies. The more you can understand the motivations of your target...
Let’s agree on a few things as it relates to the way we connect as people. We have become a very impatient society -- And when we are making any kind of substantial buying decision, we like to call the shots.
Specifically, we as buyers want to access information that helps us answer questions and relate to shared experiences, (which is why reviews and testimonials are so helpful), and we want all of this information on our terms.
As it relates to your prospects, when they're online, they're trying to get their questions answered about your club! Questions like “justifying the cost of a private membership” or “busting the myths of a private membership”. And your website and content need to be able to facilitate the sales process even when you are not there.
Studies consistently show, with the influx of technology and access to information, your prospects are doing research before they are ready to connect with you or come in for a tour. In fact, more than 70% of the time, they are “just looking”.
“Prospective golf members rank their important factors to the decision process that focus on socializing, fun, spirit, etc.”
Unfortunately, private club website visitors often come up empty-handed. While the beautiful imagery of manicured fairways surrounded by majestic woods can be breathtaking and photographs of the newly remodeled clubhouse are impressive, studies show when it comes to understanding the motivations of your buyers, private clubs are missing the mark.
According to the most recent Golf Life Navigator research, “Consumer Buying Trends Report” the leading motivations for joining a private club are not things like the financial investment in quality of the club. Rather, what's topping the motivational charts are “Social Interaction” and “Friendly Culture”. In other words, prospective golf members rank their important factors to the decision process that focus on socializing, fun, spirit, etc.
Source: Golf Life Navigator
So what does this data have to do with your digital marketing? Everything. If you want your website and online presence to serve your club by attracting and connecting with prospects differently, then you need to start giving your prospects more of what they are looking for… people!
They need to see videos and imagery of your members “experiencing” your club. Your prospects are looking to create a connection with you before they are interested in speaking with you -- So you need to be prepared. This hidden gem of information (aggregated from more than 20,000 respondents!) paints a clear picture of how authentic and engaging marketing starts with people.
Here are 3 ways to create connections with your prospects to increase member conversion.
Today’s marketing success is highly dependent upon prospective members seeing, engaging and sharing content with their trusted networks. The benefit to having the kind of data provided by Golf Life Navigator is the insights it offers to strategically know how to invest your marketing resources; creating more content, whether written or video, about people. Clubs have unbelievable stories… it’s time to start telling them.
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