By David Gould, Staff Editor
According to experts in digital marketing for small businesses, diversifying your video content is an important way to set yourself apart and attract more customer interest. For golf instructors, that means going beyond tip-style how-to videos, or even side-by-side, before-after videos.
The main reason is that people at different points along your sales funnel need to be approached differently. Try this: Create a picture in your mind of a pie chart with four wedges.
The four wedges represent golfers who:
- Don’t know you at all, or only know you slightly
- Have some exposure to you and your brand, but haven’t thought seriously about working with you
- Have learned a fair amount about you, with an eye toward perhaps taking that first lesson
- Have taken one or two lessons with you but haven’t committed to a long-term program
The first group can be successfully marketed to through short, simple videos of the type most instructors currently produce—swing tips and those “before-after” sequences showing a student’s improved mechanics. In producing those videos, keep them casual and upbeat, free of any direct selling. The purpose here is to move the person who’s watching from point A, where they aren’t aware of you—to point B, where they are.
Bear in mind that more than one “hit” of this type is needed to create true awareness. These are “intro” videos that should run 90 seconds or shorter. You should send them out fairly regularly on social media.
The three other wedges on your pie chart call for different styles and formats.
No. 2—the golfer who is aware of you, and quite possibly has a positive perception—won’t minding watching something longer and perhaps more in-depth. One easy approach is to simply edit together a few of your shorter clips, introducing them with a “script” that says things like “If you’ve heard good things from my / our satisfied students and you’d like to learn more about what we do… etc.” You can also show them features of your studio or teaching space and give them a sense of the positive, upbeat atmosphere they’ll find there.
Our No. 3 category, the golfer who is edging close to getting on your scheduler and sampling what you have to offer, is best courted by higher-quality, longer-form, more polished content—with stronger calls to action. The video approach to this golfer can be based on case studies and major success stories, detailed demonstrations of apparatus such as ground-force plates or perhaps a condensed explanation of how your Aimpoint training could help them greatly improve their green-reading. Share these videos on your website, YouTube channel, and as targeted ads for interested audiences.
Golfer No. 4 on your pie chart is someone you’re trying to build loyalty with. Videos capable of achieving that important result will have the highest production values and a mood that’s more serious than casual. Examples would be advanced tips and tutorials, behind-the-scenes looks at your company, a detailed look at your long-term coaching program and sneak peeks of upcoming new programs, products or facility upgrades.