Why should your golf course be using video media in the first place? the stats dont lie:
"The average user spends 88% more time on a website with video"
Source - Mist Media
"Video increases people's understanding of your product or service by 74%"
Source - Forbes
"80% of your online visitors will watch a video, while only 20% will actually read content in its entirety"
Source - Quick Sprout
So hopefully I have convinced you that all companies can benefit from the use of video media, now let me share 3 strategies that have worked well for some of our clients.
1. Course Introduction and Overview of Top Features
When people first visit your website what are they greeted with? Go and have a quick look at your home page, what action are you wanting people to take? Get in contact, become a member or book a tee time? Sometimes its hard to see, so encourage someone who has never seen your site to have a look, ask them what action they think the site wants them to take?
For a golf course website you want it to achieve one or all of the following:
- Encourage visitors to become a member
- Book a round of golf
- Provide helpful services and information to existing members
- Highlight how you can use the facility for other events like conferences, weddings or celebrations.
"Video equals higher viewer retention. The information retained in one minute of online video is equal to about 1.8 million written words"
Source - Brain Shark
An individual's attention span is getting shorter and shorter so its imperative that you grab and hold it for as long as possible. Therefore, communicating the best bits of your facility first and foremost in an engaging way is essential. In our view, the best way to achieve this is with a well thought out video production, (of course we are biased, but the results don't lie). Thus highlighting the history of the course and all the great features and facilities it has to offer. Your visitors will therefore be engaged and much more likely to progress with engagement in your business.
(Some of our clients don't want to show their facilities to the general public but to members only. No problem. Just create a member only area with password protection, our friends at Social Lead can help you with websites)
2. Give a flyover tour of each hole
The majority of people visiting your site for the first time are trying to get an overview of what your course is like and its surroundings. What better way to show them than with a flyover of each hole, just like in professional tournaments.
This does two things; firstly it sets you apart from most other golf courses in the United States by giving your course a WOW factor (very few courses have any form of media at all, never mind flyover shots). Secondly, it showcases the course from a perspective very few have seen before, engaging your seasoned members as well as people who are yet to play a round.
"59% of senior executives prefer video over text"
Source - Brain Shark
3. Pro tips and insight
Every course has a professional golfer, but not every course is utilising them. Create short interviews with your golf pro, even better get your pro to tour round the course offering tips on how to tackle different challenges on each hole.
This provides massive value to current members and builds more of a relationship with your local pro, which you never know may lead to more lessons booked. It also shows to outsiders you are continually investing in your members and could be a deciding factor on whether or not to become a member.
Would you agree? or do you have any other ideas on how media can be used to showcase your golf course? let us know in the comments or get in touch.