The Business of Golf Instruction: Marketing Yourself as an Instructor
By Bradley Turner, Keiser University College of Golf Director of Online Golf Instruction – MBA, PGA
The National Golf Foundation (NGF) is the leading authority in the golf business. According to the NGF, one of the primary detractors in creating and retaining golfers is the frustration novice golfers experience when learning to play the game. The NGF reported that only 27% of novice golfers continued to play golf after their initial golf instruction experience. After completing a lesson program for first-time golfers, only 8% of the golfers received follow-up communication from their golf instructor. For those interested in a career as a golf instructor, the business of golf instruction requires marketing savvy to attract and maintain a client base. The first step is building a client base of golfers, followed by the critical step of retaining them as clients. In this article, we will highlight seven ideas to market yourself as an instructor and make you the choice in your community.
Community Engagement
Being able to host free clinics at local golf courses or driving ranges is an incredible way of showcasing one’s expertise to the community while also building credibility. Not only are these events a tangible way for participants to learn valuable hands-on skills, but they also serve as a platform for the instructor to endorse their services to followers who hopefully become paying clients. The utilization of these events allows engagement with participants by collecting contact information for future follow-up marketing endeavors.
Build Awareness
An effective way of following up with clients could be as easy as a business card with your contact information. Ensuring that your online profiles are effective for local search engines to improve your visibility in search engine results when potential clients are looking for golf instruction within your area is imperative. Using a platform such as Google My Business is a great idea to claim your business listing. Providing and including relevant keywords (e.g., “golf lessons,” “golf instructor,” “golf coaching”) in your website content and meta tags can allow for new community members to have that engagement.
Differentiate Yourself
Offering specialized services tailored to a specific demographic or skill level can differentiate you from competitors. Catering to niche audiences by providing programs such as junior golf camps, ladies-only clinics, or intensive short-game workshops attracts a wide variety of clients. Providing services like these can open the doors to encourage satisfied clients to refer their friends, family, or colleagues to you. Ensuring excellent service and cultivating positive relationships with clients can be incredibly powerful in the pursuit of attracting new clients through word-of-mouth recommendations.
Embrace the Potential of Video Marketing
With the rise of video content dominating social media platforms, utilizing its easy access makes this a powerful tool for engaging with audiences. Creating high-quality video content that holds the attention of viewers, showcases your coaching style, and includes success stories from past students can set you apart from the competition. Sharing these videos across your website and social media platforms such as Instagram and TikTok, and even YouTube Channels can attract a wider and more diverse audience while also building your brand.
Offer Free, Compelling Content
In a world where content reigns supreme, it is crucial to establish yourself as an expert in golf instruction through social media. Showcasing video content can significantly enhance not just your credibility but also your visibility. Consider creating swing analysis videos, skill development videos, or even articles articulating common challenges among golfers. Sharing content that is not only knowledgeable but engaging with followers allows insight into building trust with potential clients. A great way of conveying free content to prospective clients is the incorporation of video platforms like Instagram Reels or TikTok. Videos that are shared among fellow lovers of golf can not only boost your credibility and popularity but can also provide free tips and lessons to those who may not have the opportunity.
Invest in Social Media Advertising
Verify your online presence is optimized for local searches by claiming your business listings on platforms like Google My Business. Implementing local search engine optimization strategies can improve your visibility with search engine results when potential clients are looking for golf instruction. Consider investing in targeted online advertising campaigns such as Google Ads, Facebook, and Instagram to reach potential clients in your target demographic.
Embrace Technology and Innovation
Demonstrating commitment to staying at the forefront of golf instruction can attract tech-savvy clients and set you apart as a leading instructor in your area. The ability to stay ahead of the curve by simply embracing the ever-changing technology in your teaching methods communicates to your clients your passion for being an influential instructor. Continuously staying current with the latest technology, teaching methods, and equipment innovations is an additional way of showing that commitment.
Learn more!
Want more tips? If you want to take your game to the next level, contact our team at Keiser University’s College of Golf & Sport Management today. With our dedication and experience, together, we can elevate your game to new heights. Give us a call today at 888-644-4964.
