One of Wilde Time Marketing clients is the senior golf coaching franchise, Easiest Swing in Golf (Positive Impact Golf, prior to recent rebranding).
I first met the founder, Brian Sparks, founder of Easiest Swing In Golf, for an ‘on-boarding session’. This is a meeting that Wilde Time Marketing does for every new client. It is where I meet the client face to face to understand the Persona, USP’s, KPI’s and Keywords of the business.
Brian passion for his business shone through and, what was most impressive, he had one of the clearest business models I had come across.
Easiest Swing Golf
Brian has a vision for helping senior golfers enjoy their game again, instead of worrying about their handicap! This is achieved by applying a philosophy, and a clear method to improve their golf swing. There is a massive gap in the market for golf coaches helping senior golfers in this way.
The vision for the company was clear as day. But, what was not coherent was the manner in which to communicate this to a large global audience.
Already, Brian has had considerable success with social media, after releasing a video, ‘The Easiest Swing In Golf ‘on you tube a few years ago. It has received over 400,000 views and, is still growing! If you ever need a sign that there is traction in his branding, look no further than this simple video title and the number of views it has achieved. Especially when consider the video has no audio on it!
Turning traffic into business
Brain had identified the traction but, beyond the initial success, he wanted to understand how to harness this more effectively. This is when Wilde Time Marketing steps in.
Social media is a science as well as an art. To succeed in social media you need to be organised, consistent and follow some strict principals – something which can be difficult for many SME’s when their management is focused on a hundred different things all at the same time.
3 Principals of Social Media Marketing
During that first meeting, we discussed what was needed in terms of content. Content is of course the art to supplement the science. All great content will tick the following boxes; defined voice, a level of authenticity and relevancy.
Now, it can be very daunting, being advised to produce content that ticks all three boxes on a regular and consistent basis. Especially when you have had very little experience in delivering content to be consumed in social media – It is like a jungle out there!
It’s safe to say, that we started with ‘a slow and steady’ approach. Brian has a team of golf coaches but, for the first month we only saw content from Brian.
The real breakthrough came when the ‘Easiest Swing In Golf ‘coaches got together for a weekend. Brian’s team flew in from the UK and Europe.
On the second day, I joined them at a lovely golf course in Croydon. An hour had been set aside to discuss marketing with me. After much discussion, I left the meeting nearly 4 hours later! We only stopped then, because there were other items for them to discuss on the agenda.
Since our meeting, the content the team have been producing is fantastic! I am convinced those four hours helped empower the team and give them confidence. The level of content, surpassing my expectations, has reached a very high level already. What constitutes ‘high level’?
A 50 second video clip explaining that it is actually tension and not lifting your head during a golf swing, which often causes golf players to top the ball. This was perfect! Julian’s voice and language truly represented Easiest Swing. With the additional information about their approach in finding the correct swing for each individual player.
As a senior golf fanatic, you come across a clip on social media, about golf tips aimed at you. You will be interested and watch it. And, if the clip delivers the content you want, you will follow.
This will be earned by demonstrating you are an expert in on your subject. The content shows depth of knowledge, as the coaches give advice with such clarity, only obtained from years of experience.
For me this is the biggest factor on social media. With confidence gained, the coaches now look at ease in front of the camera, connecting to their audience, who can see, via the video, the advice comes directly from them. It really humanises the content and shows the audience, the coaches really can help senior golfers find a swing that allows them to enjoy golf again.
Coming Off Age:
Every time I receive a piece of content from the team, I have a high level of pride. Only a few weeks ago, some didn’t even know how to log into twitter! Now they are producing content in front of a camera that comes across as professional, authentic and authoritative.
I wonder if this is what it is like to be a teacher, seeing a child have that lightbulb moment! Having such moments where a client’s marketing jumps to a new level, fills me with great pride. The trick is, not to ‘rest of our laurels’ but, make it even better.
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