Marketing a product is more or less based on the same principles, regardless of what is being promoted. With this in mind, one of the major strategies for success is what marketers refer to as “reciprocity.”

In the golf industry, reciprocity means establishing trust and being useful to consumers, which in turn makes them loyal customers. In other words, if you can give your customers value, you can expect loyalty from them. But how does this concept translate into digital marketing for golf businesses?

It basically means that golf businesses should be building trust online. How does this work? Firstly, you need to introduce yourself. If people do not know you, they cannot trust you – it´s as simple as that. Social media and search engines are the best way to make your golf brand visible without engaging in aggressive marketing moves, according to Golf Pulp Media.

Next, you should try to make yourself useful to social media users who have an interest in golf. For instance, you can post videos that teach golfers how to improve their technique, or you can give them valuable tips on how to choose the most suitable equipment. By meeting users´ needs, you will create an expanding online presence and will turn your followers into your loyal customers and brand ambassadors. But you need to remember that it is all a question of reciprocity and you cannot expect to take without giving.

Ben Hollom

February 10, 2014