If there ever was a sucker for a quick fix it's a golfer. Golfers constantly tinker with their grip, stance, back swing, and follow through desperately looking for that one magical tip that will transform their game. They fall prey to snake oil salesmanship, buying into every "revolutionary breakthrough" in equipment, teaching aids and swing guru DVD's. It's enough to make you feel like an unfolded lawn chair:
Unfortunately, quick fixes don't work. They don't work in golf and they don't work in business. And despite claims by some self proclaimed geniuses who allege to have purloined the secret Google algorithms, they don't work in marketing 2.0. But consistently creating remarkable content online for a targeted audience and earning their trust over time does work, as demonstrated by Mike Pedersen.
Mike Pedersen is a leading golf fitness training expert who runs golf-trainer.com, an online golf fitness training site that offers products to help amateur golfers maximize their game. Mike believes that many middle aged golfers, who are passionate about the game, perform poorly due to loss of strength and flexibility. I get the feeling that Mike "feels" their pain and frustration.
He offers fitness training products and exercise instruction to this targeted group and employs the fundamentals of inbound marketing to a tee (sorry) to do his selling. Mike expertly executes tactics to:
- Define a Buyer Persona - Mike has a deep understanding of his buyer, a middle aged amateur golfer, passionate about the game of golf, with declining physical skills. Mike communicates their problems and offers specific solutions with targeted content.
- Create Remarkable Content - Mike has built and impressive body of work over time. His blogs, videos, and ebooks provide fitness and flexibility regimens to the targeted buyer. New content is posted daily which drives traffic to the site and furthers his reputation with the search engines.
- Give Free Content - Mike provides free, relevant content to everyone who visits the site. Watch a video, browse through articles, download an ebook. This is the good stuff, not throwaway teasers.
- Create Clear Calls to Action - Every page on the site includes links to free content and the product pages. This attention to detail fosters deep engagement and creates multiple opportunities for conversion.
- On-Page and Off-Page Optimization - The website, blogs and articles rank near the top of Google's organic search results for golf fitness, training and exercise. The website, golf-trainer.com, has over 5400 inbound links demonstrating the site's relevance to Google's users.
So in addition to learning some great techniques to shave strokes off your game, there's much we can learn from Mike Pedersen's implementation of inbound marketing best practices and his commitment to earning on-line authority over time and resisting the quick fix.
...now maybe if I move my grip a little to the left...