by Keith Bennett, PGA & Dan Bubany, PGA Coach

What are you looking to get out of your social media accounts? If you're an Independent Contractor like me who coaches at two facilities throughout the year and offers online lessons, consider starting with a growth strategy. I wanted to grow my following so that I could reach as many people globally as possible.

Social media has really helped shape my career in the golf industry because it has allowed me to cultivate a thriving online coaching business. It’s actually kind of insane to think that a few times a week I'll actually have people come over, introduce themselves, and say they’ve been following me and that they appreciate the videos I put out. Sometimes when everything happens behind a screen, it can feel like these relationships or transactions aren’t real, but people really do connect with you virtually more than you think.

I started out by posting clips from my lessons as well as before/after photos from my online lessons, but I've also posted videos of well-known Tour pros and what an amateur golfer might be able to take away from what that player does. These types of videos do well because they get circulated online, and people can trace them back to your account. If they like the other videos you have on your page, you'll most likely will gain a new follower. Let's take a look at a couple of examples of the types of videos I like to post:

Growth Strategy Videos​

This video got 3.5 million views. The goal was to share my own experiences in the game and to hopefully have others relate to those experiences. The growth strategy videos are meant to reach as many people as possible and hopefully get shared thousands of times. That’s how you get a video to go viral and often attract hundreds if not thousands of new followers. These are 4-8 second videos. Here's another post that did REALLY well:
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This video had 9.4 million views. My goal was simply to grab the viewer’s attention with an interesting title and then have them read the caption for more detail. I think it worked!

Monetization Strategy Videos​

While this video only got 98,000 views, my goal was not for it to go viral. I simply wanted to showcase a snippet from an online lesson that I gave. I like to post these types of videos because it shows the viewer what it’s like to take an online lesson. The viewer can start to get a feel for my teaching style, my communication style, and my overall vibe on camera.

I cannot tell you how many lessons I’ve gotten because students saw a video I posted and liked the way I went about the lesson. It’s your chance to showcase who you are. There are so many options these days for coaches, you need to set yourself apart in some way.

Remember, longer videos focusing more on instruction are purely meant to reach your core following (the people who are more likely to actually pay you for your services). These videos will never go viral because of the length and focus it takes for someone to watch them. These longer videos strengthen your validity as a coach and prove you know what you’re talking about.

How Often Should You Post?
Consistency is key! Posting sporadically is the worst strategy. Early on, I was posting swing videos three times a day: at 9:00am, 12:00pm, and 3:00pm. I did this religiously for about a year, but eventually I tapered-off and started posting once a day. Now I post about 4 times per week.

Ideally want a healthy blend of growth/viral style videos and videos that display your offerings in hopes of conversions. Nowadays I post a 50/50 mix of these two styles. Do not be afraid to put yourself out there! If the video sucks, literally no one will see it. That’s the hardest hurdle to get over. If you don’t like to talk on camera, post yourself demonstrating a fault and a fix and make the meat of the post be in the caption.

There are ways to get around your insecurity of being on camera. Don't let another day pass without starting a social channel. Online lessons will be a massive industry in the next 10 years and you need to get started on growing your brand now.

Keith spends a majority of his time coaching at McCormick Ranch Golf Club in Scottsdale, Arizona, but he spends his summers coaching at The Golf Club at Newcastle outside Seattle. You can follow him on Instagram @ keithbennettgolf.