Key Takeaways
We all know that friend.
The one who only texts when they need something.
No “Hey, how’ve you been?”
Just: “Can you do me a quick favor?”
You start ignoring them and in severe cases unsubscribing from the relationship.
Unfortunately, a lot of golf businesses are that friend on social media.
They’re showing up and asking their followers to “book a tee time” or “RSVP to an event” but never offering anything in return. This creates a one-sided relationship and your followers feel it.
Here’s what happens when you over-promote:
– Engagement drops off. Your audience scrolls past you like cheap ads.
– Trust declines. Golfers think you only want their money (never offering real value).
– Follower fatigue sets in. People unfollow or mute your account because they dread your posts.
The truth is most brands are selling more and growing faster by selling less.
This is not us saying to “never sell” but to make it a strategic part of your strategy and only after building real connection and community with your audience.
So… how do you do that?
Just look at this example of two golf courses posting strategies. Which account are you more likely to follow and support?
| Scenario | The Harmful Approach | The Great (70/30) Approach | Why the Great Approach Wins |
| Sunday Reel | “Book your next round NOW!” | “Here’s how to read greens like a local pro.” (value) | Builds trust and positions you as helpful, not pushy |
| Midweek Static Post | “Get 15% off tee times this weekend!” | Behind-the-scenes prep of the course with crew spotlight | Builds connection and context before the offer lands |
| Stories | “Swipe up to buy your membership here!” | Poll: “Which bunkering style do you prefer?” + share results | Boosts engagement and keeps people watching longer |
| Weekend Carousel | “Tournament spots are filling fast—sign up now.” | Member spotlight or success story then note tournament signup | Story-based, feels authentic—and inspires action |
If you voted in favor of the third column… congratulations, you’re not alone. The reason this strategy works so well is something called the 70/30 Framework, and we’ll show you what that is and how you can replicate it for your course below.
What is the 70/30 Framework?
And why does it matter for your golf brand’s social strategy?
Think of it like a well-paced round of golf — not every swing is a drive for the green. Some shots are setup shots. Some are to build confidence. The 70/30 Framework follows the same principle.
Let’s break it down:
70% of your social content should be VALUE-DRIVEN.
This is where trust is built. It’s where you show up as more than just another course or product.
Examples of value-driven content include:
– Pro tips and tutorials
– Behind-the-scenes moments from your team or course
– Relatable memes or “you had to be there” moments from the course
– Local insight (best post-round eats, hidden gem holes)
– UGC or “member spotlight” stories
– Short-form videos that educate, entertain, or inspire
This kind of content makes you memorable and follow-worthy. It earns you attention and goodwill (so when it’s time to promote, people actually care).
30% of your content should be PROMOTIONAL.
Yes, you still need to sell, but it should feel like a natural next step, not a hard sell.
Examples of smart promotional content:
– Booking specials with a clear benefit
– Tournament or event announcements
– Limited-time membership offers
– Pro shop or product highlights with a story behind them
– A testimonial-driven “why now” call to action
Creating a 70/30 Social Media Strategy
If your feed is all promotions, people tune out. If it’s all entertainment with no direction, you miss revenue. The 70/30 framework helps you strike the perfect balance.
Your Action Plan
- Audit your last 10 posts.
Are at least 7 of them giving value or building a connection?
- Create content buckets.
Group your posts into categories like:
– Tips & Education
– Community/Team Features
– Golf Humor
– Promotions & Offers
– Behind-the-Scenes
– Aim to post from each bucket regularly, weighted 70/30.
- Use storytelling in your promos.
Even a booking special can feel like value if you frame it around a member story or a “why now” angle.
- Batch-plan value-first content.
Create a series of weekly tips, player stories, or behind-the-scenes reels (and schedule them ahead). That way you’re always delivering value and not scrambling for a promotions to fill your calendar.
Tired of Playing Guessing Games?
Whether you’re stuck in “promo-only” mode or just not seeing the results you want on social, the 70/30 Framework can change everything. It builds trust, drives engagement, and sets you up to sell without being salesy.
But if you’re not sure where to start — or just want someone to handle it for you — that’s where we come in.
Our team can help you create a custom social media strategy you can run with… or do it all for you. From content creation to publishing and performance tracking, we’ve got it covered.
Set up a free call to see what’s possible for your golf brand.
Book Your Strategy Call Here
