Last week we covered some Digital Marketing Definitions to get you started thinking about your 2016 marketing dollars. 

And when you are thinking about Digital Marketing we now also want you to think about Human Resources. With traditional marketing you need to determine a good call to action, have a print ad or radio campaign designed and pay to have it displayed (or recorded). The investment is mainly in dollars. 

With most internet or digital marketing you get a pretty good bang for your buck - your dollars go a long way. But it is actually the human resources needed to keep up a good digital marketing presence that most golf courses struggle with. For digital marketing the investment is mainly in human resources.

For example, most social media platforms are free to set up. And a budget of $100 per month will go along way to promote specific calls to action on Facebook. But in order to maintain a Facebook presence, develop good content, select calls to action that will convert and to post them at appropriate times you need to allocate at least one hour per week of someone's dedicated time. Here the word 'dedicated' is key. And the more social platforms you maintain, the more other content streams you use, the more human resources you need to really be successful. 

So $100 per month might be your hard costs for social media advertising but your human resources costs will be at least double that amount. This is where many businesses drop the ball. In the era of content marketing the amount you spend on the people to do the job is just as important if not more important than the amount you spend on the platforms, digital ads, videos and other content.

So before starting to allocate marketing dollars this week you need to think about who will do the job. 

If you would like to chat more about Marketing give us a call at 604-506-2226.