Ryan Lagergren, a PGA Certified Professional, is the PGA head professional at Stonewall in Elverson, Pennsylvania, an AGM Platinum Award winner for Premier Golf Shops.

Ryan Lagergren on the importance of engaging golfers with videos:
Here at Stonewall, we have been sending out e-blast newsletters to our members and students for years now. A while back, I started including a “Tip of the Week” with a still photo to encourage lesson growth with our PGA Professional staff. However, in an effort to improve engagement with golfers, I started filming short video clips on how to play certain shots they may find on our golf courses. The weekly videos are a way not only to reach our local members, but it allows our national and non-resident members to see my face, and allows me to stay in front of them, even when they’re not in town.

Ryan Lagergren on the business impact of engaging golfers with videos:
Since incorporating the video tips, our open rates have increased on our weekly e-blasts and each video has averaged approximately 130 views. My members have told me that they really enjoy watching the videos and have learned so much that they regularly look forward to receiving the email each week. Personally, I have seen a steady increase in new students with each passing week, many of whom claim that it was the videos that helped them decide to take lessons.

If you would like to email the author of this Best Practice directly, please email ryan@StonewallLinks.com