How I'd grow Parfour

It's not easy to define what Parfour is so I'll start by stating what it's not: an IPTV.

That's what I thought the first time I saw this product. "All golf, all the time" - I thought it was an app to access a 24/7 golf streaming channel.

In reality, I would describe Parfour as a vertical social network focused on video for golfers.

They put a lot of focus on streaming, but in reality it is just one of the many features the product has, and I'm not sure it's the most important one.

But if visitors keep scrolling they will understand Parfour better. In fact the section down the page would be perfect if moved above the fold.

Video is at the core of Parfour but what a golfer might really want to use this medium for is to interact with others, find people of the same level to play with, ask for and give feedback on technical aspects, etc.

In other words, community. This would also be a powerful differentiator from major social networks.

Golfers are already posting videos there and the audience they can reach is inevitably bigger, so I'd double down on it because that's where big platforms can't compete.

My first move to grow Parfour would be to leverage existing audiences.

Partner with golfers of all sizes who have an engaged following on major social networks to funnel traffic to Parfour.

To do that I'd prompt them to tell their followers to check out their profile on Parfour for some exclusive content: behind the scenes, giveaways, AMAs, etc.

Promoting a relevant product to a relevant audience using relevant content is very likely to convert pretty well.

In general, I think the key to Parfour's success will be determined by its ability to onboard creators.

90% of internet users are lurkers. I've seen this dynamic play out time and time again. They consume but they rarely post.

So the first step to attract users is to have enough interesting content on the platform.

Taking a look at their landing page, the first thing that I would fix is that there are way too many different CTAs.

There's "Download the app," "Watch live golf," "Join creator waitlist," "Join Discord server," and "Follow us on social media."

A high-converting landing page picks the most important action you want your visitors to take and pushes consistently towards that goal.

In this case it's definitely "Download the app”.

If they manage to partner with just one golfer with a relatively big audience they can also run some paid ads behind that content to promote it even more.

In this case I think it's a tactic that could work well because "people who play golf" is a very defined segment, and it should be easy for the algorithm to reach them even with a small budget if the targeting is right.

My go-to platform in this case would be YouTube because it looks like video content around golf does pretty well there. There are passionate golf enthusiasts on it which is exactly who Parfour wants to attract.

On social media Parfour is currently active on Instagram, X, and Facebook. Looking at how their content is performing I'd get rid of the latter two and add YouTube and TikTok.

A basic social media strategy would be to analyze all the content that gets posted on the Parfour platform, see which ones resonated the most, condense them into engaging 30-60 second clips, and post them to their account with attribution to the owner.

Over time this might create a growth loop because users will be incentivized to post great content to have a chance to see it amplified on all their social media by the Parfour account.

Since the founder is a golfer I'd use his personal account to talk about the product in relevant online communities across the web.

Try not to sound like a used car salesman but communicate through storytelling: the reason behind the idea, the struggles to build it, the first results, etc.

This would be a way to ask potential users for their honest feedback while building awareness around the product.

There's a good amount of volume of people searching online for golf-related stuff.

I'd plan a content strategy that combines keyword research and their YouTube channel for two reasons:

- It's a video-related product so it makes sense to use the same medium for content too
- There's way less competition compared to text-based content for the golf niche

In fact it might be a shortcut to appear on the first page way more quickly.

Google enough keywords and you'll realize that while a lot of high-authority sites compete with text-based posts, at the top of the page there are almost always videos.

One simple way Parfour can find great keywords for their niche to create videos about:

- Find the biggest and most relevant subreddit
- Go to Google and type: site:reddit.com/r/golf/ "how to"
- They will now see pages and pages of questions players ask