If Digital Marketing Was a Football Club
Digital Marketing is a lot like running a football team. Every element has a different role to play, delivering very different types of contribution. But the whole has got to be completely in tune, a well-oiled machine working towards a common goal.
Different skills are needed and a method needed to analyse what each individual/tactic is delivering. Although the strikers/creatives might always be the ones who catch the eye and get the praise, the rest of the squad are just as important.
So this is my attempt to play Fantasy Football Manager with my Digital Market Strategy.
1 Goalkeeper — PPC
You need absolute reliability from a keeper. Nothing flashy. You can’t afford for him to have an off day. If a manager is going to sleep at night, he needs to know exactly what he’s going to get from his stopper.
That’s what you get from PPC — exactly what you pay for. As long as you’ve done your keyword analysis right, PPC will deliver what it promises — every time.
2 and 3 Full-Backs — Social medial marketing
Modern full backs have got to be multi-skilled and adaptable. They need solid defensive skills when needed, but then have the pace, fitness and skill to get forward and support the attack when the opportunity arises. That’s what you get from your social media marketing.
You might be doing it simply for the social signals to help your SEO. Or for customer service or simply to keep your community engaged then BANG! You produce some great content and your social media can give it wings and get it shared far and wide.
4 Centre Back — Conversion Rate Optimisation
A centre back has got to read the game, predict where the danger is going to come from, then be in the right position to deal with it effectively. That’s what CRO does. No point driving traffic to your site if the user experience is then poor and you don’t get the outcome you want.
5 Centre Back (Capt) — Data capture and analysis
A centre back has also got to be a leader. This is the most common position for a captain. Modern marketing is data-led. If you get your data capture, segmentation and analysis right you can adjust all your tactics to get exactly the right message to the right people.
6 Holding midfield — Email marketing
Your holding mid-fielder has got to be ultra-reliable. He might not be the most creative player in the side, but he’s one of the most important. Always needs to be in the right place at the right time.
That’s email marketing. Not the most talked-about tactic these days, but get it right and it will deliver time after time. And like a holding mid-fielder has to work closely with the centre backs, your email marketing is reliant on your data capture and segmentation.
8 Central midfield — PR
Your central midfielders need to be creative. They need to read the opposition, look for its weaknesses, then deliver that killer assist to the front men. That’s PR.
Identifying influencers for your brand then persuading them to mention your brand and, ideally link to it, is now the Holy Grail of PR — both for brand awareness and SEO. But that’s not easy and will only be achieved with creativity and persistence.
10 Central midfield — Content Marketing
The 10 is the most creative player on the pitch. The individual who can create that piece of magic that can transform a game. He might score himself or deliver that beautiful assist on a plate to the strikers.
That’s Content Marketing. If you create great content, then everything else becomes easier. Social Media engagement goes up and search rankings follow. Influencers will write about it and link to it. GOOOAAAAL!
7 and 11 Wide players — Paid-For Social
The role of the wide player is primarily to create opportunities for the strikers. They need to constantly deliver quality balls into the box for the strikers to score from. That’s what Paid-For does.
Your targeting options are endless and, done right, delivers exactly the right proposition at the right time, to the right person. Right there on a plate in the newsfeed.
9 Striker — Organic Search Engine Optimisation
A striker only has one job — to score. You can talk about effort, luck, skill as much as you want, but if the ball doesn’t go in the back of the net the job isn’t done. That’s SEO.
Search is enormously important and you’re either on the first page of Google or you’re not. For many terms that’s not easy. Which is why strikers are the highest paid players in the game.
Head Coach — Monitoring & Evaluation
A coach needs to know exactly how the team is performing, analyse the strengths and weaknesses and constantly make recommendations for improvement. That might be new tactics, new training programmes or changes in players.
That’s what you get from your monitoring and evaluation process. Real-time information has never been more available. But organizing it into the information you really need, then analyzing and acting upon it quickly is where the skill comes in. Just like a world-class coach.
Manager — Digital Strategy
The manager needs to set the team’s objectives for the season (in conjunction with the owner), the style of play and assemble the personnel to achieve those things. He then needs to select his team every week. There’s a big difference in aiming for the Champions League and avoiding relegation. That’s what your digital strategy does.
You need to start off with a realistic and achievable objective (which is where many football managers come unstuck with their owners!). You then need to construct a plan around that.
It might be dull, but your budget comes first (Something many football clubs have failed at!) then you can choose the tactics available to you. The magic is in coming up with something very special without spending a fortune. Eric Cantona anyone?
So, that was a bit of fun. I’d love to hear your feedback. What would your team look like? And my American chums — what would your Digital Marketing NFL team be?
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