Creating a solid digital marketing plan for your business is, believe it or not, a lot like building a football team; you need a strong offense, defense, and special teams.
Offense: The Customer Acquisition Team
The offense of a football team is responsible for scoring you points. The offense of your digital marketing plan is responsible for finding new customers, bringing them to your site, and ensuring they generate revenue.
If you don’t have a good offense, it doesn’t matter how strong your defense is, you can’t win with zero points on the board. Same goes for marketing: your customers will not magically find you. You have to go out and show your customers why they should do business with you.
The breakdown of content should resemble a good offensive game plan too. 80% of your plays should be bread and butter plays that consistently keep the ball moving upfield. Your marketing content should be the same way. 80% of your content should be aligned with the values of your core product and the reasons why your customers do business with you. That said, don’t be afraid to throw a deep ball every once in a while. You never know when you’ll find a new idea that electrifies your offense and helps you gain on your competition quickly.
If you are having trouble with your marketing offense, don’t worry. ADM has a wealth of experience at driving sustainable growth across a multitude of industries.
Defense: The Customer Purchase Experience
The defense protects your points and makes sure you keep a healthy lead on your opponents. In marketing, the defense is your website and customer funnel experience. Your offense can score a lot of points, but if your defense turns around and gives up the same amount or more, it’s hard to win the game. If your organic and paid media drives a lot of prospective customers to your website but you have a high bounce rate, it’s hard to build up your customer base.
A defense’s job is to contain, contain, contain; the same goes for your marketing strategy. Your website and customer funnel should focus on retaining the customer throughout their shopping experience. Study your website’s analytics like you would game film. Look for gaps and areas of improvement, then focus on fixing them moving forward. Data is a defense’s best friend.
Paralysis by analysis is real. If you are overwhelmed by the mountain of data or not sure where to start, reach out to ADM and we are happy to help. All of our digital marketing plans are data driven and tailored to your business’ goals.
Special Teams: The Niche Marketing Tools
On a football team, special teams are the smaller but just as important roles that keep you in a game. We would all rather pin our opponent inside the 5-yard line than give them the ball on the 20. In marketing, your special teams are services like SEO, influencer marketing, and customer service. They keep you in the game and attack your competition in ways your offense and defense cannot.
No business wants someone to contact them about a defective product or issue with their order but a good customer service team can turn a negative into a positive, just like a great onside kick. Turn defense into offense, plus great field position.
Sidelines: The Digital Marketing Blueprint
Coaches see the whole field and know the strengths of each area of their team. In the same way, your marketing directors are your coaches. They see what the paid media is doing vs the website analytics vs the traffic your influencers are bringing in. From there, they can make strategy substitutions and call new plays to help revitalize your digital marketing plan.
This is crucial to success in digital. If this isn’t a strength of your business, good news, ADM can be there to help!
You can’t forget about your fans either. They help energize your team and give them a morale boost when it is most needed. Your company has fans too and they can boost your marketing efforts with user-generated content (UGC), testimonials, and feedback about what you can tweak to make your product or service better. After all, without fans, who would we be playing for?
The same as a football team, you need all phases of an online business functioning (ideally excelling) in order to be positioned for success. ADM has created a Growth Initiation Package for businesses that need assistance with one or more phases of their digital marketing plan. Covering analytics, creative, organic management, SEO, and more, the program has helped businesses big and small strengthen their marketing depth chart.
ADM was founded by a former collegiate football player. Many of the things we do as a company are created around teamwork, collaboration, and working together to create something greater than the sum of the individual parts. We have experience in auditing, consulting, and implementing recommendations to help improve the performance of a digital marketing plan. Give us a call or send us a message and let us show you how we can help your business put the ball in the endzone.
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Founded to provide transparent, fair-cost partnerships, ADM relies upon its expertise and history of success to help clients of all shapes and sizes navigate today's digital media ecosystem.