Layers are important to reaching all the customers in your sales funnel. Communication paid and earned media, targeted digital advertising, PR, email marketing, sponsorship, social media and SEO are key focus areas. Your fan base or target participant's media consumption needs to be weaved into the sports marketing plan development.
Events are a great way to reach sports fans and if you pick the right events you can expect to have some great content for social and digital use. If you wrap competitions, call to action and exclusives around event sponsorship you will gain the opportunity to talk up your association with the event and plug influencers in to amplify your content and cut through. Currently, 94% of Millennials have used digital coupons in the last 6 months. (Hubspot)
Using influencers in sport can also help businesses to increase awareness at a pace. Create a clear influencer communication and advertising strategy that can be driven through social to engage your target audience globally. But, keep your influencers on message, direct and shape their content carefully to meet your aims and objectives. Don’t be frightened to correct and amend any content that does not add value. Facebook boasts that 1.8 million Millennials use Facebook groups, so consider a way to use them.
The challenge for sports companies and sports tech businesses looking to scale, start or reboot is to take a breath first, and take control. As the data pours into your inbox and dashboards try to defy the need for speed. Check your success, review your failures and then pick up the pace again. In platform, analysis shows that 58% of Instagram users are more interested in seeing a brand's story before buying. So, consider developing some good content that suits this channel.
Digital strategies that are hot right now are massive. Youtube is becoming a central pillar for lots of scaling businesses in sport. This is due to the fact lots of brands get found on YouTube and 70% of users purchased from a brand after seeing it on the channel. Winning customers and building brand growth today are working on the same lines as sports marketing strategies from a long time ago. Marketing needs a central aim. A strategy needs time to develop and be shaped into a winning formula.
Don’t waste time over-analysing your team output and focus your attention on goal achievement, perception change, engagement and interest. If your team lay down the path correctly you will be able to see a trail. Then identify the consistent trends you can utilise to improve. Cohesion and sharing insight has never been more important to help sports marketing teams stay on the same page and not move out of formation, or budget.
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