Before September, you could say I was drunkenly optimistic about the chances of my football team, the Tampa Bay Buccaneers. Now, Sundays have me soberly full of sorrow and looking into other hobbies like crocheting and miniature models of old ships, because I need something exciting to look forward to on the tail end of the weekend. But that’s not to say that I haven’t taken anything from these last few weeks of slowly watching a billion dollar football team crash and burn in epic fashion. And I’ve found that watching the Bucs can actually teach you a lot about marketing.
- Big names don’t mean big results – Lovie Smith was lauded as the coach that could turn around this rag tag group of Buccaneers much like most marketing agencies use their big names to pull in clients who are essentially starstruck. I’ve come across many clients who have shelled out big bucks to big name companies only to come out of the process to feel like they had just been robbed. Much like buying a ticket to a Bucs game.
- Change doesn’t work unless it’s organized and aggressive – In our business, it’s often said that a great looking website can be the best marketing that you can have and that isn’t necessarily going to get you where you need to go. Much like the Buccaneers, who simply thought if they changed their jerseys, they would automatically become better, the look had changed but the story was the same. Same bad players, new (bad) look. Running a business online means you need to look great on the outside and run efficiently and aggressively behind the scenes. That’s why it’s so important to always think about not only what your website looks like, but how you market it and how you keep it fresh. Digital marketing which can include social media marketing and content marketing and optimization can be the fresh new talent to your revamped new look.
- Remember Who Pays the Bills in the End- Everything you do, which is almost the exact opposite of what the Bucs do, should be about the customer. Your brand, your marketing, your website and your overall web presence should all be catered to the people who are using your service or buying your product. Intense research of analytics, testing and marketing know-how are just one good step to understanding your customer. Sometimes this takes time but it is always worth it in the end because you either know what you’re doing right or what you’re doing wrong, and adjustments can be made.
- Put Your Best Foot Forward – Remember that, like most things in life, if you are doing something wrong or are out of the loop, it won’t just correct itself. In fact, it will most likely only get worse. If what you’re doing for your business online either in-house or through an agency isn’t working after a fair amount of time, chances are the ship won’t right itself. Good work takes time but remember to always hold the work accountable and do your due diligence in what you’re paying money for. Case in point on the Bucs is Josh McCown, who the team thought would be the be-all, end-all starting quarterback. His biggest accomplishment this year? Fumbling AND throwing an interception in one play.
