One of the most critical components of a successful football team is every player’s mastery of the playbook—it becomes second nature. The same principle applies to marketing, where a well-crafted marketing strategy serves as the playbook, particularly when it is intentionally developed and consistently executed.
Plays and Tactics
Each play in a team’s playbook has an objective in mind. And while the goal is to move the football down the field, each play is designed differently. A marketing strategy may have multiple goals and just as many tactics to achieve those goals. The common thread among these tactics is that they align with broader business goals.
Each marketing tactic is fine-tuned. You might compare it to a football team’s pass routes; the differences are subtle, but they are there. For example, social media content will be built differently depending on the platform it is posted on. These are best built on data that provides the information that allows for fact-based decision-making.
Calling an Audible
Quarterbacks have a unique ability to read the defense. They quickly scan the field, see opportunities and call an audible to change the play on the fly. When a marketing team has a plan with built-in “what ifs,” they too can make changes to fit a new reality.
A marketing strategy is not a rigid script, and when the playing field changes, so too must the marketing tactics. What if a competitor launches a campaign that looks too similar to the one you are days away from launching? What if your metrics show a platform that isn’t working for you at all? What if the needs of your customers no longer fit your original plan? You could be near completion of your project and be forced to call an audible. But it’s not a big deal when your strategy is built for agility.
Playing it Smart
Football teams have offensive playbooks, and the coach calling these plays knows which ones are the most efficient against specific types of defensive formations. If a play costs money, the coach is trying to get the most bang for his buck.
In marketing, efficiency matters, especially when it comes to your budget. A strong marketing strategy identifies its own high-conversion “plays,” pinpointing which content will deliver the most impact on each channel. Just as a coach studies game film to refine play calling, marketers rely on analytics to understand performance and make smarter decisions about their messaging.
If you’re looking for a team leader to help you with your marketing strategy, contact us at SJC Marketing . Let us do the heavy lifting that gets your brand down the field and across the goal line.