What do Brazil, Argentina, France, Switzerland, Italy, and the U.S. all have in common? Their 2014 World Cup teams beat the opposition and moved one step closer to winning the World Cup. To advance in the World Cup a team needs to be fast, strong, effective and diligent. However, a team of stars does not a championship make; a winning team has to work together, especially in a sport full of quick turnovers and no timeouts.
An effective soccer team must have strong players filling every position. The defenders must be able to adapt, to work together to defend the goal or delay the oppositions attack to get more players behind the ball. Midfielders have to muscle the ball up field, keeping it away from the other team while moving it closer to the strikers. Strikers must have the speed and accuracy to pass defenders and score
So how is a good soccer team like an effective marketing strategy?
Both require multiple components working together in perfect synchronization, always progressing toward a single well-defined goal. If your marketing strategy relies too heavily on only one avenue you may be missing a huge chunk of your audience, like a soccer team relying too heavily on a few key players will score less goals. In the same breath, if you are using multiple marketing avenues but they aren’t communicating a coordinated message, it’s like passing the ball to the wrong team. Your potential customers won’t understand why they should use your product and will look for another product or company to fill their need.
How to develop a winning marketing strategy
Like an effective soccer team, each part of your marketing strategy must work together to accomplish a well-defined goal. Here are four aspects of a marketing plan that are essential to the success of your company.
Media Relations – The Goalie - The Goalie can either be the hero or the villain of the game. He has to perform at his peak every game, week in and week out. The game rests on his shoulders. Likewise, media relations must be a constant factor in any marketing strategy, working to gain your company or product recognition for their successes. A good media relations team can help your company be a hero in the public’s eyes, but if your media relations team is ill-prepared, a crisis could end up portraying your company as a villain.
Advertising – The Defenders- Being a defender requires a special brand of soccer skills. You must be powerful, disciplined and focused. Defenders keep the opposition from dominating the game. They are the base of any soccer team. Powerful, focused advertising drives your message through the opposition and makes you stand out from the competition. Advertising creates a strong brand image that customers will remember.
Social Media – Midfielders - Midfielders are the link between defense and attack. They fall back and push forward as the game demands, providing the flexibility a team needs to move towards the goal but also defend their position. Effective social media is the link between you and your consumers. It provides you with a direct look at your consumer base and what they think about your company, whether they are interested in it or not.
Content Marketing – Strikers - Strikers are the stars of the game, the position every kid on a soccer team dreams of playing. They must be fast and strategic, pushing towards the goal and using their teammates to find an opening and score. Content marketing should be the star of your marketing strategy. Generating content that is important and interesting to your consumers shows that you aren’t peddling a mediocre product, but that your company has a passion for excellence and cares about your consumers.