The Digital Marketing Draft – Fantasy Football and Marketing

By Aubrey Berkowitz
September 6, 2019
The NFL season kicks off this weekend. By now, if you’re like me, you’ve probably gone through a few Fantasy Football drafts. Much like Digital Marketing, Fantasy Football provides you different options with different values associated with each player/solution. For example, it’s common practice now to draft a Running Back or Wide Receiver in the first round- even though players like Aaron Rodgers (likely a 4th round pick) may produce more points. Kicker in the first round? You’re just throwing a season away. 

There are sure thing first-round picks, value picks, sleepers, and the infamous “do not draft list”. The values associated with each change based on the composition of your team (or your digital ecosystem), your personal philosophies, and also your competitors. 

I’m a fantasy football nut because I’m obsessed with statistics- which is probably why I also love what I do here at Alter Endeavors. So to have a little fun and mix work/play,  here are my choices for each of those from a Digital Marketing point of view – oh yeah, and also some free fantasy advice. 

The Sure Thing First Round Pick: 

A Conversion Focused Platform: Before you even think about engaging in Digital Marketing strategy, having a platform that actually converts traffic is essential. You can have the most engaging social content, incredible graphic design for your collateral, or a fantastic blog series- but if you don’t have a platform that converts, it’s over before it even began. 

Christian McCaffrey (CAR), RB: Saquon Barkley was REALLY good last season, but he plays for the Giants who, outside of Barkley, don’t have very many weapons. Ezekiel Elliott is back much to the joy of Cowboys fans, but there’s always a risk associated with players coming off of a holdout who missed preseason. McCaffrey will get a ton of carries, and a ton of targets- making him not only the safest pick but even more valuable if you’re in a PPR league. 

The Value Pick: 

Social Media Advertising: No, I’m not referring to boosting posts. Facebook and Instagram have become “pay to play”, requiring an ad budget to be successful. However, a concise strategy that goes through the various “points of engagement” and builds the correct audiences for your brand can have a major payoff long term. Here at AEDC, we have clients who are currently running campaigns at a cost per click of 11 cents. The results aren’t always immediate, but if you stick to the plan, Social Media Advertising pays off. 

Drew Brees (NO), QB: Everyone is talking about Patrick Mahomes, Baker Mayfield, and DeShaun Watson. I get it. But what if I told you that there was a player that could end up being the highest-scoring player on your team and you could draft him in the 5th or 6th Round? That player is Drew Brees. 

The Sleeper Pick: 

Assessment Marketing: The secret weapon in your Digital Marketing arsenal, assessment marketing can be used to drive leads, reviews online, promote a book, build an email list… the possibilities are endless. These aren’t your “Aunt Sheryl’s Which Disney Facebook Princess are you?” quizzes. Proper Assessment Marketing has a targeted objective and is a unique way to reach your audience and increase engagement. 

Will Fuller V (HOU), WR: If he stays healthy is the general feedback I’ve gotten on Fuller’s fantasy value. I find this ridiculous. You could say this about any player. What you’re really getting is a dynamic WR who can make plays on the outside or out of the slot. He has a young QB with a rocket for an arm, and a top 5 WR in the league on the other side of him. Just like assessment marketing- Fuller might not be the first name you think of but being surrounded by a good system and loads of talent makes Fuller a great option for your team in the mid to late rounds. 

DO NOT DRAFT: 

Industry Aggregate Content: It’s tempting. It really is. All of that content with no work and all you have to do is pay for it. While it may sound like a dream, expect little to no engagement and high “unsubscribes” if you’re using templated newsletters. Creating your own content is important and it’s often overlooked when considering digital marketing strategies. Even worse, there is nothing proprietary most times- so a competitor could be using the same content to speak with your audiences. 

Sonny Michel (NE), RB: Every year I’m tempted to draft a Patriots running back, but every year it seems like Tom Brady finds a WR off of the street and turns him into a points machine. Yes, the Patriots have the lead often and like to run the ball, but the Patriots are known for sharing the backfield and using all sorts of crazy sub-packages in the Red Zone which will undoubtedly cut into Michel’s rushing TD numbers. It’s easy to justify the pick, but will it really provide value if you have to take Michel in the 2nd or 3rd round? 

All in all, there are many different ways to build your Digital Marketing Ecosystem and your fantasy football team. The ultimate objective should always be to take an analytical approach when considering solutions. There are sure things like having your own platform, as well as “sleeper solutions” like assessment marketing that add value to everything you do- such as increasing the engagement of a social media ad campaign. Don’t know where to start? We’re here to help.

need a new website

5 Signs You Need a New Website

September 26, 2019
If you’re a business owner or have a personal brand, chances are you’ve asked yourself the question, “Do I need a new website?” We’re sharing the 5 signs that [...]