How to become a stronger advertiser with a PPC, social combo

August 26, 2016

You’ve put countless amounts of time and effort into the development of your fantasy sports platform. You’ve beta tested, worked out all the bugs, and now you’re ready to launch - just in time for the new fantasy football season. So now what? The fantasy sports market isn’t the Field of Dreams. Just because you built it doesn’t mean they’ll come. You need advertising as a strong component of your overall business plan. And the type of advertising you use depends on your overall goal. What are you looking for? Brand awareness? New paid subscribers? New deposits and players?

 

There are constant new developments on the digital marketing front. And each time these new approaches emerge, it’s the same damn debate. Which is better, content marketing or email marketing? Social media vs. search marketing? Facebook advertising or Twitter advertising?

 

Our business is all about helping fantasy sports companies market themselves. We talk to both startups and long-established businesses; B2C and B2B companies; platforms, data providers and app developers. And we put together several proposals a week with different marketing options for them to take advantage of. But when it comes down to making a decision, most tend to focus on one specific advertising avenue that they’d like to try. For example, some feel more comfortable going a search marketing route, while others believe social marketing is the way to go. There’s nothing wrong with that strategy. But you can become stronger in your efforts (and results) if you look at combining a couple of options.

 

Choosing between PPC and social marketing is like choosing between Ben Roethlisberger and Antonio Brown in your DFS lineup. Sure, they’ll both get you a decent amount of points individually. But combined, your lineup is a sure-shot for cashing in. PPC and social marketing each meet different goals and bring different types of leads to your fantasy sports business. In many ways, this is an apples-to-oranges comparison. And in the end, you want both.

 

Different goals. Different leads.

 

Think about your Internet habits. When you go to Google, you’re actively looking for something. You’re physically telling Google what you want to see: DFS lineups, fantasy sports newsletter, fantasy projections, sports data, etc. You’re ready to act on the results – whether that’s purchasing a product, comparing prices or starting a bankroll with a platform. PPC campaigns, when done correctly, are created to give you an extra push to act.

 

Now think about surfing your social channels. There’s no intent to purchase anything while browsing your Facebook or Twitter feeds. You’re simply looking around. The ads that appear on social media are meant for brand awareness that should eventually lead to a new customer acquisition. This means that your social ads would have to capture the attention of people who are not looking to buy anything at that moment.

 

By combining the two strategies, you’ll be able to capture the attention of a potential customer through different parts of the buying journey: brand awareness, product education and purchasing decision.

 

Lead quality

 

You can’t beat an AdWords PPC campaign in terms of lead quality. Remember, when someone searches for your product or service, there is some intent to buy. And these high-intent users will take less convincing to sign up for your services. So your conversion rates on a PPC campaign will be much higher. But you simply can’t ignore the other users.

 

And that’s where your social marketing comes in. Here, you’re capturing leads at an earlier stage of the buying process (brand awareness) and making sure they do future business with you, not your competition.

 

Lead quality directly correlates with the cost per click or cost per conversion per platform. Think about this. For AdWords, fantasy sports businesses in the DFS space could spend anywhere between $60-$75 per click, simply because of the competitive market. But on Facebook, that same click could cost under $1. But, your cost per acquisition on AdWords could be considerably less than Facebook, again, because of where the customer is on the buying journey.

 

One-two punch

 

When all is said and done, a combined approach of PPC and social advertising is a must for fantasy sports businesses. Social advertising introduces your brand to potential customers, while PPC closes the deal. You can’t ignore either strategy. You can’t just focus on your high-intent users. Why? Because the vast majority of consumers are low-intent users. Work this two-pronged approach to quickly convert the high-intent consumer into a customer, and nurture the low-intent users through the buying journey. Low-intent users can quickly become high-intent users, and you’ve just held their hand along the way.

 

Need help with your content curation efforts? Contact FantasyMeter today at info@fantasymeter.com or (817) 729-8771.

 

 

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