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It’s Sunday and you’re the ultimate fantasy football fanatic. Here’s what I picture—a basement, walls plastered with sports stuff, a giant L-shaped couch, four wall-mounted TVs, three laptops, two smart phones, a bucket of chicken, French fries, and a few friends as intense as you are about fantasy sports.
Your team is money—you spent hours last week reading up on your players, made a blockbuster trade, and before anyone, picked up the relatively unknown rookie who blew it up last week. Your dedication to fantasy sports is legendary. You love competition.
The Fantasy Sports Trade Association (yes this actually exists) estimates that 42 million people age 12 and above in the U.S. and Canada play fantasy sports in 2014. All 42 million may not be fanatics, but they certainly love sports data. Excuse me, stats!
Today, fantasy platforms use cutting edge technology to deliver you real-time stats the moment they happen. The truth is, like many things, fantasy sports had very humble beginnings and history tells that the game of baseball cracked the fantasy world first. A popular fantasy baseball scoring system in the 1980’s was invented by Daniel Okrent—he played in the Rotisserie Baseball League. Maybe you’ve heard of it.
The web as we know it today didn’t exist, so team owners found themselves scouring through local and national newspapers to complete their teams stats. By hand! Now ask yourself, would you own a fantasy team in this environment? If I had to guess—most would say no. It’s the 80’s—you can’t just open your computer or turn on your smart phone, type in your weird password, and magically your fantasy stats are delivered to you with little effort. You have to work for it!
The advent of powerful computers and the internet are credited with blowing-up the fantasy sports world. Why? Because it made it easy to play.
How Fantasy Football Relates to Your Business
At Blue Corona, most of the staff play in a ‘for-fun’ fantasy football league together and it gets pretty heated. I mean com’on—these are data-driven people. As the newest Account Manager, I’m learning the extreme depth of Blue Corona’s dedication to making the right data-driven decisions for our clients.
It turns out our fantasy fanatic friend we mentioned above, whom we’ll call Bill, is also a pretty successful business owner. Riding a natural high from his fantasy results, he walks in to work on Monday feeling pretty good. He is even more stoked to find out one of his “sales guys” scored three new customer leads over the weekend. Yes!
Bill has coached his sales staff to ask the source of their new business—so his sales guy is all geared up to answer Bill when he asks, “Where’d they come from?” Sales guy proudly answers, “The web!”
Are You Playing 1980’s Rotisserie League Baseball with Your Own Business?
See, last year Bill invested in a shiny new website and has found his sales guys answering “the web” more times than last year (he keeps a chart on a white board in the break room). While Bill is pleased with the result, he is totally unaware he is playing 1980’s Rotisserie League Baseball with his own business! To boot, he thinks his main business competitor must be doing better than him online because the owner just bought a new Porsche and has a billboard on I-95!
How to Fantasize Your Business
Wouldn’t Bill be pumped if I told him by working with Blue Corona, we could help fantasize his business? It’s great that Bill received three new customer leads over the weekend, but wouldn’t he want to know where those leads came from (the traffic source)? How about the amount of visits he received on his website over the weekend in total that it took to receive those three calls?
Let me give you an example. Let’s say Bill’s website received 200 geo-qualified visits (visits in his service area) over the weekend—that makes the three leads seem a little less ‘great’ to walk in to on Monday. What happened to the 197 other visitors? Why didn’t they become leads?
Countless things can happen—perhaps the visitor couldn’t find the business phone number because Bill’s shiny new website has the phone number buried at the bottom of the page. Maybe it’s not immediately clear which area Bill’s company services geographically, so the visitor moved on to the next search result. Bill is excited to learn at Blue Corona we can help him optimize his website as well!
As soon as we set up analytics on Bill’s site, a TON of data streams in. It’s our job to customize his analytics data specific to what’s important to growing his business—like how his online fantasy football league delivers his teams results—not someone else’s. We’ve also set a custom analytics dashboard for Bill that he can view online, anytime. He checks it almost as much as his fantasy team. Leads are up 40%! He loves it!
Bill likes what he sees so far, but there’s more. Remember—Bill is competitive. At Blue Corona, we have access to tools which tell Bill, in detail, how his website stacks up against his competition! We come to find out after several months of working on Bill’s website, he is grading better than his main competition.
Within no time, Bill not only craves his fantasy results but also his tailor-made 21st century web analytics provided by Blue Corona. We made it easy for him to play.
About The Author: Betsy is Blue Corona's in-house Digital Marketing Specialist. When she’s not directing Blue Corona's corporate digital content campaigns she’s urban exploring with her wife, diving into the latest marketing trends, or teaching horseback riding lessons. Twitter: @educatedbets
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