Sports is a metaphor for so many things in life. Susan Vera of Kherize Five, a leading inbound marketer, writes a really good marketing blog, and in her last blog entry she compares the NCAA tournament to the launch of a new product. I love the analogy because many times with a new product or service launch, just like in the NCAA tournament, you only get one chance to do it right. A lot of money, blood, sweat and tears is riding on that opportunity. Of course this is true for a lot of big sporting events, but what I particularly like about the NCAA’s is the opportunity it occassionally gives to the little guys.
Right now, the “little guy inbound marketers” have that same window with social media and inbound marketing –a chance to compete with the “big budget” teams.
How many times have we seen a little known team or an underdog, come into the tournament and take out the number two or number four seed. Not often, but it happens. It’s like if you dot all your i’s and cross all your t’s, do all the right things , you just might get lucky, make it to the big game, and then, win an upset victory. But one of the things that’s unique about this tournament, is that you don’t necessarily have to win the whole tournament to get the type of attention that makes all the difference in alumni donations. Just winning a few rounds can significantly increase the amount of money that pours into the athletic program. And those dollars can make all the difference. Sometimes it’s just about showing you have what it takes to win a round against a Goliath!
And what’s the big game for the “little guy inbound marketers”? Maybe it’s passing 2000 fans on your business’ Facebook page or getting noticed by a New York Times blogger. I’m not sure exactly what your tipping point might be, but unless you make it to the tournament… unless you understand your target market, stay in for the long haul, check, double check and triple check, practice, press when you need to….well chances are, you won’t get that invitation to the tournament. And I’m not talking about the NIT.