Spring training for baseball is now under way in Florida and Arizona. What can startup marketers and entrepreneurs learn from the pain and gain of the Grapefruit and Cactus Leagues?
I’ve always been a big baseball fan. I’ve also been a diehard Blue Jays fan since attending World Series’ parades in Toronto in 1992 and 1993. I might have been just a toddler at the time (and have no memory of either parade), but I like to think they left a mark.
As a diehard Blue Jays fan, I’m comfortable predicting they’ll win the World Series this season (hey, optimism is an important part of being a startup marketer, after all). You could say that I’ve got my spring blinders on tight. Spring’s an exciting time for baseball fans.
But, spring’s not just a good time for baseball players to get into game shape, it’s a great time for startup marketers to up their skills and try new things.
Here’s five marketing tips for entrepreneurs that are inspired by spring training.
1. Experiment, Tweak & Tinker
After a long off-season, ballplayers use spring training as an opportunity to shake off the rust, get comfortable again on the baseball diamond, and experiment with new approaches on the mound or at the plate.
One of the most important qualities of a startup marketer is curiosity – a curiosity to leads to trying new things, taking new approaches, and learning about new tools. Today, this means experimenting with digital tools like Moz, Google Analytics, and A/B testing tools like Unbounce, most of which are free. Why not use the spring to see what kind of impact they can have on your business?
Curiosity and a willingness to tweak, tinker, and experiment can make a huge difference.
2. Find a Great Mentor
Major League teams always use spring training as a chance to wheel out the old guard as “guest instructors”. This year’s crop at Blue Jays spring training includes Jays’ legends Roberto Alomar, George Bell, Pat Hentgen, and Paul Quantrill. Heck, Roy Halladay is even expected to make an appearance or two.
Teams understand that ensuring that young players get face time with former stars is the best way to pass down valuable knowledge and help young stars take the next step in their careers.
Entrepreneurs should take a similar approach when it comes to marketing, since a lack of marketing experience and expertise is a key issue for a lot of entrepreneurs. Seek advice from your peers, read as much as you can from industry thought leaders like Mark Evans and April Dunford, and attending as many marketing events and conferences as you can.
Mentors never go out of style, regardless of the sport you play.
3. Community Matters
One of baseball’s best traditions, at least in my opinion, is the commitment of Major League teams to relatively small communities in Florida and Arizona. For example, the Toronto Blue Jays train in the sprawling metropolis of Dunedin, Florida. Likewise, the Boston Red Sox train in Lee County, Florida and the Chicago Cubs train in Mesa, Arizona.
These communities may be small, but they support their teams. It must be tempting to follow the money to train in larger markets, but most teams stick with tradition and their long-term relationships, understanding that owning a niche is important (the warm weather doesn’t hurt either).
As a startup, it can also be tempting to try to be all things to all people. But with limited resources and a short runway to find success, trying to be all things to all people is the best way to fail. Ultimately, focusing on winning in a well-defined niche is what’s most important.
Own your own Dunedin, Lee County, or Mesa.
4. Embrace the Power of Video
Coaches and ballplayers both love using video to prepare for games. Spring Training typically takes it to another level altogether. After all, the MLB season is 162 games long. That’s a lot of pitchers to study and batters to scout. Video is one of the most useful tools in baseball.
When it comes to startups, it’s never been more important to embrace video marketing (over 700 YouTube videos now get shared on Twitter every minute). Video has always been an effective medium for marketing, but only relatively recently has it become a cost-effective tactic for startups. Startup marketers should test out innovative tools like Sparkol VideoScribe that have made it possible to create world class video content without breaking the bank.
5. Focus on Fan Engagement
If you’re interested in getting up close and personal with a Major League Baseball player, Spring Training’s the best place to do it. The players seem conscious of this too, often using Spring Training as a chance to engage with the small group of passionate fans that make the trip down.
Startup marketers and entrepreneurs should take note: engagement is the key. It’s easy to be enamored with high-level social media metrics like followers and likes, but a small group of engaged fans can do more for your business (and your state of mind) than 50,000 passive ones.
If you’re interested in shaking off your winter marketing rust or learning more marketing tips for entrepreneurs, sign up today for our sales and marketing newsletter, or follow us on Twitter.
And let’s go Blue Jays!
