There were plenty of impressive statistics from the big game last night. The Denver Broncos, for instance, became the ninth NFL franchise to win three Super Bowls. Denver also won the game with just 194 offensive yards, setting a record for the fewest ever in a Super Bowl victory.
But enough about the actual game.
The statistic worth beating to death, from a marketing perspective, is the one about how much it takes to advertise during the Super Bowl. This year, a 30-second video clip cost an astounding, and record-breaking, $5 million— or about $166,666 per second. The cost of advertising, in fact, has doubled in the past decade.
Granted, this is chump change for global brands with endless marketing budgets. But the average small to medium sized business (SMB) will never even come close to generating enough revenue to advertise during the Super Bowl. And this can be a tough pill to swallow. In fact, it’s enough to ruin the taste of your Super Bowl feast altogether.
The truth, however, is that you don’t need to spend like a global franchise in order to grow your business this year. You can achieve the strong results you’re looking for by bolstering your digital marketing efforts. In fact, 75 percent of SMBs claim that Internet marketing is effective.
Rather than spending your marketing budget on costly commercials, billboards and print advertisements, focus your efforts on building a comprehensive digital brand using innovative and informative content, or multimedia.
The trick is to provide a wealth of educational material for your customers in the form of articles, videos, pictures, webinars, podcasts and more. In doing so, you will grow your sales pipeline in an organic way. Customers will look at your brand as a digital resource, where they can obtain quality information—not just products.
So shake off the post Super Bowl marketing blues, and look into how a content-driven digital marketing strategy can grow your bottom line in 2016.
And remember: Baseball season is just 56 days away.