As I stood at the starting line of the 45th Bank of America Chicago Marathon, a lot of things went through my mind. One strange thought was how much my love of running helped me serve my clients.
I've been running marathons for over 15 years, and I think advertisers should consider including endurance athletes on their digital marketing teams. We have skills and traits that we can inherit from the tracks and roads of our campaigns.
1. goal setting
Before planning your campaign, set one or two specific goals. Having at least one goal as a guide can be motivating and meaningful. One of the mistakes some runners (including myself who are new to the sport) make is setting too many goals. This can lead to disappointment if all goals are not achieved.
Advertisers and their teams can also run the risk of setting goals with too many priorities. Try focusing on measurable goals like return on ad spend (ROAS), cost per acquisition (CPA), revenue, and purchase volume. When working with your digital marketing team, be clear about your goals. Be honest with your team about what you want to achieve so there are no surprises.
2. Data and Mathematics
When I'm running a training session, I'm constantly working out math in my head. I use a GPS watch to track distance and pace, but I also use math to estimate how long it will take to complete a workout.
Your digital marketing team doesn't need to be made up of math-savvy people, but it does need to be comfortable with numbers. You can track trends and make simple calculations using data in the advertising interface. Just like running, estimating and forecasting are very important skills.
3. Experiment
Runners try different shoes, nutrition, or race strategies when training for their goal race. Practicing with new gear and different gels allows you to test and fine-tune in a simulated environment.
Advertisers and digital marketing teams can experiment with different creatives, objectives, and budgets. At JumpFly, we encourage our clients to be open to testing, as experimentation can uncover big nuggets.
4. Adapt
Adaptability is underrated! When you're training for a marathon, you plan your week, but unexpected events can occur and throw your perfect schedule off track, such as bad weather, illness, increased workload, or unexpected travel. . It can be frustrating, but it can sometimes be fixed with training.
While you can plan every detail of your campaign, you also need to anticipate obstacles and interruptions. In addition to having a contingency plan, you can also leverage advertising partners. A skilled digital marketing team is adaptable and may be able to brainstorm ideas when things don't go as planned.
5. Stay competitive
Runners tend to be competitive because they are competing against themselves, against time, or against their fellow competitors. Over the years, I haven't lost my competitive edge, so that's what motivates me. I like competing with friends and fellow runners. That keeps things interesting!
It's not uncommon for digital marketers to look beyond the fence to see what their client's competitors are doing. One of the most common tactics I use to stay competitive is to check out the Meta Ad Library or TikTok Top Ads. These are great tools to explore paid social advertising and spark your creativity.
6. Stay informed
Finally, marathoners read articles, watch videos, and listen to podcasts about running to absorb information related to their training. Information is a rich and widely available resource. Sifting through all the information can practically become a full-time job.
At JumpFly, your account team stays informed of industry best practices, the latest trends, and the latest updates. Much of the knowledge gained is shared on the JumpFly blog, so check back regularly.
