It's baseball season! As a proudly self-proclaimed baseball nerd, this is my favorite sporting season. I love the smells, the sounds, the history, the statistics, the electricity of a walk-off win, the emotion after a strikeout in a high-leverage situation, and the strategy. Unlike many, I think situational baseball is the best type of baseball. I'd much rather watch a lineup of scrappy players manufacture runs, play solid defense, and pitch effectively instead of a team that relies on a couple big bats in the middle of the lineup, hoping they come through day in, day out. There's nothing more frustrating than watching a batter with no plate discipline; but, there's something beautiful about watching a player work a count with the sole intent of getting on base by any means.

Moneyball baseball, it's my favorite thing to watch in all of sports.

If you aren't familiar with Moneyball, it's a book and movie about the 2002 Oakland Athletics season and their approach to assembling a team on a lean budget by analyzing advanced statistics. Instead of paying a couple superstars a lot of money, they put together a balanced team comprised of players who, although didn't have huge numbers in the categories that most people place emphasis on (batting average, RBIs, home runs, slugging percentage), knew how to get on base at an above average rate. The team eventually set an American League record by winning 20 consecutive games, which still stands today.

I'll be honest, it being the beginning of baseball season, I kind of just wanted to write about baseball; but, there is a HUGE takeaway from the Moneyball story that your business could learn for its marketing.

Don't spend all your time and money on one channel, piece of content, or medium that's notable for being successful and then watch and pray that it delivers in a big way. If it doesn't, you wasted time and money. Even if it does deliver, you could still have a farther reach and more established online presence if you spread out your marketing. 

As illustrated by the Moneyball story, the players who get on base might not have the huge numbers that people tend to look for, but they are more meaningful to the overall goal. So, spread your time and money and build a balanced marketing lineup. You need consistency to stay relevant, and consistency is created by evolving and diversifying your marketing.

Think about it, sales usually don't happen after your first meeting with someone. It takes time and a series of events, much like getting people on base leads to scoring runs.

Think of this formula:

• marketing activities (blogging, posting valuable information to multiple social channels, communication, etc.) = on base percentage (OBP)

Now, in baseball terms think about this formula:

• higher overall OBP = more runs scored = higher probability of winning

And by the transitive property:

• more marketing activities = more leads = more customers

So, while that overpaid home run hitter is a nice commodity to have, home runs are a little less significant if nobody is on base.

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 Do you feel like your marketing strategies are getting stale? Find out why your marketing strategies need to evolve with time to stay relevant in this blog.