We chatted with SBC Leaders with Troy Paul to talk about how his new company, SGGMediaPresident, and co-founder, has revolutionized the affiliate marketing industry by harnessing social media’s power.
SGG Media has a large network of “micro-influencers” who can deliver content and ads to sports fans. This allows them to create highly targeted posts and is more likely to get user engagement.
Troy believes this is the best and most cost-effective way to market to companies. We asked Troy for his thoughts on how to use social media efficiently and the origins of SGG Media.
We appreciate you taking time to speak with us. We would love to hear your elevator pitch about SGG Media. Who are you? What do you do?
SGG Media is all about social media. Our company is the most prominent social media marketing firm in the space of sports gambling. With 1,176 content creators in the sports gambling space, our brand boasts a total social media following that exceeds 24,756,430.
Our company has been operating in this space for three year and we conduct player acquisition and branding campaigns for clients. The 17-member team is highly skilled and can create custom graphics or implement campaign designs. They also distribute to the 25 million people who follow them. FanDuel and Fanatics are our partners. Fliff, Prizepicks, Fliff, DraftKings, Fanatics and BetMGM are some of the others. SGG Media is a full-service marketing/media company that manages between 20-30 campaigns per day in social media marketing.
You are 24 and already a well-known President for your company. We would love to hear more about you and your journey from the beginning of SGG Media.
The beginning of my journey to SGG Media was during university at NYU. Being a huge sports fan, I was struck by how social media has become synonymous with watching my favorite teams. My friends weren’t just watching NFL RedZone Sundays, but were also using their smartphones to log into Twitter or Instagram.
Social media was a great way to get information about injury news, score updates, and line changes. This led me to believe that social media would be the best platform for cost-effective marketing in sports. After I realized the number of micro-influencers in sports, I realized there was an opportunity to connect B2C businesses with fans via social media.
Which are your biggest marketing mistakes?
While there is a lot to social media marketing, I am seeing two big mistakes every week from other companies. First, companies don’t focus on the niche they are targeting in their content. There are many talented sports journalists posting daily picks, news and other information. The market is saturated. Therefore, I believe every company should find its own niche and tailor their content to their needs.
Second, they spend too much advertising money on big-name celebrities and influencers. Celebrities and former athletes charge significant premiums for posts made to their social media accounts. This is purely because of the brand strength. This logic is often based on the popularity of the celebrity or ex-athlete they are advertising with. However, companies tend to overlook how many engagements the posts actually get. They often pay 5-10x more to use a micro influencer network to get their name and brand attached, regardless of the actual effect.
How would you advise those who are interested in exploring the social media world? Do you have any recommendations for platforms or would it be better to have several channels?
One of the best things you can do is keep an eye out for the competitors to find out what their strategies are and how they could be improved. If you want to launch your social media, it is a good idea to research the success stories of other social media users in your industry. This will help you discover things such as posting times, content ideas, and distribution.
You must also remember that social media is always changing. It is more than any medium. It is important that you keep up to date with the current trends in order to be successful long-term. You may not be able to use what worked one month for another as technology changes and your social media habits change. It is important that you keep abreast of the most recent developments.
Micro-influencers are the new face of sports marketing. Or do old channels like TV advertising, affiliation and billboards still play an important part?
Micro-influencers, in my view, are the future of smart betting and sports marketing. A micro-influencer network is capable of generating a lot of engagement for a fraction the cost. This can truly make a difference in how smart sports and betting marketing works. This brings me back to my earlier question: Would you prefer to spend hundreds of millions of dollars on posts from big-name influencers or use targeted networks of micro-influencers that can create laser-focused content specific to your league or team for a fraction the price?
With the trend towards profitability in the gambling sector, I believe the answer to this question is simple. Advertising is more expensive than ever. I believe that social media will be a dominant medium for sports fans in the future. It gives it the durability that betting and sports companies need. Moreover, finding the right marketing platform for tomorrow is more important than trying to find short-term methods.
Astralis Capital recently provided a cash injection of $2 million to SGG Media. This was in addition to the previous funding round. How will it help SGG Media expand its presence within sports marketing?
Astralis Capital was a major contributor to our previous fundraising round. SGG Media will continue to grow its partnerships with more than 1,000 content creators in the sports space. This, combined with their expertise, will allow us to offer a wider network of highly-focused content for betting and sports to even more people.
In the next months we will also be pushing into podcasting, short-form social media video content and more. With over $3million in funding now, this will help to continue the growth of SGGMedia. This is a very exciting time for us. We look forward to working with more businesses in the future.