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The gambling sector remains one of the fastest-growing sectors globally, especially online casinos, sports betting sites and other similar services. This growth however comes with increased competition, meaning that organisations have to develop and implement specific and complex digital marketing strategies. This article explores more specific tactics that can help to differentiate gambling brands online.
Considering the fact that the industry is heavily regulated and there is a lot of competition, casino brands require a more sophisticated strategy to gain the attention of the target audience and keep them engaged than a regular brand might. In other words, without engaging in a specialized digital marketing strategy some of the best online casinos may not be able to reach potential players. That's why many casino companies are likely to implement strategies from SEO to social media marketing and more. When doing so, these companies should also highlight what makes them unique against their competitors. For example, some casinos might specialize in giving players the biggest bonuses if they deposit with a certain payment method. Others might have a wider selection of live blackjack varieties. Others still might offer the fastest payments, giving players immediate access to their winnings. A fast casino like this will want to advertise its instant payouts, as withdrawal speed is something many players prioritize when choosing a new casino to play at.
Source: pexels.com
SEO of gambling sites needs a more aggressive strategy because of the competition and the ban of paid traffic sources. Besides the basic SEO techniques such as keyword placement and backlinking, gambling sites should focus on long-tail keywords that are more targeted to certain markets. For instance, rather than using broad terms like ‘online casino’ one can use such phrases as ‘New Jersey no deposit online casino’ or ‘Canadian high RTP slots.’
Some of the modern technical optimization measures that may further help gambling sites include the use of schema markup for rich snippets. For instance, the casino sites may be in a position to utilize schema to mark game categories, ratings, bonuses among other elements within the search results, which are likely to increase the click-through rates. It is also important to post more often using relevant topics of discussion such as new game releases and upcoming sports events to enhance organic traffic and engagement.
Marketing using social media platforms for gambling companies is a very sensitive issue that requires a certain level of innovation while at the same time being very careful to observe all the set laws and regulations. Due to the restrictions that are placed on gambling ads on media such as Facebook and Instagram, a branding focus on community and engagement is required. A good tactic is to employ social listening to follow conversations that include their brand or search queries. This enables the companies to interact with people interested in gambling topics, share useful information or lead them to the company’s website.
In addition, Facebook or Telegram closed or private communities may help to provide a safe environment for like-minded people, including gamblers, to exchange experiences, tips and ideas with the help of brand ambassadors. Through such groups, gambling brands can establish themselves and develop a tribe that supports the brand. Another way of using social media platforms is by hosting live streaming and question-and-answer sessions with industry insiders or famous personalities on Twitch, for instance, to get people interested in the brand.
This is something that gambling brands especially should focus on as the quality of the content they produce is of utmost importance. That is why brands should avoid publishing generic content and create focused pieces like guides to “how to manage bankroll for poker tournaments”, “strategies for betting on eSports”, or “comprehensive breakdowns of slot game RTPs.” Such content will help to attract the audience that is looking for particular information and therefore, will increase the conversion rate.
Other engaging contents include the live odds calculators, bet-simulators or those that allow the user to try out a game in a demo mode. These tools attract users via interactions with the site and as a result, the users are likely to register or make a deposit. Also, using the content created by the users, for instance, the words of players or success stories, may enhance the brand’s image.
Email marketing is one of the most personalized and efficient ways of keeping the audience in the gambling business. The main attention should be paid to the choice of segmented email marketing campaigns which will be targeted at different types of customers, including high-rollers, casual players and newcomers. For instance, the VIPS may be offered special privileges such as special offers and invitations to high-stakes poker tournaments, while new members may be offered step-by-step guides to popular games or sports betting tips.
Another way of enhancing engagement is through trigger-based emails which are sent in response to the actions taken by the users. For instance, if a user has not logged in to the website for a week, a message informing him/her of a free spin or a bonus bet may be enough to lure him/her back. However, if the player frequents football betting, then the particularized emails of football odds or promotions would enhance the engagement.
They say that data is the king and in digital marketing, this is very much true, especially in the gambling industry. Going beyond simple indicators such as CTR and conversions, gambling brands should also pay attention to CLV, deposit frequency, players’ preferences towards games or sports and average betting amount. Data segmentation to the next level enables the launch of extremely specific campaigns that would ensure the best ROI on the marketing budget.
Thus, A/B testing of ad copies, landing pages and email templates can help to understand which propositions work best for different customers. Real-time analysis with the aid of machine learning can enable the identification of patterns of behavior of players and trends and modify the marketing strategies in order to increase customer loyalty and uptake.
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