More than 80% of Americans gamble at one point in their lives. Extrapolate that number to the whole world, and you have a very big pool of potential customers for your sports betting business.
But to reach a global audience, you have to put some effort into digital marketing first. Here are some ways to build an excellent digital marketing strategy for your sports betting business.
Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of gaining organic (or free) traffic from search engines. The better your search engine results page (SERP) ranking is, the better chance you’ll have of gaining new customers.
The main factor in better SERP is your content. But there are other components that makeup SEO, such as:
- Security of your webpage
- Page loading speed
- How mobile-friendly your site is
- Your URL name
- Technical SEO (using keywords in coding)
- Links used
Since there are so many elements to SEO, it’s best if you work with a specialist. Strategies are always changing, so they’re the people you want on your team to keep up with the fast-paced world of SEO.
Content is a type of SEO and is the primary way of gaining organic traffic; it can help with your SERP ranking. For instance, if your potential customers are searching the internet for “sports handicappers,” you’ll want to center your writing around that. This includes the meta title, meta description, headers, and body text.
In the past, you’d fill your content with your target keywords as much as you could, but nowadays, search engines actually punish you for that. The practice of “keyword stuffing” is now frowned upon and there are nuances to getting the right number of keywords into your content.
Again, it’s best if you work with an SEO specialist since they can alter your content marketing strategies to always fit with what’s currently working best.
Search Engine Marketing (SEM)
SEO is the organic and free side of digital marketing, and search engine marketing (SEM) is the paid side of things. This is where you gain better SERP rankings through ads you’ve bought.
For example, you can purchase ads on Facebook and LinkedIn, or you can place your company’s ads in search and display ads. Google Ads is a great platform to use to reach your intended audience of gamblers. If they search for a keyword you’ve paid for, the ad for your sports betting website will pop up on top, which can drive paid traffic to your site.
Understandably, some users may not be ready to commit to gambling on your website yet, and that’s ok. You don’t want to pressure them since that can turn them away from your services.
Instead, you can use email marketing to stay top of mind and to keep them as hot leads. Not only can you keep readers up-to-date about what’s going on with your betting website, but you can also offer them exclusive offers. These will entice them to at least give your sports betting site a try.
Email marketing is also a great way to offer your loyal customers some rewards and to give them incentives for staying with you, such as deposit matches.
Social Media Marketing
Social media is a powerful platform you can utilize to connect with gamblers from all over the world, and it’s free to use! It’s a great way to show thought leadership by linking to either your own content or posts from gambling authorities. It can be a win-win situation since not only does it prove you understand the industry, but it can lead to others linking to your content too.
You can also show personality through your posts and engage with anyone who responds. For example, if you want to position your company as a playful one, you can represent that personality in the way you interact with your visitors through light-hearted banter and jokes.
You might want to think about using an automation tool for your social media posts. If you have accounts across multiple platforms, it can schedule your posts so you don’t have to log into every account to do so. It can also give you analytics on when your audiences are most active and suggest optimal times for scheduling your posts.
Responsive Web Design (RWD)
Over 3.7 billion people worldwide use their mobile devices to browse the internet. This means the majority of visitors on your sports betting site are looking at it from either a smartphone or tablet.
If pages aren’t optimized for mobile use, you can alienate your potential customers. Things may look perfect on your computer, but without responsive web design, it can even look like a total disaster on a different browser!
Make the investment in working with a web designer on RWD, as well as an SEO specialist to tackle the accelerated mobile pages (AMP) side of things. SEO is shifting to be mobile-centric, and without quick loading times, your website won’t rank highly.
Remarketing targets those who are interested in your services but haven’t converted for whatever reason. Say gamblers visited your website a few times but haven’t put any money down (you can track their activity through cookies). You can then serve specialized ads targeting this type of visitor to encourage them to revisit your gambling site and to give it a chance.
Utilize an Optimal Digital Marketing Strategy for Success
With a well-thought-out digital marketing strategy, you can see your conversion rates soar. If you show your customers you understand what they need and can provide it for them, they’ll be more than happy to give you their loyalty as opposed to another sports betting website.
So if you think you don’t have the budget for digital marketing, think again. Whatever money you put into it, you’ll get a fantastic ROI on it.
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