Digital marketing is a general term utilized to refer to the targeted and interactive marketing of diverse goods and services, whose main goal is to attract potential clients and retain them for a long time. It is already used in many fields, and gambling is one of them. Thus, keep reading the following article to find out more on the best digital marketing strategies suitable for gambling establishments and tips on their utilization.
This type of practice of digital marketing consists in showing advertisements to those people who have visited your website earlier. Gambling establishments utilize retargeting to ensure that they demonstrate advertisements only to those people who are likely to use their services. According to numerous experts, whose names appear in various gambling news, this approach is much more effective than an advertising campaign aimed at a “cold” audience since it retains the interest of those users who are already familiar with the advertiser's brand.
What is really great about retargeting is that it’s not limited to an Internet site. Gambling establishments have the opportunity to target even those visitors who have looked through their social networks, such as Instagram, Facebook, Twitter, and others.
Search engine optimization/marketing
Gambling establishments utilize SEO (search engine optimization) to ensure that their websites are seen in search results (here, we’re talking about getting traffic from organic search results). This is accomplished by matching keywords with typical search queries, for instance, “the most popular casinos in this region”. SEM (search engine marketing) is quite a similar concept, but it aims at getting traffic from both paid and organic search. Overall, these strategies are used to make sure that, when a potential customer is looking for a casino online, it can be found easily.
Posting useful content online
Content marketing provides clients (visitors of gambling establishments), with valuable data, as well as sources of information. The typical example of content marketing is sharing the recent news regarding the industry, press releases about the most important events, overviews of the popular online games, as well as tips on how to win at them. It is also a good idea to share some information concerning gambling addiction, so visitors will see that you care about them.
The main goal of this strategy is to increase engagement with customers. Gambling establishments have already got great results thanks to utilizing content marketing. In fact, over half of marketers working at successful companies claim that their most effective marketing strategy is blog content. As for casinos, content marketing is a great way to generate new leads, as well as convert potential clients into regular customers.
Focusing on mobile applications
With approximately seventy per cent of all traffic coming from users’ mobile devices, a large number of gambling establishments are developing high-quality applications to connect with their clients (one of the examples is the SkyKings mobile application). And thanks to these apps, players around the world have the opportunity to enjoy their favourite games staying at home. As for casinos, they mainly use apps to send notifications concerning exciting promotions and great tournaments. This, of course, makes customers deposit funds and play games more often.
Building a model of a buyer persona
Buyer personas are the practices numerous business owners utilize to understand clearly who their potential clients are, as well as what their goals, interests, and needs are. This way, gambling establishments determine the types of people who are likely to visit them and how to make sure that these visitors are completely satisfied with their experience. As for the gambling industry, one of the types of buyer personas may be a traveler. This is a person for who gambling is the best way to relax and have fun, so this person takes some time off work to play the most exciting games. Probably, this person is interested in the following things:
- great entertainment;
- delicious food;
- comfortable accommodation.
Promotion via social media
At present, the majority of people do not imagine their life without social media. And for them, utilizing diverse social networks is one of the best ways to connect with various brands, including casinos. In turn, gambling establishments tend to utilize these highly popular platforms to promote exciting contests and giveaways, which are very likely to attract people’s attention. This allows casinos to get essential information concerning the users’ age and income, which later helps to solve the necessary marketing tasks. Besides, by creating a community where diverse people can speak more about their interests and have a great time, gambling establishments will probably draw more players to their websites.
Introducing loyalty programs
It goes without saying that one of the main casinos’ aims is to turn new visitors into loyal customers. To achieve this goal, gambling establishments introduce exciting loyalty programs. Thus, after new players sign up online, they start receiving essential updates, as well as having access to beneficial deals. Besides, at present, some gambling establishments even create a loyalty club newsletter containing information their clients are likely to enjoy. This, in turn, helps to develop a sense of community that will lead to better traffic.
If you would like to get more information concerning promotions for regular players at diverse gambling establishments, then read more about the loyalty program at Cafe Casino.
Sharing information regarding winners
One of the reasons why a lot of people are not ready to spend money on gambling is that they don’t believe they can win anything. What is possible to do in this case? One of the best solutions for casinos is to share information regarding those who tried to play and won money. Everything that gambling establishments need to do is to post happy winners photos’ with big dollar signs on their websites and pages in various social networks. And while visitors see other players coming to a gambling establishment and winning large sums of money, they imagine themselves in the same situation, that’s why these guests are much more likely to visit the casino in the near future.
Read more: American iGaming industry in 2020