The world of sports betting has been thriving year-on-year since the US Supreme Court decided in 2018 to change the way it worked. From bettors rushing to the online sites to place their bets to regulars heading to the sportsbooks to win a slice in this very busy market — one thing that reigns supreme over all of the betting brands is their digital marketing strategy.
With the online betting business set to reach $61.7 billion by 2027, this means that every company is fighting to win the biggest portion of the customer base. For this very reason, whether you’re in the betting space or not, it’s worth keeping an eye on their digital marketing strategies, as they’ll be pulling out all the stops to get to the top. Get ready to maximize every avenue you have, like social media, your website, and advertisements — it’s all go, go, go, meaning there’s always something to learn from.
What makes a consumer choose one brand above another? Are they spending a small fortune on paid ads? Or have they now incorporated influencer marketing into the mix? We’re going to spill all on one of the most consistent industries and learn from the way the big names are marketing their products. From advertising strategies to leveraging new content — here are three ideas that can help you with your marketing plan.
1) Focus on Localization
In regards to your marketing strategies, you should always start by ensuring you’re hitting your demographic head-on. When betting was first legalized, it was seen as a slightly “taboo” subject and that meant marketers had to be careful — but today, it’s everywhere. From NCAA basketball lines to your favorite NFL stars, if you can watch them, you can bet on them, and thousands of people do every day. Localization is one of the ways that they are driving that focus.
Now, if you’re looking to establish a new betting brand, you must prioritize marketing localization. This means ensuring that your practices abide by the local policies depending on the state you are in. This isn’t solely for your purposes, but for better outreach to your customers. By selecting and localizing your digital marketing strategies from the get-go, you can personalize all ads and content to suit the target demographic, and it will be way more effective!
For example, by establishing the local leagues, players, and events for where you want your brand to be, you can customize your content plan and messaging to suit what individuals are looking for. This can make your digital marketing strategy more streamlined — and in turn, cut out all of the people who won’t turn into customers. Create some KPIs based on what you’re expecting from your localization, and you will then see your strategy start to take off.
2) Content Marketing
If you want your potential customers to know your brand inside out, the best thing to do is focus on the content you are putting out into the world. Creating traffic to your website is ultimately what you’re looking for — and the best way to reach that goal is with your content strategy. The big sports betting brands know this, and you’ve only got to glance at their content to see it in action.
From curating specialized blogs on the most up-to-date sports news to creating podcasts, the most important thing when implementing a content-based strategy is to do your research on what you are offering and create a lot of content. Filling your content with plenty of SEO keywords just doesn’t cut it for 2024, so you have to research what people are specifically looking for. By this, we mean writing blogs about topics that are trending, and themes that your customers would be interested in.
In your digital marketing strategy, blogs are nothing new, which means you have to up the ante for 2024. Podcasts with guests and stars that would interest your customers make a brilliant addition to your eCommerce site, but they also need to have substance. Do plenty of research, pad out your content calendar, and create a strategy that offers a 360 approach to all things marketing.
3) Social Media Marketing
Social media marketing is nothing new, but influencer? Now that’s a whole new goldmine. When establishing your marketing strategy, it’s not just about the content aforementioned — it’s about what avenues you’re going down. Your social media calendar is your key to reaching a whole new level of customers, and that’s because there are over 5 billion users across all platforms, making it a viable option for all strategies you plan to create.
The sports industry and betting marketing are not shy about this either. We already witness plenty of sports players and casino companies communicating with fans and customers daily — so it’s the perfect way to build brand loyalty and recognition.
Build your social media calendar around your blog content, work out your demographic so you don’t waste crucial ad spend on wasted customers — and make your brand as personable as possible. When you’ve got the hang of your marketing strategy and the tips to thriving in this growing industry, you can then build it out further by adding in email marketing, influencer outreach, and strategies to get organic traffic to your site.
Digital marketing is all about growing with the times and learning on the go. Keep up with trends, leverage tools like link trackers to find out more about a URL’s performance, stay in the loop, and have curated content made specifically for your audience. Oh, and if all else fails — we’re in a world where AI takes center stage, and there are plenty of ways to leverage artificial intelligence to grow your brand from the ground up.
Last Updated on April 18, 2024
