The online gambling industry is one of the most competitive areas, which makes it very challenging for new operators to easily settle in. Only those who can keep up with trends and offer something unique and intriguing pass the test of time and become solid brands over the years. And one such way to shorten the way to success and be a one-of-a-kind casino is a thoroughly planned marketing strategy.
With the perfect marketing tools and strategies, even new casinos without names and fame can become leading players. However, you must first know which marketing strategies are the most effective to increase your conversion rate. And this article will help you find the answer!
Before going down to our key topic, let’s first understand what marketing strategy is and how it works in gambling.
A marketing strategy covers all the advertising and marketing efforts companies use to get potential clients in gaming seats and keep them there. What’s more, apart from attracting new customers, a well-thought marketing strategy should be able to keep gaming enthusiasts playing for longer and make them come back often. Plus, effective marketing campaigns also help to nurture consumer relationships.
In a nutshell, marketing plans and strategies are more than a simple must-do list. They highlight the general channels, tactics, and brand image casinos will use to reach out to potential players and keep current users.
Crafting a coordinated marketing strategy greatly helps to keep all the teams on the same wavelength. It shows what your company wants to accomplish from an advertising viewpoint and how to achieve it.
Furthermore, in addition to noting down the major sales objectives, creating a marketing strategy allows teams to develop detailed action plans and certain marketing campaigns to fulfill these goals. Overall, a marketing strategy has the power to keep your team members on track and task and direct them to work towards a unified goal.
Most casino operators pick marketing strategies based on revenue and advertising objectives, user preferences, and target demographics. They try their best to engage more people using a variety of marketing channels, including:
Digital Marketing: All the ads you see on your tablet, smartphone, etc., are digital marketing examples. This type of marketing involves different forms of digital content and online marketing to link customers and brands via the Internet. These cover banner ads, display ads, search engine marketing campaigns, and pay-per-click advertisements.
Email Marketing: This is a highly effective type of direct marketing that uses email to promote games, casino products, and events. Exclusive discounts, new product promos, and customer newsletters are all about email marketing campaigns.
Social Media Marketing: Today, most people spend the biggest part of their time on social networks. That’s why many operators use major social channels like YouTube, Facebook, Snapchat, Instagram, etc., to build their brand and keep in touch with customers. You can create viral hashtag campaigns, integrate influencer marketing, and increase sales by driving more traffic to your website.
Content Marketing: This type of marketing mainly involves video/photo content and blogs. It includes the stages of planning, creating, and sharing the marketing content through online networks. The key goal of content marketing is to raise interest among people through engaging and informative content rather than direct promotion.
Affiliate Marketing: The affiliate marketing model mainly relies on third-party publishers and retailers to generate traffic for your company. It works the following way - the operator pays a commission for every sale generated through referrals.
Apart from these key marketing channels, you can also use print marketing, loyalty marketing, and co-branding to promote your brand. These strategies include the use of newspapers, invitations, loyalty programs, and rewards, as well as event sponsorships.
Even though creating a marketing strategy from scratch seems quite challenging, in reality, it isn’t difficult. All you need is to follow some simple steps.
Do your homework before sitting down to write your marketing to-do list. Carefully research and get to know your target audience, the market requirements, and the competition scale. Make a comparison between your and the competitor casinos. See what they offer, what you have in common, and what special services they provide that you don’t.
After understanding all these aspects, you can start researching their marketing strategies. Make a comprehensive analysis of their marketing campaign and results.
Which channels do they use for their marketing goals?
Which type of content do other casinos use in their campaigns?
Figure out the market segment your competitors are targeting. Check if any customer demographics have been missed out. If yes, then use it to open an avenue for your brand to shift market share.
Write down all essential points to avoid missing anything in future steps.
Think of your overall marketing objectives, including more than revenue goals. Do you want to expand your brand, increase memberships, or join hosting events?
Establish short-term and long-term marketing objectives that are realistic and easily attainable. Annual or short-term objectives might cover boosting VIP club membership or optimizing the win-per-device rate of the platform. As for the long-term objectives, they may include improving the company’s reputation or becoming a market leader.
Once you set all your goals and decide what you want to achieve at the end of the marketing campaign, it’s time to create a final marketing strategy that can address all questions.
Here, you can outline the dates of all campaigns, which team members will work on them, and who will control the process. Also, don’t forget to choose the marketing channels where you want your ads to run and which tools to use to follow the metrics and success rate.
In addition, make detailed instructions for how each step will be carried on, who will do it, and when.
Promoting a casino business can be quite a tough task if you don’t know how and where to get started and what to do. It’s exactly where marketing strategies and campaign ideas come to offer some effective solutions.
However, apart from using various well-known marketing strategies, don’t forget about your brand’s individuality as well. Take into account your personal style, brand image, and the special features of your offered games and services, and include them in your final marketing plan.