It’s impossible to build a successful business without creating the right digital marketing strategy. And it includes not only traditional but also modern companies, such as betting sites.
Although this niche is not as huge, you already need to create something special (for example, a TOTO football jackpot or a welcome package) to attract users.
And these 4 things will make your company work better and be more profitable.
1. Analyze Your Target Audience
The first step in building your marketing strategy is understanding who you are reaching (who will become your website’s better).
Understanding your target audience ensures the effectiveness of your marketing efforts and the return on your promotional investment.
The most common way to determine your target audience is to create a buyer persona. It will help you reach those who are really interested in what you offer.
Think about how you see your perfect customer. Analyze the information in detail and make a list of demographics and psychographics that your customer image matches.
Creating a buyer persona for your marketing strategy is much more than just a detailed list of demographic information about your customer. When compiling such an image, you should immerse yourself in your customer’s personality traits, as if he were your close friend. Describe him as someone you could meet tonight and go to a bar.
One of the biggest mistakes you can make when creating an image of a customer is to be sure you already understand your potential customers’ characteristics perfectly and base your decisions on constant assumptions.
Analyze your target audience with detailed research and conduct surveys. Only then will you get real data. Survey your existing customers first. Ask for 10 minutes for a short interview, or send them a simple questionnaire.
Of course, you’ll have to find a way to encourage people to answer to your interview. Offer them a bonus for betting.
Whichever way you choose, your goal should be to find out what people think about when they start using your betting platform and what motivates them to choose your site to place bets.
Further readings on how to create the perfect buyer persona:
- Know Your Shoppers by Creating Buyer Personas
- How to Create a Buyer Persona (Includes Free Persona Template) via HootSuite
2. Analyze Your Competitors
The number of betting sites is regularly increasing. If you have decided to create a popular platform in this niche, you should look at your competitors first.
Even if you feel alone in your niche right now, sooner or later, competitors will appear on the horizon, armed with ideas about how to poach your customers. That’s why it’s so important to take the time to research other betting services.
The key is to understand that the purpose of competitor analysis is to determine what you can do better than they can and how to stand out from the crowd.
You don’t study them to copy every move, but to:
- Find out what techniques and tricks have worked. So, you can adopt them and do better.
- Find missed opportunities.
In addition to a detailed analysis of your competitors’ sites, it’s also not unreasonable to study your competitors’ social media pages from time to time.
Knowing your competitors’ pages and their most popular content will bring you new ideas for creating your own link-building strategy.
Another simple method of analysis is to subscribe to your competitors’ email newsletters. This will give you insight into what is behind their marketing strategy and what their sales funnel looks like. You will see the essence of their email marketing strategy from the inside.
Further readings on how to analyze your competitors:
- How to Conduct a Social Media Competitive Analysis [+Tools]
- The Role of Social Media Monitoring for Your Business
- What is social media listening? [+ Tools you can use]
3. Choose Marketing Channels
There have never been so many ways to get your marketing message out to potential customers as there are now. Whichever way you prefer, be sure to decide which channels to use to turn your target audience into bettors, and then into loyal customers.
Just do not give in to the temptation to try all channels at once. It will bring nothing but a waste of time. Why should you invest resources in channels that are unlikely to work?
You only need to choose those that will allow you to have the most effective dialogue with your target audience.
To ensure you get a return on your investment, it’s important to take a balanced and informed approach to select channels to attract customers.
You shouldn’t invest in any channel based on intuition or trend. Choosing the right marketing channel takes time and professional flair. So, don’t get upset if something doesn’t work the first time.
The secret to identifying the right marketing channels is finding a match between your capabilities and your target audience’s desires. It would help if you were where your potential customers are already spending their time.
If they prefer Facebook, you don’t need to try to find them on Twitter.
Betting is not a B2B (business to business) business. Then why do you spend time on LinkedIn?
Based on your target audience’s analysis, determine where they spend their time and what content they prefer. And go where your audience is. Don’t try to change their habits. They are stronger than any of your strategies.
Beyond that, determining your marketing strategy’s right channels is to first divide them into three groups: owned, paid, and purchased media.
Consider these three types of media as the pillars on which your digital marketing strategy rests. They should all work together so you can achieve your marketing goals.
Further readings on how to choose your marketing channels:
- 21 Marketing Channels To Find New Customers in 2021
- Grow Your eCommerce Business [10+ Low-Cost Ways]
4. Create Your Sales Funnel
A great way to look at your marketing strategy from the inside and figure out what marketing tactics are right for you is to break down your sales funnel into stages. Each sales funnel follows the AIDA model.
Every affiliate marketer should learn and implement the AIDA model. AIDA is an acronym that stands for Awareness (or Attention), Interest, Desire, and Action.
Let’s briefly talk about the AIDA model so you can understand even better.
- 1st stage is Awareness (where the customer gets to know a product “X” exists)
- 2nd stage is Interest (where customer reads about the product benefit, cost, etc. and finds out how it will be useful to them)
- 3rd stage is Desire (where customer develops a liking for the product)
- 4th stage is Action (here’s where the customer buys the product)
At this stage of developing your marketing strategy, you need to understand what the customer journey looks like – from stranger to loyal bettor. Think it through to the smallest detail.
Here are some of the questions that will help you build your sales funnel:
- How does the user learn about your betting site?
- What channels is he comfortable interacting with you through?
- What prevents him or her from making a choice?
- How much time does he need to make a decision?
- What information can help him make a choice?
- What can you do to provide a better user experience?
- How and through what channels will you continue the interaction?
- What might make the person come back to you again and tell their friends about you?
At the top of the sales funnel you have users (these can even be people who have never tried betting) who do not yet know that your site exists.
You need to figure out how to attract their attention and, subsequently, interest. Once you’ve done that, you need to find a way to turn them into members by making them want to bet on your platform. And finally, you will take advantage of that very desire by asking them to act.
All you have to do is analyze each marketing strategy channel you choose and build the customer journey through your sales funnel step by step.
A thorough analysis of the customer journey will help you find the weak points in your sales funnel and eliminate them before you even implement them. And only in this way can you make sure that enough leads are reaching the last stage of your funnel.
This exercise can be beneficial if you need to figure out what marketing tactics to use and where to apply them.