The gambling industry is well-known to be exceptionally tough to enter. Online casino owners spend hundreds of thousands of dollars on marketing to make a name for themselves in the vast sea of fierce competition.
While there was a surge in revenues generated by iGaming due to the pandemic and the increase of internet traffic, it became even harder to market an online casino.
This is because more and more entrepreneurs and investors wanted a piece of the pie, and, as such, new casinos have sprung up in multitudes. They need to come up with innovative ways of acquiring and retaining their customers, and digital marketing can lend a helping hand.
But how can one go about marketing an online casino successfully? Well, there are some working strategies that I’m going to describe in this post.
Gathering information should be your first step to the beginning of your casino marketing journey. There’s a number of areas for you to analyse, and these include:
- Competitors — find out what they’re doing to have the upper hand,
- Customers — get to know the specific user behaviours and the favourite games (for example, slots) on your platform to provide a personalised experience,
- Website — get a grip on the areas your pages are lacking, find out what keywords you should optimise for, optimise your performance based on analytics.
- To do that, you’ll need specific tools that help with aggregating the data as well as facilitating the analysis.
Establish buyer personas
A buyer persona is one of the types of customers who frequent your platform. Collecting information about them will allow you to target specific groups with your advertisements to make them more effective.
In essence, you’ll have a few personas that will reflect the people who are the most likely to become your customers. Of course, the personas are only a mock-up and are half-realistic. They’re not real people.
To start an even more targeted campaign, consider creating a VIP club for your most avid customers. That way, you’ll be able to send them the most appropriate promotions, display their favourite games and tailor your offer around them.
Being registered in a VIP club usually means sharing the details, which makes for an easier fitting of your platform precisely to the needs of VIPs.
Another thing that all online casinos use are entry bonuses as well as benefits for the most frequent players who aren’t VIPs. This draws people’s attention towards your platform. By offering the best bonuses, you get to stick out from among your competitors.
Affiliate marketing is a relatively new trend that is gaining traction incredibly quickly. More and more industries resort to affiliate marketing just because it’s so effective.
To clarify, this type of advertising consists of reaching out to casino review websites and asking them to list your platform in exchange for a cut per each person who registered through their link.
Now, this is excellent for the casinos that are at the start of their way. You don’t need to splash out as much — you simply share your profits with others.
The rates for affiliates within the iGaming industry are usually way higher compared to other types of businesses. The most standard rate is about 50% for relatively effective affiliates.
Social media marketing can be one of the best ways for promoting your online casino. By creating worthwhile posts, you’ll draw the attention of thousands of people. Another thing is that you may purchase advertisements on social channels.
Such ads are usually incorporated into the feed of the user, which makes them pretty inconspicuous, albeit fairly effective. Make an effort to build a community by being proactive, hosting contests, and helping them with issues as quickly as possible.
Link building is one of the most widely-used marketing strategies by online casinos. Lying within the domain of off-page SEO, it consists of acquiring backlinks from other websites that point back to one of your pages.
This increases the visibility in Google’s search engine, as it’s one of the most important ranking factors. Still, link building for casinos can prove to be extremely costly since it’s one of the most competitive industries.
Now, you may resort to paid links, which Google doesn’t like. Even though it’s scorned upon, online casinos often utilise that strategy, risking penalties.
A great start for content marketing is establishing a blog on your website. That way, you’ll be able to build authority within your niche, which is one of the most important signals for Google.
On top of that, your blog posts can contain multiple keywords that you may target by optimising each one of your pages.
Usually, new online casinos tend to go for long-tail phrases, which are longer and have a lower search volume, albeit are far less difficult to rank for.
Another element of content marketing are the efforts outside of your page. This means posting press releases with the help of niche-specific publishers and guest posting on other people’s blogs to gain some traction by being present on multiple websites.
Remarketing to your customer base whose emails you’ve gathered is one of the most effective ways for promoting your business. Sending messages with offers, promotions, discounts, or simply informative blog posts and events can benefit you in terms of more loyal customers.
You come across as proactive in your attempts to improve the players’ experience, which enhances retention rate to a great degree.
Paid advertisements in the form of AdWords or placements on other websites as banners are among the most popular ways for advertising. Google AdWords are displayed on top of the search results for a given keyword.
Still, seeing that iGaming is so competitive, the prices per click are equally high. The same goes for placements on blogs and news platforms.