Customer experience and brand engagement page 8
Having industry experts , bloggers , tipsters and big personalities sharing and engaging with your content will help get around this , and sell you in to new pools of potential customers .
Anticipating customer demand
It ’ s not enough to add an ad hoc or erratic approach to your digital marketing strategy .
Just as it makes sense to have dedicated pages for sporting match-ups and casino events that you know will take place , building up a repository of quality content aligned to calendar events of interest to players in your betting niche , is an efficient approach to fuelling player acquisition .
It all comes down to preparation , understanding the interests of fans and players and making it easy for your betting brand to be seen as knowledgeable , valuable and fan-first .
Talent and passion are certainly important for success in sport – but smart planning and working with what you ’ ve got is essential – the same is true in customer engagement across the pillars of SEO , content marketing and more .
Example 1 : the transfer window opportunity Let ’ s take the transfer window as an example of anticipating customer demand for the purpose of engagement .
There ’ s no doubt about it – the Premier League is the biggest-spending league in world football . While La Liga and Bundesliga clubs combined spent a total of £ 860 million in the most recent transfer window , Premier League clubs spent over £ 1.1 billion .
The Premier League is a buying market that other nations aim to sell into , driven by the perception of big money paydays to be had , funded in part by new TV contracts and the relentless demands from fans .
The result Is that the transfer window itself has become an attraction in itself among fans and the mainstream media alike , with speculation about and interest in transfers almost rivalling match day debate .
Even so , there really aren ’ t many brands that are engaging with transfer day to get themselves in front of information-hungry fans or spectators enjoying the glamour and greed-fuelled drama .
Having dedicated transfer window pages that your betting brand updates each year will ensure that your brand retains authority and rankings that will help you to capitalise on fan interest in the search engine results pages .
This represents just one opportunity for marketers in sports – but there is a huge calendar of events to work with as part of an integrated strategy of customer experience , content , SEO and more .
Example 2 : The new Leicester ? Leicester ’ s stunning title-winning achievement in the 2015 / 16 season has created new belief that fairy tales are possible .
As a result , there is great scope for betting companies to capilise on the public ’ s passion and attract new customers .
Betting companies can expect to see increased curiosity in the odds of other outsider teams , and should be prepared with relevant introductory offers that capture the imaginations of future punters .
Capitalising on opportunity , protecting profit When it comes down to it , betting firms competing mostly on odds and incentives is a race to the bottom that harms profitability .
Attracting attention and competing on the stories that your betting brand can tell is a strategy that creates a deeper connection with potential customers without sacrificing profit .
More than ever , sport is about stories and sports and gaming is full of them , ripe for creative content tactics , live stunts , real-time marketing and genuinely responsive , multi-channel engagement .
If players make a habit of visiting your site because they know you ‘ get ’ them , and produce content that entertains and informs them , there ’ s a good chance you will become their default choice when they do want to place a bet – and they may well recommend you to their friends too .
This pillar depends on having a genuine understanding of customers and the ability to present your brand in ways that maps to their passions , and your wider SEO , content and acquisition strategy .
The four pillars of player acquisition in igaming
Blueclaw report 2017
iGB Blueclaw Player Acquisition Report 2017 _ v2 . indd 8 03 / 02 / 2017 17:50