It’s a competitive market out there, which is why sports betting marketing plays such an important role in your success. While a few ads can get some attention, a marketing strategy with several elements is more likely to maximise your ROI.
Read on to find out how accurate and well-displayed data combined with helpful content can expand your customer base. Plus, get some tips on how to retain existing customers and impress users who haven’t made up their minds just yet.
With these 10 tips, not only will your sportsbook marketing be more effective, but you’ll also be able to reach new audiences, measure your success and have a brand that you can be proud of. All of these approaches can be combined in one strategy, or you can implement the right ones for you as and when you need them, depending on your business.
1. Create Useful Content
One of the best ways to reach new audiences is organically. When you create useful content, you provide the information that sports fans and punters are looking for. They search for answers, and your content will be there to help. It can come in many formats, including videos, infographics, blogs and social media posts.
A mix of long-form and short-form can expand your reach, helping you attract the attention of casual bettors and those with more experience. Some SEO research can help get your content noticed. Useful content educates and entertains people. It needs to provide something they’re looking for using the words that they would to search.
With a high-quality odds feed provider like TXODDS, you can deliver useful insights. They’ll help potential users get more informed about pre-match odds, upcoming fixtures and factors affecting the outcome of the game.
2. Localise Content
Getting to know youraudience is a crucial element of sports betting marketing. Your content needs to be targeted for several reasons. Localised articles and posts take into account the regulations of the jurisdiction, making sure you’re compliant.
Understanding the attitude towards sports betting helps you adapt your tone. If there’s a long history of sports betting and for particular events, you can tailor your content to focus on these elements. Crucially, you can find out what your prospective audience cares about to deliver more of what they want, whether it’s horse racing, football or accumulator bets.
The subjects and tone are the only considerations. Using the same phrases and words as your customer contributes to SEO and allows you to form a connection. A wider understanding of the sports betting landscape means you stay aware of your competitors, allowing you to find your edge and stand out.
3. Attractive Promotions
Promotions are one of the mainstays when it comes to sportsbook marketing. When making choices about where to bet, prospective customers browse what’s in it for them. There are many deciding factors, but bonuses play a significant role.
They can take many formats, including welcome offers, free bets, reward clubs, accumulators and odds boosts. Using data insights to work out which bonuses matter most to customers means you can keep them happy and coming back for more.
For example, with an odds boost, you can use a sports odds data feed and selected daily boosts to slash odds or boost winnings on key selections. When punters can track the sports they’re interested in and get promotions that suit them, they’re sure to pick you.
4. Get a Brand Ambassador
A famous face can amplify your sportsbook marketing efforts. You can increase your appeal, reach new segments and become more recognisable by working with a figure in the industry. A sports star is a natural choice, although team sponsorship can also achieve the same aims.
Another route to go down is to work with a celebrity who isn’t directly involved in the sports industry. By choosing someone well-known, you can reach their fans and attract them to your site. When a celebrity associates their brand with yours, their prestige rubs off.
One in seven consumers in the UK say that celebrity endorsements are effective at promoting gambling products. They draw attention and increase trust, two essential aims of any marketing strategy.
5. Highlight Your USPs
Just saying that you’re a fantastic place to bet isn’t enough; you need to back that up with specifics. It comes back to knowing what your audience cares about and what your competitors are offering. Aim to deliver what people want and what others aren’t in order to stand out.
One area to focus on is demonstrating to customers that you have a good data provider. Fast and accurate odds in an easy-to-read format are the foundation of a successful sports betting site. Your odds API feed should sit seamlessly alongside your other content.
An accessible interface, a bet builder, statistics, animations, live streaming and a betting community are all points to highlight. It’s not just features that you can focus on. Your qualities as an online bookie should shine through, such as accuracy, consistency, reliability and fairness.
6. Utilise an Affiliate Marketing Strategy
There’s no need to do all the work alone. When you recruit a team of affiliates to work alongside you, your sports betting marketing efforts will reach more people. An affiliate marketing strategy means paying a fee to partners who create and publish content to promote your business.
It’s performance-driven, making it an economical option. The content they produce can achieve many of your goals. It should highlight your unique selling points (USPs), talk about your promotions, and, most vital, it should link to your site.
Well-written affiliate content will appear in the top spots in the search engine results pages (SERPs). That makes it more likely for sports fans looking for betting sites to find you. Once they read about how brilliant you are, it’ll only take one click to land on your site. Plus, having heard about you from external sources increases the appeal.
7. Deliver Quality
It’s natural that a significant portion of your efforts will centre on driving visitors to your sports betting site. However, once they arrive, they need to be impressed with what they find. Customer satisfaction is often an overlooked part of marketing, as sounding good can end up being given priority over being good.
The sports content should shine. When working with a reputable sports betting data provider like TXODDS, you can ensure that your outright, pre-match and in-playodds meet customer expectations. Low latency, 24/7 availability and valid data mean punters will come to see you as someone they can rely on.
Taking care of the small details adds up to a flawless experience. Satisfied customers will come back to bet again and again. Not only that, but they’ll leave positive reviews and recommend you to their friends and family, which is some of the most effective marketing you can get.
8. Earn Trust
Trust plays a role at every stage of the marketing funnel. When your brand is recognisable and has positive associations, prospective customers will notice you and want to know more about your sports betting site.
At the middle of the funnel, the customers who are actively looking for a sports betting site will be comparing you to your competitors before making a decision. A key question in their minds will be: is this site trustworthy? They’ll look at reviews, ask friends and check out what you have to offer.
Finally, customers who have already made up their minds can easily have their heads turned by more attractive new prospects. By being trustworthy and consistent, you can win their loyalty.
With a rewards scheme, an accurate JSON odds feed and transparent terms, customers won’t need to look anywhere else.
9. Stay Social
You know that content is king when it comes to sports betting marketing and that organic traffic is desirable. However, it’s time to look at the platforms you can use to reach your target audience. Finding out where they spend time is crucial, but in general, social media is a fantastic option.
Facebook, Instagram and X (formally, Twitter) are three crucial channels where you can talk about your brand. If you’re working with an ambassador or influencer, posts on social media are an excellent way to reach thousands, if not millions, of people.
Make sure it isn’t a one-way conversation, though. Stick to the social aspect of these channels by being prompt in your responses and showing off your brand’s personality. These interactions help you build a community, something that every sports fan will want to be part of.
10. Go Mobile
Don’t just focus on your desktop site. It’s essential to cater to your customer’s needs, and many of them want to bet on the go via an app or their mobile browser. Mobile accounts for more than half of web traffic, showing that it’s a preferred method of access.
Your app should have everything that your desktop site does. In fact, it should go above and beyond. The interface should make browsing odds easy, with smooth touchscreen controls for adding selections to the bet slip. The odds should load quickly, and moving between account pages shouldn’t slow a customer down.
Aim for accessibility with Android and iOS apps. Plus, for those who prefer to use their mobile browser, ensure that your site displays well in this format.
Online sports betting is a competitive industry where it takes a lot to stand out and be noticed. Fortunately, there are partners that can help your sports betting site shine, including affiliates and data providers. With these sportsbook marketing tips, you can grow your brand and your business and maximise your ROI.