If you’re looking to grow your bookmakers business then having an effective marketing strategy is a must.
It’s very easy to spend a large amount of time, effort, and money on marketing without seeing any real return on your investment. This is the case for all forms of business and not just bookmakers.
However, marketing is necessary for company growth. Marketing strategies have changed rapidly in recent years due to the increasing popularity of various social media platforms and the effectiveness of email marketing.
To get the most out of your marketing, you need to have a cohesive strategy that covers all of the bases.
In this article, we will explain how you can create a cohesive bookmakers marketing strategy across social media and email.
The Benefits Of A Cohesive Bookmakers Marketing Strategy
A cohesive bookmakers marketing strategy is one that stretches across several platforms or materials while remaining consistent and recognizable.
Whether you’re posting on Twitter, Facebook, or Instagram, or sending out direct mail to customers, all of the materials you use for your promotion should share the same tone, message, and imagery.
There are many benefits to creating a cohesive marketing strategy. These include:
Recognizable Brand
Branding is very important. You want your potential customers to recognize your company and follow it to other platforms on the way to making a sale.
Keeping everything consistent will help you stand out and ensure that you don’t lose customers because they confuse your brand for someone else.
Consistent Reputation
As well as being recognizable, you want customers to associate good feelings with your brand.
A marketing campaign that is confusing and inconsistent doesn’t promote trust and can damage your reputation.
It can make your brand look small and careless. Consistency is key to building a good reputation.
Same Experience
Whether potential customers are finding you from banner ads, social media, or email marketing campaigns, they should all receive the same message and the same offers.
More Cost-Effective
Utilizing a cohesive marketing strategy is more cost-effective in the long run. All you need to do is produce one set of images and copy and this can then be used across all of your marketing platforms.
Using social media and email marketing is also far more cost-effective than more traditional methods of marketing and advertising.
There are many free services that allow you to deliver your message to customers and even the more powerful paid services are cheaper than traditional marketing such as banner ads.
How To Create A Cohesive Bookmakers Marketing Strategy
Now that we’ve discussed the benefits of a cohesive marketing strategy across several different platforms, let’s look at how this can be achieved. It may seem daunting at first, but we can break it down into simple steps.
Step 1 – Set A Goal
The first question you need to ask yourself is what is the purpose of your marketing campaign? If your marketing campaign has no strategy then it is doomed to fail.
You need a direction for your marketing materials and you can only decide on that direction after you have decided on its purpose.
You should begin by deciding what your long-term goal is.
This should be something that isn’t achievable overnight and is something you will work towards over the next few years. For example, you may want to increase your market share or increase your revenue.
Once you have your long-term goal, you then look at short-term objectives that will help you achieve your goal.
These are smaller and more achievable targets that may only take a month or a quarter to be achieved. For example, you can set an objective of increasing your Twitter followers.
When you do set your goal and objectives, it’s best to set measurable targets. Instead of trying to increase your revenue, your objective should state “increase revenue by 20 per cent.”
This gives you a starting point and a hard target that you can measure.
The best objectives and goals are usually ones that are linked to key performance indicators (KPIs.)
These are designed to be measurable and to give you a clear picture of how your business is performing. Other than measuring your revenue, you can also measure:
- Sales conversion rate
- Customer lifetime value
- Click-through-rate (CTR)
- Cost-per-click
- Customers lost (customer churn rate)
Once you have your long-term goal and short-term targets, you can begin to design your marketing to help you achieve them.
Step 2 – Brand Voice
As we stated earlier in our section about the benefits of a cohesive marketing strategy, it’s of vital importance that your brand is consistent across all of your marketing.
This doesn’t just mean using the same brand name and imagery, but it also refers to your brand voice.
When we talk about brand voice, we mean the tone of your communications. It covers the style used in your copy and before you start constructing your marketing, you should create a brand voice guide.
This ensures that everyone involved in your marketing sounds the same and your brand remains consistent.
Ask yourself the following questions to make your brand voice guide:
- What is the tone of the brand? Is it friendly, sassy, informative, formal, or something else?
- What type of words does the brand use and what does it avoid? Do you want to load your marketing with adjectives or avoid them? Should the copy use contractions or spell these out?
- Do you want to use emojis?
- How much humor should be in the copy? Do you want to use any humor at all or be completely serious?
- What are the target keywords that you want to associate with your brand?
Creating a brand voice guide may seem like an unnecessary step but it will be of benefit in the long run.
If the marketing is going to be created by more than one person, the guide will ensure that they are consistent and produce copy that sounds like it was written by one person.
Even if there is only one person in charge of creating the marketing materials, it will help them keep things consistent over time.
If you’re looking to be successful on a national or international scale, it is best to use copy language in your marketing.
This refers to writing that avoids any idioms or colloquial language that is not universally understood.
If you’re a local business that is appealing only to locals you can lean into this to promote your status as a friendly neighborhood business, but we don’t recommend it for businesses that have wider target markets.
Step 3 – Consistent Resources
If you’re looking to target new customers then it’s unlikely that they will stumble across your website and its resources on their own.
The best way to perform customer outreach is through social media and email and from there, you can direct them to your site.
This means having a consistent set of resources that you can promote, advertise, and include on all of your marketing channels.
You can use these as regular content when you don’t have a particular marketing strategy in motion and also as extra information in marketing emails. Your resources should be general and evergreen.
Examples of resources you should look to build include:
- Blog posts
- Buyers’ guides
- Videos
- Infographics
- Images
- Gifs
- How-to guides
For example, as a bookmakers company, consider writing guides to help new customers to understand betting terminology.
You can introduce them to different types of bets and advise them on how to maximize their chances of winning.
Step 4 – Create Your Content
Now that you have your objectives, brand voice, and a set of consistent resources in place, the next step is to begin creating your marketing content.
As we mentioned earlier, you can reuse much of your content across different platforms.
There is no need to write something unique for Facebook and your direct emails, for example. Instead, simply adapt your content and copy so that they are suitable for each medium.
All of your marketing should have a call to action that inspires your customers to do something, whether it is visiting your website or purchasing a product.
You should also establish a theme for each marketing campaign, choose the resources you want to feature and create your text.
Once you have these, you can pick, choose, and edit them to fit the limitations of your marketing platforms.
One way that your content will differ from platform to platform is in how you optimize it for search engine optimization (SEO.)
This is not a concern at all for email marketing as emails are not indexed for search engines, but you should consider what hashtags, keywords, and image metadata to use on social media.
A popular hashtag on Instagram may not be popular on Twitter, after all!
Step 5 – Evaluate
Remember those objectives we set earlier that had measurable targets?
After you’ve released your marketing campaign and it has had time to work its magic, it’s time to assess how successful it was against your objectives.
Don’t be discouraged if you don’t immediately achieve your objectives.
There are many variables involved in marketing and there is no magic formula that ensures you will get it right every time. Look at what worked and what didn’t and make changes for your next campaign.
Bookmakers Marketing Final Thoughts
In this article, we introduced a straightforward five-step process for a cohesive bookmakers marketing strategy. We hope this helps your business grow!
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