The casino industry is a modern-day success story. Digital casinos in particular are witnessing remarkable user-base growth, with ever more people choosing to play slots, blackjack and roulette online at the best of these sites.
That is partly due to the increasing dominance of the internet in our lives, but it is also the result of implementing smart marketing methods. Growth on the level that casinos are experiencing does not happen by accident; it is because they have learned how to hold on to the customers they already have while also drawing in new ones.
This industry is an object lesson in the importance of having a coherent marketing strategy. That plan is made up of several interlinking moves though, as we shall see.
Any business owner in 2023 should know that SEO stands for ‘search engine optimization’. It is about making sure that the website for a business ranks as high as possible in the relevant search results produced by engines such as Google.
Marketing of that sort is particularly essential for businesses that are entirely digital, like online casinos, but there is good and bad SEO marketing. The bad kind generally involves the creation of poor quality spam-like content that is stuffed with keywords and it has a terrible reputation. Google and other search engines are increasingly able to filter out this kind of stuff, making it less and less effective.
A good SEO strategy can be broken down into the following steps:
- SEO audit – this helps casinos to identify SEO failings in their websites, such as a lack of important keywords and meta tags across the different pages and then fix them.
- Landing page – this involves the creation of a landing page for the casino that provides useful information for visitors and a link with a call-to-action such as ‘create account’ or ‘contact us’.
- Quality promotional content – SEO is improved by high quality content that promotes the casino through subtle linking while also providing people with an entertaining and informative read. This will boost visibility during online searches and encourage readers to click the link and visit the site.
No casino can afford to ignore the promotional power of social media in the modern age. Sites like Instagram, Facebook, X and Tik Tok are used by millions of people all around the world.
Social media is important in advertising a casino to potential new customers, but it can also be a very valuable tool in retaining existing ones. Having a social media team that is able to respond to customer queries in a rapid and friendly fashion will win a casino goodwill and encourage a customer to stick around.
The overarching social media strategy must show an understanding of the differences between the different channels. For example, X is best at supporting written promotional content in the form of tweets, while Instagram is a visual medium and Tik Tok is the best for short video content that sells the appeal of a casino.
Creating the ideal content for each channel is the difference between a thought-out social media strategy and a scattershot one. The really successful casinos understand that.
One of the best ways for casinos to market themselves is by constantly improving the experience that customers have when they are using them. For both land-based and online casinos, this means keeping the play fresh with the addition of new games on a regular basis.
For online casinos, it can also mean the use of technology to enhance customer engagement. An example of that in action is the way that many casino sites are utilizing artificial intelligence (AI) to track how their customers interact with the site. That data is then used to recommend games or promotional offers to each customer that fit their data profile.
It means there is a better chance that the casinos will be on target with such recommendations. As a result, the customer enjoys an experience that is more closely tailored to their preferences and interests. It enables casinos to create positive feedback loops among their users.
Word of Mouth
People have been found to put more faith in the opinions of other consumers than they do in any brand, with the name for that being ‘social proofing’. For that reason, smart casinos make sure that word of mouth is at the heart of their promotional strategies.
This means that the sites feature good reviews by satisfied customers, from written ones to videos. It also means encouraging happy users to recommend the sites through affiliate schemes and use social media channels to broadcast their liking for a particular casino.
These are the marketing methods that have helped casinos to stay successful for such a long time.