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With the rapid growth of digital innovations, it only makes sense that companies offering completely virtual services or products would be the most successful. One great instance of this would be the iGaming sector, and how it has gone from basic online wagering to a thriving, billion-dollar industry. To achieve such growth in a highly competitive market, you would need to have a strategic game plan and some genius marketing. For many operators, the secret weapon lies in affiliate marketing: a key engine in bringing in those billion-dollar revenue streams.
The Traffic Tsunami: Volume by Niche
Remember, although the iGaming sector has been dominating as of late, not every casino or platform is created equally. More specifically, not every casino is going to thrive, especially in such a convoluted market space, which is why niche and unique marketing is so crucial for success. Let’s use online poker sites as a case study to uncover insights on how some gain rapid popularity while others might fail. Place yourself in the shoes of a customer with tons of sites to choose from, and it is to be expected that you might be overwhelmed.
Each site’s offerings say the same thing: you will get great bonuses, rewards, and real-money games. The site that catches your attention is the one that provides detailed information, such as a 150% welcome bonus worth up to $2,000 or a deposit bonus where you unlock $1 for every $5 in rake. These are some examples of high-volume keywords that will rank better compared to generic phrasing. This is why understanding the intricacies of marketing is important, and hiring a marketing specialist company to take over this task is vital.
The Affiliate Advantage: Scaling Without Spending
Traditional advertising is not the worst decision you could make, but it could bring some issues for this particular sector. For one, there is an array of gambling marketing restrictions that differ from state to state, huge capital up front is a necessity, and it is just expensive overall. In comparison, affiliate marketing means you can scale without needing to spend any money on a campaign that might flop. Simply put, this form of advertising is performance-based, meaning your casino is only going to pay for results and, in turn, mitigate ad spend-associated risks.
Beyond finances, there is also a strategic element surrounding your platform’s traffic sources: through affiliate marketing, you can diversify them. An example of this would be using websites from parties (affiliates) within various sectors to advertise your service. In return, you also get traffic from those sectors that, with traditional marketing, you would never have reached. This also makes it easier for your business to undergo any platform changes that could stem from Google updates or internal changes. A result of this is your casino now having a non-traditional marketing department consisting of a network of self-funded partners or affiliates.
The SEO Blueprint: Your Digital Real Estate Strategy
A good affiliate’s best asset is going to be their organic search authority (better known as SEO), and how well they perform in rankings. Whenever you search for something on Google, the top site that pops up is usually the site with the best SEO ranking (and highest search authority). This helps explain why SEO is mandatory when it comes to any type of marketing, but more specifically with affiliate sites. You want to aim for partners with high-performing and top-ranking results, as this will benefit you the most in the long run.
Applying a good SEO strategy is completely free, and differs from paid traffic in that it does not stop if you were to stop paying. As such, it is a win-win for the casino and affiliate as the latter receives a passive income with higher clicks, and the former receives low-cost, high-value traffic. Simply put, a good SEO strategy can be compared to building digital real estate, as you need all the components for it to function well. Adhering to the EAT (Expert, Authority, Trust) framework that Google follows is the first crucial step, especially when running a business within regulated industries. Another vital step is using strategic keyword targeting that goes beyond generic phrases like “best casino” but actually adds substance to the service being advertised (e.g., the poker sites).
Conversion is King: Optimizing the Funnel
Keep in mind, raw traffic and clicks mean nothing without conversions to show for it. Basically, even if you have high volumes of users clicking on these affiliate links, it means nothing if there are no sign-ups. The whole point of marketing is to bring in new customers and have them either use your service or buy the product you are selling. As such, an emphasis needs to be placed on having an affiliate that actually shows results as opposed to gaining you empty clicks. Once a potential customer has clicked into your casino, it is up to you to keep them there.
For one, you want to ensure your website layout or mobile app is user-friendly with a modern interface; something that is going to be attention-grabbing and make customers want to stay. This is also where messaging surrounding your in-app or site bonuses and promotions will take priority, as customers will want to see a bargain. If every website is offering a 50% welcome bonus, you can set yourself apart by promising a 60% welcome bonus plus an additional promotion.
The Kickass Conclusion: Final Strategic Play
In conclusion, although traditional marketing works well for many sectors, you need to remember that online gambling is a niche within itself. It can become even more niche depending on the type of online gambling you are offering at your casino, hence why your marketing needs to be strategic. In using affiliate marketing, you are keeping costs low, navigating a regulatory landscape, and bringing in a large volume of potential loyal customers.
