Mastering The Funnel: Winning Strategies For Attracting Online Customers

The world of digital marketing has changed rapidly in the past few years, making it essential for businesses to adjust their strategies in order to stay competitive in this landscape. Working for one of the fastest growing online sports betting companies, understanding the digital funnel is key to our success, and will be key to any other business wishing to attract and retain customers. Below I share some insight on how an online sports betting funnel strategy could look.

Understanding The Digital Full Funnel

As I covered in a previous article there are 4 or 5 key stages to a marketing funnel depending on the customer journey and loyalty strategy. For this example I will focus on three key stages: Attract, Engage, and Convert. Each stage has its own set of goals, strategies, and tactics.

The Attract stage is all about generating awareness and interest in your product or service. The goal is to reach as many potential customers as possible and get them interested in what you have to offer. To do this, you need to have a strong online presence and use effective marketing techniques like SEO, content marketing, and social media marketing.

The Engage stage is all about building relationships with potential customers. The goal is to get them interested in your product or service and keep them engaged with your brand. To do this, you need to create compelling content that resonates with your target audience and use effective lead capture methods to convert leads into customers.

The Convert stage is all about closing the sale and getting the customer to take action. The goal is to convince the customer that your product or service is the best solution for their needs and get them to make a purchase.

Developing A Plan For Digital Acquisition

The digital world is full of opportunity for any online business. In order to take advantage of this opportunity, marketers need to develop a plan for digital acquisition.

There are a number of factors that need to be considered when developing a plan for digital acquisition. The first step is to identify the target audience. Sounds obvious, but not every adult in my markets are interested in sport, let alone betting. Not everyone online will be interested in your products either. Work with your business intelligence / CRM teams, discover hot spots at a location level, pick out any trends around the sporting calendar or seasonality. Existing customer data is key to understanding your target audience so use as much of the insight as you can. Once the target audience has been identified, operators need to determine what channels they will use to reach these customers.

Operators also need to consider what type of messages they will use to reach their target audience. The goal is to create messages that are relevant and appealing to the customer segment that operators are targeting. For example you would not want to serve a brand message in your "convert" phase of the funnel, this cohort is ready to play...they want to be served an offer. Building out a message hierarchy and knowing which message should be served, to who, and when is the secret sauce to any digital marketing funnel.

Finally, it is important for operators to track and measure the performance of their digital acquisition efforts. This will allow them to optimize their strategies and ensure that they are achieving their desired results.

Measuring And Optimizing Digital Acquisition Metrics

There are a variety of digital acquisition metrics that can be used to measure and optimize online sports betting customer acquisition. The most common metric is cost per acquisition (CPA), which measures the cost of acquiring a new customer through digital channels. However, advances in data modeling now allows us to move away from CPA and look more long term at the life time value (LTV) of a customer. Being able to feed the LTV data back into your AdTech platforms is a most have if you want to outperform your competition. Other important metrics to consider include conversion rate (the percentage of visitors who take the desired action), click-through rate (the percentage of visitors who click on an ad or link), and social media engagement (likes, comments, shares). By tracking and optimizing these metrics, online sports betting operators can increase their chances of attracting and retaining customers.

Examples Of Digital Full Funnel Strategies In Sports Betting

There are numerous ways to attract online sports betting customers through digital channels. Here are a few examples:

1. PPC (pay-per-click) advertising can be used to target keywords related to sports betting and gambling.

2. SEO (search engine optimization) can be used to improve the visibility of your website in search engine results pages for relevant queries.

3. Social media marketing can be used to build relationships with potential customers and promote your brand awareness.

4. Content marketing can be used to produce valuable and informative content that attracts sports bettors looking for information online.

5. Email marketing can be used to reach out to potential customers with personalized messages and offers.

Improving Quality Of Customers Acquired Through Digital Channels

In the online sports betting industry, customer acquisition is essential to success. While there are many ways to attract customers, digital channels are increasingly becoming the preferred method.

There are a number of ways to improve the quality of customers acquired through digital channels. First, it is important to have a clear and concise message that resonates with your target audience. Your message should be laser-focused and address the needs of your target market.

Second, you need to have a strong call-to-action (CTA) that encourages prospects to take action. Your CTA should be clear and easy to understand, and it should offer an incentive for taking action.

Third, you need to create compelling content that educates and informs your target market. This content should be interesting and useful, and it should help build trust with your audience.

Fourth, you need to have a robust lead capture system in place so that you can capture contact information from interested prospects. This information can then be used for follow-up communications.

Finally, you need to track, measure, and analyze your results so that you can continually optimize your digital marketing efforts. By tracking key metrics, you will be able to identify what is working well and what needs improvement. By constantly testing and tweaking your campaigns, you will be able to improve your results over time.

Establishing A Testing Protocol To Refine Your Strategy

When it comes to online sports betting, it's important to have a clear and defined strategy. Without a solid plan, it'll be difficult to attract and retain customers. One of the best ways to refine your strategy is by establishing a testing protocol.

Testing allows you to try out different tactics and see what works best for your business. It's an essential part of any effective marketing strategy. By running tests, you can make data-driven decisions that will help you attract and convert more customers.

There are a few things to keep in mind when establishing a testing protocol:

1. Define your goals. What do you want to accomplish with your tests? Do you want to increase brand awareness? Drive traffic to your website? Convert more prospects into customers? Keep your goals in mind when designing your tests.

2. Select the right tools. There are a variety of tools available for conducting market research and testing campaigns. Choose the ones that best fit your needs and budget.

3. Create testable hypotheses. Before you start testing, take some time to develop hypotheses about what you think will work best. This will help you focus your efforts and track progress towards your goals.

4., Plan for success . Make sure you have the resources in place to properly execute your tests and collect data. Without proper planning, it'll be difficult to get accurate results.

By establish a robust testing protocol, you can optimize your online sports betting strategy

In conclusion, mastering the digital funnel is essential for any successful online business, not just sports betting. By utilizing a well-rounded strategy that covers multiple angles related to customer acquisition and retention, you can increase your chances of success in any industry.