How to make a sports betting website popular | Advertising | Promotion

Apr 25, 2022 Artyom Ustinov
Table of Contents

Promoting a sports betting website in 2022: what are some proven strategies?

Sports betting is a lucrative business, especially if it is online-based. Proper promotion of a gambling platform can turn an average betting shop into a successful establishment. Once your website makes it to the first pages of Google, its traffic will increase dramatically—and so will your revenue. If the profitability of your company is your number one concern, promoting the website should be the top priority.

What difficulties may arise when promoting a betting website?

This process requires a comprehensive approach, for the following reasons:
  • The competition in the betting industry is not just big—it is massive. All the top positions in the search results have long been occupied by popular brands;
  • Launching contextual and targeted advertising involves a significant amount of documentation. Preparing it and then getting it approved takes a lot of time;
  • Users are suspicious of new bookmakers. They prefer making bets on the platforms that have been in the market for years.
Betting websites typically have a low amount of text information. To achieve good results, experts create a semantic core and continuously work on improving the website’s quality. The goal is to attract the maximum number of clients. This first and foremost means optimization around popular search queries. Certain difficulties may arise at the legalization stage. The website will be inaccessible in some regions due to their legal restrictions related to gambling. Nevertheless, you can always bypass a ban by creating a mirror website.

What not to do on a betting website

Online gambling laws do apply to sportsbooks, and there are certain restrictions related to advertising. In particular, betting websites are usually not allowed to:
  • Prompt users to place a wager;
  • Condemn those who refuse to make sports bets;
  • Spread misinformation about how betting could become the main source of income;
  • Promise a guaranteed win.

Basic principles of betting websites promotion

A proper promotion strategy is based on the following principles:
  1. A well-built semantic core. SEO experts spend a lot of time monitoring search inquiries from both experienced gamblers as well as new players, who are looking for useful information about betting. For the latter group, landing pages with detailed descriptions of betting markets and advantages are created. They in turn will lead a user to the main website.
  2. Honest information for customers. From the first seconds of visiting a website, a user should know how to deposit and withdraw money, make different kinds of bets, etc.
  3. User-friendly interface. Promoting a betting website is more than Internet advertisements. An understandable, easy-to-use interface makes users stay for a longer time.
  4. External optimization. This includes posting info about your platform on thematic sites and forums. Positive feedback will help you attract new clients and enhance your company's reputation.

Top 6 promotion strategies

There are dozens of promotion methods that will allow you to take your earnings to a new level. Here are the six best strategies which were proven to be effective in the betting industry:
  1. Draw attention to the product. Don’t, however, forget about the website's design and functionality—there is always room for improvement.
  2. Attract players with the help of interactive bets. Another way to increase traffic is to create an exciting betting line with appealing odds and a wide choice of events.
  3. Cooperate with CPA networks. Affiliate marketing is extremely effective.
  4. Focus on creativity. Creative ads and videos will also help you bring more traffic.
  5. Get listed on review sites, such as bookmakers.bet, bestonlinebookmakers.com, bookmakersreview.com, oddsshark.com and many others.
  6. Establish an offline presence. If you have enough budget, consider opening a few land-based betting shops.

How to make betting website promotion more effective?

For the promotion strategy to bear fruit, it is important to use the right tools. In case of a betting platform, social media marketing (Instagram, Facebook, etc.) is well-proven. One of the secrets of a successful bookmaker is having a target community with regular news updates and giveaways. In addition to social media marketing, you can utilize contextual advertising methods, such as link building (acquiring links from other websites to your own), article marketing, and working on usability. Promotion always starts with a comprehensive technical audit. Make sure to conduct a thorough analysis of competition and build a semantic core first, and then it is time to proceed with promoting your sportsbook website.
  • If you are not utilizing the above-mentioned traffic acquisition methods;
  • If your website has been blocked by the search engines for violating their rules;
  • If your target audience is making bets on other websites and not responding to your efforts;
  • If you are not satisfied with your market share and profit margins,
Then you urgently need to promote your platform! The best way to do it is to hire experienced professionals who will build a semantic core, write SEO texts and highlight your advantages.
Betting on sports and other events is a highly competitive business, and getting your share of traffic is becoming harder every day. But nothing is ever hopeless, and if you do your best, your website will start making profit in the shortest amount of time. Proper promotion is your key to success in the betting industry!
Artyom Ustinov

Artyom is Head of White Label & Turnkey Solutions and has been working in complex B2B/B2C sales, as well as business development and management consulting in iGaming for more than 10 years.

Together with the Key Account Management Team, he has helped over 100 start-ups and experienced gaming companies to launch their projects with SoftGamings.

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