Step 2: Promotion and Customer Acquisition
Alright, second installment time. To review last week, I created this blog in order to show the transition of a digital media company into a live sportsbook through the use of digital marketing. I will mainly focus on a company called BetChicago, and step 1 was to set up free-to-play games and analytics. Now that the page is live, we need to help consumers find it. This step is known as Customer Acquisition.
Step 2: Promotion and Customer Acquisition
We have a way to start a database of bettors now through the free-to-play games, since we collect an email address and significant analytics for each game played. However, if no one is aware of the site, we won’t get any data. There are a few ways to direct consumer attention to the new games site. First and foremost, there must be an obvious and accessible way to find it from the original media site. On BetChicago.com, we set up a large button with the title “My Contests” that redirects to the BetChicago Chalkline games site.
This is called acquisition by referral, since on page refers users to another. We can look at referral data in our Google Analytics set-up, and see that almost 80% of referrals come from BetChicago.com
Though if you look under the Users column, you can see that referrals only account for 22.83% of users. A large portion of users comes from a direct search or link entry, which probably is mainly mobile users refreshing the URL in their internet apps each week to play more games. Though another key promotional tactic is social media. BetChicago is really only active on Twitter and can use this as another tool to drive traffic towards its games. Here are some tweets we helped BetChicago develop.
Though the company is not extremely large, it still has over 700 followers on Twitter and should be able to attract some extra clicks by making these easy posts daily. There are posts that do better than others, as one could imagine that the first tweet that mentions a $10,000 prize would do the best. We help them enact certain strategies as to not overuse them, but place them at the right time to maximize clicks. I believe that getting the click is at least half the battle, since playing the actual game is very easy. The other hard part is getting them to enter an email address and hit submit, but this is more dependent on the prize package and how the game was presented. People these days are far more willing to give away personal information than ever before.
I mentioned earlier that referrals only accounts for about a fifth of page views. Social media direction accounts for even less than that. The most users come from e-mail campaigns. Once you acquire a customer database, you must retain it somehow. Next edition will talk about Step 3, Customer Retention and aim to explain the figures below.
