The online gambling industry is a very fast-paced, competitive world. In order to penetrate foreign markets, iGaming operators need to deliver what local customers want, in a way they want it before their competitors do. That’s why a lot of major online gambling websites are now building a strong online presence on main social media channels to localize their content strategies.
Social media localization allows you to interact with your followers much quicker than traditional ways and better yet communicate with them in their native language. But this is just scratching the surface of its benefits. Now, let’s take a detailed look at six benefits of social media localization for the iGaming industry.
1. Raise brand awareness and user engagement
According to the Gambling Commission UK, there are more than 3 billion people on social networks, but only 18% of online gamblers follow gambling companies on social media. It means that we have 82% of players who can become potential followers on your Facebook or Twitter pages.
Keep in mind that not everyone is comfortable to interact with an iGaming company in English or a language they are not fluent in (remember the numbers we’ve shown you on top of our homepage?). That’s why it is VERY important to have a dedicated social media page on several platforms that can engage with your customers in their own language.
The more your users become familiar with your brand, the more they will participate in your conversations. This will, in turn, raise awareness of your iGaming business as they keep sharing, tweeting, commenting and pinning your social media posts.
2. Increase your website traffic
One of the easiest ways to increase website visits is to push traffic from social media. Make your followers curious about the deals, or promotions on your page, they will definitely follow the link to find out more about it.
It is also important that they land on your website written in their local language. So, make sure you have linked all language versions of your website to the relevant local social media pages.
Since website traffic is one of the Google ranking factors, it will boost your SERP ranking as you get more visits to your multilingual website.
3. Update the information in a blink
For online casinos and sportsbooks, it is absolutely necessary to send out up-to-minute live updates in the fastest way possible. That includes live score updates, live poker tournament results, latest odd predictions, and etc. We can’t rely anymore on carrier pigeons for them to deliver the results just like for the Keno games 2,000 years ago, can we?
Here is an example from Betsson’s Spanish Twitter page promoting bets DURING one of the Copa Del Ray matches. For those who don’t know what Copa Del Rey is, it is an annual Spanish football competition. Can you also see the relevancy of content here?
Another perk of using social media for business is that you don’t have to compete with a million websites and wait for people to discover your updates. At the same time, followers don’t have to crack their head to look for the updates. With a few swipes on the screen, they will get the freshest news right in their hand. Who doesn’t want that?
4. Handle FAQs and Feedback like a boss
Usually, if you want to ask anything or give feedback about a service, the most common way is to send an email provided on the website. But, thanks to the social media gods, you can now cut that long queue and switch to any social network to drop your messages straight away.
According to Ambassador, 71% of consumers expect to receive online assistance within 5 mins after reaching out to a company. So, you decide if a quick response is beneficial for your business or not.
Honestly, I would rather ask my burning questions to a chatbox or in a comment section than sending an email which will be buried in the company’s inbox.
Moreover, if there are any bad reviews or tweets about your iGaming business, you can put out the fire before it starts spreading.
5. Customized promotions for different audiences
Localized social marketing campaigns are not only convincing, but they are also very customer-centric. Since different countries have different rules and regulations for online gambling, not all games will be equally available in all countries. So, it would only make sense to run country-specific promotions that are relevant to each target market through your pages. Sounds about right?
Here is a good example of localized content from William Hill:
While the William Hill US page posted about wagers for American Football, the main page talked about bets on the European ‘Six Nations’ Rugby game. It’d be a waste of effort to post the same stuff the other way round, wouldn’t it?
Other than promotions, online casinos can effectively share other highly-relevant information like the launch of new games and local events in that country too.
While the William Hill US page posted about wagers for American Football, the main page talked about bets on the European ‘Six Nations’ Rugby game. It’d be a waste of effort to post the same stuff the other way round, wouldn’t it?
Other than promotions, online casinos can effectively share other highly-relevant information like the launch of new games and local events in that country too.
6. Educate the players
Last but not least, you have the power to educate the players. Too much of anything is not good especially when it comes to gambling. Heavy promotion of online gambling has to come with equal, if not more, amount of safety warnings.
As an example, this is how 888casino did on Facebook during the 2018 Responsible Gambling Week:
Since social media is the most effective way to reach your local audiences, use this opportunity to prompt local players to gamble responsibly and have fun at the same time. At the end of the day, we all want to have good memories, don’t we?
Social media localization projects can be quite intricate. We know. Not only do they require more manpower and budget but also a thorough analysis of key metrics to pull off a great campaign. But, it is worth every drop of sweat if you have hit the right track.
So, if you are planning to localize your social media presence, let us guide you through the processes with 9 essential ways to do so.
How did you like May Thawdar Oo’s blog post? Let us know in the comments if you have anything to add, have another content idea for iGaming blog posts, or just want to say “hello.” 🙂
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