Successfully converting players via social media channels like Facebook has proven to be more challenging for gambling affiliates, and businesses of all kinds, than anyone would have expected; and it’s not for lack of trying.
Businesses have thrown incredible amounts of marketing resources at building a solid social presence, only to find sales leads coming in at a snail’s pace.
So what’s the problem?
In a recent posting on Search Engine Journal titled, Five Laws You’ve Got to Stop Breaking on Social Media, writer Ben Jacobson took on this pressing issue. His bottom line is that too many businesses could benefit by emphasizing the social side of social media and letting the sales take care of themselves.
Here are a few of tips that could help boost your social presence.
Sell Your Benefits, Not Your Products
Social media users want to know how your products or partners are going to improve their lives. For gambling affiliates, this could mean pitching deals that offer rebates on losses, or poker schools, or anything that makes players feel like they’re getting the upper hand.
If you’ve sold someone on the benefits of playing with your partners, getting them down the conversion funnel will be a lot easier.
As Jacobson points out, “Yes, you want to sell your product, but people are not generally hanging out online in order to read ads.”
Social Users are Real People
Think for moment about the terms used to describe the people who subscribe to your social media channels. They’re called, friends and followers because they are actual people.
For that reason, Jacobson suggest focusing your social efforts on the specific kind of person you already know is using your products.
For example, if you’ve had great success converting Australian rugby bettors, you should be crafting Tweets Aussie punters will want to read.
Don’t Stretch Yourself Too Thin
Making a splash on social media is an incredibly time-consuming project, so you’ll want to be careful not to stretch yourself too thin. For that reason, you might want to consider a slow, deliberate approach to social success.
If you’ve targeted one or two channels where you know your customers are active, that’s a great place to get your feet wet.
It’s Not About How Many Followers You Have
What’s the measure of success on social media? It’s not how many followers you can accumulate, as most people think.
The real social success metrics are how many conversions you’re making and how many shares your content is racking up. If you’ve got a small, but active, following you’ll be leaps and bounds ahead of the competition.