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Free Online Marketing Plan (Gambling-focussed)

I have created a marketing plan overview using a mind-mapping tool I’ve recently discovered and I thought I’d share it with the community. You can find it here.

As my interests lie in online gaming, my marketing plan focusses on growing an online bingo brand. It is (loosely) based on the SOSTAC framework, as used by renowned digital marketing trainer Dave Chaffey.

The SOSTAC model for digital marketing planning involves looking into:

• Situational analysis (where are you know?, what’s worked?, what hasn’t worked?)
• Objectives (where do you need to be? NB, objectives should be SMART)
• Strategy (a summary of how you are going to get there)
• Tactics (the details of the stratgy)
• Actions (putting the plan into action. Who will do what? In what order? With which resources?)
• Control (creating KPIs then measuring, reviewing and altering them to ensure you are moving towards your objectives)

Continue reading…

World Cup Odds – The Long Tail

I’m quite disappointed to see that only one bookmaker has made it into the top 10 Google positions for any of my 5 long-tail, world cup betting phrases:

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Quick Tip – Bespoke Affiliate Landing Pages

In trying to up the affiliate channel performance, I’ve decided to create bespoke landing pages on our site for our affiliates to drive traffic to.

We have hundreds of affiliates of all shapes and sizes, and focussing on many different areas, so I had to think of an efficient way to roll these landing pages out, without using up my designer’s time with dozens of completely different pages.

I decided that we would create a single template. Elements of this template could be altered individually, allowing us to create a bespoke page based on the type of affiliate, the affiliate’s core message about us, which games they were promoting etc. Continue reading…

Poker.org Goes For $1million. Worth it?

So, the sale of poker.org for $1million broke the record for a .org domain. That’s all well and good for the .org domain family, but is the domain actually worth $1million?

It depends on what they do with it. Obviously if they sell poker chips then it won’t be, but lets assume that they’re either going to build a poker site or create a big-ass affiliate site.

It’s quite obvious that they’ve bought the domain with SEO in mind. Continue reading…

It’s All About Search

Search is my favourite acquisition channel.

The key reason, in my book, that it trumps every other acquisition channel is a little thing called intent. In this modern world, where time is so precious and there are so many ways we can spend it, the time an individual takes to visit a search engine and look for products or services should be viewed as precious. Although Google’s servers take a micro-second to load and the average Joe can type-in the query in 3 seconds, it’s the realisation that this user – depending on the type of keyword he’s using – is willing to invest a few minutes looking at  multiple websites in order to find what he’s looking for that should have marketers clambering over one another for his attention. And of course they do – search is very competitive after all.

Depending on which industry the marketer finds himself in, this intent-effect can be multiplied. A user looking for help in planning their wedding is usually in it for the long haul. I’d know. Wedding planning bores me, so I only do it when I’m in the right frame of mind and I’m willing to invest a decent amount of time. The technical term is get-it-over-and-done-with-so-I-can-get-back-to-that-interesting-stuff. Wedding websites that are there when I’m looking for them will get my undivided attention. When I’m searching for the weather forecast though, I’m in and out like a shot. Did I notice the website’s *relevant* banners advertising their wares? Did I hell. Continue reading…