The fantasy sports industry is fierce and competition is prevalent. Avid fantasy players spend a good portion of their day researching players, matchups, Vegas odds, weather, injuries, etc., just to say they’ve won their league, tournament or H2H contests (the extra cash is nice too). The same strategy is true for fantasy sports businesses. So much time is spent researching the competition, evaluating the market, and evolving technology in order to stand apart.
Competition is extremely important for any fantasy sports business. It pushes you to be better. Where would DraftKings be without FanDuel; FantasyLabs without FantasyCruncher; Rotowire without Rotoworld? And let’s be honest, in each rivaled scenario, one of the main goals is to steal each other’s customers. But you don’t have to be one of the big guys to do this. In fact, you can use their success to better your smaller business and create an influx of new customers…THEIR customers. Here are five digital marketing strategies to help you do just that.
1. Target social media followers who are interested in your competition
Social media is a huge part of fantasy sports. In fact, STATS reports that 91 percent of fantasy sports fans use social media on a daily basis. So you better believe that your competitors’ customers are already following them on social channels. You can easily take advantage of your competition’s social following, particularly through Facebook and Twitter.
Facebook makes it somewhat difficult to target people who have liked your competitors’ pages. That’s to say, they don’t make it blatantly obvious that you can do it. But Facebook does offer interest-based targeting, which is your key to targeting your competitors’ followers.
For interest-based targeting, Facebook allows an advertiser to target both broad and specific interests. And because Facebook allows you to target people based on brands and products, use your competitors’ names or website URL as one of your targets. BOOM! You now have a target list based around your competitors’ followers.
It’s much easier to target your competitors’ Twitter followers. Using online tools like BirdSong Analytics allows you to download a list of every Twitter follower for any account, for a price. Once you download the report, you can use the list of Twitter handles to create a “tailored audiences” list in Twitter Ads. You can then create Twitter ads that get your fantasy sports business in front of your competitors’ followers.
2. Use competitor names in your PPC ads
When we set up PPC campaigns for clients, we work hand-in-hand with them to come up with targeted keywords for their business. We work diligently to find the most optimized, super-converting keywords possible. But once everything is set up, we like to go back through and add competitors’ names to the list of keywords. The result is pretty genius. Potential customer types in your competitor’s name in Google…your PPC ad shows up.
3. Target your competitors in Gmail
Not utilized as much as they should be, Gmail Ads provides a great opportunity to steal your competitors’ customers. Gmail pays attention to the types of emails you receive – mentions of products, services, brands, etc. Armed with that information, Gmail can serve ads based on the interests of its users. So with Gmail Ads, you can do keyword targeting on your competitors’ brand teams.
For example, if your DFS platform is competing with DraftKings, you could target its brand name as part of a Gmail Ad campaign. Therefore, every time an email from DraftKings arrives in someone’s Gmail inbox, your ad shows in the inbox as well. Voila! You’ve just caught the eye of your competitor’s customer.
4. Reach your competitors’ customers through the Google Display Network
Google’s Display Network is a group of more than 2 million websites, videos and apps where AdWords display ads can appear. This network encompasses over 90 percent of Internet users worldwide and can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile sites and apps.
The best part about the GDN is that you can utilize Google’s custom affinity audience feature, allowing you to target a predefined audience. So when setting up your custom audience, be sure to target the home page of your competitor. By including the URL of your competitors’ websites when building your custom audience, Google will figure out the brand trademarks and the user behavior of the people who visit that site. In doing so, you’re creating an audience for your ads that include people interested in your competitor.
Need help with your digital marketing initiatives? Contact FantasyMeter today at firstname.lastname@example.org or (817) 729-8771.