Betfred began in 1967 as a single Salford-based retail shop. Over the next 50 years the business would grow to more than 1600 betting shops throughout the United Kingdom.
In October 2016, Betfred purchased a further 322 shops, due to the merger between fellow bookmakers Ladbrokes and Coral, bringing the total up to approximately 1,650.
ActiveWin continues to promote Betfred’s digital offering. The challenge here was to marry the retail side of the business with the brand’s online presence.
What we did
Directory listings are crucial for retail businesses, particularly on Google My Business.
GMB is a free service which allows customers to find businesses in their local area.
It improves search visibility and brand awareness, creating another channel of communication between brand and customers, and providing valuable insight.
Brands can display useful information such as opening hours, and it can be used to track website traffic.
To demonstrate the effectiveness of a dedicated marketing plan for this channel, ActiveWin selected a single shop in Manchester and optimised the listing with content, offers, images, and testimonials.
We then tested three shops, dedicating three different levels of activity to each to gauge the impact.
increase in unbranded Search Clicks
increase in Calls
increase in Site Visits from Listings
After just one month, the results proved our case and we implemented the three shops strategy.
Search results for the shop with the highest level of activity (Warrington) more than doubled over the previous month and were in line with the content being posted on the GMB listing. For example, photo views of offers dominated for this shop versus competitors (123% more) once we began optimising by adding offers and Betfred TV posts. There was also a huge spike in visits on maps versus the months prior to our engagement.