broker marketing: 7 tools & tactics to acquire, convert & retain more traders

Acquire, convert & retain tradersThe 7 Essential Marketing Tools & Tactics to Boost

Your Brokerage’s ROI in 2016

With:Marcus Taylor, Chief Marketing

Officer of TradeSocio

We’ll be covering:Lead generation & acquisition:1. Content marketing & content delivery networks2. Facebook & Instagram advertising for brokers3. Targeting traders with Twitter Ads

Activation & conversion:4. Marketing automation5. Landing page optimisation

Retention & virality:6. Using big data & analytics to improve retention7. Using social trading to increase referrals, retention & trading volume

A Brief Introduction

• Learnt to code at age 10 & have built 13+ online businesses since.

• Consulted to London Business School, Miele, Tetley, Vistaprint, Goodman, and many other Fortune 500 companies on their digital strategy.

• Winner of ‘Young Visionary of the Year’ at MIDEM Cannes, and ‘Search Marketing Professional of the Year’ at UK Search Awards 2013.

• TradeSocio’s CMO since May 2015.

#1 Content Marketing Publish useful content that attracts traders

to your brokerage.

Content marketing takes time & effort(…but it’s worth it in the end)

Generated 80+ backlinks, enabling MahiFX to rank on page #1 of Google for keywords like ‘forex trading platform’.

https://mahifx.com/john-paulson/

Go big or go home(your content needs to be remarkable)

Seed content with content delivery networks

#2 Facebook / Instagram Ads

The brokers they like: (highly likely to be their actual broker)

News sites they read:

Their broader interests:

Target traders by:

$18 per conv.$14 per conv. $37 per conv.

Split test your Facebook Ads

Instagram has an active trader community(over 300k posts for ‘forex trading’)

You can now advertise to these traders on Instagram via Facebook’s Ad Manager

#3 Twitter Ads

#4 Marketing AutomationAutomatically send the right messages

to the right traders at the right times

https://hbr.org/2011/03/the-short-life-of-online-sales-leads

https://hbr.org/2011/03/the-short-life-of-online-sales-leads

Marketing automation is a scalable way to communicate with leads / clients in a

personalised way - meanwhile eliminating inconsistency in your communication.

What can be automated?Anything that you can boil down to a process.• Invite demo accounts to upgrade to live when they win their first trade. • Notify your sales team when a trader fails to login 3+ times. • Automatically give a trader a bonus on his/her birthday. • Re-activate traders that only deposit once. • + Much more.

#5 Landing Page Optimisation

Conversion rate: ~2%

Conversion rate: 6.1%

A ~2,200% increase in leads using nothing but design.

#6 Big Data & Analytics

“The best way to put distance between you and the crowd is to do an

outstanding job with information. How you gather, manage and use

information will determine whether you win or lose.” - Bill Gates

As a broker you have a lot of valuable data waiting to be used as a competitive advantage.

But not all data / analytics tools are useful.

Data is only useful if it helps you do your job betterGood data + interpretation / analysis = insights.

Big data tools enable you to make sense of your data - and even predict your traders’ future behaviour.

How does this improve activation & retention?

#7 Social Trading

Social trading makes it easy for beginners to trade

Social trading naturally increases virality

Improved engagement & client retention

Thank you

Marcus Taylor, Chief Marketing Officer of TradeSocio