The Great Web Migration of Trading Services
The world of online trading is a competitive one with a huge number of businesses vying for dominance of the market. So the ones with the most ambitious plans to innovate in the online investments world need to have a water-tight and very effective marketing strategy in place if they are to rise above their rivals.
An essential element to this is building a strong and distinctive brand which both gives reassurance that it’s an established business and creates a unique position in the market place. Brand recognition is still a key component in product selection. This is underlined by the fact that literally billions are spent each year to support and strengthen them.
There was a time when the traditional “above the line” media such as TV, cinema, press, posters and radio were the key methods of building a brand, but things are clearly different now. Just as a great deal of companies offering trading in stocks, shares and currencies have now gone online so have the potential of acquiring even more customers. TV commercials no longer the power that they once did and print media is trending towards an irreversible decline.
Reaching Your Audience
That’s not to say that marketing is dying too. It’s simply moved online. This is underlined by the fact that businesses spent over $333 billion on digital marketing in 2019 with this figure set to top $517 billion by 2023.
The beauty of online marketing for trading businesses is two-fold: firstly, it allows them to place their content on sites where potential new clients are likely to be, secondly, it allows potential investors to click straight through to the trading site themselves. By making this a frictionless process it reduces many of the usual barriers to conversion.
As trading conditions and markets are always on the move, social media is also an effective way to provide up-to-the-minute news and updates for potential investors. For more detailed information and articles, it’s an equally useful method of directing people to data that may help to inform and help decision making through investment strategies while also building up the credibility of the brand as a particular thought leader in the field.
Blog posting and written content should also be part of your online marketing strategy. These not only offer an opportunity to share knowledge and expertise, but can be very useful in SEO terms as the use of keywords and phrases can lead potential investors to the site via standard Google searches.
With other techniques such as the use of affiliate sites to generate traffic, it’s undoubtedly true that online marketing is a key business generator for trading platforms. And we can expect to see the move online accelerate and increase as we look to the future.
—
For the latest thought leadership, careers, news, and event coverage across B2B, be sure to check out our industry pages.