Forex digital marketing in 2019 or how to beat your competition and gain new leads!
Thanks to its 24/7 availability and attractive potential for rewards, the Forex market has grown immensely and will keep on expanding in the future. This growth has made the market even more competitive than before and forced companies to start looking into new marketing opportunities, to retain existing clients and win over new ones.
Creating a powerful online presence and investing in digital marketing have also become a key priority. With new regulations imposed by social networks and search engines and an obvious decline in organic traffic, forex companies must re-evaluate their marketing strategies and work on stabilising them.
So how can you manage to stay afloat in a sea of broker companies? What marketing channels do you need to focus on? Below we gathered the most popular marketing techniques in 2019, to help you create an effective marketing strategy and stand out from your competitors.
Amp up your blog
Today, most of Forex companies have a blog on their website. Some are even consistent in posting regularly on it. The problem is, that the majority of the content on these blogs is absolutely useless to the audience.
Forex is a very difficult topic to write about, trust us, we understand. That’s why most content creators opt to write about general things without providing any actual opinion or value. And while these articles will still generate traffic for your website, they won’t actually help you gain loyal followers or attract professional traders.
Try to make sure that whatever information you are putting out there is clear and of interest to your audience. Research what topics are trending, and which keywords are popular at the moment, to optimise your website’s SEO better. Make sure to add links to other pages on your website and use outbound ones. Diversify the content with market analysis and opinion pieces. Use infographics and images.
The more structured and appealing your blog is, the higher is the chance that viewers will stay longer on your website.
Become a social media guru
Social media is just as important for a Forex company, as for any other business nowadays. It creates a million opportunities for you to communicate with your audience and build brand awareness. By creating a strong online presence, you will allow your followers to have instant access to your company’s news, forex analysis and useful information, thus building a strong bond with them.
The top 3 channels for Forex are Facebook, Twitter and LinkedIn, but Instagram is also gaining momentum. Start by creating a detailed thought-through profile for one of these channels (or on all 3). Make sure that the information on it is always up to date so that your audience has a clear idea of who you are and how to contact you.
A big mistake most Forex companies make is dehumanising their social media. They post boring graphics, sample calls to action and completely leave out the whole idea of social media – engagement. If you don’t try to create a conversation with your audience, don’t expect them to be interested in what you have to say.
Social media is all about listening to your followers and talking to them. This is why it is so important to have your own unique style and a personal touch.
Assign a social media manager to control your feeds. Someone who will not only create content, based on research and feedback but also reply to followers’ questions, communicate with influencers and analyse what is being said about your company online.
By being an active participant on social media, you will automatically show your audience that you are here to communicate and listen.
Create content that will aid your traders. As the Forex market is dynamic and 24/7, you have a great opportunity to post relevant news as soon as an event takes place. This will help your followers in their trading decisions and will make them want to follow your channels for similar updates. By reposting or quoting Forex influencers, you can gather advice and interesting opinions on your page, to help your followers evolve and develop their trading skills.
By becoming a source of all the news and information traders might need in their daily life, you are guaranteed a higher engagement and audience growth.
When you create promotional posts make sure to keep them relevant and honest. Don’t make false promises and try to highlight the benefits of your service. Maybe you can offer your audience an unlimited demo account or mobile trading? Or maybe you provide your clients with 24/7 customer support and have a higher SLA? See what makes you different from your competitors and play to your strengths. The whole idea is to make the people come to you and not to run after them yourself.
Provide the content
As you can see from the points mentioned above, good content is something that influences all your marketing channels. You want to create information that generates leads and introduces more people to your brand.
Interesting content is the key to a successful marketing campaign.
If you are writing an article, make sure it’s current and brings value. Try to look at it from the perspective of the reader. Is it easy to read? Is the information unique and educational? Who would be looking for this type of content? Include statistics, fun facts and quotes to your text. Remember that readers need to connect with the author, they need to trust him and his opinions.
Be inventive and unique. Provide your readers with the information they won’t find anywhere else.
Invest in research that will be valuable for your Forex community. Publish eBooks and presentations. Design fun infographics and visuals. Ask for your readers’ opinions by conducting surveys and asking them questions. Hold webinars, record video tutorials and fun animated statistics.
Diversity is what will separate you from everyone else.
Record videos from events and trade shows to give your company a human face. Show the team behind your work by doing interviews with them and allowing them to share their personal experience with others.
Search Engine Optimisation or SEO isn’t something new. Marketing managers in all industries have been actively using it to promote their brands and raise onboarding. It consists of numerous techniques, such as page optimisation and creation, link building, keyword usage, copywriting and more.
A page that has been properly optimised will not only rank higher with search engines but will also help you to build a loyal client base.
Try to see things from a client’s perspective. If you were searching for your type of business what keywords would you use? Would you search for “Forex” or would you search for “Broker”? Use tools like Ubersuggest , Google trends, MOZ and Google search Console to see which keywords are trending and will generate more traffic. Use the keywords organically and don’t overpower your text with them.
We would suggest opting for keywords that are more specific, even if they aren’t the most popular ones, as they tend to have a much higher conversion rate.
Check that your website navigation is user-friendly and clear, and that all the pages have a meta-description, Alt tags etc. Use an online SEO analyser to test your page and see what areas need fixing. SEO does take time and practice, but by testing different scenarios you will soon understand what works and what doesn’t.
Author: Nadia Ivanova, PR & Digital Marketing Manager at Qobo Group Ltd