Forex Content Marketing – Tips For your Brokerage
Content is still king in the marketing world. However, the authenticity, relevance and frequency of it matter even more now, than ever before. In this post, you’ll find top tips on content marketing for Forex with nine easy steps to implement in your content strategy.
Let’s get started with the first tip:
1) Be consistent
There is a lot of competition online, where brokers will try almost anything to convert a client, swapping from one campaign message to another, and spreading their resources thin by adopting too many activities without much thought.
We recommend keeping a consistent stance on your key messaging across your chosen channels and sending communications that frequently drive-home your core business positioning.
Occupying a defined space in the mind of a consumer makes it easier to build relationships with the right clients, makes you more distinguishable and helps build stronger brand loyalty.
2) Be responsive
The markets move fast, and so should you. Every broker should have a Forex content marketing plan which includes, at a minimum, the core brand messages discussed above. The plan should also mention how frequently to promote those messages. Besides that, you can try to add spaces in your plan for some variable content that’s receptive to the changes in the industry and markets as they occur.
Using brand messaging and topical responsive content in a balanced mix, a broker can respond to crucial information that happens in the market while still effectively preparing ahead of time for relevant content that addresses predictable periods of activity in the year.
3) Be Interactive
Traders engage with other online services outside of Forex and their heightened service expectations are flowing over into how they interact with brokers.
Brokers can look at leading B2C companies for inspiration of how they use content to improve experiences. You can see how they promote a more engaging experience for clients during key value driving moments such as signups, payments or cart abandonment.
In the case of Forex, brokers can begin by planning content that improves processes such as their registration forms and deposit mechanisms. When traders are more engaged, the likelihood of them dropping out of the experience without completion is much lower. If they do drop out, having a plan to pick them back up and bring them back into the funnel is crucial.
There are lots of tools to help a broker be more interactive and attentive to a client’s needs. Building content pieces with polls, competitions, AI chatbot experiences, voice, and videos are just a few options you can explore.
4) Be sales-oriented
There are many small conversions needed along your sales funnel until a trader finally places a trade. Your teams need to be crystal clear with which actions a trader should take to progress through the buying experience and what relevant content and experiences promote those next steps.
Any distraction from the sales path can lead to the trader deferring the desired action until later, or maybe never. Try to include calls to action in your content, or forms, that help nudge and guide the trader to the desired end goal while making it as simple as possible for them to do so.
Check that your client portal is optimized for your buyer’s journey and that you have internal systems in your Forex CRM that track where each client is situated within the predefined process. You’ll want your onboarding teams ready to reach out while trading desire is high, and have team members ready to send re-engagement content before those traders lose interest.
5) Be Optimized
Every broker wants to ensure that their marketing team is reaching their target key performance indicators (KPIs). Processing leads via a Forex CRM helps the marketing team track campaign metrics and their sources. You can also you can keep an eye on those KPIs from your management portal. That way, you and your team know where to put effort to adjust ads or pieces of content that aren’t working, and when to double down on tactics that are producing exceptional results.
There are many strategies to fine-tune your content and ad campaigns, like changing audiences, artworks, landing pages or overall messaging. Keep testing to drive continued growth and remove or repurpose any content that doesn’t seem to be working for your lead flow or retention goals.
6) Be Unique
When referring to content, being unique is a critical standpoint that’s often overlooked. The FX markets move so fast, and by the time you research, adapt and publish any piece of content, you’re probably already too late and someone else has done it before you.
Sure, copying ideas is certainly acceptable, as it’s likely that others have already thought of your idea before, but we strongly believe differentiation is a vital part of survival and growth in a saturated market. First of all, copying content that everyone else is doing doesn’t mean you’ll have the same results. Secondly, if you’re too similar and not an improvement to what was published before, it’s unlikely to rank well in SEO.
Building a unique spin on everything you do, creating new ideas and finding your own niche in which to be a leader can help you reap great rewards.
7) Be Progressive
Be quick to find new ways to work with up and coming media channels or content marketing strategies that show promise. Always stay on the lookout for the next big audience engagement opportunities. The first broker on the channel gets the majority share of voice, for the least cost.
If we look back to influencer marketing, which exploded over the past number of years, brokers that quickly adapted to using content creators as a part of their marketing toolkit saw immediate rewards and strengthened their positions significantly.
8) Be Educational
The industry might be bored with the long-standing strategies of converting clients through education; however, for the novice trader, it’s still a great way to build trust and that initial relationship.
The good news for brokers is that media tools are improving daily. That means there are always new ways of sharing informative, educational content with potential traders. New developments in Artificial Intelligence allow brokers the possibility of providing hyper-tailored content, directly one on one to clients, at the right time and place, to boost trading interactions and generate more engagement.
9) Be Visual
It’s normal, we all skim through content or flick through channels, and if something isn’t interesting enough within the first few seconds, we move on.
The best way to capture attention online is with images. Luckily, digital visuals can be used in many forms: static, animated, augmented, video. Pretty much anything your mind can dream of can be created digitally with the right resources.
Videos are not just visually appealing; they also offer sound, a great way to instantly connect with the audience even if they can’t see the screen at that moment. Most of all, videos can be used to capture ‘real-life’ moments which can be shared live. Other types of pre-prepared content or static images may prove harder to use to promote trustworthiness, as we all know how powerful Photoshop has become for editing images. Just remember that the more authentic you are, the more your traders will trust you.
If you’re looking for more tips on Forex brokerage marketing, you can find them in the broker marketing guide below.