With millennials and Gen Z making up a large percentage of the target audience for brokers today, what are the best ways to attract and retain young traders? These generations are constantly connected to the online world which means they can be overwhelmed by infobesity. On the other hand, these generations are known for their trust issues with brands. They don’t like being marketed to but they do appreciate actionable information.
So how do you attract the attention of these distracted, instant gratification seekers? This is where relevant, high-quality content steps in. Here’s how you can use it:
Thought leadership content can help you assert brand excellence. Content that educates, challenges and engages the audience also helps build trust and establish your brand proposition. If you can provide insights, information and inspiration, you’ve got the prospect hooked.
Intelligent content enhances lead generation, both in terms of quality and quantity. This, in turn, improves conversion rates. An educated and informed audience means more authentic leads. Content covering trading strategies, market analysis and risk management techniques is popular among traders.
The right audience automatically gravitates towards content that is aligned with their needs. Additionally, it helps prospective traders on the lookout for a platform to associate with. Plus, you can target potential customers by demographics, geography or interests.
Content created once and put out on the internet stays there forever. Educational pieces, blogs, and webinars have long shelf-lives and can be repurposed with minimal effort. This also helps readers discover other content created by the same brand, increasing online visibility for your brokerage.
Statistics show the advantage of strategic B2C content marketing.
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In terms of content strategy, short articles, videos, online courses and webinars tend to produce the best results in the B2C space. So, how do you capitalise on content to enhance your customer journey?
The internet has made content highly accessible and enabled brokers to attract traders from across the globe. Hitting the chord right and at the right time is the key to making the most of your content marketing strategy.
Here are 5 effective ways you can leverage content:
Educational content is one of the best ways to build trust. Consider providing trading guides, tutorials, tips and more are sought by traders. Brokers can publish e-books, blogs and newsletters regularly to educate their customers on various aspects of their trading platform and the financial markets in general. Load them up with infographics, video bites and visual elements to keep the audience hooked. Given that 77% of people read blog post regularly, publishing articles once a week could be a good way to get their attention.
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Include deep research as premium content in the form of eBooks or monthly roundups. You could choose to distribute it to a specific category of customers for exclusivity. It might just make traders want to be a part of your exclusive club.
Differentiate material based on the stage of the sales funnel the customer is at. So, consider creating unique, high-quality content for lead generation, conversion, encouraging initial deposits, support during the trading journey and motivating trading and repeat deposits. Use analytics to segregate the audience based on their trading styles and trading instruments and provide personalised content to maximise engagement. This way, you can segment your customers to provide the right information to the right people.
Email marketing is still one of the most powerful weapons in your content marketing arsenals. They offer an ROI of $36 for every $1 spent. Here too, customer segmentation can help you deliver personalised emails to ensure higher open and engagement rates. Also, mobile-friendly email design can improve the effectiveness of your email campaign. A well-defined email strategy may include market analysis, promotions and deals, new product launches and customer success stories. Make sure your frequency aligns with user preferences.
In 2022, the average person spends 2 hours and 27 minutes on social media every single day. So, if you aren’t connecting with your target audience on social platforms, you might be missing out on a huge opportunity to attract and retain traders. In fact, young traders today turn to social media for market news, trading ideas and even recommendations for brokers. Motivate customers with contests, bonuses, quizzes, polls and more. Promote your educational resources and blog on social media. Schedule regular posts to ensure consistent outreach on the most popular social networks.
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Combining SEO strategy with social media is the best way to make the most of these micro-communication majors!
Real-time market news and analysis, along with signals, can help your customers identify interesting trading opportunities. With access to live market information, they also feel confident that they won’t miss out on any such opportunities. Most importantly, they begin to rely on you to provide them actionable information, cutting through all the infobesity online. Offering trading ideas and trade setups can inspire your customers to trade more, which is always a good thing for brokers.
Planning, generating, publishing and distributing content regularly is no mean feat. You need a team of analysts who are also excellent writers. Plus, you might need a team of translators who can create multilingual content that is compliant across jurisdictions. All this means a huge investment in terms of manpower and resources. Fortunately, there’s a simple, cost-effective and powerful way to capitalise on content.
With the power of artificial intelligence and machine learning, Acuity offers real-time news, analysis and signals for brokers. Our proprietary technology scans thousands of diverse datasets to identify patterns and trends and bring actionable insights for traders. With the plug-n-play software, you can deliver targeted and up-to-date content via social media, emails and your trading platform. A comprehensive solution can help you engage traders at every step of their journey and provide personalised content.
Request a demo today to leverage content and take your brokerage to new heights.