Forex brokerage marketing: the basics of successful advertising, the main promotion channels
Marketing is a set of processes of creating, promoting and delivering a product to customers, as well as managing relationships with them. The concept of marketing includes a very wide range of activities aimed at improving the organization's position in the market. Each company has its own methods, strategies and tools, ranging from competitive analysis to increasing the competitiveness of a product or service. Specific events and channels are determined by the company's marketers in accordance with the goals and objectives.
In this article, we will tell you why marketing support is vital for your brokerage business, whether it be attracting marketing agencies (if you have money for this) or in-house.
One of the key points in the success of your business is attracting new customers and retaining the loyalty of old ones. Due to the growing competition in the Forex trading market, promotion in this area becomes more and more challenging every year. A lot of new brokers appear with very favorable conditions to grab the trader's attention. When working in such a busy market as Forex, it is very important to find your niche and implement the available budget as efficiently as possible to highlight your company against the background of competitors. As a rule, an integrated approach is required to solve this problem.
In terms of broker ads and forex marketing as a whole, we have to speak mainly about internet marketing. So let's focus on it. There are several types of internet marketing.
1. Content marketing
In a content marketing campaign, you should not only constantly trying to sell your product, but provide your clients with useful and interesting content, be it articles, images or videos.
Your content should be audience-oriented. Focus on the pain points and needs of your leads. From “how do i get into forex trading” to “how to trade cryptocurrency”.
This way you can show your care about your customers and win them over. Useful and high-quality materials will prove your expertise in the field of trading. Consider starting a company blog on your website to post textual and graphical content as well as different types of analytics.
2. Contextual advertising and SEO optimization
After you created a blog and started filling it with high quality content, SEO comes to play. SEO (Search Engine Optimization) is a set of measures for external and internal website optimization. The main goal is to increase positions in the search engine results for effective, selling queries.
SEO plays a big role in website promotion, so it is important to include the most popular keywords in the text of the article and adhere to a clear structure and design. By creating a good link structure, you can not only increase organic traffic, but also attract users from third-party resources.
Contextual advertising or PPC (Pay per click) advertising is the display of your ad unit in search results for a specific user request with pay per click. These search results have a small "advertisement" mark most often displayed above the free results. For example, you can buy your company a place in the SERP for the search query “forex rank” and pay per every click on it.
In context targeting, advertising media are controlled on the basis of the website content using linguistic elements. These ads are selected and served by automated systems based on a context of a user's content preferences, which means that the users are highly likely to be interested in a product or service. The most popular advertising platform is Google Ads contextual advertising service.
3. Social media marketing
An interesting point. SMM (Social media marketing) is a way to promote websites and solve other business problems, based on the use of social networks. Statistically, modern people spend over two hours per day on social media, which makes it a great place to put an advertisement in.
Social media can't be ignored when developing a broker marketing strategy. Networks like Facebook, Instagram, Linkedin, Twitter, Telegram, and YouTube are perfect for promoting your company's website and products.
The main SMM tools are: blogging on social networks, communication in the comments, monitoring forums and communities, influence marketing (working with bloggers), hidden marketing, direct advertising and viral marketing and optimizing the media space. SMM tools allow you to reach a large number of new users and make them loyal to your brand.
4. Email Marketing
One more way to attract new leads and establish communication with your customers is Email marketing. If your CRM system has email marketing functionality, you can attract new customers with minimal effort. At UpTrader we offer you such a CRM system which makes your dialogue with a client as effective as inexpensive.
Start your communication with clients with simple notifications that we offer you in UpTrader's CRM. Registration, opening an account, replenishment and verification emails would be enough for beginning. Next, create your own email strategy and start putting it into practice.
Thus, we have told you about the main internet promotion channels that are perfect for advertising a brokerage firm. You can use those of them that seem the most effective to you, however, we remind you that the best solution would be an integrated approach, that is, using all the channels. In the next article, we will dwell on the rules of building an effective marketing strategy. Stay with us.
In the previous article, we wrote that UpTrader Forex CRM has a useful system for controlling fund deposit and withdrawal. In short, it allows you to flexibly configure the approval settings for withdrawal requests though a variety of parameters. The system lets you control the requested amount, the departments that approve the withdrawal, which managers are allowed to approve the requests, whether account details are mandatory, whether or not the CEO approves the requests and many more. All these settings are extremely useful and allow the broker to protect themselves from many unpleasant situations. Only a few of our clients take advantage of these features, while they are available in UpTrader Forex CRM completely free of charge. We highly recommend using them! As an illustration, we would like to share with you a recent case from one of our clients’ operations. Thanks to a well-configured withdrawal control system, the broker team noticed that something was wrong, quickly reacted to an unusual situation, and prevented a large-scale case of fraud.
The company asked us to change the names of the client and the manager and not to mention their own name, but allowed us to tell their story in detail.
John is a professional trader who regularly withdraws profits from Company X. That is why no one was surprised when he sent another request to withdraw his profit for the previous month. The finance department was ready to approve it, but the withdrawal control system was set in a way that all large requests over $10,000 must also be approved by the client's personal manager.
When Casper, John's personal manager, contacted him, he immediately suspected that something was wrong. John's voice sounded unusual. Casper always builds relationships with each client, so he started the conversation with small talk and asked how John's children were doing. John replied that everything was okay and that they were at school. But Casper knew perfectly well that John's youngest child was born only a few months ago, which meant that he was talking to somebody else!
A few days later, it turned out that the hackers were able to create a duplicate of John's SIM card and used it to hack into his account. Thanks to the fact that his broker used the UpTrader withdrawal control system, John was able to keep his monthly profit, and the company prevented reputation losses. It allowed the company to maintain a trusting relationship with their clients and to ensure the safety of their funds.
"The Planet of Vogons"
In this user case, we will talk about a medium-sized Ukrainian broker who has been working in forex for many years, has an extensive departmental network and a complex withdrawal control system. Before adopting the UpTrader withdrawal control system, the company processes were barely automated.
The broker N started working on the Ukrainian market many years ago. At that time, the broker only had clients from Ukraine and the CIS. The withdrawal approval was coordinated by two people: the dealer and the CFO. The process was manual but smooth and fast. Then the broker began to grow, got foreign clients, then foreign partners, and launched several types of affiliate programs.
Each affiliate program has its own conditions for the accrual and payment of affiliate fees. In some cases, additional conditions can exist for different partners within the same program. The broker also allocates bonuses for the deposits. It means, for instance, that if a client came to the broker through a Vietnamese partner who works for the lots, and deposited 5,000 dollars to the account, they get a bonus: + 100% of the deposit for 1,000 dollars. According to the terms of the bonus, for every 100,000 units of currency traded, they kept $3 for themselves. The broker then must pay the bonus for this client to the partner without taking into account the bonus funds and the funds received from the bonus trading, remove excess lots and draw up the balance. Imagine then that such a client requests a withdrawal.
All the numbers were compiled manually. As a result, 6 departments, the secretary and the CEO of the company were engaged in approving requests for the broker. First, the withdrawal had to be approved by the client’s personal manager to make sure that the request was not a scam. Then the request fell in the partner relations department’s lap, because they needed to make sure that extra lots did not get into partner payments. Then, in some cases, they had to contact the dealer to make sure that everything was traded according to the rules. Next, the application went to the compliance department, which may find that the client has not fully completed KYC and that they need to finish the process (the client corrects errors and resubmits the request, and it follows along the same path). Then the application went to the finance department, which once again verified the numbers. And finally, the secretary manually collected problematic requests and took them to the CEO for final approval.
Thus, one request could take 5 days, 10 days, or two weeks to get approved. Needless to say, everyone was tired of it. Not only did this situation take up a lot of time and resources, it still did not prevent the company from making mistakes. Ultimately, the broker adopted the UpTrader withdrawal control system. It helped automate calculations, divide clients into groups, set conditions for calculating an affiliate program for different groups, and automate some of the withdrawals that do not require additional attention. A system of quick notifications pinging the team about new requests was set up, and the request statuses became visible in the CRM.
Now even the most complex requests take 1-2 days to approve. At the same time, the number of errors in calculations decreased significantly. As an additional bonus, the broker was able to take a closer look at the terms of affiliate programs and, in some cases, it became obvious that it was extremely unprofitable for them to continue working under the conditions they previously set themselves. The broker removed all unprofitable programs, freed up a lot of resources, and significantly increased their income from affiliate programs.
Launch market analytics feed in your Forex CRM
Which extra services do you offer your clients? If you think that a trading terminal, fast fund withdrawal, and copy trading services are enough to keep your clients loyal and satisfied, then you may not know your clients very well or have never tried to offer them something else.
One of the UpTrader brokers broadcasts a daily stock market analytics feed and technical analysis to its clients right in their personal account. Its CEO kindly allowed us to analyse their data for 2021. We considered two client groups: those who read analytics and those who do not. The results speak for themselves.
In 2021, customers who read analytics deposited on average 15% more per customer compared to those who did not use this tool. The median bill was 25% higher. At the same time, their trading volume increased by 230%!
Do you want the same results? Easy-peasy!
Daily up-to-date market analysis available in the trader’s room might increase the trading volumes of your company, resulting in more potential profit. This tool is already integrated into the UpTrader Forex CRM, however, only a few of our clients use it for additional sales.
Every day, market experts collect information, prepare materials, and publish technical and fundamental market analysis used by thousands of traders around the world.
This tool is already available to you in UpTrader Forex CRM. To begin broadcasting the feed, contact our support team, and you will gain access to an excellent tool for increasing sales and loyalty of your customers starting tomorrow.
Withdrawing funds from trading accounts is a very important part of business, because there are plenty of underlying issues that can cause serious reputational consequences for a broker and stress for clients. Fraud, stop-outs, withdrawal requests for a bigger amount than available equity, mismatch of payment details, problems with payment systems, KYC/AML non-compliance and a lot of other problems.
To avoid these problems and make withdrawals without risks for a broker and fast for a client, it is better to follow a certain procedure, where every step is under control of your departments. Your Forex CRM must have flexible settings of an approval withdrawal system.
The UpTrader team has developed a flexible withdrawal approval system that is integrated in UpTrader Forex CRM. For example, you can set it up so that your CEO will be making final approval of withdrawal requests of certain big amounts. You can set up this rule for all requests or only for those that are already approved by lower-ranking staff. It’s up to you. It is very important to verify your client with a KYC check, confirm payment details, to do this just direct all requests through a Compliance department. In some cases you might need requests approved by a phone call, so that you are sure that requests are submitted by a real client, not a scammer, so you can set up obligatory manager calls.
All these settings can be easily added in UpTrader Forex CRM.
UpTrader Forex CRM has the following settings you can use:
1. Approval depending on request amount
Withdrawal control is a standard and necessary procedure for financial broker security, but this doesn't have to prevent traders from withdrawing and depositing money quickly. For example, you can allow to withdraw all requests under $100 without additional checks. It means any withdrawal under $100 will occur automatically, but in a case you want to manually approve any amount, you can do it.
2. Know your client system in your Forex CRM.
Establish a rule that requests of any amount are directed to a Compliance department to complete KYC procedures.
3. A withdrawal amount is larger than the client’s deposit
If you hedge risks and use a hybrid model and a bridge, you probably need to control trading activity especially in an important market news period to control financial risk.
If you have special needs related to withdrawal approval procedures, write to [email protected] and we will see what we can do for you.