How to Build a Successful Multi-Channel Marketing Approach for your Brokerage
A well-executed multi-channel content approach is essential to build brand awareness and trust for any company. But for this strategy to be successful, you need to tap into the right combination of channels with the right message to ensure you reach the correct people.
Currently there are around 4.9 billion internet users worldwide, almost all of whom use the internet to find, and verify their purchasing decisions.
Due to the sheer number of platforms and channels available there are two key pieces of information you need to discover:
1) Who is my target audience?
2) Which channels do these sites depend on for their information?
Once you have found the answers to these two questions you can start your multi-channel marketing journey.
The Basics: The 4 Pillars of a Multi-Channel Approach
There are four aspects to keep in mind when crafting the content for a multi-channel approach:
- Creation: Ensure all the content you are creating is informative and engaging for your traders. Traders enjoy personalised content, so if you are able to, ensure content intended for channels such as email or SMS are personalised to that traders interests and language.
- Curation: This is where knowing your market is key. Curate content in a way that speaks to traders actual pain points, needs, and experience levels. Once again, personalise the content wherever possible.
- Distribution: Do some research on the best engagement times for each of your chosen channels and set up distribution tables according to those times. It is also important to keep an eye on new trends and platforms, especially in terms of social media.
- Consistency: Be consistent in both your posting habits and brand messaging. There is no one-size-fits-all solution, do your due diligence in deciding on frequency and stick to it.
Getting the Most out of your Multi-Channel Approach
Focus on Ungated Content
Producing content for your existing clients is very important, however, focusing on only gated content can seriously limit your brand exposure. Similarly, while requesting personal details to ‘view more’ is a great tool for lead generation, it can scare off traders who are still in the awareness stage of the sales funnel.
Instead, try to produce fresh and engaging content or repurpose old content for completely ungated content. Make sure you are developing content that moves traders along the sales funnel and evolves as they move through the stages.
Leveraging Episodic Content
Dividing your content into a series or episodes is a good tactic to use to encourage continued engagement. Make sure each chapter builds on the previous one. Let’s demonstrate this with an example:
If you are looking to produce a 2-part series relating to trading strategies you may start with an ungated blog explaining the benefits of that strategy. Using an approach such as cookies, you may be able to then track visitors and use remarketing methods such as a sponsored ads on their social media to advertise a gated piece of content giving more detailed information on how best to implement the strategy you mentioned in your initial blog. Once you have the users information you can proceed with a sales cadence via email and continue with remarketing techniques on your chosen social media platforms.
Capitalising on Social Media is a Must
Some of the most important channels for remarketing fall under the umbrella of social media. With 3.8 million users worldwide it is impossible to ignore the influence of social media on marketing campaigns. Gaining your traders trust is key to converting a lead, and there is no better place to do that than social media, a place which tends to be more personal than email or google ads.
Social media is also one of the best places to get your brand seen with great sponsored ads and even free rebranding opportunities. Having an active and engaging page and participating in trending challenges and hashtags can get you invaluable exposure. Unfortunately, social media also has a reputation of being incredibly difficult to profit from, often having a low direct ROI.
The Multi-Channel Challenge
As with anything, developing a multi-channel approach to marketing is not without its challenges. The biggest of these is content production itself. Most brokers rely on a team of analysts to produce unique content for their brand. This is extremely costly, particularly if you are looking at producing content in several languages and require translators.
Another issue is that analyst written content takes time to produce and translate. In more volatile markets such as Forex this often results in opportunities to convert impressions into trades being lost.
Luckily Autochartist has a solution. We help you improve your multi-channel marketing efforts while simultaneously reducing cost through automated content production and distribution. All our content is unique to you and available in 30 languages. Not only that, but we are also able to automatically distribute this content to all major marketing and mail platforms, as well as websites according to any time zone.
If you are ready to reduce your content production costs and turn impressions into trades contact Autochartist.