3 Highly Effective Ways Online Brokers Can Leverage Content Marketing To Grow Their Client Base

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The modern-day trader is spoilt for choice. Never before has it been so simple to access information regarding asset classes, markets to trade, spreads, financial instruments and brokers. A consequence of this is the online brokerage industry is as competitive now as it has ever been.

With information only a mouse-click away, savvy retail traders are able to empower themselves with knowledge, information and the ability to select which broker they believe will best represent their interests and satisfy their ever-demanding needs.

As a result, the acquisition of new prospects – the lifeblood of most, if not all business entities – is probably as difficult now as it has ever been.

All said and done there are basically two ways to attract new prospects. There is a hard way and an easy way:

1. You embark on an endless search for prospects, hunt them down and try hauling them in (hard way).

2. You entice prospects to come to you, and once they have, you give them numerous compelling reasons to stay (easy way).

And probably the single best way to attract new prospects the easy way?

Content marketing.

Content marketing isn’t new. But with advertising costs spiralling and effectiveness reducing, businesses are ever searching for cost-effective means to grow their client base.

In this respect, content marketing is a singularly attractive route. It is not only relatively low-cost, but has a string of other benefits, including:

  • Having a long shelf-life
  • Offering a point of differentiation against competitors
  • Providing tremendous value to prospects (and current clients)
  • Positioning the host brand as an authority on the subject (a key step in nurturing a long-term relationship built on trust).


So how specifically can you harness the power of content marketing to help you grow your client base?

Here are 3 ways:

1. Create sticky, added value content

‘Sticky’ content is just a marketer’s term for content which encourages a visitor to stay (or stick) to your website for as long as possible.

Examples of sticky content are engaging blogs, informative videos and thought provoking eBooks and special reports.

A key benefit of sticky content is that, if done well, it can provide an ideal hook to drive traffic to your website. It can also help drive conversions if an email opt-in is used on ‘gated’ content such as eBooks and special reports, which have a high-perceived value.

In particular, eBooks and special reports – especially if well written and attractively designed – are highly effective in creating a powerful brand impression, building strong relationships, and quickly fostering trust.


2. Create educational content

If there is one thing the retail trader probably craves more than anything, it is trading education.

A highly profitable industry was born off the back of this demand that continues to thrive to this day. But this in itself creates a key problem for the information-hungry trader: which educator to trust?

A polished educational offering provided by a broker helps resolve this problem and can serve to lower scepticism.

Providing trading education is powerful. It immediately raises the brand’s authority level and goodwill. It also indicates the broker has the trader’s best interests at heart.

So, what can you do?

Look to create educational content for beginner, intermediate, and advanced traders.

Entice prospects by making some content available to all, but remaining content requiring an email or other opt-in.

Consider delivering content via a variety of media, from live and recorded webinars to eBooks and online modules.

Such content also has the added benefit of creating better informed and knowledgeable traders, who are more likely to stay on the rocky road to trading success, rather than trip and stumble over early obstacles.


3. Leverage the power of social media

It’s no big secret – social media is here, and here to stay.

And the king of social media channels?


It’s hard to argue with the stats, but with over 1.7 billion active users per month, your target audience is most definitely going to be there.

Facebook has a highly sophisticated advertising platform that allows for granular targeting.

There is even an option for users to opt-in without ever leaving Facebook.


So, if you have created a new blog, eBook, video or other content, one of the best ways to get it out in the open is to use the power of social media.

There are limitless options when it comes to content marketing. The key thing is to start. And even if you have started, the next step is to commit to delivering world-class content that entices, intrigues, educates, engages and informs.

If you feel you could do with a helping hand in this regard, why not get in touch with us…

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