Learn to Trade marketing analysis is an overview of Learn To Trade website, a digital platform designed to help users learn the art of Forex trading through:
- Seminars – You can find the closest to you by uploading your postcode
- Online courses – Sign up and learn how to trade
- Mentoring – One to one coaching available
Learn to Trade marketing analysis will focus on digital strategy, website management and SEO, PPC, social media, and email marketing.
1. Website Analysis
The overall look of the website is old-fashioned.
|Little information is provided in each section||Small fonts on dark background|
|Information is often at the bottom||Above the fold several links to other sources|
|All pages are accessible||No 404 – But 100 pages cannot be indexed (even blog pages)|
|URL are mostly descriptive||URL influence SEO ranking|
|H1 Titles are present and descriptive||URL and Titles are in-line in terms of content|
|SERPs results present||Meta-tags are present and in-line with the page content|
|H2 titles are missing||Divide content in sub-paragraphs to help content discovery.|
|Images are present||Images miss ALT text and are not descriptive|
|Around 50% of the website is more than 3 clicks away from the homepage||Website structure is like a silo (>3 clicks) rather than a pyramid (= 3 clicks max from the homepage)|
Example of an alternative concept for the website:
TRADE – Anyone. Anytime. Anywhere.
IG Group Limited – Trade with the world’s No.1 spread betting and CFD provider.
Website Management suggestions:
Here is a list of suggestion to improve the overall SEO score according to the latest Google Ranking Guidelines and to guarantee a high user engagement.
- Redesign the website by following the latest trend in website design
- Include all the on-page technical SEO
- Remove no-indexing from non-administration pages
- Submit the new site to Google for Indexing
- Identify errors and areas of improvement on Google Webmaster
- Improve page speed, especially on mobile
- Optimize Content based on the EAT principle (summary here)
2. Social Media Presence
To build brand awareness and customer retention a business needs a social media strategy. Social media channels should be driving traffic to the website and convert leads into sales.
Facebook – Facebook is massively underutilized. The most recent content is dated the 15th of May. Despite the list of events has been kept up-to-date, there’s no promotional content shared on the page.
YouTube – Great variety and quality of videos. Titles are not optimized for search queries, and this is evident in the low number of views. Even when searching YouTube for such a related keyword as “Learn to Trade”, the channel doesn’t rank first. Titles should reflect users’ query. Full description and useful links have been added. The question is: are they contributing to bringing people to the site? If not, the video description should be revisited.
LinkedIn – Like Facebook, LinkedIn presence is underwhelming. There’s a lack of consistent content sharing. From new blogs to upcoming events, nothing has been shared recently. Even comments on recent events are missing.
Twitter – Like Facebook and LinkedIn the account is underwhelming. The most recent update is from the 15th of May and everything looks like it has been shared from FB.
Social Media Strategy Suggestions:
Overall there’s a lack of brand identity. The graphic design is not consistent among channels and blog posts. Not enough information is provided to help users identify what Learn To Trade brand vision and mission are. Even users interested in learning a trading skillset would not identify Learn To Trade as a leader in the field.
First, all the channels need to be unified in design. With a consistent banner image, stripline, CTA, and testimonials. Then, channels will be updated with similar fresh content on a daily basis. Content will be shared to generate brand awareness, share useful information in the trading community, and generate leads for upcoming webinars, workshops, and online courses.
3. Content Analysis & Suggestions
The website presents quite a good amount of content -especially blogs and videos- that deserves a larger exposure. Social media will promote content for lead-generation purposes and for nurturing activities to existing leads and customers in the form of weekly newsletters.
All the future content will be generated based on business goals to reach business objectives by attracting potential leads or converting existing leads into long-term customers.
4. Email Marketing Suggestions
The automatic email platform will score incoming leads based on the customer profile (see How to optimize your lead-gen with a lead scoring system). Website activity will identify users’ interest and purchasing potential.
Automatic emails will nurture leads, re-engage dormant users, and keep the fan base up-to-date with the latest trends in trading.
5. PPC Strategy
The PPC strategy will follow business objectives and contains three main elements: competitors, products, new niches. The first elements will focus on bidding for competitive brands “brand name + product name”. The second one on product-related terms “product name”, and the third one on unexplored niches “non-competitive markets”.
6. Marketing Strategy Overview
After identifying the business objectives, marketing will identify, pursue and capture prospects through online channels. Each marketing activity should be designed to identify:
- Prospects that respond to the business’ customer persona
- Channels that the targeted audience visit
- The competitors that play in the business niche market
7. Market analysis
The market analysis will include competitors, market, and brand. Competitor analysis will focus on the competitor’s brand equity, market share, product and proposition, main customer audience.
Market analysis will focus on the trading learning industry, the size & accessibility to trading learning programs.
The brand analysis will focus on establishing its market share, equity, weaknesses & strengths, product unique features, value proposition, customer perception.
8. Latest trends
As by August 2019
PPC – Google Ads – In the upcoming weeks, broad match modifier and phrase match keywords will also begin matching words within the search query that share the same meaning as the keyword.
SEO – Google Search Quality Evaluator Guidelines have been updated and released in May (2019). The guidelines talk about the importance of having an excellent user experience for reaching the top spot in SERP. According to Will Critchlow, Forbes lost 35% visibility due to poor user’s experience.
For more information on this analysis, guest blogging, and general enquires, please: