Learn To Trade Marketing Analysis – A digital overview

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.

SEMRush website stats overview

1. Website Analysis

The overall look of the website is old-fashioned.

CONTENTSTYLE/SEO
Little information is provided in each sectionSmall fonts on dark background
Information is often at the bottomAbove the fold several links to other sources
All pages are accessibleNo 404 – But 100 pages cannot be indexed (even blog pages)
URL are mostly descriptiveURL influence SEO ranking
H1 Titles are present and descriptiveURL and Titles are in-line in terms of content
SERPs results presentMeta-tags are present and in-line with the page content
H2 titles are missingDivide content in sub-paragraphs to help content discovery.
Images are presentImages miss ALT text and are not descriptive
Around 50% of the website is more than 3 clicks away from the homepageWebsite 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.

Learn to trade marketing analysis - TRADE example

IG Group Limited – Trade with the world’s No.1 spread betting and CFD provider.

Learn To Trade Marketing Analysis - IG Group Limited example

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.

  1. Redesign the website by following the latest trend in website design
  2. Include all the on-page technical SEO
  3. Remove no-indexing from non-administration pages
  4. Submit the new site to Google for Indexing
  5. Identify errors and areas of improvement on Google Webmaster
  6. Improve page speed, especially on mobile
  7. 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.

This is a good example of a top header. What’s missing is a CTA: “Sign up today to the seminar closest to you”. Another message could be: “Take control of your wealth with Forex Trading.” Or “Invest in 2 hours seminar to grow your wealth with Forex Trading”.

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.

Existing content such as this YouTube video can be shared on social media channels, monthly newsletters, or even mentioned in new blog posts as additional resources. To make them work as Lead-gen, titles, description, hashtags must be reviewed.

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.

Blog posts can drive social media engagement, attract new leads still at an informative stage, provide support to current clients, nurture existing leads.

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.

Source: vector created by fullvector – www.freepik.com

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

PPCGoogle 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.

SEOGoogle 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:

How to drive a global brand portfolio

What is the business about?

The business mission of the global brand portfolio aims to deliver to the customers what they want before they realize they want it.

How do you provide products that answer people expectations?

The brand collects real-time insights from customers and 18,500+ stores. Subsequently, the information that comes from retail partner loyalty schemes is combined with market data to get to the bottom of what customers want, fast. And finally, these insights are transformed into thousands of market-leading brands and products that help consumers lead happier and healthier lives.

Global brand portfolio - How new products are developed.

How do you convert analysis into a tangible product?

The operation team then works closely with the R&D department and suppliers to deliver excellence on cost, quality, and service into their products.

How do you market the product?

Finally, the marketing team identifies challenges that consumers face every day and then find products in our existing portfolio, or create new products, that solve these problems for them and grow brands on a global scale.

Global brand portfolioMarketing Strategy

Deliver a search strategy for WBA global beauty brands - Find the balance between the WBA & the beauty product brand guidelines.

Global brand portfolio – N°7

N°7 – Science is behind the N°7 brand. It delivers products that are clinically tested and make women feel their best. As testimonials, the brand used inspirational women such as Alessandra Ferri & Chimamanda Ngozi Adichie.

Global Brand Portfolio - Scientifically beautiful

Problem: The UX doesn’t communicate a luxurious feeling or the scientific background of the brand. Indeed, reviews indicate that younger demographics like the product, while to older women, the product doesn’t communicate a feeling of luxury.

Global Brand Portfolio - Scientifically beautiful

Opportunities: Develop a marketing strategy to communicate how science is at the core of the brand, this is completely missing from the site. Also, rethink the package if an older demographic is the ideal customer.

  • Website design
    • Less black background
    • Fewer bold fonts
  • Content
    • Inspirational banners #thecampaign
    • The science behind the product #scientificallybeautiful
    • More beauty tips
  • Suggestions
    • Use Dior beauty as reference
    • Reduce the number of discounts
    • Use 7 as a seven-rules to beauty
Excellent example from Dior Make-up. Be inspirational and at the same time promote the products and the techniques that allow the customer to reach for the same result.

Global Brand Portfolio – Liz Earle

Liz Earle is an effective and fuss-free skincare developed with natural ingredients. The only brand that can be sold through an established partnership -John Lewis- is also available at its own counter in Boots stores.

Problem: Overall the website delivers the botanically oriented element behind the brand core value. Functional layouts and plenty of ideas (travel kit, skincare issues, videos) are also positive elements of the site experience. Nevertheless, the graphic design feels a bit dated and the ideal customer persona is too wide (any age) beside an interest in plant-powered products.

Opportunities: revamp the overall website by keeping in mind the botanical aspect of the brand and the ideal customer persona (Be naturally active). There are plenty of ideas from the “Our principles” section that should make the process straightforward.

  • Website Design:
    • Confusing sliding banner
    • The Blog section is hidden
    • The upselling section is hidden
    • Pages are not very well interlinked
    • Instagram is missing from the sharing button list
  • Content:
    • Fewer banners about discounts
    • More informative banners
    • More emphasis on Active & Natural
    • Introduce more brand-related topics #naturallyactive
  • Suggestions:
    • Use Molton Brown as inspiration
    • Reduce the number of discounts on the homepage
    • Invest more in social media campaigns #naturallybeautiful
    • Become involved in social campaigns #nocruelty

Global brand portfolio – Soap & Glory

Soap and glory is pink fab and sassy, designed to be bold and to make a long lasting impression.

Problem: Overall the first impression delivers the fun, pink-obsessed attitude of the brand. However, the website doesn’t help the discovery process, it feels oriented towards people already familiar with the brand. The graphic design feels thin in content, while the overall brand packaging is almost overwhelming.

Opportunities: The brand core values are present on the website. Bringing those values on top the website hierarchical structure will help drive more engaged traffic.

  • Website:
    • Bring Instagram content on top of the homepage
    • Bring Who we are on the homepage
  • Content:
    • A more consistent blog
    • More category descriptions
  • Suggestions:
    • Power Instagram for traffic
    • Create a powerful lead-gen pipeline

Conclusion

All websites present an optimized SEO performance. However, producing more content and the brand core values will help improve the overall UX.

In addition, there are no PPC campaigns to support any SEO activity. And the only one that does – Liz Earle – doesn’t appear in searches for related keywords – such as natural beauty products. Each brand should be supported by a tailored PPC strategy that aims to be:

  • Present among competitors
  • Found by people looking for such product range
  • Exploring new markets

Finally, no lead-gen tools are available (free resources and/or newsletter sign-up).

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Brand analysis projects

Here are examples of brand analysis projects I put together for brands I reached out to. Not all of them have been successful, but I’m proud of the work I did. You’ll be the judge.

Brand analysis projectsThe List

OLA CABS

Brand analysis projects - OLA cabs logo

Project

Ola Cabs is an Indian origin online transportation network company developed by ANI Technologies Pvt. Ltd. which allows users to book cabs near their location for best fares. From Sedans and SUVs to Luxury cars for special occasions, the company offers a wide range of car models, tailored to suit any needs.

In January 2018, Ola extended into its first overseas market including Australia and New Zealand. The following years, Ola began introducing Auto Rickshaws in the UK.

GRANTA Material Intelligence

Brand analysis projects  - Granta MI

Project

Granta is the leader in materials information technology – software, information resources, and services to advance materials education, and to enable better, greener, safer products. Since becoming a subsidiary of ANSYS Inc., the company has expanded its customer base.

However, its primary mission has not changed – Granta mission is to lead materials information technology to advance materials engineering and make material intelligence work for any technological inquiry.

POINT.a HOTELS

Brand analysis projects - Point A hotels

Project

Point A hotels are centrally located, modern hotels at affordable with FREE WIFI: available in central London and Glasgow. Since its first days, Point A hotels aim to offer comfort and a good night sleep to professionals traveling for business.

Spotify

Brand analysis projects - Spotify Logo

Project

Spotify Technology S.A. – a Swedish media-services provider founded in 2006 – aims to become the worldwide leader among the audio streaming platforms. Since its early days, it provides DRM-protected music and podcasts from record labels and media companies.

OKRA Technology

OKRA is the leading artificial intelligence platform for global life sciences. The OKRA platform delivers evidence-based predictions in real time based on all available data, and suggest direct actions that maximize health and market outcomes.