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:

Website Platform Marketing Analysis

This website platform marketing analysis is based on WebMD, a leading provider of health information services to consumers, physicians, healthcare professionals, employers, and health plans.

WebMD helps consumers take an active role in managing their health, physicians and healthcare professionals access clinical information, and health plans provide employees and plan members access to personalized health and benefit information.

The company is present on the major social media channels where they promote the business as being a leader in the field of medical information. From an initial analysis, the LinkedIn page appears scarce in terms of relevant information and user-centric content.

Suggestions include:

  • A company header with a clear message
  • Articles & Posts to engage with the LinkedIn community
  • A more detailed Bio
  • Links to Apps & Platforms

Conversely, Facebook presents a stronger online presence; the page is updated daily with links to articles that can help the general public understand more about their health, common medical conditions and their treatments. In addition, the Facebook page has been enriched with the company Bio, medical videos, links to additional social media platforms. The page is followed by 1.8M FB users and many are members of closed groups.

Twitter has the same design as the Facebook page. Plus, the same articles are shared among the two platforms. 3.08M people are now following this account.

The company is present on Pinterest as well, where many boards are shared and liked by Pinterest members. The most popular boards are about parenting and healthy living.

Suggestions

Twitter and Facebook could still present the same content while rephrasing it to better match the channel style. In addition, Facebook could talk more about the company’s identity while Twitter could emphasize the latest trends in the medical field.

Website platform market analysis – Medscape

The Medscape website provides medical in-depth information, including the latest news and trends. Plus, worldwide users can access the site in 5 different languages.

Organic Traffic:

The website passes the SEO guidelines according to Google’s Audit from the developer console. However, removing unused CSS code and correcting the HTML errors would improve accessibility and performance. These are quick fixes that could potentially improve organic ranking.

Drug-related terms hold the top ranking positions for the organic traffic market in the US, which has reached so far 2.3M queries. Interestingly, the traffic jumped by several folds in July 2016 and has remained at that value since then.

To investigate:

Why has the time on site has decreased while the bounce rate has improved (it lowered)?

Questions to ask include:

  • Is there a specific block along the funnel?
  • Is navigation confusing?
  • Have users converted when they leave the site?

Paid Traffic

A PPC strategy is still missing. Competitors, user intention and new niches have not been addressed yet. Plus, ad titles only reflect the brand rather than communicating a value proposition to potential users.

Medscape is also present on social media as a separate entity from WebMD. Scientific and medical articles are accessible through social channels. However, users will access only promoted articles, they have to sign up to explore the remaining articles.

Social Media

On Facebook, 700K users are following Medscape, while on Twitter 171K. The Facebook and the Twitter pages do not match in content or design. Plus, a complete bio, additional social links are completely missing from FB as WebMD does.

Finally, users have scored Medscape App almost 5-star review on Google Play and more than 5M medics have downloaded the app. Users can explore the entire content, however, they will receive marketing updates tailored to the user specialization.