The significance of marketing for retail online stockbrokers

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Travis Robson, MBA, PGDM, MIFM

Introduction

In the retail investment space it is crucial that all firms, particularly retail online stockbrokers, understand the importance of a good marketing strategy to succeed. The online stockbroking market is fiercely competitive, with numerous competitors fighting for retail investors’ attention. Therefore, it is crucial for online stockbrokers to put efficient marketing techniques into practice in order to stand out from their rivals and build a solid customer base. In this article, I address the benefits of marketing for retail online stockbrokers as well as some tactics they might employ to promote their offerings.

Obtaining Clients

Online stock brokers must build their brand awareness and explain to prospective clients the advantages of their services. They may set themselves apart from the competition and improve the attraction of their offerings to customers by employing efficient brand awareness campaigns.

For example, online stockbrokers can reach potential clients on social media, search engines, and other online platforms by utilising focused digital marketing efforts. Companies can use content marketing to provide potential clients with instructional materials like blog articles, e-books, and webinars. In addition, they can establish credibility with potential clients and establish themselves as thought leaders in the sector by offering useful information.

Dynamic creative optimization (DCO) is an advanced advertising technology that allows marketers to create personalised and relevant ads for their target audience. Based on the user’s demographics, interests, and behaviour, it entails employing data-driven algorithms and machine learning to automatically develop and optimise many versions of an advertisement in real-time. By addressing various client values, DCO may assist brands in appealing to a wider client group. For instance, a retail online stockbroker can utilise DCO to develop customised versions of their advertisements for various investor categories, such as growth investors, value investors, and risk-averse investors. The brokerage may improve the relevancy and effectiveness of their advertisements by segmenting their messaging, which will ultimately result in higher engagement and conversion rates.

Increasing client Engagement

Marketing is crucial for both bringing in new clients and cultivating a loyal clientele. For long-term profitability, online stockbrokers must keep their current clients engaged and ‘looked after’. They may maintain their consumers’ interest and raise their lifetime worth by putting into practise efficient community building and social listening methods.

Email marketing, for example,  is a powerful tool for increasing client engagement. To update their clients about market trends, fresh investment options, and incentives, online stockbrokers might employ email marketing tactics as part of the grander marketing strategy to reach objectives. This keeps their consumers interested and creates a sense of community by keeping them in the ‘loop’, avoiding the feeling of looking from the outside in. Companies can also use email as a social listening tool, requesting feedback and suggestions to improve their  offerings accordingly.

Differentiation

With more product and service offerings than ever before, there is fierce competition in the online stockbroking market, where several competitors provide comparable services. Online stock brokers must determine what makes them unique from their rivals and explain this to their clients.

Offering distinctive financial products or services is one way online stockbrokers may set themselves apart from the competition. For instance, some stockbrokers may focus on a specific area of investing, like technology or renewable energy. One-of-a-kind investment instruments like exchange-traded funds (ETFs) or robo-advisory services may be provided by others. Online stockbrokers might draw clients who are seeking an alternative to the usual stockbroking offers by providing distinctive goods or services.

User experience (UX) is another important factor that online stockbrokers must think about to set themselves apart from their competitors. UX is the overall experience that a user has when interacting with a website or application, including the ease of use, functionality, and visual appeal of the platform.
By making it simpler and more pleasant for users to manage their assets, effective UX may help online stockbrokers draw in new customers and keep existing ones. A user-friendly and well-designed platform can boost user engagement and raise the chance that customers will come back to the website to complete additional purchases.

Brand Recognition

Brand awareness is often the most underrated, yet crucial elements to building a strong, and sustainable brand. In the long run, building a solid brand is crucial for success in the online stockbroking sector as South African investors are curious but careful when it comes to matters of finance. A strong brand can help a business stand out from its rivals, enhance trust amongst customers, and draw in new clients.

Online stockbrokers can build their brand in a number of ways, such as through influencer marketing, social media marketing, and content marketing. However, it is crucial that the business align their marketing strategies & objectives with the business objectives and brand guidelines. Any marketing message put forward is a direct reflection of your brand persona and should speak to the greater objective of the brand. Online stockbrokers can position themselves as reliable and respectable players in the market by developing a strong brand.

Credibility is a crucial element of brand recognition in the realm of online stockbroking. The degree to which a business is viewed as trustworthy and dependable by its customers and other stakeholders is known as its level of credibility. It is crucial for establishing and keeping customer relationships and is an important component of a company’s reputation. Customers want to know that their investments are in capable hands when they entrust an online stockbroker with their hard-earned cash. Consumers want to be certain that their broker is trustworthy and looking out for their best interests. Without credibility, customers could lack faith in their purchases and decide to do business elsewhere. Hence, in order to draw in and keep customers, online stockbrokers must establish and maintain confidence.

Conclusion

To conclude, marketing is crucial for retail online stockbrokers to draw in clients, keep them coming back, set themselves apart from the competition, foster client loyalty, and raise brand awareness. Online stockbrokers can reach these goals through a variety of marketing methods, such as digital marketing, email marketing, and content marketing. They can also improve their chances of success in the fiercely competitive online stockbroking sector by putting good marketing methods into practise.

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