With the Forex Magnates Q1 Industry Report out, we are now working on the Q2. One of the topics being covered is video marketing. It’s a field that I have a personal interest in after being involved with the production of trading videos for several brokers and sites in the past. Done well, videos offer an engaging and traceable product that can be used to streamline a firm’s conversion efficiency as well as improve client education. A post last year about using Wistia provided a closer look at the tracking opportunities when using video.
Leveraging the format, Traders-Education is a new video education firm that launched this week. Founded by Ran Cohen from the online marketing firm FX-Leads, Traders-Education provides brokers with a virtual trading academy of client focused videos. The videos offer both forex and binary options brokers a branded solution to educate clients. Cohen explained that during his long career involved marketing in the industry, he has found that clients introduced to interactive content have higher lifetime revenue values and conversion rates, and said “Interactive content is much more effective than just providing clients and leads with written information. Our studies found it to be 50-100% more effective as it provides traders with the confidence to deposit.”
Cohen explained to Forex Magnates that the launch of Traders-Education is the culmination of many years of working with interactive online and video tools. After creating many individual products that covered different aspects of trading and were geared to different audiences, he wanted to create a structured offering that provided an entire library of A-Z content for users. The academy is composed of over 100 short videos that present the basics of forex and binary trading to more difficult technical strategies.
On the broker side, the videos are available in 20 languages and can be integrated within a firm’s website or trading platform. Another interesting point, is that the broker branding can also be inserted within the video content; thereby examples showing trading platforms include a company’s name and logo. In addition , Traders-Education is providing brokers the ability to publish their own iOS video trading app.
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While the product is aimed as a full video content solution, when questioned about webinars, Cohen answered that “Traders-Education can work alongside webinars. Webinars are great for small audiences, and with the short videos, customers can review what they learned in the webinars. “
While the videos are produced well and provide easy to understand content for customers, the feature that I found the most promising is in terms of lead generation. Using a lock-down, the videos can be customized to allow prospective clients to view a few videos, while being asked to provide contact information for further viewing. Using ‘permission marketing’, a method where prospective leads are led to fill out their detail in their request of more information, has been found to be more effective in creating continued correspondence between customers and companies.
In addition to using such videos on a broker’s site of on landing pages, Ran Cohen also explained that there is the potential of adding video popup capabilities on banner ads, where prospective clients can subscribe for additional information without leaving their first website. In terms of data tracking, where information could be integrated with a broker’s CRM to know which clients were watching what, Cohen stated that this was a feature Traders-Education would be launching in the future.
As mentioned above, I have a personal bias towards video marketing. It’s a growing space, with MTE-Media, which recently revamped their offerings another key company providing similar services. Let us know what you think in the comments of whether videos are way to go.