SMART TRADER

SMART TRADER

2019

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fintech Brand Positioning

SmartTrader partnered with us to grow its user base and revenue for their charting and trading SaaS platform, granting us total marketing ownership. The KPI: Grow the number of paid subscribers, while reducing user attrition.

2019

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01

INTRODUCTION

In the age of big data, relying on intuition — what others call gut instinct, a sixth sense or a hunch — can seem like an unreliable system. In a creative industry, we know, however, that coupled with data, intuition is a necessary principle in decision-making.

SmartTrader puts your intuition into action with smart, intuitive tools that point out subtle patterns, levels, and trends for you to navigate your portfolio with. Rather than overruling human judgement, SmartTrader helps complement it, helping you make better trading decisions, faster.

02

DISCOVERY

Upon reviewing the brand’s customer data and user behaviors, we identified a significant need to:

  • Solidify and communicate the value proposition via educational content, articulating to prospects how this platform would make their trading decisions stronger, and the process easier.
  • Share educational “how-to” content with existing subscribers to increase retention and consistent use.

03

CONTENT STRATEGY & MARKETING

To organize our content streams, we aggregated the brand’s subject matter expertise into six categories:

  • Evergreen Product Features
  • Platform Updates
  • Major Industry News
  • Economic Calendar Major Dates
  • Live Webinars and Walkthroughs
  • User-Generated Content

To reactivate the brand with this newly defined communications strategy, we created value-based messaging and creative that aligned with its three distinct segments: Beginner and Intermediate Traders, Expert Traders, and Asset Class Specific Traders.

04

WEBSITE

In support of this new engagement stream, we redesigned SmartTrader’s website, optimizing the UI/UX to align with our marketing funnel. We architected a strong messaging hierarchy, focused on providing insightful and prescriptive content that better outlined the platform’s unique tools and featured benefits. 

05

VIDEO

Teeing off of the need for compelling and educational content, we created a branded motion graphic video that would guide site visitors and prospects through the benefits of the Smart Trader platform.

06

ORGANIC SOCIAL MEDIA MARKETING

Tailored to better understand how the current SmartTrader audience responds to various industry topics, we developed an evergreen organic social campaign. With this information, 321 defined quantifiable goals for growing followers and engagement — collecting organic response data along the way. We are learning in real-time what content resonates with this audience.

07

PAID MEDIA MARKETING

To generate new qualified leads, we segment content delivery to the right audience through hyper-targeted paid social media. We are continually A/B testing, hypothesizing and proving our campaign’s efficacy for consistent improvement. Through social listening and ongoing community engagement, we have helped SmartTrader become a trusted and resourceful community for traders.

08

EMAIL

Centered around retention, our email marketing strategy focused on product education — continually demonstrating the value of the platform and “how-to’s” for saving time and making smarter decisions. 

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