Case Study, September 2012
“Having read this case-study, I endorse every word of it, and have the greatest appreciation of and admiration for the concentrated energy with which the objectives have been identified, pursued and accomplished by TVA.”
Owner, Forex-Factors 6th September 2012
Forex-Factors provides foreign exchange managed accounts. At the point of initial discussion between Forex-Factors and TVA, the business was in the early stages of development, had a good website, strong creative concepts, initial clients, and a forward-thinking owner with excellent writing skills.
Within a limited budget, TVA was asked to provide advice and guidance on SEO and social media strategy.
From initial conversations and review of current activity, it was clear that Edward had not only the inclination but also the ability to handle the strategic, creative and technical aspects of his social media and SEO activity. What he needed was knowledge, information and a sounding board for specific areas, and advice on how everything could link together for best results.
The key focus of the consultancy was on initial training and ongoing advice.
We reviewed the current Forex-Factors status and activity and evaluated the opportunities that would give the business the highest impact most swiftly.
One of the key issues of forex managed accounts is one of trust. There is a number of forex outfits and individuals that, through various organisations and mechanisms, eventually become labelled as “scams” and / or cease trading (often while hanging onto investors’ money). Clearly the honesty and integrity of the Forex-Factors individuals and business needed to be highlighted to raise their credibility and profile above that of their competitors.
As one would expect from a relatively new business, brand awareness was very low, so we developed a strategy of raising brand and personal awareness, and approached the marketing accordingly.
Forex performance is also an issue, and Forex-Factors has a deliberate strategy of providing solid, steady performance rather than promising spectacular returns – which can too quickly result in equally spectacular losses. We used this philosophy as part of the trust-building exercise.
We established clear objectives for the activity, in summary:
- To increase website visits and, critically, engagement
- To acquire new investors
- To increase value of managed funds
- To develop an ongoing programme to be implemented by the client
To achieve the objectives, we needed to adopt and integrate sensible tactics at a low cost to the client. These included:
- Building trust, reputation and credibility
- Increasing brand awareness
- Building personal profile
- Measuring performance
Achieving the Goals
We discussed the range of social media platforms through which Forex-Factors could achieve their goals, and prioritised them, concentrating on the three key areas on which to focus for maximum gain. With Edward and his team doing the actual physical work, these were then integrated into a sustainable, ongoing social media strategy, which included:
- Enhancing LinkedIn and other social media profiles
- Writing credible blogs and articles to build trust and reputation
- Ongoing SEO improvement techniques
- Appropriate digital distribution of marketing collateral to increase awareness and drive traffic
- Joining and contributing to selected social media networks and groups to establish both presence and personality
- Establishing appropriate analytics tools to allow performance of the activity to be measured.
TVA’s role in the process
Working directly with the owner, TVA provided online, telephone and Skype discussions on strategy and prioritisation. Training was provided in one-hour blocks, as needed. We continue to provide ongoing consultation as required.
This enabled Edward to do the majority of the work himself, and his own enthusiastic and intelligent approach was therefore able to save him significant consultancy fees.
Within three weeks of initial review, results have been phenomenal. All objectives have been met. The numbers of pageloads, first time visits, and return visits to forex-factors.com have all increased by more than 100%, value of funds under management has increased by more than 400%, and numbers of interested potential investors by 300%.
Visit Forex-Factors for information on their business and their services.
© Victoria Tuffill and Tuffill Verner Associates, July 2012. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Victoria Tuffill and Tuffill Verner Associates with appropriate and specific direction to the original content.