Implementation & creativity
Our visibility-focused strategy combined 5 core activities:
1. Competitor Research
This proved instrumental in revealing insights that would guide our Digital PR campaign. We detected a trend that indicated competitor coverage was strongly geared towards a user with an in-depth knowledge level. There was a distinct lack of resources, content, and commentary available for entry-level traders. Few competitors were sharing expert trading guidance online or in publication. We recognised an opportunity to fill a customer service gap and to provide educational content and comments through our tailored media placements, helping to secure a website traffic increase of 141% and a 45% increase in organic conversions.
2. Promoting trust through visibility and brand awareness
Our PR campaign was built on our competitor analysis and helped drive customer trust and brand awareness as follows: a. Positioning Trade Nation’s CEO and Senior Market Analyst as expert commentators in relevant trading, financial, and business news. We negotiated valuable backlinks and focused on market education. b. We also promoted stories about Trade Nation and its unique features, including the new trading simulator and inspiring sporting ambassadors. c. Responding to topical news themes, offering comments, and writing opinion pieces. In 2022, we delivered over 100 editorial backlinks. Throughout the PR campaign, these key editorial pieces have contributed to an astronomical increase in organic traffic.
3. An innovative new tool
Our approach to educating novice traders led to the co-design of a unique trading simulator in partnership with Trade Nation. The online simulator enables beginners to practice no-risk trading, and the steps involved. Users make every decision and complex trading topics are clearly explained with the help of short informative videos. We built them something none of their competitors had and got them visible for it on Google, quickly. The web simulator earned several pieces of high authority coverage, which included a piece from the leading trade publication Finance Monthly. See Appendix: Trade Nation Digital PR Coverage Results for further insights.
4. Ambassador Program
As part of our visibility-focused strategy, we adopted a two-pronged approach that saw the PR campaign dually focus on building visibility for Trade Nation, whilst also promoting their Ambassadors and raising awareness of a new slogan – “no shortcuts to success”. “No shortcuts to success” is the mantra that connects Trade Nation to its inspiring brand ambassadors such as Max Whitlock OBE and Hollie Pearne-Webb MBE. Each ambassador has achieved greatness through dedication, consistency, and talent. Trade Nation believes its customers can learn a lot from these traits and mentalities, and in turn become inspired as they embark on their own journeys toward success.
5. Quarterly sprints
As part of our strategic approach to media outreach, each quarter we identified specific publications to target depending on our focus. The key to our success was understanding Trade Nation’s target market, the media its customers engage with, and therefore building connections with journalists who write for these publications. As a result, we secured coverage in City AM, The Times, and other high authority publications.