Economic risk marketing
Russian text: https://teletype.in/@vowasemenov/riskmarketingru
A particularly difficult business segment for marketing - various stockbrokers, sports betting, forecasting and everything similar. Wherever there is a risk, but that risk can be tried to be controlled.
In truth, most of these businesses are not playing for long trying to make good money on B2C here and now – this strategy is effective and profitable. This happens because many people think that it is impossible to develop customer loyalty and exist for a long time when you are broker or bet service.
I will prove the opposite
Let's take an example. You are a broker. You provide brokerage services:
- for large companies, fully managing their investment assets;
- for ordinary people with their small capital, who also want to make money in trading (buying and selling securities).
I will assume that individuals will become the most profitable segment of clients for you: they constantly buy and sell something, and you earn on commissions for transactions. They have fewer requirements for your services and problems, they need no individual approach.
Well, in order to grow this segment, you're looking for ways to attract newcomers – ordinary people who don't know anything about the stock market but would like to try to invest, learn to trade and make money.
How do brokers usually attract customers?
- offer low commissions;
- give shares for registration;
- describe a simple interface of their terminal;
- offer support service 24/7;
- just offer to "start earning!" :)))
A person responds to ad, comes to a broker and follows one of three paths:
- Due to the lack of knowledge and practice, he buys garbage or high-risk assets that don't justify themselves, the capital goes into negative territory. The person gets angry and leaves the stock exchange, doesn't make new deals. He still has negative associations in relation to the broker bank.
There are many similar cases. - A person bought a random asset, earned some money on it, and was pleased with the new trading experience. Interested in development, but doesn't know anything yet. He makes repeated purchases because he believes in himself – and loses almost everything. Swears and closes the terminal, discourages friends and acquaintances from investing. Hates the bank and the broker.
There are fewer such cases, as well as lucky ones. - A person actively learns trading and investing, consciously forms an optimal portfolio of securities, which roughly meets the expectations of the client. Everything is great, a person begins to earn money and understand the laws of the market. There is a desire to improve, get involved and earn more.
These are generally less than 1%.
You can make money in all audience segments, but the most effective and cheapest in terms of ROAS (return on advertising costs) in the long term will be the last audience, the most conscious and intelligent.
- Learning and earning, they will continue to trade, use brokerage services and make a profit;
- They will share achievements with others, motivate people and recommend a broker they serve themselves;
- The more they earn, the less they will pay attention to the broker's commissions. In addition, they will perceive the trading terminal as “native” and will be more inclined to use other services of a broker bank.
Why is this audience the cheapest?
Because only by spending resources on teaching the theory of trading and investment, testing and qualifying people, you will be able to "grow" it and provide all the conditions so that these people are immersed in the process, understand what to do and are constantly engaged in investments, bringing profit to themselves, and you - the broker.
You can create your own paying and loyal client, “brand advocate” and promoter of services, whose training will cost less than a ton of discounts, high rates in media networks and all other marketing costs.
Of course, you shouldn't neglect other aspects and marketing tools, but it is the focus on customer education that will ensure customer loyalty and the opportunity to earn more. The same nuance will help to “filter out” random people who are looking for instant money, they will not bring you anything, but in the future they will have a bad effect on your reputation.