Client Overview:

Trendsignal, a prominent SaaS player in self-trading education, offers comprehensive courses equipped with tools, strategies, and personalised coaching for both novice and seasoned investors seeking a disciplined approach to trading. Their online programmes empower traders and investors to learn, set goals, and trade with confidence, whether engaged in day trading or swing trading.

The Challenge:

After a highly successful period during the Covid-19 pandemic and subsequent lockdowns, Trendsignal observed a decline in key performance metrics across their existing lead generation tactics. Despite possessing robust Unique Selling Points – longevity, proven track record, variety of trading strategies, user-friendly platform, 1-2-1 support, and a history of successful trading strategies – existing marketing strategies failed to yield desired results. Recognising the need for additional resources and specialised focus, GingerTree Marketing was engaged to pinpoint weaknesses in current marketing activities and suggest improvements.

Approach Taken:

GingerTree Marketing conducted a comprehensive Marketing MOT audit of Trendsignal’s marketing activities encompassing the entire marketing funnel. This audit involved specialists in PPC, SEO, branding, and CRM, ensuring a multi-faceted analysis. The findings were consolidated into a comprehensive report along with a client presentation.

Insights Revealed:

Identifying the intricacies of high-value product decision-making, GingerTree observed that Trendsignal’s approach lacked strategies for raising awareness, building credibility, and establishing authority before driving final sales. The focus on PPC and paid social channels directed traffic to webinars, but subsequent leads proved challenging to convert. The audit also highlighted the necessity of refining the existing paid media structure for more effective competition and expansion of keyword lists for improved relevancy. In addition inconsistencies in branding across channels and a lack of engaging content was also likely to have a negative impact.

Recommendations Made:

1. Branding and Content Overhaul:
   • Redesigning the website based on SEO keyword analysis and UX best practices.
   • Restructuring content for clearer communication of benefits.
   • Enhancing ad copy, landing pages, and design.
2. Lead Generation Strategy:
   • Streamlining PPC, Paid Social, and Display advertising with refined targeting.
   • Content improvements to better explain Trendsignal’s USP’s and demonstrate credibility and authority.
3. Lead Nurture Strategy:
   • Consideration as to how to help prospects down the conversion funnel by implementing a trigger-based CRM strategy aligned with appropriate buying signals.
   • Developing a content strategy across owned channels (website, social media, YouTube) to reinforce investment decisions.

Post-Audit Implementation:

Following the audit, GingerTree Marketing executed various improvements:

• Revamped branding to project a modern, unified image.
• Developed a series of customer video testimonials to assist in credibility and authority building.
• Relaunched the company website.
• Restructured paid media with refined targeting.
• Conducted SEO keyword optimization.
• Devised an organic social media plan.
• Developed content and copy for automated lead nurture email programs.

Outcome and Testimonial:

GingerTree Marketing was delighted to collaborate with Trendsignal, experiencing both challenges and rewards throughout the project. Adrian Buthee, Director at Trendsignal, commented, “Working with GingerTree was transformative. Their expertise and recommendations revitalised our marketing strategies, leading to improved lead quality and a more cohesive brand image.”