A B2C integrated digital marketing strategy for a new online trading company

Formax website shown on laptop

B2C financial services marketing strategy

Already an established trading company in China, we partnered with Formax Prime to support their UK and European launch, developing a brand position and identity, alongside an integrated digital marketing strategy to increase brand awareness and generate leads.

Achieving it their way

With industry leaders spending millions annually on Out of Home advertising and PPC we knew we were entering into a competitive and potentially costly market. We developed an integrated marketing strategy, that would generate and convert new leads, increase brand awareness and most importantly was measurable.

We focused on two key areas for launch; developing a new website that would entice and convert prospects, with ‘sticky’ content to keep them coming back; and a lead generation strategy that could grow over time and prove ROI.

Formax banner advertising
Formax emailshown on ipad

Theory into practice


At the front of our decision making process was the importance of achieving a simple and effective user journey designed to maximise conversion.

  1. Fighting for market share, it was essential the website communicated why them before other brokers.
  2. With PPC being highly competitive, it was vital we created a long-term SEO plan to generate and convert organic leads.
  3. We addressed all aspects of the customer journey from landing pages to a simplified application process.
  4. Knowing the importance of engaging and capturing prospects in the consideration stage, we re-built the website to include a content hub – with Guides, blogs and the latest financial market news.

Integrated marketing campaign

Requiring a scalable and measurable plan to prove ROI, we designed a launch approach that allowed for easy measurability.

Personas  covered all stages of the buyer’s journey, targeting both new and experienced traders, with a tailored communication approach for each. Other channels included:

  1. Remarketing
  2. PPC
  3. Marketing automation, including emails
  4. Social media marketing
  5. Google Display Network
  6. Digital advertising
  7. PR
  8. SEO
  9. Social media advertising
  10. Content marketing

Formax are here to stay

The first month of activity saw a 370% increase in website traffic, 106% increase in returning visitors, hitting our live account and demo account sign up requirements alongside getting 45 new contacts to download guides.

Formax blog shown on tablet
Formax printed whitepapers