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Category Archives: Content
Some Encouragement To Keep Working On The New Stuff
Inside your company, I know there’s lots of discussion about the rationale for the new social stuff. That’s good because outside, the drumbeat continues—for mutual fund and exchange-traded fund (ETF) marketers and for all marketers. The old stuff isn’t as impressive as it used to be.
I submit two pieces of content for your consideration today.
First, specific to the investment industry, is I’m Not A Financial Professional, But I Play One On TV, an I Heart Wall Street blog post published yesterday. The blogger is Scott Bell, a financial advisor who runs a California-based RIA but keeps his blogging and wealth managing separate. In aggregating six YouTube videos of celebrity commercials over time, the point of the post is to challenge the SEC’s position prohibiting the use of clients in testimonials.
Thought Leadership Marketing And SEO’s Role In It
What role does SEO play in your firm’s Marketing? Many companies we work with don’t invest a lot in search engine optimization. But the companies that do tend to swing over to the other extreme—they tend to have a deeper appreciation for how search drives website traffic and, because of this, they invest many of their hopes and dreams into their SEO efforts.
In many cases, that’s not practical. SEO can’t on its own rescue an online presence, and particularly not if an SEO team is siloed. What an organization knows and understands about SEO can be leveraged many times over once the search professionals are mainstreamed with the rest of Marketing, including writers and producers involved in creating content to be marketed and syndicated.
3 Reports To Cite In Your Next Go-Round With The Social Media Skeptics
Three reports surfaced in the last week that may help your “evangelizing” about social media and even the impact of digital communicating in general.
Changes In Advisor Content Consumption
kasina shared some high-level findings of its annual “What Advisors Do Online” research and facilitated a conversation with two marketers—Liesl Leach, JP Morgan head of digital marketing and advertising, and Catherine Heron Carroll, Allianz Global Investors’ senior vice president and director of digital marketing, during an audio Webcast Thursday. Fortunately for us all, the Webcast was made available on demand and I’ve embedded it below.
+1 And PDF Tweaks For Boosting Your Search Rankings
I had been planning a post about the importance of updating your social sharing icons to include Google’s +1 button. You’d do this for two reasons:
1. To enable site visitors to share your mutual fund or exchange-traded fund (ETF) content on Google+. You’d be joining the ranks of more than 1 million sites that have added +1 since its introduction in June, according to Google.
10 Takeaways After Tracking Advisors’ Tweets For 2 Years
The moving truck came a few weeks ago and took the AdvisorTweets database, files, analytics and Twitter account over to its new home at Smarsh, the email archiving and compliance solutions company. We’ll all just have to wait and see how Smarsh takes the site (“what are advisors thinking?”) to the next level it deserves.
Sigh.
As I said when I announced its sale, I really love AdvisorTweets—although for me it was a crazy, no-revenue model, distraction/indulgence that I obsessed about for two years. And, I’m proud of who I “engaged with” as @AdvisorTweets, which as of July 21 was the #7th most followed personal finance Twitter account, according to Sulia.com.
Personal Or Turnkey? This Must-Watch Video Presents 2 Very Different Approaches To Social Media
If your job as a mutual fund or exchange-traded fund (ETF) marketer involves understanding how financial advisors are using social media to build their online profiles and raise awareness of their business, you really need to watch the 40-minute video embedded below.
This video of a Webcast organized by LinkedIn and streamed live on July 22 provides a point-in-time look at the differences between how an independent advisor and a top-down headquarters-managed wirehouse thinks of participation in social networks as a means of competing for investor attention. These differences may inform the content and resources you create to support their efforts.
For Inspiration, Profile And Even Tools To Use For Visual Story-telling: Visual.ly
My affection for infographics has reached the point that I’ve put myself on a diet in terms of blogging and tweeting about infographics. And I’m making an effort to check my enthusiasm for the recent burst of sites that are launching in beta (Google+ and Spotify being two of the most hyped examples).
I understand that the arrival of a new site to be explored and mastered in order to understand its place in the universe is not good news to everyone. Fatigue has set in. On the subject of infographics, specifically, some are saying enough with the infographics already. (For a more articulate discussion of how the state of the art of infographics needs to evolve, be sure to see a post last week by Jeremiah Owyang and the excellent comments to it.)
Financial Services Trails Other Industries’ Click-through Rates
Digital marketers at financial services companies, including mutual fund and exchange-traded fund (ETF) companies, spend a healthy chunk of their time working on outbound emails. So, how are you doing?
Above-average on three out of four counts, according to the Harte-Hanks Postfuture Index™ released yesterday. More financial services emails are successfully delivered and opened than emails sent by other industries. This is based on Harte-Hanks’s analysis of about 3 billion email messages sent across nearly 100 companies in nine industries in 2009 and 2010. (The company also studied unsubscribe rates and on this dimension financial services scores a thin advantage. Over all industries, the unsubscribe rate was 0.16% versus 0.08% for financial services.)
It’s Time To Start Leveraging Mutual Fund, ETF YouTube Channels
For a while now, I’ve felt that YouTube may be the most under-leveraged social media site for mutual fund and exchange-traded fund (ETF) companies. This is a shame considering the opportunity—and the significant internal discussion and review that precedes an asset manager’s establishment of a YouTube channel and the effort invested in producing video content.
When was the last time you checked in on asset managers on YouTube? The following are a few notes from the time I spent over the last week. At the end of this post, you’ll find links to all the channels that I’m aware of. Subscribing to them is an easy way to keep up with the evolving state of the art. (If I’ve missed your company, please let me know and I’ll update the list.)
An AdvisorTweets.com Opportunity
Asked to provide just one reason asset managers should invest in social media, my answer would be “to better understand your clients and prospects.”
Two years ago my enthusiasm for what could be learned by listening to advisors who were increasingly visible online led me to develop and maintain AdvisorTweets.com. As a result of that work, I believe that I better understand advisors and what’s important to them, and hope other users of AdvisorTweets do, as well.
