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Category Archives: Search Engine Optimization (SEO)
Slow Site? Optimize—Or Forfeit Search Traffic
Have your repeated requests to speed up your Web site been falling on deaf ears? There’s a change in the works that might give you the argument you need for IT to move site optimization up to the top of the priority list.
Watch this video from Google on the global benefits of a faster Web and then let’s consider how their advocacy on this could affect the success of your firm’s digital marketing strategy.
2010 Predictions For Mutual Fund/ETF Digital Marketing
In addition to tracking marketing predictions (see our 2010 Marketing Predictions, Part 1 post for a round-up and see this article for 100 more), we’ve been keeping an eye on business predictions for 2010. And, the short version is that asset-gathering isn’t going to be any easier.
If you’re a mutual fund or exchange-traded fund (ETF) marketer, you can expect competition to heat up as your marketing counterparts do what they can to encourage investors to return to equity funds, evaluate their Roth IRA conversion prospects and use new, improved tools and expert advice for investment portfolio-building and re-building.
Multimedia Press Releases Tell Rich Stories, Raise Awareness
Two financial services companies issued multimedia press releases this week that are ready examples of how content assets can be used to tell rich stories, useful to the media as well as in advancing Marketing’s goal to raise awareness and drive Web site traffic.
Northwestern Mutual’s press release on survey results (“Young Americans Say They Need Millions to Retire”) and John Hancock’s promotion of its “Find The Answers” ad campaign and microsite can give mutual fund or exchange-traded fund (ETF) marketers ideas on how to think beyond the all-text, suboptimized, largely boilerplate press releases that do little for reporters and even less for profile-raising.
Mind The Keywords—’Unfortunate Market Anomaly’ Won’t Help Search Traffic Find You
Song selection. One of the maddening things about the American Idol competition is what consistently trips up the final 12. Their raw talent or personality gets them just so far but those who “go home early” fail to read the judges’ minds about the songs they should be singing.
Word selection. That’s the ground on which Web sites compete for search traffic. But unlike with the Idol wanna-bes, there’s no need to guess. There are ways to know which keywords drive traffic. The challenge for the leader of digital strategy at mutual fund, exchange-traded funds (ETFs) and other asset management companies is in persuading colleagues to use the more commonly used terms when they create content.
Video-sharers Have Puppy Love For SPDRs Commercial
It’s been fun this week watching the growing social media success of State Street Global Advisors‘s exchange-traded fund (ETF) marketing. A SPDRS commercial introduced in June is getting uploaded to YouTube, as well as to other video-sharing sites, and commenters love, love, LOVE “the video.” (Note how the commercial aspect shrinks when the message is sufficiently appealing.)
Reviewers like the dogs, they like the accompanying song so much they want to buy it…and guess what else? According to their comments, some say they might even give State Street a look.
And Now For Your Next Heroic Act: Visualizations
When we talk to clients/prospects about what they’re doing on the Web, the conversations focus on what more they could be doing. Of course, there’s always more to do, especially for those responsible for how mutual funds, exchange-traded funds (ETFs) and other investment products are marketed.
But we are always mindful of the range of work—development and strategy—that’s done, day in and day out by eBusiness, Internet Marketing, Interactive Marketing et al teams.
And now, here’s a picture of it.
A Stimulus For Your Search Engine Rankings: One Low-Cost ‘Tweak’ That Could Make A Difference
Across the country, businesses and individuals are focused on making their dollars go further. It’s an exercise that includes a forced examination of wasteful habits. Forgo that second coffee mid-morning, for example, and you’ll be saving a few dollars a day.
In that spirit, we have a suggestion for managements of mutual fund, ETF, broker-dealer and other investment-related marketing teams: stop using “Click here” as your anchor text.
A Belated Valentine For 10 Sites You Could Learn To Love
Work and some recreation kept me from posting this in time for St. Valentine’s Day. Hate when life keeps me from the computer. Without further delay, the sites I love and think you will, too:
1. Quantcast.com
Quantcast is a free service established for marketers, agencies and publishers to serve as a basis for media planning. If you’re buying online ads, you may already be familiar with its data about media sites.
Fresh Ways To Explain the Financial Crisis
My first job at a mutual fund company was at Kemper Funds, a few years before the commercial development of the Internet (and my dearly beloved Kemper.com). At that time, competitive intelligence in our shareholder communications group took the form of quarterly meetings scheduled once we’d collected enough shareholder newsletters of our competitors. The purpose: To review what our competitors were doing and to borrow from the best ideas.
Keyword Density Checker Does Double Duty as Reality Checker
It was published years ago, but the book How to Read a Person Like a Book and underlying concept of body language has found a home in at least one high school I know of. What’s being taught is that nonverbal cues can be a shortcut in understanding a person’s motivation. At least that’s what I assumed until my niece Meg corrected me. “No, I told you about that when I was taking Speech class. We studied it as a way to communicate to an audience,” said Meg, who always knows better—and in this case her explanation fits better, too.
