Five ways to dramatically improve your web copy
An interesting thing happens the deeper you get into writing web copy – you start to realize just how different it is from writing text for brochures, whitepapers and other printed materials.
Although there are entire books written on the topic, we want to share five tips that you can adopt immediately.
1. Keep homepage text simple
When visitors first visit your page, they’re probably not looking for your corporate history, founding principles or executive bios. Instead, they’re most likely looking for a specific piece of information about your products or services. So, avoid long mission statements on your homepage and keep the text simple, with short descriptions and clear calls to action.
2. Ignore that old “three-click rule”
There was a time when people thought every bit of information posted on a website had to be three clicks or less away. Improved web writing and design have made that rule a thing of the past. People are willing to click far more than three times to find the info they want, provided there are clear pathways to help them locate it. The key to a great user experience is providing an organized, easy-to-navigate website.
3. Break up blocks of text
Readers tend to just skip over lengthy blocks of text. So, if you have important information buried deep within a large paragraph, you can assume that it may not be read. Instead, make your web text easy to scan by breaking it up using subheads, bullets and numbered lists.
4. Be gender neutral
There’s no need to write “he or she,” or a derivative of the he/she structure. The use of “they” is also now accepted by the Merriam-Webster Dictionary as a valid singular, gender-neutral pronoun. Better yet, wherever possible, use “you.” Not only do you speak directly to your audience when you write “you,” but you convey that your copy is gender neutral.
5. Does it have to be copy?
Always consider whether the copy on your website could be better presented visually. Videos, infographics and images tend to garner higher engagement than text alone. Plus, according to Smart Bird Social, visual content is 40 times more likely to get shared on social media than other types of content.
Got any more web writing tips? We invite you to share them with us on Twitter and LinkedIn.
Looking for support with web writing or online marketing? Ext. has the expertise you need. Contact us today at 1.844.243.1830 or info@ext-marketing.com.
Don’t let your marketing take a summer vacation
Have you started planning your summer marketing campaign? If not, time is running out.
Banking and investing used to slow down in the summer, but times have changed. Savers, investors and borrowers don’t just stop dealing with financial issues for two months. Their phones are always within reach, and they check on how their finances are doing. We know because we all do too.
In our digitally connected world, it’s dangerous to disappear over the summer. Your clients and prospects keep living and experiencing challenges; you have to move with them, so they don’t move away from you.
Here are a few ideas on why (and how) you should run a summer campaign.
1. Our digitally connected world never sleeps
The traditional seasons of investing, such as retirement savings season, are fading as we move into a 24/7/365 world in financial services. Contribution deadlines are still important, but investors are becoming more sophisticated and understand the value of investing year-round. Summer months, which were once thought of as times to disengage, have grown into a time when people now actively check their social media platforms for updates, meaning they are now great times to market to clients and prospects.
But engaging investors in the summer requires a different approach. Investors may be more likely to be away from their desks, but they’re always online. As such, consider mobile-first campaigns. Catch them when they’re out and about and taking a quick look at their phones.
2. Planning conversations happen during the summer
When people are enjoying the late evening on their deck or dock, they tend to slip into conversations about the future. And financial issues are definitely top of mind.
At the risk of repeating ourselves: people do not take two-month vacations from their finances. They may go away for a week or two. That’s why we think you should plan to run a marketing campaign for most of the summer. This will help you grab the attention of as many people as possible.
3. Keep it light, like a sunny day
People might have more headspace to talk about their plans during the summer, but you have to read the room. Don’t hit people with messages that are overly challenging. You want to make them feel easy, even fun.
The good news here: creating an engaging campaign will be more fun for you too! Choose a topic that lends itself well to positive, life-focused messages, and could spur many other wealth planning conversations.
While we hope you enjoy some downtime this summer, make sure that your marketing efforts don’t!
Start planning your summer campaign today! Contact us at 1.844.243.1830 or info@ext-marketing.com.
Microcontent: what it is and how it can help your marketing
Microcontent hasn’t really found its legs in the financial services industry. We think that’s going to change.
Microcontent is primarily visual content distributed on media such as a blog, Facebook or LinkedIn to bolster your content efforts and draw your audience’s attention toward a more robust piece of content. These may include in-depth whitepapers, infographics or a new video on your website.
What sets microcontent apart from other types of content? It’s short, “snackable” and relatively cheap to produce.
What’s microcontent?
While this isn’t a complete list, the key types of microcontent include:
- Charts
- Diagrams
- Facts and figures
- GIFs
- Graphics
- Illustrations
- Images
- Quotes
- Tips
What’s best for financial services?
Financial services marketers tend to use charts, graphs and tables in their materials. But these tools are used a lot, and your content may lose its impact among the vast amount of charts, graphs and tables that are already out there.
It’s good to look beyond these forms of microcontent when you can. Some types of microcontent that we think are ideal for the financial services industry include:
- Images are a great way to capture your audience’s attention (think about taking elements from larger, more detailed infographics)
- Quotes are always eye-catching. If you use quotes, don’t forget to use compelling and complementary images or graphic designs to draw more attention to them
- Tips that help people excel at their job and life will always be near the top of the sharable content list
From a production standpoint, the best thing about microcontent is that it’s relatively quick to produce, so you can experiment a little more than you would with lengthier or more costly content. This can be a huge benefit for content teams that are stretched to the limit.
If you want to boost your marketing efforts, this is the perfect time to start producing microcontent. Contact us today at 1.844.243.1830 or info@ext-marketing.com to learn how.
Championing leadership, gender equality and creativity
To celebrate International Women’s Day, we sat down with Jillian Bannister, CEO and cofounder of Ext. Marketing, to talk about the forces that shaped her as a woman in the c-suite and how she strives to create a culture where all genders can thrive, produce their most creative work and achieve outstanding outcomes for clients.
In conversation with Jillian Bannister
What inspired you to be an entrepreneur?
I always knew I wanted to be a business owner. I love the idea of building something from scratch and growing and scaling it. I love a good challenge. I find it fun to face and solve issues and to partner with smart, interesting people while doing so. My morning game of Wordle with my first cup of coffee is just a warm-up.
What was your catalyst for starting Ext. Marketing?
I spent many years working and ‘growing up’ on the client side – helping large financial brands devise their marketing strategies. As part of that experience, I worked with numerous agencies as vendors, but found the process to be challenging and tedious because most agencies were generalists in nature and they weren’t fluent in financial products, players or the regulatory environment. This resulted in a heavier lift for me. When I was introduced to Ext.’s co-founder Richard Heft, we recognized a significant gap in the market: a marketing firm specializing in financial services marketing. Over 13 years ago, we joined forces to tackle this white space – and never looked back. Today, we serve the full financial services marketing ecosystem – from newly launched hedge funds to globally diversified asset management platforms.
When did you realize there was gender bias and how did you try to solve it?
I always admired women in leadership positions when I was growing up. I was riveted when listening to stories of my parents’ friends talking about their work experiences working in the ’60s, ’70s and ’80s. These working women had every obstacle thrown at them: condescending treatment from colleagues; pay inequity; juggling home and work. I always admired them for pushing through and not letting those obstacles stop them from achieving their goals. They were resilient, resourceful and had a good sense of humor along the way. These earlier generations paved the way for women of my generation to have a better work experience – and I am grateful for that. But we still have a lot of work to do. I try to solve inequality by elevating the women and men in my organization – giving them opportunities to learn and grow in an environment where the quality of their work speaks louder than their gender. Today, our team is 45% male and 55% female – so a relatively balanced split. And I’m proud to share that we have seven women in leadership roles (Director and above). Women’s voices and ideas drive a lot of the results! But at the end of the day, it’s a collaborative effort, and everyone can contribute to the next big idea, and the next success.
Have you seen any trends in how your clients’ conversations about gender are changing?
Our clients – large asset managers and alternative managers alike – are embracing Diversity, Equity and Inclusion (DEI) as well as Environmental, Social and Governance (ESG) issues. They have realized how additive inclusion can be, and the value in building teams with many perspectives versus a single view.
Today, gender is a totally different conversation, with many nuances. As an employer, it’s important to be open and proactive to secure the best talent, and that means maintaining an open mind and fostering an inclusive, equitable workplace.
Why is diversity important at Ext.? What role do you play as a leader?
My role as CEO is to build an environment, an ideal space, where creativity and collaboration can thrive. The more perspectives at the table, the better. I firmly believe that diversity leads to better solutions. The merit and the caliber of a person’s work and thinking should stand on their own. When you make quality and collaboration the priorities, you arrive at the best solutions that can drive outcomes for clients. And that simple equation has been key to unlocking success and growth at Ext.
What is your philosophy toward leading?
I believe in leading by example, rolling up your sleeves, working alongside the team. My goal is to reduce any power/privilege imbalance between senior, seasoned team members and younger employees. I believe that true mentorship and learning can only take place when people are comfortable and set up for success.
The core pillars of our culture are Excellence, Collaboration and Working Smarter. If all three of these dimensions are in place, I believe every team member will be well served in their personal goals and Ext. will be well positioned to achieve its corporate goals.
Why is it important to achieve balance and how did COVID transform that?
The pandemic put a lot of pressure on workplaces across the world. But it also spurred positive changes in our workplaces and our families. We’ve realized that mental health and physical health need to be priorities if we want to succeed. More parents are sharing responsibility for parenting and maintaining their households. Colleagues are supporting each other if someone is off sick, or if they need a moment to help their kids with online learning. Getting through a common challenge like this requires flexibility and empathy. I think it’s made us better problem solvers – with a better understanding of the needs of others.
What role does good partnership play?
People often ask how Richard and I have maintained such a strong business partnership, given so many end in failure. I think we have been successful because we both came into the partnership with the attitude that failure was not an option. We also have very different skill sets and therefore complement each other. It’s very Ying and Yang. We’re aware of what the other person is good at and are honest about our strengths and weaknesses.
What is something people don’t know about you?
I wrote a book, Practically Divorced: A Woman’s Practical Guide to a Successful Divorce, inspired by my personal journey. I went through a challenging divorce and had to rebuild my life – all while caring for a newborn baby. During the process, I felt there was no practical guide that easily explained the system and how best to get through it. I hired a researcher, conducted a series of surveys, and synthesized the takeaways into a single, short guide. My goal was to empower women and give them the tools to go through this often-traumatic process and come out ahead. It was cathartic to write, but the best part was meeting all the amazing women along the way. I saw it as one way that I could contribute to the evolving dialogue – and help others to benefit from my lessons learned.
What habits/rituals contribute to your success?
Exercise – I am religious about it. I turn off my phone in the evenings and try to reduce screen time. Recharging is important to creativity. I am also adamant about booking vacations in two-week spans. I don’t think you start to disconnect until the end of the first week.
What one piece of advice would you give to a young woman starting out in her career?
Having a vision is very powerful. Once you determine that, you can work backwards and surround yourself with a network of people you trust and admire to achieve it. Sheryl Sandberg’s book Leaning In really resonated with me. Women are often taught to shy away from praise or recognition. But they shouldn’t be afraid to articulate and strive for what they want. It’s not always easy to own and make a game plan for your success, but it’s something important for young women starting out in their careers to do. It won’t always happen from day one, but persistence pays off.
What was the last book you read?
David Sedaris, The Best of Me. I literally laughed out loud every night. Laughter is so important and having a sense of humor is vital to solving problems, because it’s never a straight line to the solution.
Tell us about why philanthropy is important.
It’s appropriate that we’re talking on the eve of International Women’s Day. Giving back to the community has always been a priority for Richard and me. That’s why we decided to support a cause that my family has been involved in since I was a kid, Ernestine’s Women’s Shelter. For me, access and economic mobility are critical to a high-functioning economy. Women living in abusive situations have these two things – among many others – stripped away from them. Ext. is committed to helping Ernestine’s keep its doors open and end the cycle of violence against women – a challenge COVID has only amplified. Tackling gender bias can’t happen without ensuring women have achieved security at this most basic of levels. And this is a challenge we are proud to help solve.
Help us to elevate women
Connect with Jillian on LinkedIn to continue the conversation, or help Ext. in supporting the good work of Ernestine’s Women’s shelter.
Looking for innovative and creative ways to bring your marketing to the next level? Ext. has the expertise you need. Contact us today at 1.844.243.1830 or info@ext-marketing.com.
Five common misconceptions about SEO
Search engine optimization (SEO) is the practice of ensuring a website can be found by search engines (like Google). While it’s generally recognized as an important factor to consider when building a website, SEO is also one of the most misunderstood aspects of marketing.
One reason for the confusion is that SEO is constantly evolving. Google, which is responsible for 90% of web searches, regularly refines its search algorithm (the complex system it uses to evaluate and serve up web pages).[1] As a result, some of the early strategies that could be used to help improve SEO no longer apply, and new ones have taken their place.
With the rise of digital marketing, understanding which SEO strategies matter (and which don’t) is essential in ensuring your website can be found in today’s competitive landscape.
Here are five common misconceptions about SEO, and the related truths you need to know.
1. SEO is a technical exercise
While there are technical aspects of a website’s structure that can help search engines crawl and index web pages more effectively, SEO has more to do with content than technology. Google wants to serve up useful, relevant content, so the best thing you can do to improve your website’s search ranking is to invest in high-quality, useful content.[2]
2. It’s all about keywords
Integrating relevant keywords into web page content is essential for Google to be able to correctly recognize and categorize a specific web page. This includes ensuring they are included in the meta title that displays in browser tabs and search results, as well as the meta description that summarizes a page’s content in search results. While it used to be possible to boost a web page’s ranking by stuffing it full of a lot of keywords, Google has evolved to be able to recognize (and even potentially penalize) a website that includes keywords in an artificial manner. In October of 2019, Google released the “BERT” update, which uses natural language processing to understand and rank pages.[3] Using natural language has, therefore, become more important than ever before for SEO.
3. The more links you include the better
When it comes to SEO, it isn’t the links you insert but rather the inbound links back to your site from other websites that do the most to help boost your website’s ranking. Inserting links to other websites can be helpful in indicating to search engines that your content is useful and well researched. But Google tends to trust those websites that it sees reputable, high-traffic websites trust (meaning link back to). Content activation strategies that promote inbound links from trusted partner sites can be an effective way to improve SEO results
4. Social media has replaced SEO
Posting content on social media does not directly boost SEO, as Google does not count social links the same way it does inbound links from other trusted sites.[4] It can, however, indirectly impact SEO by increasing distribution and brand recognition. Rather than thinking of social media as a replacement for SEO, the two should be thought of as essential partners that work hand in hand.
5. SEO is a one-time exercise
SEO is an ongoing process. You can’t set it and forget it. Not only do you need to stay on top of Google’s ever-changing landscape, but you need to ensure your web content remains up to date. Users’ needs are constantly changing. Old content needs to be refreshed. New content needs to be developed. The key is to track site metrics to see how well your content is performing so you can gradually refine and improve your content strategy.
With Google reported to have over 200 ranking factors,[5] staying on top of SEO may seem like a daunting task. But the most important thing to keep in mind is that useful, well-written, authoritative content trumps all. Without quality content, your site is unlikely to rank highly on Google.
Looking for support in creating content optimized for search? Ext. has the expertise you need. Contact us today at 1.844.243.1830 or info@ext-marketing.com.
[1] https://sparktoro.com/blog/2018-search-market-share-myths-vs-realities-of-google
[2] https://www.searchenginepeople.com/blog/what-is-the-role-of-seo-in-digital-marketing
[3] https://www.brightedge.com/blog/google-bert-algorithm-update-what-is-it
[4] https://www.semrush.com/blog/social-media-seo
[5] https://blog.hubspot.com/marketing/google-ranking-algorithm-infographic
10 reasons why hedge funds need a great pitchbook
Whether you’re an established or emerging manager, a stellar pitchbook summarizes the most compelling reasons to invest in your fund, and forms the foundation of your sales and engagement strategy with stakeholders.
If you’re in the process of launching a fund or looking to revamp your marketing efforts, here are the biggest reasons why you need to create the best-possible pitchbook content and design.
1. Highlights the opportunity
Great pitchbooks clearly define the market areas your fund is focused on, support the opportunity through stats and figures and emphasize why now is the time to invest.
2. Sets your fund apart
There may be a long list of distinguishing factors, but honing in on the most appealing competitive advantages that your fund brings will enhance your pitch to investors.
3. Showcases the team
Investors want to see that there is relevant professional experience backing everything up. Effectively highlighting career accomplishments, expertise and high-level skills is essential.
4. Underscores your philosophy
Your overall process is driven by a distinct set of beliefs, otherwise known as an investment philosophy. This should be sharply outlined and served as the rationale for how you will succeed.
5. Breaks down the process
Piecing together all the vital components of the approach – e.g., sourcing, screening, investment selection, etc. – in a compelling investment process is critical to helping investors understand how you’ll generate returns.
6. Tells your origin story
Every hedge fund has a story. Whether it is founded upon a particular investment belief, driven by leadership’s illustrious skillset or represents a “meeting of advanced minds” – sharing this with investors will convey a strong foundation.
7. State your mission
Pitchbooks are a chance to succinctly communicate your commitment to investors and how you’ll consistently deliver results – through a concise mission or value statement.
8. Plug your culture
Perhaps it’s through collaboration, debate or proprietary research – sharing what makes your work environment unique and how you come up with great investment ideas is worthy of mention.
9. Emphasize your track record
If you have a solid track record, then sharing it is a given. Great pitchbooks isolate the most appealing aspects of performance history – through a creative design and persuasive content.
10. Call out potential
If you’re growing or launching your fund, you may not have a track record to share. But you can still call out performance from previous roles or professional accomplishments that directly lend to potential performance ahead.
If you would like to begin planning, writing and designing an amazing pitchbook, we can help. Contact us at 1.844.243.1830 or info@ext-marketing.com.
Inflation: a marketing opportunity or obstacle for asset managers?
Inflation is rising and the current surge may not abate anytime soon, which is something we haven’t seen much of since the 1970s. Asset managers have an opportunity to recalibrate their marketing strategies to this shifting economic landscape to help their firms not just survive, but thrive.
According to a recent Morgan Stanley survey, wealthy investors are starting to worry about their stock market holdings and finances at a level not seen since the second quarter of 2020, right after the COVID-19-related shutdown of the economy. This reduced optimism, paired with heightened price sensitivity among your clients, makes having a standout marketing strategy more important than ever. What does that look like today?
Foster trust through education
There’s a real opportunity in the asset management space to be up front about inflation in your messaging. Lead with education and put it into a context that makes sense for your clients. As you coach them on the impact of inflation, highlight the importance of putting cash to work to protect against savings erosion. Reiterate the power of diversification and the role of stocks and other asset classes as an inflation hedge. Also, educate and be transparent about the fees and costs associated with your products and services. Honesty and authenticity can go a long way in winning and retaining market share.
Amp up your brand
Periods of uncertainty are the perfect time to focus on brand building. Maintain the strength of your firm’s position by nurturing the emotional and rational story of your brand. Stay actively visible in your key markets and remember that your audience goes beyond your end clients. Consider how marketing connects with partners, suppliers, employees, colleagues and other engaged parties. Keep in mind that no previous period of prolonged inflation has had a digital ecosystem as widely accessible or advanced. You have countless opportunities to connect with your audiences and reinforce your value proposition.
Revisit your client segments
Given the psychology of inflation, your clients may feel different about their economic well-being. Even higher-income earners can be anxious that their health or employment circumstances will take a turn for the worse. Re-evaluating your existing client segments and conducting market research more regularly can help you identify new segments and their pain points. Having a keen understanding of your audiences and their motivations and preferences will help you develop products, fee structures and marketing strategies that effectively respond to their changing needs. Communicating to overcome client fears about inflation can be a way to combat their pessimism and compel them to keep investing. A/B testing (comparing two versions to determine which performs best) can be your friend in getting a closer read on what messages resonate best with them.
Spend smarter
While containing costs is always good practice, avoid making indiscriminate cuts from your marketing budget. Fine-tune your spending, focusing on creating efficiencies and accelerating activities that can generate future sales or build your brand. Digital tools can also help you defend against inflation by helping you manage costs, logistics and other overhead expenses associated with your marketing efforts. Arming your salesforce with clear scripts that address client concerns and are consistent with your revised marketing strategy can help them feel supported and motivated.
Seizing this time as an opportunity to win your clients’ appreciation will have a positive impact that can last long after inflation has receded.
Looking to ramp up your inflation marketing strategy? Ext. has the expertise you need. Contact us today at 1.844.243.1830 or info@ext-marketing.com.
Four ways to get the most out of your online marketing efforts
More consumers than ever are discovering brands, making purchases, and conducting banking and other financial services transactions online. It’s a trend that’s expected to continue. Statista reports global e-commerce sales are projected to reach US$5.4 trillion by the end of 2022 (up from US$4.28 trillion in 2020). So how can financial services marketers benefit from this move to digital?
Here are four strategies that can help you build more effective online marketing campaigns:
1. Ride a trending topic to help boost SEO
Search engine optimization (SEO) is the practice of increasing traffic to a website by strategically posting online content featuring keywords people are likely to be using in their searches. Keywords that are trending based on seasonality or timely news can be particularly effective.
In the lead-up to Valentine’s Day, for example, consider ways you can tie your offering to the occasion. If you’re a financial services provider, you might playfully post an article suggesting the most romantic gift you could give your significant other is a contribution to their retirement plan. The key is to make a compelling connection with text that isn’t misleading.
Looking for some big-picture trending topics to leverage in 2022? Check out themes CNET is predicting will shape 2022.
2. Provide interactive content
The Content Marketing Institute says 81% of the marketers surveyed for its Interactive Content report agreed that interactive content “grabs attention more effectively than static content” and 79% believe it “can have reusable value, resulting in repeat visitors and multiple exposures.”
Interactivity can make your content stand out and be more engaging. For example, posting an online mortgage calculator might help draw traffic to an online lender. Providing readers with a life-stage questionnaire or the option of selecting their life situation (e.g., owning a home, renting a home, employed, self-employed) might be an effective way for an insurance company to steer visitors to the appropriate products to meet their needs.
3. Engage with social
An incredible 4.55 billion people (more than half the world’s population) use social media, according to the Digital 2021 October Global Statshot Report. If you want to be where your audience is, you can’t ignore social – both organic and paid (see below).
Social media marketing leverages social media channels to promote your brand or service. Done effectively, it can increase brand awareness, drive leads and sales, and help you build ongoing relationships with your clients and prospects.
To create an effective social media strategy, Hootsuite recommends learning everything you can about your audience and your competition, creating a social media content calendar and tracking the performance of your posts so you can adjust your strategy to improve results.
4. Consider pay-per-click marketing
Pay-per-click (PPC) marketing involves paying to target specific audience groups with your messaging based on selected keywords. The cost is determined by the amount you bid and how much competition there is for that same space from other advertisers. You can pay to activate your content on social channels or at the top of search engines.
With PPC, you only pay when someone clicks on your link, so there’s no charge for all those who view your ad but aren’t motivated to follow through. You can also set a limit on how much you wish to spend, so you won’t become a victim of too much success! To learn more, read Four ways to get the most out of your pay-per-click strategy.
Looking for support with your online marketing? Ext. has the expertise you need. Contact us today at 1.844.243.1830 or info@ext-marketing.com.
Pandemic marketing lessons that are here to stay
We have learned many marketing lessons during the COVID-19 pandemic. Here are four key strategies that are likely to remain.
1. Social distancing … is the new norm
Work from home, shop from home, do pretty much everything from home. It is a pre-pandemic trend that accelerated dramatically during lockdowns. Are we all more introverted than we thought? Whatever the case, we’ve become more comfortable with digital life. Not only digital shopping but attending virtual meetings and online conferences, taking continuing education courses, working from home – you name it. Doing it online has become the new norm.
Clients have become accustomed to the time and location freedom provided by online transactions. So, keep developing tools that ease digital communication. Also, leverage customer relationship management (CRM) technology to obtain good digital intel on your contacts, as you may have fewer opportunities for in-person face time in the future.
2. Temperature checks … for your clients
We’re not talking about taking the temperature of your clients’ foreheads. We’re suggesting you take the “temperature” of your clients with surveys and conversations.
As business moves online, what you lose in face time you can more than make up for with “digital” time. By leveraging email, social media, webinars and virtual meetings, you can more efficiently manage your day.
You can survey clients formally via digital survey tools or informally during meetings by simply asking them what they want.
Surveys can address broad issues such as client satisfaction or target more specific areas of your business. It’s also valuable to capture information shared in informal conversations. These talks can sometimes bring nuance or a different answer than surveys alone. The insights you glean can help you develop an updated, or more highly refined, marketing strategy.
3. Clean and disinfect … your marketing strategy
To remain successful, marketing teams had to re-examine their marketing strategies in 2020 and 2021. While stressful and time consuming, most firms benefited from the changes. Some even reimagined or refined who they are.
Events weren’t cancelled, they went online. Print materials went digital. Digital became more interactive. Marketing teams became more selective about where, when and how they advertised.
Read more on B2B marketing trends.
4. Monitor your health … your marketing health that is
Going digital makes everything trackable. That’s not news. But it’s vital to embrace it like you will embrace your friends when lockdowns end.
Track data and use Google analytics to measure interest and key performance indicators. And then measure your success.
Having data at your fingertips will help you identify what’s working and what’s not, and adjust your plans accordingly. Most importantly, you can see when something is going right and lean into that success going forward.
Looking to take your marketing out of a creative lockdown? Ext. Marketing has the expertise you need. Contact us today at info@ext-marketing.com or 1.844.243.1830.
Why do I have to create key messaging?
Key messaging helps you articulate the core message you want to convey and hones your story, so your marketing is focused on the right story for the right audience. It also succinctly describes what it is about your firm that sets it apart from its peers, and ensures everyone in your organization is telling the same story.
This is especially important for financial services firms, which typically offer abstract or hard-to-explain products, operate in an industry that people find intimidating and face the unfortunate challenge of being perceived as overvalued.
Here are three reasons to create key messaging:
1. People don’t know what you do
While the above statement may not be entirely true, we think it’s good to act as though it is. “Distilling your story so it is short, authentic and memorable is key,” says Laurie Lupton, Ext.’s Vice President of Accounts and Client Strategy. “Understanding how you differentiate yourself from your competition is critical too.”
“We often work with incredibly talented people running successful businesses. Yet their websites and pitchbooks, for example, may not clearly tell their story. Key messaging describes what you do succinctly so your clients and prospects will understand what you do,” says Lupton.
2. People in your firm may describe what you do in different ways
If your business is being described to others in multiple ways, it can cause confusion and lost opportunities. After running many key messaging projects, Lupton says she’s no longer surprised when she hears a client say, “I’ve never thought of that before,” or “I wasn’t expecting that, but you’re right.”
As your business evolves over time, your marketing can become stale. What or who you were five years ago, might not be who you are today or what your business may evolve into in the future. “If you don’t know how to articulate what you do,” says Lupton, “how will anyone else understand it, let alone purchase your product or service?”
3. Marketing is easier once you complete your key messaging exercise
Your key messaging is the framework for all your marketing, from websites to brochures, pitchbooks and social media posts. If you’re ever in doubt about something you’ve written or designed, you can refer to your key messaging and ask yourself if you’re delivering on its promises. It acts as a “source of truth” to help you stay true to your brand and messaging.
To create effective key messaging, you need to confirm your goals, outline the framework you want to work in, interview key stakeholders and separate the wheat from the chaff (not everything you uncover will be useful). You then need to integrate the messaging across your marketing.
Looking for help with your key messaging?
Ext. Marketing has developed a framework we’ve refined over many years and projects. Our experience plays a crucial role in identifying gaps and drawing out the best insights for the future success of your firm.
Contact us today at info@ext-marketing.com or 1.844.243.1830 to learn how we can provide you with the support you need.
Cutting-edge social media trends to watch for in 2022
Marketing campaigns are no longer considered complete without a social media strategy. That’s because social media marketing works. According to a 2021 report from GWI, social media ads helped 28% of internet users discover new products and nearly half of internet users (49%) are likely to buy from brands they see advertising on social media. It can also help strengthen and maintain relationships with clients and prospects.
A challenge for marketers is that social media strategies are constantly evolving. Each year, new trends emerge that provide fresh opportunities to connect with clients. Here are three trends we’ll be following in 2022.
1. Social audio
Tweets are to blogs what social audio is to podcasts. In other words, social audio is the interactive, real-time, short-form version of podcasts. While there are differences across platforms, in general, social audio allows listeners to tune in to online conversations and actively participate in them.
Social audio took off in 2021 during the pandemic, as people spending more time on their screens found easy-to-digest sound bites they could both hear and respond to. Platforms currently dominating social audio include Clubhouse, Twitter Spaces and Facebook’s Live Audio Rooms – but analysts predict many more will emerge in the future. These platforms have the potential to allow companies to connect with audiences in a direct and intimate way through the spoken word.
Financial services marketers interested in getting in on the game may want to start identifying subject matter experts who are comfortable engaging in authentic conversations. They could provide tips on saving for retirement or children’s education, or discuss topics such as debt management or the value an advisor can provide. In general, social audio is about the human and real rather than the polished and perfect.
Beyond education, financial services companies can explore social audio opportunities to network, listen, raise brand awareness and leverage influencers.
2. Social commerce
Currently, most social media marketing links consumers back to a company’s website to make a purchase. Social commerce allows people to buy goods and services within the social media site itself, allowing them to move from discovery to purchase within one platform. But whether or not you sell products directly through e-commerce, it’s possible to take advantage of the growing popularity of social commerce to engage with clients and prospects.
Social commerce provides an opportunity to start conversations that could lead to offline purchases. A financial services company, for example, could post relevant livestreams regarding wealth building.
Social commerce is a rising trend, with a 2021 report by Sprout Social predicting that 87% of enterprises currently selling on social media expect to sell through social commerce within three years. Platforms include Shops on Facebook and Instagram and Twitter’s Shop Module (currently in development).
According to Smart Insights, people on social media are rarely there primarily to buy something and are more likely to make a smaller, less expensive purchase rather than a larger purchase. Also, keep in mind that the device consumers are using matters, too – Broadband Search reports that 80% of social media browsing happens on a smartphone.
3. The metaverse
Facebook staked its claim on the metaverse in 2021 when it introduced Meta as its overarching brand, but the concept has been attracting interest for years.
An article on USA Today describes the metaverse as “an online virtual world which incorporates augmented reality, virtual reality, 3D holographic avatars, video and other means of communication.”
Its “hyper-real alternative world” opens the door to many innovative marketing strategies that will enable e-commerce to become a more immersive experience. It will allow consumers to visit stores virtually, where they can try on clothes and test-drive cars. For financial services companies, it can mean the ability to offer financial planning meetings where advisors can virtually walk clients through interactive charts and three-dimensional visuals.
The pandemic has brought about a dramatic increase in online shopping and virtual client meetings – a change that is likely here to stay. So, while the metaverse might still be a work in progress, it is allowing forward-thinking marketers to start dreaming of innovative new ways to connect with audiences. At the speed technology is evolving, a mainstream metaverse isn’t far away.
Looking for social media marketing support? Ext. has the expertise you need. Contact us today at 1.844.243.1830 or info@ext-marketing.com.
Five New Year’s marketing resolutions you’ll want to keep
There are few times when we are as eager to set goals for ourselves as we are the start of a new year. Psychology Today suggests the key to sticking with your resolutions requires a shift in mindset. It’s not enough to set a goal; you also need to develop a thoughtful plan that considers how you might respond to potential pitfalls.
Resolutions that stretch your abilities are great, but they must be realistic. Having someone in your corner is vital. This support can help keep you motivated and offer fresh perspectives on how you can achieve your goal.
Here are five New Year’s marketing resolutions that’ll help you get better results:
1. Understand the why before diving in
When work is piling up, take a moment to reflect and wrap your head around the purpose and outcome you are hoping to achieve. It’s natural to develop new and exciting marketing ideas as you work through a project. As tempting as it may be to integrate those ideas into the work that’s already underway, consider saving those ideas for later. Not only will this help keep your current project on track and on budget, but it gives you an opportunity to build off the momentum of getting a successful project into market.
2. Adopt a storytelling mindset
Always keep in mind who your audience is and look for opportunities to incorporate storytelling into your marketing. It’s always better to “show” the value of your brand rather than “tell” people why it is so great. Marketing professor and bestselling author, Jonah Berger, puts it this way: “When people put their kids to sleep, nobody tells bedtime facts.”
3. Make white space your friend
You have so much thoughtful information to share with your audience that you feel compelled to put it all on the page. Resist this urge. Your audience will skip over copy-dense pages. Keep what’s most important. Lighter pages are easier to process, making it more likely they will retain your message.
4. The five-second rule
By some estimates, the average user spends no more than 5.59 seconds on a site’s written content and about 5.94 seconds on a site’s main image.1 The key to developing great website content is to say more with less. Make sure your readers can skim the page to find what they want quickly and easily – whether they are on desktop or mobile.
5. Test and learn
No matter how confident you may be that you have created an engaging marketing campaign, the only way to know for sure is to track results. Continuous testing and refining of your messaging can drive more leads. In the case of online content, consider A/B testing by splitting your audience into two (or more) groups and serve a different version of your campaign to each group. Once you determine which version is performing best, you focus on that one and pull the others down.
Just as the key to enjoying life is moderation, successful marketing requires a thoughtful and measured approach. Following these five resolutions can help create a better marketing experience and deliver incredible results.
Cheers to a healthy and prosperous 2022!
Looking for support in getting your message out in 2022? Ext. has the expertise you need. Contact us today at 1.844.243.1830 or info@ext-marketing.com.
1Laja, Peep, “10 useful findings about how people view websites,” CXL (Viewed on Dec. 30, 2021) https://cxl.com/blog/10-useful-findings-about-how-people-view-websites
Giving the gift of education with a 529 plan
What better gift can you give a young person than a contribution to their future education? It’s a simple message – but a powerful one. It was also one of the core themes of last month’s 529 Conference, attended by Ext.’s CEO, Jillian Bannister and Ira Berg, Ext.’s Managing Director, U.S.
The annual conference focuses on the ever-evolving 529 education savings plan market. The conference was a rich source of updates on recent U.S. federal legislative developments, along with insights and ideas on how to support the successful marketing of 529 and ABLE accounts (tax advantaged savings accounts for individuals with disabilities).
The discourse was of great interest to the Ext. team due to the marketing strategy and campaign work we help asset managers and advisors undertake with their 529s in the United States and RESPs in Canada. We came away with the following key insights.
Lingering misconceptions: an opportunity to educate
There are many misconceptions about 529 plans that marketers need to address. Many forget that 529s are not just for college – they’ve been adjusted to accommodate apprenticeship expenses and, since 2019 SECURE Act, was passed they can even be used to pay down student loans. The Tax Cuts for Jobs Act (TCJA) also paved the way for 529s to cover grades K through 12 tuition (in eligible states). Given the volume of change in recent years, we often advise our clients to consolidate a list of myths and dispel them. It’s an opportunity for investment professionals to showcase the flexibility of this education savings vehicle and how it can help meet diverse financial goals.
What’s new: 529s will no longer impact financial aid
In the past, one of the major concerns about 529 plans was the impact they had on whether a student could qualify for federal financial aid. But planned revisions to the Free Application for Federal Student Aid (FAFSA) are about to change that. SavingForCollege.com reports that as of the 2024-25 school year, applicants will no longer be required to disclose cash support (which is currently counted as untaxed student income). This is great news for contributors and a key issue that can be included when educating investors. Grandparents and others can now feel confident knowing the additional support they’re providing won’t detract from a student’s need-based financial aid package. This is another great educational opportunity as clients may wish to revise their strategy based on this important development.
Expanding market: 529 plan and ABLE account assets continue to rise
The 529 and ABLE plan markets represent a huge opportunity for the industry in terms of tax, financial and estate planning. Stats shared at the conference, as part of its 3Q 2021 529 and ABLE Market Sizing Highlights report, confirmed the ever-growing amount of money being drawn out of these plans to help fund education. The report says: “Estimated 529 savings plan net outflows were $3.9 billion in 3Q 2021 compared to net outflows of $3.6 billion in 3Q 2020 and $3.9 billion in 3Q 2019.” It also points out that there is a missed opportunity when it comes to ABLE accounts. Only $937 million was invested in ABLE accounts in 3Q 2021, yet the Centers for Disease Control reports that 61 million adults in the U.S. live with a disability. Learn more about the value of ABLE accounts.
Growing your business: 529s can be just the beginning
It may not seem like much but offering to manage a 529 plan on behalf of a parent or grandparent can be a great first step towards providing them with more holistic wealth management, including estate planning. Helping a young couple save for their new baby can be an opportunity to grow relationships and achieve stickier assets.
With the holiday season upon us and the new year fast approaching, now is a perfect time to promote the advantages of both these plans. Plus, explaining their tax advantages may open the door to a wider discussion on investing and life goals.
We can help you get an A+ on your 529 marketing
Looking for support in refining your 529 plan or RESP marketing? We have education savings strategies that can sustain your client conversations throughout the year. Contact us today at 1.844.243.1830 or info@ext-marketing.com.
Five things B2B content marketers are focusing on in 2022
The pandemic’s impact has reinforced the effectiveness of content marketing in helping to build brand awareness, generate trust and drive leads. In the last 12 months, 90% of respondents to the 12th Annual B2B Content Marketing Survey by Marketing Profs/Content Marketing Institute said they used short articles/posts for content marketing.
Two-thirds of the marketers surveyed said they expect their budgets to increase in 2022. So, where are their investment dollars going?
Here are the top five areas B2B content marketers are planning to focus on in 2022.
VIDEO CONTENT
69% of marketers
Videos can tell powerful stories to engage audiences. According to Wyzowl, 68% of consumers would rather watch a video than read something to learn about products or services. Quick tips: Include captions and shorter is better. Verizon Media reports 92% of consumers view videos in silent mode. And WeVideo Inc. says videos of 15 seconds or less have a 37% higher chance of being shared.
Events
61% of marketers
Digital, in-person and hybrid events can provide unique ways to connect. Digital events can increase your reach and provide on-demand viewing options. However, in-person events can generate anticipation and provide an exclusivity not easily duplicated on screen. In 2022, marketers are planning an increased mix of both. Of those surveyed, 52% expect their investment in in-person events to increase, while 39% say their spending for hybrid events will grow.
OWNED MEDIA ASSETS
57% of marketers
Posting content on your website and social media channels can help you engage with target audiences. Consumers are likely to react positively to objective, meaningful and educational content that is both informative and compelling. If you’re writing a guest blog for another platform, be sure to request a link back to your website to help boost traffic.
PAID MEDIA
55% of marketers
In 2022, mobile is expected to replace direct mail for the first time in the local marketplace. Mobile will become the top local paid media advertising platform, reports Forbes. Much of that paid advertising will promote posts on social media. Not surprising, as Hootsuite says marketers can reach more than 60% of all adults aged 13 and above outside of China using Facebook’s portfolio of platforms.
SOCIAL MEDIA MANAGEMENT
39% of marketers
Building a social media community can be a great way to nurture leads and receive candid feedback. The importance of engaging your audience on their preferred social media network accelerated last year. Encouraging employees to be proud of the company they work for and share corporate posts on their personal networks can also help build trust and promote brand awareness.
Looking for content marketing support? Ext. has the expertise you need. Contact us today at 1.844.243.1830 or info@ext-marketing.com.
Source: Stats from the 2022 B2B Content Marketing Report: Benchmarks, Budgets, and Trends and the Content Marketing Institute: B2B Content Marketing Insights for 2022
Support for those who need it most
Many of us already know that domestic violence against women has intensified since the outbreak of COVID-19 in early 2020. That is what makes this year’s United Nations International Day for the Elimination of Violence Against Women such an important event.
While the world is gradually making progress in stemming the spread of the pandemic, many families continue to struggle. The holiday season is a particularly challenging time for the most vulnerable members of our community – and a time when they need our help most.
Making a difference
As co-founders of Ext. Marketing, Jillian Bannister and Richard Heft planned from the very beginning to make helping those in need one of Ext.’s core tenets. And they could think of no better area of focus for their support than on helping women and children in difficult circumstances.
Having volunteered at Ernestine’s Women’s Shelter for many years alongside her mother, Jillian was well aware of the broad reach of domestic violence. “It comes in many shapes and sizes,” she says, “from psychological to physical, and it leaves an indelible, negative mark on society; perpetuating the cycle of abuse, unemployment and poverty.”
Changing lives
“It takes a lot of guts for women in situations of abuse to leave,” says Jillian. “And when they do, it’s often with little more than the clothes on their backs.”
Being a woman in business and financial services, Jillian felt that contributing to Ernestine’s was the perfect place to make a difference. “In addition to being a safe haven, Ernestine’s provides support programs for women to move forward with their lives,” says Jillian. “It provides counselling, a food bank, transitional housing and legal support to help them successfully rebuild their lives.”
Keeping the doors open
Angela Mazza, Manager of Development and Engagement for Ernestine’s says, “Support from corporations such as Ext. has been essential, particularly during the pandemic when so many social services were cut back or put on hold. Those in our transitional housing and outreach program were especially vulnerable, as they were no longer able to come in person to our food bank. But thanks to the support of our sponsors and the Government of Ontario, we have been able to keep our doors open,” says Mazza. “We have also been able to deliver food boxes, diapers and other necessities to those we support in the community.”
Ext. is committed to helping Ernestine’s keep its doors open, as well as to helping end the cycle of violence against women and assisting those in need in rebuilding their lives.
How to help
Learn more about how you can make a difference by supporting Ernestine’s Women’s Shelter.
Get noticed on a budget: Key marketing strategies for fintech start-ups
The financial technology (“fintech”) industry has been growing at a breakneck pace. In such a competitive space, getting noticed as a start-up can be tricky. Here are three key ways to help you stand out from the crowd.
1. Define your value proposition
Think about it, write it down, revise it. Repeat. You understand what your company does and how it makes your clients’ lives easier, but can you distill all that down into a single, easy-to-understand sentence?
Putting the value proposition right into your tagline can help potential clients understand what you do immediately. For example, Wealthsimple uses, “Do money right: Powerful financial tools to help you grow and manage your money.” Shopify uses, “The platform commerce is built on.”
A strong pitch serves as the entrée for a longer, more detailed conversation about the benefits of your products and services. It ensures that when potential customers think of your company, they will have a clear idea of the often-complex nature of your work.
Another benefit? Your employees will better understand the vision and focus of the company, which will help them conduct business activities from sales to recruitment to investor relations.
2. Identify your key audiences
Fintech is not a one-size-fits-all proposition. Customers will have different goals and present distinct challenges to achieving those goals. This can be a benefit to you as a marketer. It allows you to zero in on those individuals or companies with problems that your products are well positioned to solve.
Identifying your key audiences should be an ongoing process. You can take advantage of digital tools to find out who has been visiting your website, reading your LinkedIn posts and leaving comments.
Once those key audiences are identified, you need to determine the best ways to reach them, be it through owned media (your website, blog, social media posts), earned media (where you inspire others to share your posts) or bought media (purchased ad space or advertorial content). Each channel has unique benefits and costs, but all can be useful in getting your message out to the right people.
3. Leverage social media
Maintain a strong website and social media presence, and create blog posts to share your current thinking or research. Leverage your technology advantage. Industry-specific and tech-savvy mainstream media are hungry for stories about technology. By making them aware of what you’re doing, your offering may become a future headline.
With the growing importance of social media (such as LinkedIn) and community-specific forums (such as Reddit), the concept of engagement has evolved. While generating sales is still your goal, it’s also important to engage customers by building a community around your industry, your products and the people who use them.
Sharing great ideas or expertise via social media is a cost-effective way to introduce your company to new customers and maintain relationships with existing customers. Your posts will more likely be shared if they are thoughtful, timely and relevant to issues your potential clients are facing.
Also, the more you engage with prospects and customers, the more you will learn about them and the better you will be positioned to serve their fintech needs. Looking for marketing support in launching your fintech company?
Ext. has the expertise you need. Contact us today at 1.844.243.1830 or info@ext-marketing.com.
Your virtual meeting playbook
Virtual meetings are becoming the new norm. These best practices will help you run great meetings from anywhere, while leaving your clients with a positive impression.
Look your best
- Get ready for your close-up. Position your camera so that it’s just above your head. If you are using a laptop, put it on a stack of books.
- Light ’em up. Avoid being backlit as your face will be shadowed, and put a lamp slightly behind your screen.
- Dress for success. If you wouldn’t wear it in a client’s living room, don’t wear it now.
- Buy a better camera. The cameras on older computers generate a grainy image. Given that you may be conducting many virtual meetings from now on, an upgrade may be a smart investment.
- Let the sheet shine. A simple piece of white paper placed on the desk between you and your camera will improve your lighting and enhance the video. Give it a try – you’ll be surprised.
Meet better
- Clean your room. If you’re working from home, clean up the room behind you. Having nice art and/or bookshelves behind you is always a good choice.
- Share your screen. Augment your message with sharply designed slides. These will help focus your client’s attention, plus they give you a break from being on camera for an entire meeting.
- Don’t avert your eyes. Eyes tend to drift off-screen, especially when people are speaking off the cuff. You can better hold people’s attention by keeping your eyes on the camera or on the faces of the people you are meeting with.
- Questions, so many questions. Set aside more time than usual for questions – your clients will likely have lots of those. And they will appreciate you addressing their concerns over a medium that they might not be all that comfortable with yet.
- Mind the gap. Leave 30 minutes between meetings to ensure you don’t get backed up. While this might result in a less productive day, you can justify it knowing your clients are getting the extra attention they deserve.
Contact us today at 1.844.243.1830 or info@ext-marketing.com for any of your marketing questions.
Three tips for building a more compelling pitchbook
In our role as financial services marketers, we see our fair share of pitchbooks. While some come to us fully formed, the majority aren’t formulated in a way that will drive success with investors.
Investors are looking beyond performance data. They want to see that you are using next-gen data to support your investment process and attracting and retaining top talent. When it comes to investment funds, they are increasingly looking to see if a company has an ESG policy. They are also looking for funds that bring something new to the table, although getting this message across to investors can be challenging.
More than three-quarters of asset managers feel their messages were differentiated from their peers, but only 21% of consultants believe that managers’ messages varied, reports the Institutional Investor.
1. Avoid information overload
Trying to fit too much copy onto a single slide is a common mistake. While telling a detailed story might seem like the best way to fully communicate a point, too many words and stats on a page will obscure your message and confuse your audience. How you describe your strategies in writing can influence investors’ opinions.
One study found that managers that demonstrated a well-rounded vocabulary were viewed as being more intelligent and trustworthy. The study adds that investors could regard confusing sentences and poor syntax as a sign that managers have something to hide. The more text a reader must comb through, the harder it is to appreciate your value proposition.
Quick wins:
- Less is more. Highlight the benefits of your offering in fewer words by focusing your content, writing in an active voice, adopting a more direct tone and, where possible, using bullets.
- Keep it simple. Each slide should have no more than one to two key messages and should focus on the main benefits.
- Punch up headlines. Use compelling headlines to summarize slides and guide readers through your story.
- Use attention-grabbing graphics. Imagery helps investors conceptualize points and helps reduce text.
2. Grab the reader’s attention
To pique the interest of potential investors, a pitchbook must tell a concise and compelling story.
The information needs to be organized logically and address the most common questions investors would have about the opportunity.
Your pitchbook should lead with the most important aspects and the rest of the presentation should be structured accordingly. This approach helps readers promptly grasp the essentials – the who, what, when, where, why and how – and digest the following pages with ease.
Quick wins:
- Choose your words carefully. Telling a succinct story is an art. Distilling your core messages down into a compelling executive summary takes time, but it’s well worth the effort.
- Time is of the essence. While you may have a lot to say, you don’t need to say it all at once. Provide a quick overview of who you are and what you do, and then sell that story in your meeting with investors.
- Sharpen your edge. Summarize your main competitive edge early on and order the rest of the pitchbook according to your key differentiators.
3. Speak to your audience
A golden rule of marketing is that you should always communicate with your audience’s interests in mind. Building your pitchbook is no different. You need to be aware of what will resonate most with prospective investors when crafting content.
Quick wins:
- Make it accessible. You understand your process, but never assume your reader does. Consider the level of sophistication needed to understand your strategy or the markets you’re targeting, as well as your audience’s expectations.
- Don’t talk down to investors. Individual investors may require more education to understand your story, but don’t make the content dense. They will respond better to punchy content, a conversational tone and simple to-the-point infographics to communicate important concepts.
- Steer them in the right direction. Institutional audiences require less in-depth explanations. However, even savvy investors often need help understanding the opportunity, especially if it’s not their area of expertise. They may respond better to a more formal and informational tone and appreciate intricate illustrations about your strategy and operation.
Contact us today at 416.925.1700, 1.844.243.1830 or info@ext-marketing.com for help creating a pitchbook that tells your story more effectively.
Marketing ETFs to investors goes beyond a battle of low fees
With thousands of ETFs to choose from, marketers need innovative strategies to stand out from the crowd.
The popularity of low-cost exchange-traded funds (ETFs) among both seasoned and novice investors continues to snowball.
BlackRock’s iShares, Vanguard ETFs and State Street’s SPDR (SPY) dominate the global ETF marketplace in terms of assets under management (AUM). iShares AUM was US$2,360.25 billion as of October 15, 2021.
Low fees have been one of the defining facets of ETFs, and it continues to be an important selling point. None of the top ETF fund providers shy away from promoting cost-effectiveness. And why should they? After all, investors love the low fees. Vanguard describes ETFs as “highly effective, affordable investments.” BlackRock says iShares are “easy and cost-effective.” State Street highlights “lower expense ratios.”
Even the newly launched bitcoin ETFs are trying to follow this model to carve out their own market share with lower and lower fee offerings, reports Bloomberg.
But in an increasingly competitive marketplace how can marketers help ETF entrants stand out from the crowd beyond their low fees? We looked to the “big three” for some clues.
Investment philosophy
For novice investors, making investment decisions can be daunting and complex. A recurring theme within the big three’s marketing materials is investor education. On its website, Vanguard presents the following four guiding principles to promote investment success:
- Think about goals
- Stay balanced
- Keep costs low
- Be disciplined
These four nuggets of advice reinforce the importance of crafting a crystal-clear message that invites investors to harness the power of the fund’s investment philosophy.
Resources
Sharing information based on feedback from investors is a great way to promote transparency. In a recent article Marketing ETFs in uncertain and volatile times, Alex Craddock, Global CMO of iShares, recommends posting informative content to reassure investors. Providing insight into a trending investment theme also helps engage your target audience and encourages them to follow you. iShares’ paper A sea change in global investing, for example, addresses investors’ concerns about climate risk and sustainable investing.
Font in focus
With mobile devices accounting for approximately half of digital traffic today, optimizing digital marketing for smartphones is vital. On its website, the iShares paper is posted with a large black font against a bright green background to evoke an energetic sense of confidence. The strong colour palette is instantly memorable.
The bold title fonts used on iShares’ website and in State Street’s ETF Education section are particularly effective for a smaller smartphone screen. Eye-catching statistics, like State Street launching the first U.S.-listed ETF in 1993, pop off the page.
Celebrity power
In a very different bid to get people to sit up and notice, State Street enlisted Hollywood actress Elizabeth Banks to create a video raising awareness about its ETF mid-cap assets. During an interview with Bloomberg, Matt Bartolini, Head of State Street’s SPDR Americas Research, said he wanted to get the message out to investors and clients in a “fun, digestible way.”
The right support
While all ETFs provide the promise of lower fees, offering the right support to help guide investors can be the most effective marketing tool. Marketers face the challenge of curating these resources into manageable bite-size pieces that can give scrolling investors pause for thought. In a hyper competitive marketplace, small tactics like ease of viewing on mobile, timely and transparent resources, and a clearly articulated investment philosophy can make a difference.
Looking for support in refining your ETF messaging? Ext. has the expertise you need. Contact us today at 1.844.243.1830 or info@ext-marketing.com.
ESG marketing about to face new scrutiny as SEC cracks down on greenwashing
Marketers love talking about ESG, but with regulators starting to examine investment managers’ policies, it’s more crucial than ever that claims align with reality.
ESG (an acronym for environmental, social and governance) investing is reshaping the investment industry, if not the entire world. And now, the U.S. Securities and Exchange Commission (SEC) is looking to reshape ESG.
Marketers are often called on to shape the messages that articulate ESG. What does it mean? Why does it matter? What do we do differently? Given the scope of the SEC’s approach, marketers’ work will be affected.
What’s happening – All eyes on ESG marketing messages
ESG issues such as climate change and diversity are driving everything from political agendas to corporate policies to your neighbours’ investment decisions. As such, many ESG investment products are coming to market.
Following in the footsteps of European regulators, the SEC is scrutinizing investment managers’ ESG claims. The SEC wants to know the standards that managers use to classify their ESG funds. The SEC is focused on the hype – and it wants to know if what marketers are saying is accurate.
Third parties are also reviewing managers’ claims. One recent study found that a number of climate-themed solutions are not living up to Paris Agreement goals for reducing greenhouse gas emissions. While this study was limited and may have had gaps in its analysis, for marketers the point is clear: the messages you take to market will be viewed by many different parties.
What this means for you – Accuracy and authenticity rule
Marketers should be aware of the potential perils when their messages do not align with the investment policy and process. ESG is a broad label. It’s important that regulators do not think marketers are using vagueness to mislead investors.
Disclosures: Must reflect what’s actually occurring within the strategy. If not, financial and reputational risks may develop.
ESG issues: Make them crystal clear. If your fund is aligned with the Paris Agreement, explain how. If it focuses on governance issues such as diversity on boards, provide details.
The good news is that marketers, and the firms they work for, are staying ahead of change. In fact, they are taking leadership roles. In Canada, a recent Canadian Securities Administrators (CSA) ESG-related roundtable discussed emerging issues in the ESG space. Enhancing ESG-related disclosure was at the top of the panel’s priorities.
In Europe, the Sustainable Finance Disclosure Regulation requires ESG funds to classify themselves according to a specific framework. While this type of requirement may be further down the road for North American funds, it’s time for marketers here to prepare for the future.
Marketers need to work closely with product specialists to build a deep familiarity with ESG investment processes. This collaboration will help identify the data needed to back up their marketing messages.
With those relationships in place and the data in hand, marketers can ensure their messages are accurate and authentic, which will further help their messages resonate in the market.
Learn more
- SEC Response to Climate and ESG Risks and Opportunities (U.S. SEC)
- Intro to Responsible Investing (RIA Canada)
- New ESG Regulation Out of Europe Redefines Investment Risk (TriplePundit)