LoweDown Blog
New to marketing ETFs? Download our guide
What’s different about ETF marketing? An article in the Financial Times last week painted one picture, citing a scene across the street from the ETF Exchange conference in Miami: financial advisors on board a luxury superyacht “drinking ETF-themed cocktails, helping themselves to prime rib and smoking cigars.” Most telling: the event was sponsored by (wait for it) Dimensional Fund Advisors! DFA, which the FT [...]
The investment industry stories we’ll remember from 2023
As the days count down to the end of 2023, we’re taking a quick random look back at some of the ongoing stories we’ll remember from the year. What would you add? We invite your comments below. A new co-worker. We all got a new co-worker this year as artificial intelligence capability in the form of ChatGPT and other tools swept through firms, with [...]
TikTok, not Google, is now the go-to for basic investment searches
Someday we'll think of these as simpler times—as in: “Remember when all we worried about was ranking in Google search?” It’s becoming apparent that if you’re an investment firm hoping to use content to meet people—younger information-seekers in particular—you may need a TikTok strategy (posting and then optimizing) to be in the mix for investment-related searches that take place on that platform. Less relevant [...]
Investment podcast directory update: now including shows on active management, millennial entrepreneurs, family offices
The good news: investing podcasts just keep coming. The better news: The Lowe Group’s Insider’s List of Investment Podcasts recommended for the investment industry (asset managers, financial advisors, professional investors and fintech) has just been updated with 10 more podcasts. This is the directory’s final update of the year, after being introduced in April and last updated in July. (See our criteria for inclusion [...]
Three ways not to sound salesy in educational content
Educational content should build trust with your audience—which in most cases is your clients and prospects. Clients want to hear from you, and interested prospects want to understand you … often before a first meeting. To build trust, you have to avoid sounding salesy. With blog posts, there’s an implicit contract between you and your readers that you won’t try to sell hard. If [...]