Recently a client was quoted in a prominent trade publication for financial advisors, in an article focused squarely on a narrow topic perfectly aligned with the firm’s strategic objectives. The topic is controversial among advisors. On the whole, the journalist approached the topic with a great degree of skepticism, whereas our client had a strongly positive view. Still, it [...]
We’ve been both delighted and terrified to see more and more reporters respond to pitches with: “That’s a great idea! Do you have anyone with a diverse background who could talk about it?” “Delighted” because of the progress the question signifies. “Terrified” because diversity can be tough to navigate in the context of a client/agency relationship. The development itself [...]
Financial services firms know that consistently creating content is a highly effective way to build their brands, gain new audiences and improve their competitive positioning. But while some firms never seem to run out of ideas or subject-matter experts (SMEs) with new insight, others struggle to fill a content calendar. But if you’re a financial advisor — or a [...]
In the asset management world, investors generally don’t pay any attention to an investment strategy until it hits the three-year mark. Institutional investors and the consultants who serve them are particularly leery about strategies without an established track record. The same is true in in the advisor space, as Morningstar waits for a fund’s three-year anniversary before assigning a [...]
If your company is like most, the answer is probably both. Chances are that your website is missing some content that would help further your business objectives. At the same time, it also likely has some outdated, redundant or poor-quality content. The Opportunity Cost of Too Little Often people go to a company website with a goal in mind — [...]
By now, most financial services firms are aware of the marketing power of LinkedIn. Even if they don’t use social media platforms such as Twitter or Instagram, it’s rare to come across a firm that isn’t on the professional networking site. LinkedIn says its members are 2x more likely to seek financial advice on the platform and are [...]
Gone are the days when being active on social media is optional. Social media should be seen as an extension of a robust communications strategy; however, simply having a presence is not enough. Social media is an important place for firms to highlight media coverage, leverage thought leadership, reach new audiences and extend their brand’s reach. Social media is an extension of an overall communications plan. Just as it is important to have a consistent [...]
Positive media coverage has long been considered a powerful tool for the top of the marketing funnel. Bylined articles, profile stories, quotes or mentions in a respected publication can build brand awareness and position a company as a source of trusted information and insight. That’s even more true in today’s digital communications landscape, where the audience for any one article can expand exponentially via social media to far beyond the publication’s direct subscribers. What’s more, since “publication” is no longer limited to a single point in time, savvy companies can strategically use media coverage to add value and drive growth at every stage of [...]
By: Jody Lowe; Andy Azinger Duration: 29:31 What makes the Lowe Group stand out from generalist PR firms? A dedicated focus on the financial services industry. Jody Lowe, founder, president, and managing director of the Lowe Group, looks back over her 30+ year career and discusses what she's learned about financial PR and offers a few lessons you can apply. [...]
There’s an old chestnut, often attributed to Mark Twain, “Never pick a fight with a man who buys ink by the barrel.” Like most quotes ascribed to the mustachioed Nineteenth Century author, this one is likely apocryphal. Besides, the saying should probably be updated to “Never argue with anyone who gets more than a million unique monthly page views.” But no matter who said [...]
