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Setting the right tone for a new year is critical to any brand seeking sustainable growth. Here are four things you can do to boost the effectiveness of your marketing campaigns and position your brand for long-term success.
After launching a new campaign, a common mistake brands make is pivoting before the campaign can truly begin to pay dividends. Flows may seem static for weeks or sometimes months after launching a campaign. But this is normal as it takes effort and time to drive conversions at scale. All prospects are different and so are their digital journeys. They may need to see your brand logo, hear about the product multiple times, and perhaps see the ticker referenced in media before they even research and consider your product.
Building brand awareness is a marathon, not a sprint. It requires multiple touchpoints and continuous effort over an extended period. At the same time, full-funnel marketing means giving every part of the funnel attention to set yourself up for ongoing success. It’s common to want to concentrate resources on lower funnel tactics as they can more easily tie to revenue. In the short term, this can help with boosting a few key metrics, but it comes at the cost of ignoring the rest of the funnel and harms your long-term success.
Time-tested awareness tactics, like display ads, have a place. Your campaigns should be built with all stages of the funnel in mind with tactics deployed in each stage - awareness, interest, consideration, and intent. Focusing on a well-rounded campaign will help generate long-term success and build consistent lower-funnel opportunities.
The world might be increasingly digital, but that has only increased the value of live events. Connecting with clients and prospects in person can be the differentiator in moving a prospect through your funnel and building brand loyalty.
An event that happens early in the year, like the Exchange Conference, gives you a chance to showcase your thought leaders and make real connections with advisors - both clients and prospects. Event sponsorships can fuel content for future marketing efforts. Aside from the live connections, they can also be leveraged to generate additional digital content. Write-ups, recaps, and deep dives about topics brought up at the event can provide quality content opportunities.
Studies also indicate that combining in-person events and digital efforts is more effective than digital marketing alone. Event activations can help reinforce your digital campaign messaging, bolstering brand awareness and consistency across mediums and platforms.
Once prospects are ready to convert, they’ve likely conducted their own research. With the right approach to data, including a good blend of first- and third-party data, you can get a picture of which prospects are ready to purchase, and which ones aren’t as progressed in their journey through the marketing funnel.
Optimizing the efforts of your sales team relies on quality data. For example, a prospect could be interacting with content, clicking through emails, and even doing research for similar products. If your sales team has the ability to see this information, then they can strike at an opportune time to make the conversion. But if this data is obscured from sales, they might not know how to best prioritize their reach out. Putting time and energy into leads that are actively on the cusp of making purchasing decisions instead of on cold calls can boost sales efficiency. The key is leveraging the right advisor data, prioritizing actions, and delivering the information directly to sales.
Some issuers are concerned about product saturation, fearing they should be conservative with new products. The ETF marketplace is indeed more crowded than ever. However, fear-mongering about the oversaturation of the ETF market has been a constant refrain. It happened when there were only 100 ETFs and when there were 1000. New products to solve investor problems will always have a place in the market. You shouldn’t pump the brakes on product development, you should be looking for the right partners to help create useful products that solve client problems.
The right partner is responsive and provides cost-effective services and solutions to your indexing needs. Your index should accurately capture the part of the market you are seeing opportunity. Additionally, your index partner should be able to rapidly backtest and come up with smart solutions and ideas. The right partner will not only help your design and build your product but also assist you through launch and as you scale.
Planning ahead is always useful, and there’s still time to set yourself up for success in 2025. VettaFi can help issuers on several fronts. The Exchange Conference is one of the most valuable financial advisor-centric events of the year and happens in March. VettaFi’s index factory can help you create new products or benchmark existing funds more efficiently. With a variety of digital marketing and data services, VettaFi can be a go-to, one-stop shop for issuers.
Setting the right tone for a new year is critical to any brand seeking sustainable growth. Here are four things you can do to boost the effectiveness of your marketing campaigns and position your brand for long-term success.
After launching a new campaign, a common mistake brands make is pivoting before the campaign can truly begin to pay dividends. Flows may seem static for weeks or sometimes months after launching a campaign. But this is normal as it takes effort and time to drive conversions at scale. All prospects are different and so are their digital journeys. They may need to see your brand logo, hear about the product multiple times, and perhaps see the ticker referenced in media before they even research and consider your product.
Building brand awareness is a marathon, not a sprint. It requires multiple touchpoints and continuous effort over an extended period. At the same time, full-funnel marketing means giving every part of the funnel attention to set yourself up for ongoing success. It’s common to want to concentrate resources on lower funnel tactics as they can more easily tie to revenue. In the short term, this can help with boosting a few key metrics, but it comes at the cost of ignoring the rest of the funnel and harms your long-term success.
Time-tested awareness tactics, like display ads, have a place. Your campaigns should be built with all stages of the funnel in mind with tactics deployed in each stage - awareness, interest, consideration, and intent. Focusing on a well-rounded campaign will help generate long-term success and build consistent lower-funnel opportunities.
The world might be increasingly digital, but that has only increased the value of live events. Connecting with clients and prospects in person can be the differentiator in moving a prospect through your funnel and building brand loyalty.
An event that happens early in the year, like the Exchange Conference, gives you a chance to showcase your thought leaders and make real connections with advisors - both clients and prospects. Event sponsorships can fuel content for future marketing efforts. Aside from the live connections, they can also be leveraged to generate additional digital content. Write-ups, recaps, and deep dives about topics brought up at the event can provide quality content opportunities.
Studies also indicate that combining in-person events and digital efforts is more effective than digital marketing alone. Event activations can help reinforce your digital campaign messaging, bolstering brand awareness and consistency across mediums and platforms.
Once prospects are ready to convert, they’ve likely conducted their own research. With the right approach to data, including a good blend of first- and third-party data, you can get a picture of which prospects are ready to purchase, and which ones aren’t as progressed in their journey through the marketing funnel.
Optimizing the efforts of your sales team relies on quality data. For example, a prospect could be interacting with content, clicking through emails, and even doing research for similar products. If your sales team has the ability to see this information, then they can strike at an opportune time to make the conversion. But if this data is obscured from sales, they might not know how to best prioritize their reach out. Putting time and energy into leads that are actively on the cusp of making purchasing decisions instead of on cold calls can boost sales efficiency. The key is leveraging the right advisor data, prioritizing actions, and delivering the information directly to sales.
Some issuers are concerned about product saturation, fearing they should be conservative with new products. The ETF marketplace is indeed more crowded than ever. However, fear-mongering about the oversaturation of the ETF market has been a constant refrain. It happened when there were only 100 ETFs and when there were 1000. New products to solve investor problems will always have a place in the market. You shouldn’t pump the brakes on product development, you should be looking for the right partners to help create useful products that solve client problems.
The right partner is responsive and provides cost-effective services and solutions to your indexing needs. Your index should accurately capture the part of the market you are seeing opportunity. Additionally, your index partner should be able to rapidly backtest and come up with smart solutions and ideas. The right partner will not only help your design and build your product but also assist you through launch and as you scale.
Planning ahead is always useful, and there’s still time to set yourself up for success in 2025. VettaFi can help issuers on several fronts. The Exchange Conference is one of the most valuable financial advisor-centric events of the year and happens in March. VettaFi’s index factory can help you create new products or benchmark existing funds more efficiently. With a variety of digital marketing and data services, VettaFi can be a go-to, one-stop shop for issuers.
