{"id":753,"date":"2020-08-24T09:48:03","date_gmt":"2020-08-24T09:48:03","guid":{"rendered":"https:\/\/arrocomm.com\/blog\/?p=753"},"modified":"2023-05-03T04:51:19","modified_gmt":"2023-05-03T04:51:19","slug":"how-to-conduct-an-annual-review-of-your-marketing-routine","status":"publish","type":"post","link":"https:\/\/arrocomm.com\/blog\/how-to-conduct-an-annual-review-of-your-marketing-routine\/","title":{"rendered":"How to Conduct an Annual Review of Your Marketing Routine"},"content":{"rendered":"

\"\"It feels like time is passing more strangely than ever during this pandemic. What day is it? Are we in August already? <\/em>Before you know it, another year has gone by with your marketing plan on autopilot\u2014are you sure you\u2019re allocating resources towards the right priorities? In other words, you might be overdue for an annual marketing routine review.<\/p>\n

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Look at the Big Picture<\/strong><\/p>\n

Before even diving into what\u2019s working and what isn\u2019t, it\u2019s important to take a giant step back and look at your company\u2019s goals from a holistic perspective. What products or services have you been focusing on in the previous year? What products or services will you be focusing on in the year to come? From there, it\u2019s crucial to identify your goals with those focus items. Are you seeking to reach new investors? Broaden awareness? Boost assets under management? At this stage, identifying the goal itself is the name of the game\u2014no need to move onto the methods you\u2019ll utilize to achieve your goals.<\/p>\n

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What\u2019s Working? What Isn\u2019t?<\/strong><\/p>\n

Once you\u2019ve identified your goals for the coming year, it\u2019s appropriate to take a hard look at your existing marketing materials and initiatives. Ask yourself: are we happy with how our current initiatives are performing? How do we feel about our existing marketing materials? Are they pulling their weight? Do we feel that they communicate the right information to the right target audience<\/a>(s)? It may be important to also take into account how you\u2019re measuring success. Is it the number of downloads of your whitepaper? The number of hits to your ETF homepage? Of course, fundamentally it may boil down to assets under management (AUM), but this is a poor criteria for evaluating marketing materials, because their efficaciousness cannot be easily tied directly to a boost or drop in AUM.<\/p>\n

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What tools do we need to accomplish our goals?<\/strong><\/p>\n

The tools you need to accomplish your marketing goals are dictated by your team\u2019s vision of success, as well as the target audience. If \u201csuccess\u201d means a broader general brand awareness among retail investors, then perhaps a social media outreach campaign with short, snackable animated videos might be a good place to start. If \u201csuccess\u201d means communicating more effectively with sophisticated investors, then your tools may include lengthier content and research pieces, whitepapers, and presentation decks for webinars that dive into the minutiae of the financial products in question.<\/p>\n

See our related article on 3 Ways ETF Issuers can Utilize Animated Videos<\/a><\/p>\n

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Ensure that your initiatives are working together<\/strong><\/p>\n

Your overall marketing plan is only effective if all the moving pieces are working together effectively. Your advertising campaign or content marketing should be targeting the right audiences for the content you\u2019re driving visitors to. Your content should be tailored to the overall goals of your marketing campaign, which means choosing the right formats, lengths, and complexity. At a higher level, there should be a profound consistency in messaging and design across all of your content and initiatives, so that prospective investors know what to expect when it comes to your brand, products, and services.<\/p>\n

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The Bottom Line<\/strong><\/p>\n

By taking an annual look under the hood at your financial marketing routine, you\u2019ll be aligning existing and new initiatives, while breaking out of the autopilot we often find ourselves in when we don\u2019t take a step back to re-examine our overall strategy. With a closer look and the space to contemplate overall goals, an annual review is the perfect opportunity to get your financial marketing routine back on track for the future.<\/p>\n","protected":false},"excerpt":{"rendered":"

It feels like time is passing more strangely than ever during this pandemic. What day is it? Are we in August already? Before you know it, another year has gone by with your marketing plan on autopilot\u2014are you sure you\u2019re allocating resources towards the right priorities? In other words, you might be overdue for an annual marketing routine review.     Look at the Big Picture Before even diving into what\u2019s working and what isn\u2019t, it\u2019s important to take a giant step back and look at your company\u2019s goals from a holistic perspective. What products or services have you been focusing on in the previous year? What products or services will you be focusing on in the year to come? From there, it\u2019s crucial to identify your goals with those focus items. Are you seeking to reach new investors? Broaden awareness? Boost assets under management? At this stage, identifying the goal itself is the name of the game\u2014no need to move onto the methods you\u2019ll utilize to achieve your goals.   What\u2019s Working? What Isn\u2019t? Once you\u2019ve identified your goals for the coming year, it\u2019s appropriate to take a hard look at your existing marketing materials and initiatives. Ask yourself:…<\/p>\n","protected":false},"author":4,"featured_media":754,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11],"tags":[28,22,44,2,3,37,4],"class_list":["post-753","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-advertising","tag-content-generation","tag-etfs","tag-finance","tag-marketing","tag-messaging","tag-strategy"],"acf":[],"_links":{"self":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/753","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/comments?post=753"}],"version-history":[{"count":5,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/753\/revisions"}],"predecessor-version":[{"id":930,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/753\/revisions\/930"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/media\/754"}],"wp:attachment":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/media?parent=753"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/categories?post=753"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/tags?post=753"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}