Are you committing these Seven Deadly Twitter Sins?

By: Deb Well
PAICR Board of Directors member
PAICR Member since 2006

Until now, asset managers have been slow to adopt Social Media. But more are finally jumping into the “social” waters, primarily via LinkedIn and Twitter.  But are they getting the most out of their efforts?

With more firms (and content) vying for eyeballs, making your social media presence relevant, meaningful, and impactful is more important than ever.  If your firm is committing any of these “Twitter Sins”, making a few changes (some simple) can likely upgrade engagement activity with your content.

SIN #1: LACK OF VISUALS

Numerous studies support the fact that you are more likely to get engagement on Twitter if you include a picture, video, or even emoticons with your text.  Yes, a few high-profile folks can get by on just their words – Bill Gross or Jeff Gundlach don’t need visuals.  But most of the content being shared by firms does not carry that weight.  So look at adding images – it could potentially boost your engagement by up to 200%!

SIN #2: NOT MOBILE OPTIMIZED

Over 50% of traffic on Twitter is mobile.  If the link you are sharing is to your site and it is not Mobile optimized – this is a big fail.

SIN #3: NOT TAILORING FOR TWITTER

How often have you seen this – a Tweet that shares the first sentence or so of a blog post, but is cut off mid-thought with a link to the post?  Likely, the person was using the automatic “share” function from their blogging platform, which generated the tweet when the post goes live. This can also lead to awkward cutoffs in the text shared.

Automation can dilute personalization.  Whether it is that blog auto-poster, or a social media management platform that posts the same content across different channels, you need to put in the effort to optimize your content for Twitter – or any specific social platform – to get the most out of it.

SIN #4: BAD TIMING

Do your tweets that go out every Monday at 9 a.m. perform poorly?  This is not a surprise. Everyone who does email marketing knows the importance of optimizing send time – and it is no different in the social realm.

There are plenty of studies about the best time to post for all the various social platforms. And don’t forget to review your own Twitter stats. Analyzing when your followers are engaging with your content should help you fine tune your tweet schedule to get the most out of it.

SIN #5: NOT TAGGING

So your portfolio manager is on CNBC today?  Did you remember to tag @CNBC in your post?  Or perhaps your analyst was quoted in a Wall Street Journal article.  Did you tag @WSJ?

Tagging relevant parties in your posts increases the visibility of your content and the likelihood that it will get re-shared.    Bottom line: strategic use of this function can be a big boost for your content.

SIN #6: NOT GETTING THE MOST OUT OF YOUR CONTENT

In following several asset managers’ Twitter feeds, I will often see that they use a couple of different versions of tweets to share their blog posts or other content. Which is great … BUT I see those shares on the same day…and then never again.

Given all the effort put into creating that content, one or two measly tweets on a given day is not getting the biggest bang for your buck! Yes, vary the visuals and blurbs, but tweet it today – and a couple of days from now – and maybe a week after that.  Space it out and recycle that great content!

SIN #7: BAD HASHTAGS

Tweets with Bad Hashtags aren’t just the ones #with #too #many #hashtags #to #read.  Bad hashtags are ones that are randomly placed and not well thought out.

Do your research. Go to sites like Hastagify or Keyhole to gain insights and get the most out of your hashtags. Or search your proposed hashtag to see if it is trending; if it isn’t it might be worth going back to the #drawingboard.

The takeaway: Twitter (and other social media platforms) can be a powerful tool to engage and expand your network and brand voice. To maximize your efforts, make sure you are avoiding these pitfalls, fine tuning your messages so that they achieve their greatest potential in reach and engagement.

 

Why Are Asset Managers Expanding Beyond Thought Leadership Video?

By: Stu Siegal
Executive Producer/Creative Director, VLCreative
PAICR Gold Sponsor – Videolink
www.vlcreativegroup.com

Video has become an essential marketing tool for asset managers of all sizes.  Its power to forge a personal connection with portfolio managers who have been entrusted with great responsibility is now widely accepted and utilized. The good news for financial services marketers is that many asset management firms now regularly create Thought Leadership video, and that’s being well received by its target audience.

It’s also the bad news.  Sort of.

Because the bar has been raised, asset management firms now find it challenging to cut through the rapidly growing clutter of thought leadership video. Static videos of portfolio managers (PMs) in conference rooms discussing their philosophies, strategies, and perspectives are still an effective tool in the video marketer’s toolkit, but they are no longer enough on their own. As more and more of these types of videos are published, they can very quickly start to look too similar to each other.

So, what are smart marketers in asset management starting to do?

They’re thinking visually. They’re utilizing story and character. And they’re focusing on presentation delivery and tone in ways that can help differentiate their brand and their talent.

We recently completed a series of asset management profile videos that are a great illustration of how to get creative, tell a story, and establish your brand as a thought leader. Here are the three steps we took to help the brand and its sub-advisors stand out.

  1. Find a Story – Stories have a unique power to move people emotionally and intellectually. The end-goal of thought leadership is to make your PM’s relatable and trustable. What stories can you tell that will accomplish this goal? To find them, we held conversations with the brands in this series to discover who they were as people, and what their interests were outside of work.  In addition to meeting some very interesting people, we followed a creative path that led to a series of thought leadership videos featuring PMs connecting their professional philosophies to their hobbies. These included surfing, archery, and enjoying fine wines.
  2. Think Visually – Surfing, archery, and wine each made for distinct visual metaphors for the abstract topics involved in asset management. They instantly made their brands stand out amongst their peers. And because they were all tied to the stories of the portfolio managers, they brought an added layer of authenticity to each video. They were also a refreshing break from the traditional talking head approach to video.
  3. Focus on Character – Successful asset management is built upon performance, but performance is driven by portfolio managers, analysts, and management teams.  By focusing on those individuals as real people, we were able to maximize the ability of the video to help investors connect to them.  That connection builds trust and confidence in the investment team, both key drivers of ROI.

Thought leadership video is and will continue to be a staple of video marketing in the asset management space. The forms that it takes, however, will continue to grow and evolve in step with the changes in the video marketing landscape. The brands that take a fresh look at the format and tell great stories about interesting people are the brands that will cut through the growing clutter and earn the visibility and interest that all content marketers seek. So, what’s your brand’s story?

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