Content marketing has proven to be an excellent method for attracting and retaining your audience. But, distributing your content without a marketing strategy is about as effective as bailing a sinking ship with a collander.
If Michael Jordan never played professionally but simply stuck to pick-up games in the park, would he still be considered one of the greatest basketball players of all time?
If you’re a sports fan, particularly the NFL, then you might recognize the line "They were who we thought they were" from Dennis Green who was coaching the Arizona Cardinals at the time. He said this famous line at a press conference after being defeated by the Chicago Bears in a disappointing fashion. If you are not familiar, watch the video for the rated-PG rant at the 30 second mark.
I am often reminded of the line when speaking with mutual fund managers and marketers when talking about their funds that have had some recent bumps and bruises in their performance.
Often times, it’s because a conservative manager can’t keep up when everything is going up or an aggressive manager underperforms even more than the market.
They often attribute sizable outflows to their poor relative performance and ask me for tips on how to deal with the situation. My answer is often a question, “Do your investors know that you are being who they thought you were?"
Shareholders can spot a tall tale!
Finally, the campaigning is over and we have a new President. Some investors are looking to you for guidance as to what it all means.
As we head into yet another new year, you’d think by now it would be widely accepted that sustainable investing does not negatively impact portfolio performance. However, the stigma sadly persists.
As 2016 closes and 2017 gets off and running, it is an important time for fund managers to be communicating frequently with clients and prospects. The first quarter of 2017 has the potential to put a great deal of money in motion. In addition to the traditional fund sources and flows noted below, many investors may seek to seize new opportunities in sectors likely to benefit from the Trump administration.
With so much money changing hands, it’s important to ensure the financial advisor community knows your positioning, where you believe you can make money for their clients in 2017 and how your track record stacks up.
I know you know what AUM, basis points, and ROI mean. You even know how to define ROI, P/E, yield curve, duration, and EBITA.