Mending the disconnect between PR and digital to better position your firm as a trusted advisor

For many marketers in asset management, the challenge is how to cut through the noise and successfully position their firms as a trusted voice within their chosen area of expertise.

Most will use traditional PR tactics alongside digital communications strategies in the battle to help build an asset manager’s brand; but these are usually seen as distinct activities working separately towards the same goal.

There is a customer journey that often starts with PR but does not progress seamlessly into the digital sphere, there is usually no continuity.

To drive the full benefits that PR and digital represent, these strategies need to work in partnership.

But how should this be approached?

We will showcase a practical approach to integrating PR and digital to amplify, reinforce and grow your firm’s brand and trusted advisor status.

We will cover:

- How to continue the journey from external media to owned channels
- The role that digital plays in amplifying your PR communication
- How digital and PR can work hand in hand to build your firm's brand

Transcript

1. liminalcomms.com ratiofs.com MENDING THE DISCONNECT BETWEEN PR AND DIGITAL TO BETTER POSITION YOUR FIRM AS A TRUSTED ADVISOR
2. liminalcomms.com ratiofs.com liminalcomms.com ratiofs.com WHO WE’VE HELPED(RATIO)
3. liminalcomms.com ratiofs.com WHO WE’VE HELPED
4. liminalcomms.com ratiofs.com liminalcomms.com ratiofs.com - How to continue the journey from external media outcomes to owned channels - The role that digital plays in amplifying your PR communication - How digital and PR can work hand in hand to build your firm's brand WHAT WE WILL EXPLORE TODAY
5. liminalcomms.com ratiofs.com PR & DIGITAL: WORLDS APART?
6. liminalcomms.com ratiofs.com liminalcomms.com ratiofs.com - Digital communications becoming more important - But traditional media far from dead or dying COMMUNICATION EVOLUTION
7. liminalcomms.com ratiofs.com liminalcomms.com ratiofs.com Very good at: - Building credibility - Reaching a broad audience Less good for: - Triggering action - Understanding customers PR FOR ASSET MANAGERS
8. liminalcomms.com ratiofs.com liminalcomms.com ratiofs.com - Continue the conversation - Provide consistent experiences - Build your own audience - Provide digital client intelligence - Nurture your audience over many months (and years) - Drive demand - Discover new sales opportunities - Position key content which reinforces your business priorities WHAT CAN DIGITAL DO THAT PRCAN'T
9. liminalcomms.com ratiofs.com liminalcomms.com ratiofs.com SIDE-BY-SIDE MARKETING GOALS POSITIONING & MESSAGING PR CAMPAIGN PR OUTCOMES CUSTOMER ENGAGEMENT CUSTOMER ONBOARDING DIGITAL CAMPAIGN DIGITAL OUTCOMES CUSTOMER ENGAGEMENT
10. liminalcomms.com ratiofs.com liminalcomms.com ratiofs.com A SINGLE CUSTOMER JOURNEY MARKETING GOALS POSITIONING & MESSAGING PR CAMPAIGN PR OUTCOMES DIGITAL CAMPAIGN DIGITAL OUTCOMES CUSTOMER ONBOARDING CUSTOMER JOURNEY
11. liminalcomms.com ratiofs.com THE MARKETING CHALLENGE
12. liminalcomms.com ratiofs.com DRIVING AWARENESS OF YOUR SERVICES IS HARD WORK BUT WHAT PERCENTAGE OF YOUR VISITORS ARE ACTIVELY RESEARCHING A NEW FIRM?
13. liminalcomms.com ratiofs.com WHAT PERCENTAGE OF YOUR AUDIENCE IS BEING PULLED INTO YOUR ENGAGEMENT ORBIT?
14. liminalcomms.com ratiofs.com THE ONE SIZE FITS ALL DIGITAL EXPERIENCE
15. liminalcomms.com ratiofs.com PUTTING IT INTO PRACTICE
16. liminalcomms.com ratiofs.com MOVING YOUR AUDIENCE FROM EARNED TO OWNED Earned media Owned media Own experience Image source - Smart Insights
17. liminalcomms.com ratiofs.com WE NEED TO TALK ABOUT REIMAGINING THE PR & DIGITAL EXPERIENCE
18. liminalcomms.com ratiofs.com 1. Continue the conversation 2.Provide consistent client experiences 3.Support relationship managers with client digital intelligence 4.Nurture and build relationships with clients 5. Position your firm as a trusted advisor KEY TRAITS TO FOCUS ON
19. liminalcomms.com ratiofs.com CLIENTS HAVE A STRONG RELATIONSHIP WITH THREE CHANNELS Digital - owned channels PR- earned media Offline client experience
20. liminalcomms.com ratiofs.com Source: Deloitte digital Experience from the client’s perspective is always more complex and crosses multiple channels
21. liminalcomms.com ratiofs.com WHY DOES THIS MATTER?
22. liminalcomms.com ratiofs.com 71% OF CONSUMERS WANT A CONSISTENT EXPERIENCE ACROSS ALL CHANNELS, BUT ONLY 29% SAY THAT THEY ACTUALLY GET IT. *GLADLY
23. liminalcomms.com ratiofs.com WHAT’S HOLDING YOU BACK?
24. liminalcomms.com ratiofs.com -Matching content journeys -Creating content that speaks to clients current challenges -Recognising and profiling clients interests as they interact with you -Aligning PR releases with owned digital channels -Creating similar nurture content to amplify your external reach
25. liminalcomms.com ratiofs.com -What are the the details which can be handed over to digital? -Publications -Speakers -Keyword tags -Topic -Key dates -Align content -Inform relationship managers ALIGN PR AND DIGITAL
26. liminalcomms.com ratiofs.com BUILD THE ENVIRONMENT TO NURTURE YOUR IDEAL AUDIENCE
27. liminalcomms.com ratiofs.com EVERY ONE’S NEED’S ARE DIFFERENT
28. liminalcomms.com ratiofs.com TRACKING AND PROFILING CLIENTS EACH CLIENT INTERACTION LET’S US KNOW SOMETHING ABOUT THEIR NEEDS AND INTERESTS
29. liminalcomms.com ratiofs.com EACH CUSTOMERS GOALS AND RESEARCH INTERESTS ARE VERY DIFFERENT GOALS AREAS OF RESEARCH I’m saving for retirement I’m saving to buy a home Looking to grow our family’s savings
30. liminalcomms.com ratiofs.com MANAGING CLIENT EXPERIENCES IS ABOUT LEVERAGING THE KNOWLEDGE YOU HOLD ON EACH CLIENT SINGLE CLIENT PROFILE CLIENT RELATIONSHIP MANAGER Client intelligence Deliver personalised content across the tools the client uses to consume information
31. liminalcomms.com ratiofs.com YOU’D BE SURPRISED BY THE DATA THAT YOU ARE COLLECTING - The client - Their name - The clients’s relationship manager - Track their website visits - Track content read - Campaigns engaged with - Their location - Their company name (if applicable)
32. liminalcomms.com ratiofs.com HOW TO WE SCALE THE OWNED DIGITAL EXPERIENCE? -Assess the marketing technologies which are in place and their capabilities -Explore KPIs which are aligned with improving the overall client experience
33. liminalcomms.com ratiofs.com -Provide Relationship Managers with live data on what clients are interested in at a given moment -Collect feedback from relationship managers on what is top of mind for clients and feed back into your PR, digital and content strategy FEEDBACK LOOP
34. liminalcomms.com ratiofs.com Julian Rea, Managing Director Liminal www.liminalcomms.com julian@liminalcomms.com GET IN TOUCH Mario Kyriacou, co-founder, Ratio:FS www.ratiofs.com mario@ratiofs.com