In 2014, 180 new ETFs came to market – that’s about one every two days – and as of June, the ETF universe is now rolling about 1,800 products deep, according to ETF.com.
Suffice it to say, if you’re planning to launch an ETF, you have some steep competition in an ever-increasingly crowded marketplace. Make no mistake: it’s imperative that you have a well-crafted plan to attract both media and investor attention right out of the gate.
Without consciously collecting an arsenal of marketing collateral, story angles and critical information about the fund, your ETF’s launch could be yesterday’s news before it even happened. Here are the five things you should have in your toolbox before the opening bell rings on your new product.
- A website that is equipped for modern marketing. Do you have information about your ETF, its holdings, what it tracks (if applicable) and other relevant information on your website so curious media and potential investors can do their research? If the answer is no, you’re not ready to go to market.For both compliance and marketing reasons, creating a dedicated website to support your ETF – or group of ETFs – is essential. The website should be designed to showcase what is unique about the fund and where it fits in among other offerings. You need to crisply distinguish your new product versus the others out there.In addition, make sure you have analytics set up so you can closely track the traffic to see if page visits spike around the time of the launch. In today’s web-driven environment, this should be an automatic, but some fail to make use of the analytics tools at their disposal.
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