ETF marketers don’t get the luxury of a soft launch.
The moment a product hits the market, there’s pressure to attract flows, fight for attention, and fend off skepticism. On Episode 6 of Marketing Matchup, Erica Allaby (EMQQ Global) and Claire Du Plessis (Tidal) lay out what it really takes to make ETF marketing work.
Know Your Investor Before You Touch the Ticker
New issuers often start with an idea and a product strategy, then try to figure out who it’s for. Du Plessis encourages the opposite approach. She grounds her strategy by asking: Who is this for? What problem does it solve? Without clear answers, the rest of the marketing stack won’t matter. Allaby echoes that point from the issuer side. Whether you’re targeting institutions or retail investors, you need conviction in the product and clarity on your buyer. “Sometimes it’s luck,” she admits. But luck favors the prepared.
The culture of the issuing firm also plays a role. Firms comfortable in the retail world may lean into splashier products and faster feedback cycles. Others are better suited for institutional conversations, slower but deeper. Get that cultural alignment right and the rest of your marketing will click.
Publicity Still Packs a Punch
Why is earned media such a staple in ETF marketing? Because it works.
Both Allaby and Du Plessis say PR is one of their most effective tools. For smaller firms, it’s a multiplier. It puts a face to the fund, elevates thought leaders, and builds trust with both retail investors and advisors. “It almost feels like a torture test,” Du Plessis says, because it forces issuers to face hard questions in public—something advisors appreciate. Allaby adds that consistent media appearances give marketers a direct line to investors in a crowded field.
Content Without Context Doesn’t Cut It
According to Du Plessis, the best marketing moments are high-quality, well-timed, and deeply relevant. Spray-and-pray digital strategies won’t get you noticed. But thoughtful campaigns break through when the message is clear, the problem is specific, and the audience is well-defined.
Allaby stresses the importance of staying ready, even when your fund’s theme isn’t in the spotlight. EMQQ keeps evergreen content in market so that when something newsworthy breaks, like a new tech boom or geopolitical shift, they can capitalize fast. “It’s so much less reactionary if you’ve already built the foundation,” she says.
Watch the latest episode of Marketing Matchup below, or find it on the podcasting platform of your choice!
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