Asset Audits: What Are They, and How Can They Help Your Firm?
If you’re a growing firm, it’s very likely that your company’s approach to its materials, content, website, and messaging, has been a bit scattered and haphazard. As you’ve grown, you’ve seen the need for a website, and so you had one built. You then decided you should be sending out quarterly market commentaries, and so those pieces were tacked on somewhere in the website. Maybe you should be blogging regularly? You added a blog on to the website. In the midst of all of this you were busy—focused on running your business.
As your company continued to grow, it’s doubtful that you had the time to take a deep breath, sit back, and ponder what your marketing efforts really communicate: What are we seeking to portray in the content we produce? How do we want to be seen and understood in the competitive landscape? How are we coming across through our website, materials, and reports? Is everyone on the same page when it comes to messaging?
These are tough questions worthy of careful consideration, and best contemplated through fresh eyes or from a new perspective. In our view, one of the most useful tools at your disposal as you work through these questions is an asset audit.
An asset audit is a complete, thorough, top-to-bottom review of your company’s website, materials, messaging, and content. It’s possible (though difficult) to conduct such an effort in-house, but you’ll probably prefer the cold, dispassionate, unbiased eye of a third party to weigh in on marketing efforts or content pieces without the baggage of having produced any of it themselves. Asset audits are the answer to disparate initiatives and messaging that seem to have gained lives of their own. They provide an opportunity to really come together and take stock of what your company is saying to the world.
At the end of an asset audit, the auditor should have specific, actionable feedback on the content and messaging your company has produced, as well as how it can be improved or modified to highlight your firm’s core value propositions. When the auditing process is concluded, you should have a better idea of the varying effectiveness of the pieces of content you’ve produced, what messaging is redundant, and what is most evocative and powerful. A good asset audit will also take a close look at your company website—arguably the most publicly visible face of your company—and make suggestions when it comes to content, organization, and copy edits where necessary.
By bringing a third party into the process, you’ll also be taking some of the emotion out of the equation that is common when companies are really focusing on who they are and what they stand for. A competent asset auditor won’t be afraid to point out shortcomings or inadequacies in your marketing and content efforts, and will provide feedback even on tough questions that may require heading back to the drawing board for a new catch-phrase or slogan, or getting rid of a piece of content that doesn’t quite work.
The bottom line: if you’re struggling to get a handle on all of your messaging, marketing, and content efforts, and need someone to provide actionable feedback, an asset audit may be a good option.
Most Read IRIS Articles of the Week: March 19-23
Here’s a look at the Top 11 Most Viewed Articles of the Week on IRIS.xyz, March 19-23, 2018
Click the headline to read the full article. Enjoy!
Let’s pretend you are a US investor that wants to deploy some of your money overseas. You think international developed market stocks are attractive relative to US stocks, and you also think the US dollar will decline over the period you intend to hold your investment. — Chris Shuba
I had a chat with The Financial Times the other day, and provided lots of background as to why I don’t think cryptocurrencies are the choice of criminals. The comment that was reported was the following ... — Chris Skinner
During the tumultuous red and green gyrations of the capital markets this year have your clients anxiously called to ask: “What’s going on with my portfolio?” What do you do when the usually smooth ride in your luxury automobile becomes as bumpy as Mr. Toad’s Wild Ride in the Happiest Place on Earth? What does the average investor do? — Ted Parker
Inflation is a bad thing, right? It make things more expensive, right? For those of us of, let’s say, a certain vintage, we recall the runaway inflation of the late 1970’s and early 1980’s. So why does the Federal Reserve – in charge of managing the country’s currency and value thereof – actually try to create inflation? It’s called the inflation targeting and it matters to your money. — Bill Acheson
As you near your 60’s, your prime earning and saving years will transition into a period of time where you get to enjoy the “fruits of your labor,” a.k.a retirement. We call this segueing from accumulation to decumulation, the period when you will be drawing from your accumulated nest egg. — Dana Anspach
Exchange traded funds (ETFs) are popular vehicles for market participants looking to engage in thematic investing. Thematic investing looks to take advantage of future growth trends, including disruptive technologies. Given that forward-looking approach, stock-picking in the thematic universe is equally as hard, if not harder, than in traditional market segments. — Tom Lydon
It’s not enough for your salespeople to be product experts, they also need to be capable of having the kind of conversations that position them as business experts and even strategic resources. — Lisa Rose
Business growth doesn’t come from wishful thinking. As you know, it takes a lot of hard work. The growth of your business is not an option – it is a necessity. Coordinating the right mix of strategies to gain market share and improve client acquisition rates is essential to advance your firm in today’s economy. — Michelle Mosher
It’s undoubtedly true that investors’ financial security is no laughing matter, and this is reflected in the stolid, dour, reliable imagery and branding that is, by and large, the industry standard. This is hardly surprising—investors need to believe they’re placing their hard-earned money in the hands of experienced, trustworthy professionals. — Alexandra Levis
The number one question advisors ask when exploring a move to independence is how the economics compare to accepting a recruiting package from a major firm. It’s certainly a valid concern, because while the recruiting deals being offered by the wirehouses are down, it is still very possible for a top advisor to get a really attractive hard-to-pass-up offer. — Mindy Diamond
Municipal bonds might not be the first thing that comes to mind when you think of a sexy investment. They don’t typically command news headlines like the stock market or bitcoin. — Frank Holmes
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