Launching an ETF can feel like being asked to control the weather—you're expected to drive flows in a crowded market where the journey breaks across platforms you can't fully see. In this capstone episode of The B.L.I.S.S. ETF Marketing Podcast: Going Beyond the Ticker, Mike Liwski delivers a 90-day execution manual designed to help issuer ETF CMOs and marketing teams earn belief before they ask for an allocation.
In This Episode, You Will Learn:
- Phase 1 — Days 1–14 (The Foundation): Focus on a "Page First" strategy, ensuring your above-the-fold content allows a serious buyer to understand, trust, and take the next step.
- Phase 2 — Days 15–45 (Momentum): Use search to capture validation intent, build credibility through PR, and create short-form educational video that makes the strategy repeatable.
- Phase 3 — Days 46–90 (Scale): Pick one primary reach channel for consistency while focusing on distribution enablement and a weekly feedback loop with wholesalers.
- One Spine, Three Cuts: How to adapt a single repeatable story for three distinct audiences—Advisors, HNW investors, and Self-Directed investors—without changing the underlying truth.
- The Belief Dashboard: A reporting framework that moves away from "closed-loop" fantasies to track document opens, ticker copies, and comparison behaviors.
The 90-Day Operating Idea
The goal of this system is to make your fund easier to buy, easier to hold, and easier for advisors to recommend without compliance headaches. By moving through these three phases, you earn the right to scale by first nailing the core components of the investor's path.
BLISS stands for Build Love Into Scalable Systems. This show is purpose-built ETF marketing that drives issuer growth, done humanly with clarity, trust, and honest measurement.
Brought to you by Zero Company Performance Marketing.
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