Case Study: Alexa Flash Briefing - Ritholtz Wealth Management Voice Marketing
In 2018 we began working with Ritholtz Wealth Management on a voice marketing strategy to get their foot in the door of the Alexa ecosystem. As trailblazers in blogging and social media in the finance and investing space, “Downtown” Josh Brown and the Ritholtz Mafia wanted to beat the crowd to voice, too.
"Downtown" Josh Brown (@reformedbroker) asks Emily about the voice marketing work she’s done for Ritholtz. Hear why Ritholtz is "kind of a big deal" when it comes to voice in the investing and finance space.
Barry Ritholtz and Josh Brown. Image credit: thereformedbroker.com
Top Flash Briefing about Stock Market History & Investing
Market Moment is an Alexa Flash Briefing we created with Ritholtz Wealth Management, a New York City RIA (Registered Investment Advisor) run by two of the most online-savvy and established advisors in the industry: Barry Ritholtz (Masters in Business podcast and Bloomberg columnist) and Josh Brown (The Reformed Broker). Josh and Barry wanted to be first and best in voice in the investing space - and now they are.
IN ITS FIRST MONTH IN 2018, MARKET MOMENT BECAME THE FASTEST GROWING BRIEFING IN THE ALEXA BUSINESS & FINANCE CATEGORY … ORGANICALLY ($0 MEDIA BUDGET).
Click to enable Market Moment on Alexa, then say, “Alexa, Flash Briefing”
Based on the popular “Today In Market History” tweets from @RitholtzWealth, Market Moment hosted by “Downtown” Josh Brown (@ReformedBroker) is a 5-star briefing packed with great information about business and the market.
The Ritholtz team has been a blast to work with. They’re hands-on, ahead of the curve, and excited to invest in voice branding.
Having vision in 2008 that social media would explode helped Josh and his team get millions of followers. They’re doing the same thing with voice. Check back in a couple years and see who in finance-related content marketing had the head start voice.
Tactics:
We took care to choose keywords, title, and description for Amazon SEO (search engine optimization). Through monitoring and tweaking these fields, we have been able to climb the rankings for our top search terms, including investing, stock market, and financial advice. For example:
Improving Alexa Skills store page rank (SEO):
After eight weeks, with $0 spent on promotion:
We improved from position #75 to #20 for "investing", a 73% improvement. I.e. we were #75 of total results and now we are #20, on page 2.
We improved from position #24 to #8 for "stock market" (and to #7 a week later, below):
Amazon SEO: Market Moment Flash Briefing climbed rankings in Alexa Skills store from #24 to #7 for keyword “stock market” in first nine weeks.
Phase 2: The Compound Show - Mini Podcast and Alexa Skill
In March 2019, we launched a first-of-its-kind custom voice skill and mini podcast about investing based on The Compound YouTube channel.
What if you could listen in on regular conversations between professionals working in money management today?
Josh Brown:
I invented the mini-podcast. All the financial industry and investment-oriented podcasts are an hour long or more. I think that’s because the person whose podcast it is feels bad about asking a guest to come on and then cutting them short. Some podcasts should be an hour – Patrick O’Shaugnhnessy interviewing Michael Mauboussin, for example, or Barry Ritholtz interviewing Ray Dalio, or Michael Kitces interviewing Ric Edelman.
But most podcasts are too long and not every guest has an hour-plus worth of stuff you want to hear. However, the format persists. I think it’s just something that’s become a tradition – to interview each guest for an hour and change – even though that’s not what the listener actually needs or wants from every conversation.
Click here to enable The Compound Show on Alexa then say, “Alexa, open The Compound Show!”