In a digital age where the financial communications landscape is rapidly evolving, the need for a profound understanding of strategic public relations and marketing has never been more critical. As we mark the 25th anniversary of Gateway Group, we delve into the milestones and strategic shifts that have characterized its journey from a specialized IR agency to a broad-spectrum financial communications firm.
Scott Liolios, President & Founder of Gateway Group
In this Q&A session with Scott Liolios, President & Founder of Gateway Group, we explore the challenges and innovations that have shaped Gateway’s approach, and how it continues to empower clients through a dynamic and ever-evolving media landscape. Join us as we discuss the integration of cutting-edge digital strategies and the future of investor relations in an increasingly interconnected world.
Why did you decide to transition from an IR agency to a broader financial PR and marketing firm? What was that process like?
Gateway’s beginning in 1999 was rooted in our commitment to having a profound understanding of our clients’ communication needs and a willingness to evolve alongside them. This adaptability has not only allowed us to establish enduring partnerships and deliver significant value but also to expand our reach to over 500 global companies. Our journey from strictly being an investor relations (IR) firm to a comprehensive financial communications and digital media advisory firm was driven by increasing demand from our clients and our willingness to proactively respond to industry changes.
Gateway’s process of building out a strategic public relations and digital media practice was methodical. Our strategy involved extensive market analysis to develop a team that thought strategically and was proficient in amplifying organizations’ narratives through earned media engagement, content production, and social media. This allowed us to assemble a team that not only possesses strategic acumen but also excels in the nuances of financial communications. Since initiating our PR practice in 2021, we have focused on fine-tuning this expertise and embracing cutting-edge communication practices. This ongoing effort underscores our commitment to innovation and our dedication to empowering our clients to effectively navigate and capitalize on the modern media landscape.
Overall, expanding into PR and digital media services was a logical step in our evolution, reflecting both the changing media environment and our commitment to providing our clients with the tools and strategies necessary to grow their brand presence.
It’s been interesting moving back to live events. What differences do you expect as you’re planning your conference this year? What changes will you need to make from your pre-pandemic events to ensure success?
We are thrilled to be able to bring the Gateway Conference back in 2024. Set against the backdrop of San Francisco’s Four Seasons Hotel from September 4th to 5th, we are conscious of the increasing interest for in-person events post-pandemic. The Gateway Conference has historically provided a pivotal platform for both public and private companies to share their narratives with new audiences, connecting growth-stage companies with a broad network of investors, analysts, and capital market specialists.
Recognizing the growing appetite for in-person conferences, we’re eager to connect institutional investors directly with top executives from leading companies. To facilitate these invaluable in-person interactions, our conference will feature over 300 investors and analysts, as well as 100 companies from sectors as varied as technology, cleantech, consumer goods, industrials, financial services, and healthcare.
Your new digital services have a focus on web development. What is the significance of that, and how are you advising clients to get their sites into better shape?
Our launch of Gateway’s web development offering is part of our broader Branding & Creative Services, that aims to elevate our clients’ stories beyond the traditional media landscape. Investor relations websites are a key component to being a public company. Beyond serving as the central information hub for prospective and current investors, IR sites can offer valuable information based on site traffic and other intent-based activities. Gateway’s offering supports clients through the entire branding journey, from initial brand ideation and creation to the development of materials for investor and analyst days, brand refreshes, advertisements, and the creation of both company and investor websites.
We firmly believe a clients’ website is the primary portal through which the essence of their company is communicated. It reflects the company’s mission and values and serves as a pivotal touchpoint for engaging with stakeholders. Since the inception of our B&C Services in 2023, we have placed significant emphasis on the strategic importance of website optimization. Our advice to clients’ centers on creating a website that not only facilitates easy navigation and showcases their products, services, and corporate ethos but also strategically enhances investor relations.
Overall, we guide our clients to not just meet but exceed the expectations of their site visitors, providing a robust platform for engagement and communication that aligns with their strategic goals. This approach is integral to building a strong online presence that supports sustained business growth and investor confidence.
How does Gateway see the integration of social media marketing strategies enhancing the effectiveness of traditional investor relations practices for its clients?
In recent years, we’ve recognized the transformative role of social media in today’s investment landscape, particularly for engaging a diverse investor base and building an executive presence. Platforms such as Webull and LinkedIn serve as an excellent medium for executives to establish a network of investors, analysts, and key stakeholders. With an investor-focused approach, Gateway’s digital marketing executives offer online engagement strategies designed to effectively target retail investor audiences across prominently used platforms. Our team manages LinkedIn pages and leads company and executive social media strategy consultation, ideation, posting, and analytics.
Historically, channels like analyst calls and traditional financial news outlets such as The Wall Street Journal or Bloomberg have primarily catered to institutional investors. However, the digital era has leveled the playing field, enabling investors to assert a more substantial influence online. This democratization of information has compelled companies to adopt more inclusive and holistic communication strategies that address the needs and interests of a broader audience.
Incorporating social media into traditional investor relations practices enhances the effectiveness of these communications by facilitating timely, transparent updates and deepening investor engagement. By strategically using social media to broadcast important developments and insights, we help our clients maintain a continuous, open dialogue with their investor base. This approach not only promotes transparency but also fosters a stronger, more connected investor community.
Ultimately, the integration of social media strategies into investor relations is not just about expanding reach—it’s about enhancing the quality of interactions and building enduring relationships with investors in an ever-evolving media landscape. This strategic integration enables our clients to stay ahead in a dynamic market environment, ensuring their narratives are accessible, engaging, and responsive to investor needs.
As Gateway celebrates its 25th anniversary, what future trends or developments do you anticipate in investor relations and digital media advisory?
As we enter our 25th year as a firm, looking ahead, we can’t ignore the increasing number of social media platforms that investors utilize to gather information. A strong investor relations strategy isn’t just about saying the right things at the right time; it’s also about knowing where to say them. Quarterly earnings reports and press releases certainly play a pivotal role in IR, but today’s savvy investors—both institutional and retail—are analyzing a company’s entire online presence, including social media.
In a recent report by Muck Rack, 69 percent of journalists surveyed said their articles are designed for online publication, and 70 percent claimed they use social media to share their work. These statistics show us that investors are growing accustomed to consuming their news digitally, including across social platforms, and further validate the need for your company to maintain a presence online.
That same report projected users will spend 44 percent more time on LinkedIn this year than previous year. This aligns with what we already know, which is that LinkedIn is one of the fastest-growing social platforms in the United States and the undisputed top choice for online professional networking.
While the strategic approach to social media varies between B2B and B2C companies as well as by industry, the undeniable truth remains the same: investors are on social media, so your company should be too.
