Liang Zhao on Amplifying Awareness and Engagement in a Competitive Market

Three Crowns CEO and Founder Johnny Sandquist talks tech and marketing with Liang Zhao, the CEO of Vansary. This episode was recorded at the iconic SHIFT wealth management conference in 2023.

Meet Liang Zhao, a trailblazing force in the fintech industry, bringing her nuanced understanding of startups’ potential to help them carve their niche in the market. 

Liang is the Founder and CEO of Vansary, a marketing and public relations consultancy working with leading venture capital, blockchain, regtech, fintech and enterprise SaaS companies on their launch and growth initiatives. She started her career working with Fortune 500 companies on their globalization efforts and helped build awareness of new business units and products for over 20 countries. She went on to manage relationships for Moody’s analytics, deepening her relationships with some of the largest financial institutions in the world on the Eastern side of the United States before becoming a storyteller. 

Liang knows that keeping pace with the dynamic financial ecosystem requires more than just a strong product portfolio – it’s about forging a strong bond with your audience. This calls for a shift in strategies to make sure they’re not just centered on product launches or hitting business targets, but also on building lasting relationships with your audience.  

She does just that at Vansary, a full service digital events and marketing agency built by Liang that helps brands reach their full potential. She took her career to the next level with her second business venture, the Tiger Collective, which aims to elevate Asian women in tech to help them attain more leadership positions and further advance their careers.

“One in every 45 white men in the United States are in a leadership role,” Liang says. “One in 60 white women are in a leadership role. One in every 124 Asian women is in a leadership role. Black and Asian women are the least likely to be promoted in organizations into leadership.”

The cause behind those startling statistics, Zhao says, lies heavily in discrimination. 

“And it has to do with bias, discrimination, lack of awareness, and also the model minority myth that we’re doing okay.”

Listen to the full episode to hear more about Liang’s work with Vansary and the Tiger Collective, and be sure to check out our other episodes!

Key Takeaways

1. Uncover the unique challenges faced by Asian-American women in the dynamic tech industry.
2. Explore the immense opportunities fintech businesses have to maximize awareness among target audiences in the current climate. 
3. Gain insight on Tiger Collective’s groundbreaking initiatives that aim to uplift Asian women in technology.

Key Timestamps and Topics

• 00:02:23 – Today’s guest, Liang Zhao, explains that PR is crucial for fintech companies and financial advisors to share their expertise and make an impact on their audience. 
• 00:06:41 – Zhao emphasizes the importance of putting clients first in PR efforts. 
• 00:10:31 – The hosts and guest discuss the current opportunities in event marketing, considering the market changes caused by COVID-19 and the financial downturn. 
• 00:12:31 – Liang Zhao discusses the potential of using social media platforms like LinkedIn and Instagram for events. She highlights the importance of understanding the target audience and their preferred platforms, as well as the need for intentional content creation and distribution to maximize the impact of social media efforts.
• 00:16:45 – Zhao discusses the lack of venture funding for women, women of color, and minorities in the tech industry, highlighting that less than 2% goes to women of color and less than 3% goes to people of color overall. 
• 00:18:39 – The guest introduces Tiger Collective, an initiative aimed at elevating Asian women in technology.
• 00:19:31 – Zhao emphasizes the need to break stereotypes and normalize the diverse leadership styles and personalities of Asian women. 
• 00:20:47 – Zhao shares the long-term goals of Tiger Collective, aiming to grow the community to 100,000 individuals in five years and publish over 250 podcast episodes.

Relevant Links

• Download our free ebook, The Advisor’s Guide to Starting a Podcast
• Connect with a member of our podcasting team
• Learn more about starting your own podcast

About Three Crowns

Three Crowns is a full-service marketing partner, providing the financial industry with high quality custom blogs, website design, branding, podcast production and more. We help financial advisors and fintech companies find their message and amplify their voice. From strategy to click-worthy content, to SEO optimization and social media promotion, our team is ready to help you feel confident in your communication. Click here to connect with a member of the Three Crowns team today.