Published: 24 October, 2024

9 Habits of Successful Fund Marketers – Part Three

In the final part of our deep dive into nine essential asset-building marketing habits, we’ll see how selecting the right tools for the job can smooth internal processes that outwardly affect the quality of digital marketing campaigns.

Internal collaboration

It can seem glaringly obvious that regular team talks can keep tasks on track, but it’s a second nature that does fall away with complacency and when everyone is tackling their day-to-day tasks. Luckily, there’s no shortage of digital tools available which, ironically, help humans collaborate more efficiently.

The first step to setting up a quality internal process stream is to define one platform that can best serve fund marketing outputs. Are you looking to standardise an audit system for final content sign-off? Are you looking to assign roles for distributing or data analytics? Are you hoping to communicate project timelines with clients?

Platforms like Microsoft Teams, Slack or Asana excel in various areas from simple chat windows to plotting project workflows. But one solution with an easy-to-follow interface is best to track the tasks of multiple individuals, which can do wonders for streamlining every marketing activity and ensuring quality engagement.

Education

Cross-referencing every fund’s expertise is an outstanding way to trade skills and learn new ones. From a marketing point of view, this goes beyond understanding money movements and trends – it also spotlights the informed opinions from portfolio managers or analysts that can fuel high-value content themes that financial content prospects would like to see.

Successful fund marketers should brush up on all of their expected skills as creatives, relationship managers, and data scientists constantly. We recommend starting knowledge hubs to house blogs from financial or marketing experts, educational video series, and podcasts. Sharing these with other internal teams or hosting lunchtime learning sessions prompts team building and instils greater confidence in adhering to investor wants and needs.

Deploying the right tools

The vast landscape of technology has made another integral role of the modern marketer – a purchaser of digital tools – even more difficult. In a mission to get the best-priced platforms for email automation, templates, website building, you name it, marketers have instead found themselves at the wrong end of a shopping binge with an unconnected pool of resources to draw from.

Disparate data is a no-no, only exacerbated by trying to complete every marketing task under the sun with a different product. Nowadays, single platforms can both analyse investor data and use small but mighty integrations to post content far and wide through various means. Automations, particularly for email marketing, are key to hitting investors with targeted, timely communications when they need it without much effort.

Plus when a solution serves a particular industry, it’s far more valuable to marketers in that sector. For example, funds need to schedule monthly statements and factsheets and track fund performance data, which requires bespoke capabilities.

Ultimately, the right tool should run campaigns and then identify where marketing activity is working to convey your brand and convert prospects. Digital platforms make it easier to spot the gaps or weaknesses in the overall GTM strategy, it’s just up to the marketers to make all-important changes that can influence better AuM.

That concludes our series, now it’s time to put these habits into action! If you’d like to find out more information about these nine digital marketing skills, check out our full guide.

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