No firms in the fund sector got through 2020 without turning to digital methods to communicate and engage with clients and prospects.
But what about 2021, after the initial shock has subsided and we’ve all been getting back to a form of normality?
Here are the main fund marketing trends I’ve seen this year – and the lessons that can be learnt for 2022.
Embracing digital change is a profitable move
The companies that have made a big digital shift – in terms of outbound marketing activity, but also changing internal systems – and kept it going in 2021, are really benefitting and seeing increased profits as a result.
Equally, some firms who – pre-pandemic – were resisting digital change, have reverted to type. This is dangerous, as you risk wasting all the investment and effort that’s been put into digital transformation.
Zoom’s loss is email’s gain
‘Zoom fatigue’ has set in during 2021 and people have looked for other communication channels, with email as the big winner.
A recent survey of fund managers and investment managers found that 93% of respondents cited email as their preferred medium of digital content distribution. Websites were second on 67%, and Zoom trailed in fourth with 25%.
We all realised the true value of fund marketing
Thanks to digitisation, pretty much everyone now sees the overwhelming value that marketing brings. When you’re engaging with all your prospective investors and clients through digital means, then you have no choice but to embrace digital marketing and do all you can to get your firm noticed.
Where to concentrate your marketing firepower in 2022
So, the importance of marketing has – finally – been realised. But where should you now spend your resources?
There are multiple ways that a person can enter into your sphere of influence and put a hand up to be contacted – so you must be in the places where people are looking.
To do this, invest time and money into the following:
- Content You must spread your voice and get people to listen to you. But remember that the no.1 thing people want to hear about is investment strategy. That’s followed by attitude to risk, with performance coming in behind them both.
- Repurposing You must repurpose your content and use it across multiple channels. E.g., a blog post can be turned into an email to your list, a factsheet, a webinar or podcast episode, and broken down into social media posts.
- Getting found This does NOT mean throwing money at SEO and/or Google Ads – both are costly and hard to get right. Instead put yourself where your prospects are going to be, for instance Opalesque, HFM, etc. Also, ensure that research and advertorials are available, and that your managers are on panels etc. And if you can get on things like Bloomberg, BrightTALK etc then all the better.
- Gathering contact data You can use your content to capture data, as people will give you their contact details in exchange for helpful information.
- Email You must send out quality content via email, but also ensure you have good ‘email hygiene’ – by building (rather than buying) lists, removing bounces, managing spam complaints, and adhering to compliance guidelines. Platforms like ProFundCom can help you with all this.
- Social media Posting regular, quality content gives you a ‘marketing halo’ that builds your brand and reminds people about you.
How do I measure all this?
The big message of 2021 is that – to succeed – you must be pumping out lots of quality content across different channels.
But how do you actually demonstrate ROI? When it comes to budget (and salary) review time, what are you going to show to the C-suite that backs up the need for all this activity?
That’s where analytics comes in. You must be able to track all the engagement activity in respect to your content, so you can directly link asset raising to marketing activity. The easiest and most effective way to do this is through a platform like ProFundCom, which allows you to prepare reports on all your prospects and clients. This makes it easy for your sales team to bring up someone’s entire engagement history, with all it reveals about their preferences, likes and dislikes. That’s incredibly powerful information when it comes to a sales call, or a conversation with an investor who may be looking to redeem.
So, to conclude – the overwhelming message of 2021, and what must be taken into 2022, is that digital marketing – and the data analysis that goes with it – is what will drive asset raising and retention in the future.
If you want to find out how ProFundCom can help you use digital marketing to raise assets schedule a demo here