The Inconvenient Truth of hedge fund marketing – The Engagement Metrics You Should be Tracking
“I know half of my hedge fund marketing budget is effective, I just don’t know which half it is!” I have lost count of the amount of times I have heard variations on this quote, which is why I introduced ProFundCom in the hedge fund marketing space – to identify who is interested in your funds and products. According to Forrester Research there are four main components to your customers’ and prospects’ engagement with your fund and your brand:
Involvement – the measurable aspects of an individual’s relationship with your company or brand or fund
Interaction – the depth of an individual’s relationship (i.e. if involvement is touches, then interaction is actions eg. opening communications, visiting events and requests for manager meetings)
Intimacy – the sentiments or feelings of individuals towards your company or brand or fund
Influence – the likelihood that an individual will encourage a fellow prospect to consider or invest in your fund
Within these four main components there are several key metrics you can track. Understanding these numbers can help you gauge and track investor and prospect engagement on several different levels and help you improve your relationship with them. Involvement:
Site visits – how many people are visiting your site?
Time spent – how long did they spend on your site before they clicked away?
Pages viewed – how many pages did a visitor view before they left your site?
Keywords searched – what words did a visitor search to find your site?
Navigation paths – where did a visitor navigate to after landing on your site?
Interaction:
Fact sheets opened from weekly/monthly emails
Estimates accessed from weekly/monthly mailings
Time spent on communications
Number of comments contributed to your blog
Number of unique commenters on your blog
Quantity/frequency of written reviews, blog comments and forum discussions
Intimacy :
Sentiment tracking through social media
Sentiment tracking of internal customer contributions
Opinions expressed in customer service calls
Influence:
Product/service satisfaction ratings
Brand affinity
Content forwarded to friends (emails, retweets, Facebook postings, LinkedIn etc)
Posts on high-profile blogs
Are you tracking all these metrics? If you’re not, you should really get started today. ProFundCom, with the new Engagement Blade technology, can track any combination of the above to give your hedge fund marketing a real edge.If you’re not already looking at these numbers then there are most likely some serious gaps in your understanding of how and why customers, investors and prospects are engaging with your brand.
