How Funds Can Use Digital Marketing Analytics To Raise And Retain Assets – Part One
2020 has been some year.
Covid-19 has taken us all on an unwanted rollercoaster ride and many things have changed – some forever.
And one of these is the massive acceleration of the digital revolution, as the restrictions on meeting-up has pushed so much more activity online.
If you’re in fund marketing, this has big repercussions. The days of in-person events, meetings, and hosting at big sports events are gone – at least temporarily.
This means digital marketing is now more vital than ever, so you must pour in time and effort to ensure you are reaching your prospects and clients online.
This is the first in a series of posts examining the new landscape of digital marketing – and how funds can use analysis to make the most of it.
Let’s start with the fight for relevancy.
As a fund, you are faced with a never-ending battle to ensure that you are front of mind when it comes to potential investors, otherwise, you get left behind by your competition.
So, you need a recognisable brand that people trust.
But how you develop that brand has changed, as the investor journey is now almost completely digital. From the first touchpoint right up to – and sometimes including – due diligence, it all takes place online.
This means that you don’t even see most of your investors any more – they are faceless. And these faceless investors are more demanding, more busy and more diverse than ever before.
You’ve got your work cut out to connect and engage with people enough to make them recognise you.
In fact, according to Harvard Business School, it takes seven to eleven touches before your brand is even recognisable to someone.
So, one campaign isn’t going to cut it. You need a dedicated digital marketing campaign spanning thought leadership articles, content on your web, social media campaigns and more to make yourself visible and relevant to potential investors.
But obviously just putting yourself out there isn’t enough in itself.
You must be communicating in a way the makes people remember your brand, but for the right reasons – and in a way that makes them prepared to trust you with their money. Otherwise, you have nothing to analyse.
How do you do that? What should you be communicating that makes people will want to engage with you? I’ll cover that topic in my next post.
