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How To Use Client Personas Effectively In Fund Marketing

Published: 12 May, 2019

A client persona is a snapshot of the aims, attitudes and goals of a hypothesized group of investors. Creating a series of these personas can really boost the effectiveness of your fund marketing efforts.

To use this technique properly, you assign a client persona to each prospective investor that enters your system, as well as to existing investors. This makes it possible to draw up and execute more personalised marketing campaigns that are aimed at different groups, so you can create specific pieces of content for specific personas. For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by client persona and tailor your messaging according to what you know appeals to each one. Do this and you will be sending out messages that are more likely to be well received and, therefore, acted upon by investors. In addition, you must track the activity of each message, so you can analyse how investors interact with your marketing emails to see which are opened, the links that are clicked on etc. This gives you powerful insight into what your investors actually do, rather than what they say they do. You can then use this information to switch investors between persona groups if necessary.

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