Published: 8 August, 2023

How To Use Digital Marketing To Find New Investors – Part Two

This is the second in a series of articles about how to use digital marketing to find new investors.

In this piece I’m going to concentrate on your website.

Many fund marketers make a big mistake in this regard, as they fail to discover at what point in the investor journey most people are visiting their site and thus what is likely to interest them. Unless you understand that, then you risk spending huge amounts on web development and SEO and find you have very little to show for it – as you don’t know what people want to see.

That can mean you spend an awful lot of money to create something that looks good and is found online, rather than something that actually gives potential investors what they want. Nothing wrong with a website looking good and getting found, obviously, but the meat and potatoes of website marketing involves knowing what’s working best – and capitalising on that.

And there is one very simple thing you can do, right now, to reveal this stat. That is to use Google Analytics to show you what the top 100 pages on your site are, as this tells you what people are most interested in. Then you feed that information into a word cloud generator that does thematic analysis (not as complicated as it sounds – try something like Monkeylearn) to highlight the key words and phrases that resonate most with your audience from across your website.

The results may surprise you, as they often show that you’ve been concentrating on the wrong things. That’s a classic case of showing the prospect what you want them to see, rather than what they want to see.  When you turn that around and base content on what you can see people are interacting with, then your website becomes a much more effective way of uncovering new investors, as you build on the most popular themes.

Obviously you can and should distribute your content through many channels – email, social etc – but it must all be available on your website. Having everything on your site means you have the ability to collect prospect data in exchange for content access – through newsletter sign-ups, content gateways, investor portals and fund centres.

This makes it easy to track what’s working and what isn’t. All this data can be fed into your CRM and your reporting, then used to improve your automation and lead scoring strategy.

When you set up your web presence in this way, you change an ‘ordinary’ website, which is just there as brochureware, to a site that is constantly informing and improving your whole marketing effort.


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