Measurement Is The Key To Success In Fund Marketing

Published: 1 June, 2020

The more you measure your campaigns – and analyse your findings – the better your fund marketing will perform.

Is this stating the obvious?

Possibly, but an awful lot of fund marketers are guilt of not measuring enough and simply crossing their fingers and hoping something will work – rather than launching a campaign on the back of evidence that shows it will work.

This may be because it requires a significant investment – in terms of both time and money – to measure things properly. But if you take the trouble to do this then your campaigns will work much better.

For instance, let’s say you are about to launch a big email marketing campaign. If you have been diligent enough to install digital marketing systems that analyse engagement, then you have a wealth of material to refer to when it comes to setting up this new campaign. You can see which messages and content have worked best in the past, and use that knowledge to create something that should prove equally successful.

And, perhaps more importantly, you can use data analysis to tell you which prospects and investors have previously interacted with similar content, so you can closely target your sending to those that are most interested in what you’re talking about. Not only does this guarantee a higher response rate, but it also stops you annoying people by sending out communications in which they obviously have little or no interest.

Also, the ability of digital systems to automatically and very quickly evaluate huge amounts of data gives you added power. This is because it enables you to measure campaigns in real time. For instance, if you are sending out a campaign across multiple channels, you can look at performance in real time and see which channels are working best, and which are doing badly. You can then pull out of the under-performing channels and concentrate your firepower where you can see it is having the most effect.

The fact is that, when you get measurement and analysis right, you can focus on marketing activity that is truly effective – as you have the proof that it can and will work. It will also ensure that you don’t throw good money after bad on things that were always going to miss the mark.

So, you must make sure that you set up digital marketing systems that can provide the evidence and insight you need to deliver winning campaigns confidently and consistently.

Do that and you can uncross your fingers.

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