Now I’m going to look at the need to approach things from the investor’s perspective, and how you can reach your potential customers in a crowded digital landscape.
Data analysis is the future
As I’ve explained, raising assets will increasingly revolve around analysing data derived from digital interaction, with the web becoming ever more instrumental as a source of new investment. But how do you reach your potential investors – and thus give them something to interact with – in the first place?
It’s all about them – not you
It used to be that customers looked to firms for financial guidance, but that’s changing quickly as investors have access to a world of free advice through the web. The days of people coming to you for advice are numbered.
That means you must look at things from your investor’s perspective – you must become investor-centric. This allows you to effectively target and segment your potential customers, thus making them easier to market to. This will become an increasingly common approach over the next few years.
How to reach your customer in a multi-channel world
This is easier said than done, because the amount of digital channels has exploded – there’s blogs, investor portals, LinkedIn, YouTube, Twitter etc. And this makes it harder than ever to get through to your potential customer.
One way firms are cutting through all this chatter is by turning to instant messaging services – such as WhatsApp and Facebook Messenger – which allow consumers to interact directly with their brand.
Another, very subtle and innovative, trend is to establish a ‘proxy website’. This is where a big financial brand sets up a thought leadership site under another name that offers useful information, but which funnels interested parties into their main site. A great example of this is mega.online – a simple site that features lots of powerful, well-written articles – many by leading academics, scientists and entrepreneurs. Exactly the sort of stuff people want to read.
At first glance, it looks like a news site, but the brains behind it is the team at Pictet Asset Management. They are quite up front about this – it is not some kind of digital Trojan horse – but it represents a new way to connect with an audience that has become jaded with traditional financial advice.