Ways To Hone Omnichannel Marketing To Suit New Investor Journeys
In this digital age, it’s not so easy to meet up with an investor over a coffee. That hasn’t gone anywhere, but you may never meet the majority of your new customers face-to-face. It’s almost as if they’re invisible…
Especially since the pandemic, ways of discovering an asset or fund manager have changed drastically. If you think back to four or five years ago, B2B trade magazines and industry publications helped promote funds through interviews, commentaries, expensive advertisements and press releases. Word of mouth may even have reinforced an investor’s idea to commit to a fund they’d already heard a little about.
Now, the media landscape has changed. Investors dive deep into web pages having already conducted their own research. They read marketing material delivered to their inbox. They scour brands through LinkedIn. Mostly, they want to see investment strategy and ‘about us’ pages, not fund performance pages as you may expect.
This stresses the importance of sharing various content forms across as many digital channels as you can. Quite simply, investors are active across each of them. No matter what the content format is, every piece acts as an investor touchpoint for fund marketers to understand the most popular themes or which investors like podcasts, long-form reads or quick commentaries.
With more social media outlets and video capabilities growing (YouTube is the second biggest search engine in the world by volume), it’s no wonder funds are restructuring investment content through various means, including the following:
Website A website acts as a shopping window to guide visitors from initial brand awareness to conversion. The channel contains everything: fund beliefs and strategies, product offerings, and gated and ungated content pieces to educate readers and capture their details for a nurture campaign.
Social media Social channels are free, full of analytical tools, and visually appealing to make your brand stand out. Suiting short and sweet copy, social media specialists can help construct a more advanced paid strategy. But it’s easy to get going by spinning up short-term market reactions or repurposing key quotes and stats from existing blogs and ebooks.
Blogs Similarly easy to produce and share by yourself, blogs can last the test of time by focusing on long-term investment strategies. They can also provide company news and market feedback in as little as a few hundred words.
Email Contrary to popular belief, email remains the most popular form of communicating fund information to investors. This includes traditional monthly reports and factsheets, but also roundups of multiple blog insights. Emails can be personalised and are easily automated for drip campaigns as a solid all-around distribution machine.
Video Nothing is more emotionally engaging to investors than a trusted fund strategist or manager conveying their own research and informed views in a matter of minutes. Videos are more inexpensive to produce than you would expect, as we explain in this blog, while podcasts can expand on timely themes using just a microphone.
Of course, tone of voice must shine through any form of content no matter the channel. But style can also alter slightly according to where it’s used. You’d rather listen to simple, ear-grabbing narratives on a podcast while doing the dishes, while research findings and graphs work better in an annual report.
Splitting your expertise across multiple content channels, omnichannel marketing serves that new buyer journey and keeps your content in the spotlight.
