Using client personas is a powerful technique for anyone in the fund sector, but to really boost your fund marketing you must devise a strategy that combines developing, tracking and improving.
First, you must develop strong personas that are a close match to various investor groups. Secondly, you must track the results of your marketing campaigns – for example, by testing if a certain type of message works with a certain persona group through analysing open and interaction rates amongst investors in that group for that particular message. Thirdly, you must apply what you discover for each persona and make changes accordingly, which will allow you to send out improved messages that are better tuned to each group of investors.
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