Starting a new hedge fund, private equity fund, or CTA (Commodity Trading Advisor) fund? Or has your ongoing investment practice hit a sales plateau – and you need a low-cost way to gain new prospects?

Hiring a sales guy or girl or several is out…too expensive, and the results, even on commission, can be too variable. Pay per click advertising is an option, but you may not be ready to do the pay part. Prospect lunches and dinners can be pricey, and may add to your waistline. We assume you have already called friends and family for your first circle of money raising efforts. The “What’s next?” is blogging.

Blogging Establishes Authority

The more a person trusts your company, the more likely they’ll be to turn into a client over time. If your answering common questions and solving your persona’s pain points in your blogs, people will begin to see you as an industry “thought leader.” (“I like the way this firm thinks, I’ll follow their thoughts!”)

Blogging Gets You Discovered

According to HubSpot, 67% of marketers who blog at least once weekly reported positive return on their investment for overall marketing efforts. And: 43% of customers acquired a customer through their blog.

What’s more, each new blog post adds a new indexed page to your site, which Google’ crawlers discover and log; and the more posts you have, the greater the likelihood of your post showing up on the first Google search page.

So how do you start this blog thing? Here are five easy pieces to consider:

1. Define Your Buyer Personas

Who are you writing to? As defined by HubSpot, a “buyer persona is a semi-fictional representation of your ideal customer based off research and data from your company’s current customers.” Write to this person or people…and their persona.

2. Create the Right Content Format

What format(s) should you use? Some prospects want and respond to short emails; others may like to read an in-depth eBook at their leisure; others want to have a phone call or in-person consultation. So having a variety of content and formats is critical.

3. Abide by an Editorial Calendar

How many blog posts do you think you need to create?  Whether it’s one blog post per day, one per week, one every two weeks, or once monthly, you should create a frequency calendar, as well as a editorial calendar. Your content should provide insight into how your prime prospects may address their key issues. The more posts the better, though:

4. Market Your Marketing

Just putting your beatific blog post on your site is not enough. You can manually plug in the same or modified posts to your LinkedIn business page (do you have one?), and your Twitter business page, Facebook business account, and Google+ business page. Or you can use a broadcast service such as Hootsuite, which simultaneously distributes the same post to all of your social media platforms.

5. Analyze Your Results

With Google Analytics (it’s free!) you can measure, among other demographic and behavioral insights, which of your blog posts are generating click-throughs, at what time they were viewed, how long prospects stayed on a page and on your site, what other pages they viewed, and what pages they exited your site from.

If you want a blog but hate to write, don’t have the time, and don’t know how to promote your blog? We provide creative marketing, design, and development – and blogs – to drive growth for asset managers. Our clients are wealth managers, hedge fund managers, boutique and global investment firms, retirement plan providers, RIAs, and real estate private equity companies.