Inbound marketing has changed the way fund marketers can reach potential buyers. It’s all about attracting the right people, educating them with the right content, and converting them into leads at the right time – when they’re ready to speak with sales.
For people and firms you are trying to reach, inbound marketing is different than traditional outbound marketing: it seeks to inform and educate, not to shout and interrupt.
A refresher on the fundamentals:
1. Know Your Audience
Who’s your target? Are you looking to talk to the mass affluent investor, or high net worth individuals, family offices, Registered Investment Advisors, pension plans, or endowments? Each target market has different issues, minimum assets under management requirements, and risk mitigation parameters, among other factors in choosing whom they will potentially invest with.
You’ll want to find your prospects’ pain points. Do they need more thorough asset allocation in the area of your expertise? Are they looking for a high alpha strategy, or a market neutral program?
2. Walk in Your Client’s Shoes
It’s best to walk in your prospect’s shoes. You’ll want to know where your prospects are in the sales process. Are they serious about selecting an investment manager, or are they just thinking about it, based on money that may or may not come in from transactions on their end? Are they still in the research phase? If so, it may better to send them an eBook or two, and call them next week.
3. Provide Solutions
Don’t talk product first; instead, produce helpful advice and industry insight. We’ll repeat this statistic from Ropers Public Affairs: 80% percent of business decision makers prefer to get company information in a series of articles versus an advertisement. And that series of articles should include informative blog posts, eBooks, tip sheets, quizzes, infographics, and case studies that push your prospects through the sales funnel.
4. Capitalize on Keywords
Keywords help you potential investors understand the purpose of each website page. When you’re searching for information on the web, you probably type in a word or phrase as a way to solve your problem. Your prospects do the same; you want them to find you. Short-tail keywords are short words or phrases that, while they may apply to the investment management industry or private equity field, they might also apply to every company in the industry. Long tail keywords are more likely to get traffic, and visitors from these words are more likely to become clients.
5. Build Trust
You’ll build trust over the long-term, by offering solutions, solving problems, and by being visible.
Are ready to learn more about how your website should be optimized for bringing in leads with inbound marketing? Click on the call to action below: