ASSET MANAGEMENT MARKETING: STRATEGIES FOR
INVESTMENT FIRMS & FINANCIAL SERVICES
Positioning Your Firm For Maximum Growth
Asset management is a complex industry that requires careful attention to detail, strong investment acumen, and a deep understanding of market trends. However, even the most talented asset managers will struggle to attract clients without an effective marketing strategy. This article will explore different strategies and tactics that firms can use to market their asset management services.
Table of contents
Content Marketing Strategies
Content marketing can be an effective way for asset management firms to establish thought leadership and expertise in the industry. Here are some content marketing strategies to consider:
Whitepapers: Producing whitepapers that provide valuable insights on industry trends, investment strategies or other relevant topics can be an excellent way to demonstrate a firm's expertise. Whitepapers can be promoted through social media, email marketing, or other channels.
Blog Posts: Firms may also produce blog posts that offer commentary on market developments or investment strategies. Blog posts can effectively establish a firm's voice and personality and build a following among readers.
Ebooks: Other ways to establish strong credibility and authority while demonstrating industry expertise include writing ebooks. They can provide real value to investment audiences and can help generate leads.
Digital Marketing Strategies
Digital marketing can be a powerful way to reach potential clients and promote your asset management firm's services. Here are some digital marketing strategies to consider:
Targeted Advertising: Firms may use targeted advertising campaigns on search engines or social media platforms to reach specific client segments. Paid advertising can be an effective way to deliver tailored messaging to potential high-net-worth clients.
Search Engine Optimisation (SEO): SEO techniques can help firms improve their visibility in search results. By optimising their website and content for search engines, asset management firms can increase their chances of being found by potential clients.
Email Marketing: Email marketing can be valuable for staying in touch with clients and prospects. Firms may use email newsletters, event invitations, and other communications to provide useful information and insights to their audience.
Thought Leadership Strategies
Establishing thought leadership can help firms attract clients and build brand awareness. Here are some thought leadership strategies you can use:
Industry Events and Conferences: Participating in industry events and conferences can effectively establish a firm's expertise and network with potential clients.
Trade Publications:Contributing articles or whitepapers to financial news websites and trade publications can help firms demonstrate their expertise and reach a wider audience.
Educational Resources: Developing educational resources such as webinars or podcasts can help asset management companies provide value to their audience and establish themselves as experts.
Social Media: Leveraging social media platforms can help firms share thought leadership content and engage with clients and prospects. For example, a firm may use LinkedIn to share insights on industry trends or participate in industry discussions.
Client Referral Strategies
Word-of-mouth referrals can be a powerful way to attract new clients to an asset management firm. Here are some client referral strategies:
Referral Programmes: Developing referral programmes that reward clients for referring new businesses can effectively incentivise clients to recommend a firm's services to others.
Proactive Outreach: Proactively asking satisfied clients for referrals can be a simple but effective way to generate new business.
Partnerships: Developing partnerships with other financial services firms, such as wealth management or accounting firms, can help asset management firms cross-sell their services and leverage their networks.
Brand Reputation Strategies
Managing a firm's online brand reputation can be critical to attracting and retaining clients. Here are a few brand reputation strategies you can implement:
Online Monitoring: Monitoring social media and review sites can help firms stay on top of client feedback and complaints.
Full Transparency: Being transparent about your investment approach and track record, providing educational resources and tools to help clients understand your offerings, and establishing clear lines of communication and accountability with clients.
Consistent Messaging: Ensuring that your firm's messaging is aligned with your brand values and positioning and consistently communicated across all marketing channels.
Employee Branding:This is an often-overlooked aspect of brand reputation. Ensuring employees understand and embody the firm's brand values and messaging is essential to create a consistent and cohesive brand image.
Targeted Marketing Strategies
Various client segments may have different needs, preferences, and risk tolerances, so firms must develop tailored marketing strategies to reach each segment effectively.
For example, a firm specialising in socially responsible investing may use targeted messaging and content to reach clients interested explicitly in ESG (environmental, social, and governance) investing.
Here are some client segment targeting strategies to consider:
Geographic Targeting: Use geographic targeting to reach clients in specific regions or countries. This can be useful for firms that specialise in local or regional investments.
Segmentation by Age or Income: Segmenting clients by age or income can help firms offer the right asset management services and tailor their messaging and offerings to specific client needs and preferences.
Client Persona Development: Developing client personas can help firms better understand their target audience and tailor their marketing efforts accordingly. For example, a firm may establish a persona for a high-net-worth individual interested in sustainable investing.
Successful asset management marketing requires a comprehensive and multi-faceted approach. By combining content marketing, digital marketing, thought leadership, client referral, brand reputation, and targeted marketing strategies, asset management firms can attract and retain clients in a competitive and dynamic industry.
Shane McEvoy is a seasoned SEO and inbound marketing expert with nearly 30 years of experience in advertising. He established Flycast Media, a financial marketing digital agency, and is a published author of two well-received guides while contributing to several industry publications - read his complete profile here.
