Optimized 2021 Marketing Strategy for Investment Management Firms
Technology and markets endured 2020’s tumultuous ups-and-downs like the rest of the world, leaving investors, advisors and asset managers seeking stability via increased reliance on digital marketing that tap emerging media channels, data and machine-learning capabilities.
To successfully cut through the noise and drive AUM in 2021, investment management services firms need to optimize digital channels to synchronize and push one single campaign objective at a time with laser precision, cross-channel coordination, personalization and speed before moving on to the next. This will become the preferred method throughout your campaigns, so, in this blog, we highlight the steps you’ll need to better understand these digital channels and speak to the new normal of investor priorities, mutual fund, etf and investment digital marketing.
Steps to Cut Through the Financial Management Noise in 2021
1. Secure your organic digital marketing foundation
● Research SEO keywords against trends. Employing trending hashtags into this news cycle economy will set you apart.
● Investment-related content was consumed at record levels in 2020. Make sure you are a thought leader.
● Lean into the trends side of the equation. Trends are coming largely from four key sources for B2B and finance. You’ll need to draw insights from mentions across mainstream social media (Twitter, Facebook, LinkedIn) and the search spectrum (Google, Bing and Yahoo) to stay on top of indirect investor sentiment.
By segmenting mentions according to customer profiles, these sentiments can help formulate messaging in more relevant and original ways regarding competitors in the background.
2. Combine stronger, 2020s-relevant messaging with smarter SEO
Incorporate your keywords and trend universe into your content productively without investing your time and resources in long-term ways of capitalizing on the momentary trends. Think short-form content: news posts, social media updates, and brief blog posts and videos.
Use news, blog posts, and videos to capture brief attention spans that are essentially surfing trends anyway—link to longer-form content from here. Use social media posts not just to advertise these but to incite a riot of participation.
● Without strongly stated, visible, and engaging opinions, investor audiences won’t act.
● Optimize all digital assets on and off-site
● Poll your audience (email list, push notifications, etc.)
● Optimize on message for voice + image search
3. Bolster your consulting presence with the right paid ads
Build a quality audience of real followers you can rope into your funnel via email and web/push-notifications, opt-in and on-point, consistent, original, 2020s-relevant brand messaging.
● Google is your starting point. Google’s paid search platform can help to understand how it displays YouTube and other sister company platforms in web results.
● Make your biggest paid search investment on Google Ads, followed by experimental budgets and narrow keyword group focus on Yahoo and Bing based on your Google experience.
● Be visible, quick, and human is the rule of thumb here. Twitter ads can show off your thought leadership content, opinion pieces, and case studies to people searching or interested in your category keywords.
4. Embrace a sustainable, consistent social media marketing approach
Focus on your social media strategy and a few tactics on each platform that work most reliably.
● Develop modular, multi-purpose content. Concentrate on making more plug-and-play video topic modules. Use them to form YouTube funnels based on what you want to view or what is most keyword relevant.
● Tap industry experts visibly on social media. By incorporating experts, you can improve storytelling with more authority. Topic experts pulled from leadership roles within the organization allow you to speak directly to hot concerns without boring your audience.
● Your customers’ well-being is the focus here. Whether on LinkedIn, Twitter, Facebook, Instagram, or YouTube, take the opportunity to help customers have something public to like for your organic content and paid campaigns.
● Purpose-driven video content marketing program. Pay special attention to the video content format because of the average web 3.0 user’s shortening attention span.
5. Open up the content strategy
Let’s rope in the following content angels for more punch and self-generating support in your messaging iterations:
● Internal experts: portfolio managers, strategy or product owners, account managers, and channel advisor heads. These people can help explain how your firm adds value for various investors via quotes and video cameos.
● Niche-adjacent external experts & partners. How do banks and third-party apps help spread awareness for your brand? Include content they care about, designed to share the spotlight.
● Investment industry & oversight authorities. Think of all the types of businesses that help you to promote your investment products and services to private investors, such as hedge fund managers, etc.
● Customer spotlights. This is a great way to show the customer directly how you help other investors just like them.
In all of the above cases, we can share the boosting of content on social media with the proper encouragement and awareness put into place.
In conclusion
Three main things to keep in mind:
No one wants “a commercial” when experts and customers can share first-hand insights.
401K and the IRA investors make for great success stories.
Wash, rinse, repeat.
Get the accompanying whitepaper here for more granular details and reach out to Zero Company on how to get started today to continue your growth.
Additionally, see Box Pro Insurance and Zero Company discuss more ways Registered Investment Advisors (RIAs), Wealth Managers, Financial Advisors, CFPs and Investment Management Marketers could continue to grow and protect their practices. To gain from those insights, you will want to view this highly regarded webcast.
Written By: Guest written by Zero Company
Today’s BPI Advice: It’s my belief that true risk management is holistic in nature. What I mean by this is that one must consider growth and development at the same time as protection. What good is armor that weighs us down? It’s for this reason that BPI has partnered with Zero Company to bring you this information. Use it to help develop the marketing strategy that makes the most sense for your organization.
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