Asset management marketers face with a number of challenges when fundraising. There are more hedge funds than ever, making the job of attracting investor attention harder. On top of this, the vast majority of funds flow to the small minority of funds with known brands and reputations.

To operate in this environment, fund marketers need a robust fund marketing strategy. Scrambling for short-term opportunities must be replaced with a thought-out plan of who you’re targeting, what you’re saying, and how. This plan should take advantage of the technology available as a means to execute the plan, and subsequently track and report ROI, and optimise the strategy.

In our white paper: “Building a fund marketing strategy” – available for download now – we go into detail on how to build a marketing plan. This blog gives a high-level outline of what the paper covers.

Considerations for building a fund marketing strategy.

Investor target audience. Know your customer and research their profile. How does an investor that aligns with your strategy differ from other investors? What do different investor types look for in your fund marketing? What makes them tick?

Fund positioning. Establish and articulate your value proposition. Performance and fees are not differentiators for today’s investors. What is your niche? What is special about the team making investment decisions? How is your strategy innovative? How do you compare to competitors?

Marketing tactics and channels. Identify the channels to reach your audience and what messaging to deploy at each phase of the buying cycle. How can you demonstrate the expertise of your leadership? How should you communicate quantitative and qualitative information? How can you build momentum? Do all investor types value the same tactics and channels?

Measuring success and optimisation. Understand the impact of your marketing efforts on your funnel and how to improve ROI. What made an investor reach out to you? What did they engage with prior? What marketing tactics are hitting the mark, and what are falling short? What should you do more of, and what might you abandon?

Technology as an enabler. Engage the right technology to connect with your investors, remain compliant, distribute data and thought leadership. – and then measure success to refine and optimise.

So we have considered the task at hand. But what are the next steps to building and deploying a marketing strategy? Read the white paper to learn a lot more.