Hedge Fund Marketing
Hedge Fund marketing through digital channels. At Agateris Media, we love to work with Hedge Funds and Investment Managers. Our backgrounds of Finance and Marketing gives us a unique advantage to really understand the challenges of the investment management community and at the same time find tailored solutions from the digital marketing point of view. Being positioned in the in-between of these two fast paced industries with frequent changes and constant evolution, we often notice that many highly skilled investment professionals sometimes don’t necessary grasp the potential that a properly executed digital marketing strategy can have on their business. We love to educate and empower our clients in order for them to get the most value of their online presences.
Hedge Fund Marketing: How Digital Marketing Can Help You Grow Your Business
This Hedge Fund marketing guide is an introduction to three most underused digital marketing tools that Hedge Funds can use to grown their online presences and provide value to their clients.
Many Hedge Funds and investment managers continue to overlook and underestimate the power of a properly organized company newsletter. The reason to publish your own newsletter is very simple: you don’t need to wait for people to go to your website and potentially see yours news. Instead, you reach out directly to your audience and keep them updated and informed. The easier you make for people to be aware of your services the more likely they will actually consume your material and work with you down the road. In addition, with a Newsletter you get a direct reach (email inbox) and you also provide the easiest and fastest way for your content to be shared with other like minded people that could one day become your future clients.
There does not exist a perfect one-fits-all newsletter template/solution. The story that you communicate through your newsletter should be 100% authentic. There are a variety of ways you can use your company newsletter to stay in touch with your clients and promote your knowledge of the industry to your future customers.
Here are some of the ideas we like to explore and suggest when doing hedge fund marketing:
Industry and Corporate News
Use your newsletter to educate your audience (current and potential clients as well as people who are following your industry such as journalists) about the latest news and events of the Hedge Fund industry. You can create summaries of the top news of the week and explain how they can impact the market and provide future investment opportunities. You can share different events that you are attending or that you think that your clients will like to participate in. You can share news about your own Hedge Fund to the extend that it is public knowledge and is not insider information.
For example, when you decide to invest in a given company, give a brief description about why you believe that that is a good investment at this time (don’t forget to properly disclose if you have any conflicts of interest). Although some Hedge Funds strive on the fact that no one really know what they do or how they make their returns, there are still many ways that you can use to write about your investment decisions in order to demonstrate your mastery of your craft.
Performance and Market Insights
Many Hedge Funds and investment managers already send their monthly performance via email. However, most simply leave it at that. Instead, you can use this valuable moment to provide more in-depth overview of the month, share your thoughts about what worked well and what did not. Share your ideas about the state of the markets and how you see things evolve from here on. You don’t have to necessary write complexe academic research papers for each newsletter, but providing a brief analysis can go a long way to help your clients understand you care about keeping them informed and updated.
Almost all of the Hedge Funds we worked with have told us that they use their Microsoft’s Outlook® to send out their newsletters and keep their clients informed. The main issue with Outlook® or any other email applications such as Apple Mail® is that these were not created for email campaigns. They enable you to communicate one on one or in some case with couple of people. They don’t have the capabilities of modern newsletter specific applications such as MailChimp®, InfusionSoft® or Aweber® to name just as few. We love using MailChimp®. It is aesthetically appealing from the user design point of view, it is simple, elegant and free for some of our clients who have under 2000 subscribers.
These applications provide rich analytics on each of your campaigns that enable you to know exactly who opened your newsletter, who’s email bounced, who unsubscribed, what links are working better than others, etc. If you only send out your newsletters using Outlook® you might think that all the subscribers are getting your newsletter, opening it and reading it. However, once you send at least one newsletter campaign with a professional newsletter application, you will likely be surprised to learn that only 20% of your subscriber open your emails or that 5% of your list is no longer valid or that most of your links don’t actually get clicked on, etc.
We can probably do a whole article just on email analytics, but for now, I hope you understand the message. Microsoft’s Outlook® is not made for newsletters and it might explain why your efforts up to now how not necessary create any results.
Many professionals think that social media is only for highly active teenagers, or that it is a fad, or that it will not bring them any real clients. Hence they don’t take the time to learn about it, experiment with it and tailor it to their business needs. I think that no two businesses are alike. What works for one hedge fund might not work for another. If your organization is 30+ people or only 4 professionals, then your social media strategies will be different. Your business does not have to be on every single social networking platform out there. You don’t have to be on Facebook if that social network does not fit in your strategy, you most likely not going to be on Pinterest either (unless you want to pin your collection of expensive watches, yachts, cars, and all the typical items often associated with high finance).
However, there are at least three social platforms that we think you almost have to be on in order to position your firm ahead of your competitors and get noticed:
Considered the best network for professionals, LinkedIn has come a long way since its foundation back in 2002 by Reid Hoffman. Although the core of the platform has always stayed the same: help people promote their professional achievements, network and grow their careers. Nonetheless, there are numerous advantages for a Hedge Fund or an Investment Management firm to be active on LinkedIn. You can begin by creating a professional page for your organization. Then you can start posting interesting articles you find about your industry, firms you are thinking about investing in, news about your current holdings as well as actually write your own unique content and share your point of view on the markets, firms, and the industry. The key is to become consistent.
Contrary to other popular platforms such as Twitter (see below), LinkedIn provides a more controlled environment where people have more time to interact with the content before it disappears into the digital past and is replaced by new, fresh and timely content. A potential client/investor might not necessary want to follow your page of join your group, but there is a higher probability that they will see your posts and interact with them (if you provide valuable content).
It is also worth exploring LinkedIn Ads where you can promote your business to your target audience and track their conversion on your website.
As mentioned above, Twitter is a fast paced platform. Twitter can be highly effective for Hedge Funds and investment managers because of its ability to connect anyone with anyone. If you have a particular person you want to reach out to, you can easily do it on Twitter (assuming they are on Twitter) without any gatekeepers or authorization requests. All you communication remains public unless you send a direct message (this requires that both parties are mutually following each other).
Twitter can also provide a valuable platform to share news about the industry, markets and respond to questions about your industry. Twitter can also help you with your own research because of its powerful search feature that enables you to find people, conversations around a specific topic, or previous tweets about a specific event, company or location.
Twitter also provides a native advertisement solution for businesses that want to create more awareness about their products, services or even generate more interest in future events. For example, if you are organizing a webinar (see more below) you can use the power and flexibility of Twitter ads to help you remind people about your event and invite them to sign up. Twitter also provides in depth analytics that help you better understand what tweets work better than others in terms of how many people are able to see and interact with your tweets, updates and help you understand the effectiveness of your ads.
Although Google+ does not necessary have the same reach as one might think of Facebook or Twitter, we nonetheless like to use this network with our clients for one main reason. As the name suggests Google+ is owned by Google and despite of what some might think of Google as a data mining company, Google Search is still the most highly used Search Engine. The idea behind having a corporate profile on Google+ is simple: its helps you with your Search Engine Optimization (SEO) and positively affects your search ranking. Google wants to encourage more users to adapt its social network and it will automatically add more weight to websites that are linked to their own Google+ profiles. You don’t necessary need to be very active on Google+, you simply need to have a properly organized presence on Google+ and link your website to it.
By far, we believe that webinars are the most underused digital marketing solutions. Webinars provide a unique ability for you to present your organization and your services to your targeted audience. We like to compare webinars to a private event that you organize for your customers/clients/prospects online. Your audience does not even have to be in the same country, nor the same timezone. They just need to have a connection to the internet in order to attend. Most webinars are usually free to attend and require very little from your attendees. However, as a webinar organizer, you need to pay in order to host a webinar.
The most popular webinars platform is GoToWebinars. You can also use the webinars as a great leads generating sources. Since most attendees have to give at least one piece of information (most often their email address) to attend the webinar, you can combine the power of a targeted newsletter campaign following the webinar in order to help your leads to maintain interest and awareness of your business following the webinar.
A webinar is nothing more than a simple powerpoint presentation you do over the internet. Most often, all the attendees see is your powerpoint slides (no actual video stream of you, unless you want to share video screens as well). A webinar is a great opportunity for you to talk about your background, your business, your investment performance and your investment philosophy. Webinars can be live where you offer a Q&A session at the end of the presentation in order to keep your attendees engaged. Webinars can also be recorder ahead of time and played later on. Webinars can also provide a great way to introduce your clients to your business because they provide a more intimate experience than simply reading a corporate brochure.
You can create a powerful marketing strategy when you use LinkedIn and Twitter ads to generate interest and drive traffic to your Webinar and then follow up with a valuable newsletter campaign to the attendees.
As mentioned before Hedge Funds and InvestmentMmanagers can definitely gain valuable momentum from using newsletter campaigns, specific social media strategies and organized webinars.
If you have any questions about Hedge Fund marketing strategies or if you would like to to us about your current online presence and new digital strategies, we invite you to contact us today. It will be our pleasure to answer your questions.