The Do’s and Don’ts Of Digital Marketing - If you are an Asset Manager or a Hedge Fund

The latest webinar I gave for ProFundCom, entitled ‘Using Digital Marketing to Raise and Preserve Assets under Management’ turned out to be one of the most successful we have ever done. It was basically a rundown on the do’s and don’ts of digital financial marketing and, given so many people in finance have found it useful, it’s worth repeating the key points here.

Digital Marketing Needs To Dig Deep To Be Effective

One of its key benefits is that you can track how people interact with the content - websites, emails etc - that you provide. But for this to be truly effective you must go beyond the sort of data readily available via Google Analytics and Webtrends and dig into the details provided by the digital footprint of your visitors. This can reveal information such as IP addresses, email addresses, Twitter handles and more, as well as giving a complete picture of how any one prospect has been interacting with your content.

This sort of information allows you to pinpoint your marketing, both online and offline, much more effectively. For example, by looking at a prospect’s interaction history you can see if he or she has re-engaged suddenly with you, after months or even years of inactivity. This often presents a sure sign of positive intent, which you can capitalise on through increased interaction. Similarly, using digital data to identify clients who have suddenly stopped engaging with you is also very valuable, as it could mean a face-to-face meeting is necessary to re-establish the relationship.

Content Is King

I cannot stress enough the importance of good content in digital marketing, as you have to give prospects something useful to engage with. This means it is not enough to simply send out a factsheet – your content must provide information about events and meetings that prospects will find useful, as well as thought leadership based around current and relevant topics. You can’t just talk about what you find interesting, as that may be very different from what your potential clients find valuable.

Get Strategic

Research shows that it takes between seven and eleven communications before a potential client engages with you, which means a content strategy for your digital marketing is absolutely vital. This should be designed to ensure a logical sequence of useful information is sent out that builds a positive impression in the recipient’s mind.

Comply Or Die

No examination of digital marketing in finance is complete without addressing the thorny issue of compliance; as if you don’t comply the FCA will make you pay – literally, as fines can run into millions. You must be aware that the sender of any email is 100% responsible for its content, so before you hit send you have to ensure all information abides by the rules. These include not making any offers and ensuring that any advertising carries a disclaimer, even if it is a social media post.

Make A Process Your Priority

To wrap this up I want you to know that you can make your digital marketing much more successful, and much easier to run, by building in a process. You need to find out what works and build a process around it by making it repeatable, rather than something that is approached on an ad hoc basis.
To watch the webinar for yourself and discover more about the secrets behind effective digital marketing go to