Asset management firms need to keep replenishing their lead pipeline to improve their chances of securing investors. Digital marketing has emerged as one of the most effective ways of generating leads. One of the most compelling reasons to invest in a holistic digital marketing strategy is to leverage the ROI it offers. Digital marketing for asset management firms is more than just generating leads. It enables asset management firms to create brand recall as well as engage with customers. Thanks to digital marketing, even smaller asset management firms can start competing with their established competitors. As per a recently conducted survey, more than 50% of digital marketing professionals in asset management firms had documented a strategy for the next couple of fiscals.
However, digital marketing professionals in asset management firms are always looking to further optimise their campaigns.
Here are some top tips for asset managers to increase digital marketing ROI:
1. Utilize SEO Techniques:
It is widely accepted that organic search has the potential to offer the best possible ROI as compared to other digital marketing activities. Most web searches today are directed by Search Engine Optimization strategies put in place by many website managers for placing their brand or business at the top of the Google search result list. This manipulation strategy is well worth your investment. It works well for local and international businesses alike. It improves brand visibility and increases website traffic by assigning higher ranks to your website containing keywords from the search, implying further exposure.
2. Retarget Your Audience:
Display advertisements related to your business on other websites showing information about the same product or service to those web users who have been part of your consumer base before. This is a remarketing tactic used for compelling window-shoppers into buying the product or service from the brand they are experienced in.
Studies have revealed that retargeting can elevate ad engagement rates by about 400%, and can prove to be a vital boon to asset management firms using digital marketing.
3. Leverage On Search Ads:
Search engine tools like Google and Bing can be excellent options to generate leads almost immediately. Their user-friendly interface and expansive insights enable a digital marketing professional to continuously optimise campaigns. For instance, using Google ads, one can position hyperlinked text ads of their business website on the top of the Google search results, thus attracting potential customers to their brand. This feature helps to specifically target relevant audiences and show them appropriate business-related ads, customized according to even age, location, and favoured times of the day. As an asset manager, one can administer and supervise every detail of the ad campaign – from the frequency of clicks on the ad on a particular website to the number of app downloads per ad. This aids in determining which aspect of the digital marketing strategy requires more input than the others for maximizing ROI.
4. Use Marketing Automation Platforms:
According to a survey, automation has proven beneficial to 63% of companies as compared to their competitors. Marketers can plan, coordinate, monitor and evaluate their marketing campaigns using marketing automation platforms. Marketing automation platforms enable asset management firms to manage multiple marketing campaigns across various marketing channels seamlessly. Automated messages can be deployed to customers and prospects via email, chat, text etc. According to research by a leading technology website, almost 80% of marketing professionals admitted that marketing automation enabled them to increase the number of leads for their business. The same research revealed that 77% of respondents believed that marketing automation had helped them record a higher number of conversions. Thus marketing automation can drastically improve the digital marketing ROI for asset management firms.
5. Create Winning Social Media Campaigns:
Social media platforms such as Facebook and Twitter will enable digital marketing professionals in asset management firms to target prospective investors and engage with them. Digital marketing teams can share informative visual and written content through these platforms.
Linkedin would be a vital tool for asset management firms using digital marketing. Asset management firms can share white papers, research reports and thought leadership articles. They can also generate high quality and relevant leads using the platform.
The transition from following traditional marketing practices to managing digital marketing dynamics can involve significant investment in the form of employee training, management mandates, adoption of technology and change management. However, asset management firms need to incorporate a rapid learning curve to use digital marketing for generating stellar growth opportunities.