Investors today are under pressure to find the next fund with a yield of say 7% that matches their investment strategy.
Clearly the design of marketing materials plays a vital role.
With evidence based investing, investors expect to see say the fund performance presented in their language, not from the funds perspective, the number of say poorly written and presented prospectus’ and/or fund data does not lead to engagement from the investor, at best a cursory glance then onto the next. Cleary the design of marketing materials plays a vital role in the route to the investor, get this right with all the evidence clear to see, the investor will be interested to learn more. Here at Finscoms we identify what the investor expects to see, in their language, and redesign a fund’s marketing materials to not only stand out from the masses, but to be of a conversional language to the investors who are under pressure to find the next fund.
Statistics speak for themselves, this is the language of an investor, what returns are there for the investor, whats in it for the investor, are often over looked. By presenting the evidence, and statistics you make a compelling argument to catch the eye of the investor. In addition many investors today are making a commitment using electronic methods to invest directly in a fund, are funds prepared for this?
Investors are more and more comfortable using search engines, fund databases such as Fundsquare etc, to research about a fund, to find out more about a fund, and the opportunities that the fund offers. First impressions count, a fund must show that it is comfortable working in a digital environ as it is in a traditional environ. An investment into a website shows for example that the fund knows how to operate in a digital environ, investors like this, but a website is so much more.
A website should be a central platform for a fund to market and communicate to its target audience, why then do funds either don’t have a website (and thus missing out), and if they do, it tends to be poorly constructed, with likewise poorly written content. A well constructed website, with ‘smart’ content clearly engages the investor and gets the phone ringing with inbound enquiries. A website is one of many affordable digital assets (social media, video marketing, search engine optimisation, private networks, webinars, to name but a few) a fund can invest in, the rewards are clear to be seen, its no coincidence that the top 10% of funds that are successful with raising capital, have invested wisely in the digital environ.
At Finscoms we are experts in implementing effective digital marketing and distribution alternative solutions to funds, with immediate return on investment, contact us with no obligation to find out more, we would like to hear your side of this hot topic.
EDWARD SIMPSON
