Everyone in the alternative investments industry knows how challenging it can be to stand out in a crowded marketplace while staying compliant with industry regulations. With so much on your plate, it’s easy to feel overwhelmed by the evolving marketing landscape.
Staying ahead doesn’t have to be daunting. By focusing on thee key marketing strategies — social media, paid advertising, and video — you can effectively engage your audience, build trust, and drive meaningful results. Let’s break down these strategies and explore how they can elevate your marketing efforts.
Key Marketing Strategy #1. Social Media: Building Trust While Staying Compliant
Social media often feels like a double-edged sword in the alternative investments industry. On one hand, it offers a powerful platform to engage with your audience. On the other, compliance concerns may leave you hesitant to fully embrace it.
The good news? You don’t have to talk about your products or offerings to make an impact on social media.
Instead of focusing on what you can’t share with your audience on social media, think about what you can accomplish on these platforms. We see posts on these topics performing well in our industry:
- Firm Updates: Highlight achievements, new hires, or company events to humanize your brand.
- Industry Insights: Discuss trends or regulations shaping the market to position your firm as a trusted resource.
- Repurposed Content: Create videos, turn them into articles, and extract snippets for social media posts. This multiplies your content without requiring significant additional effort.
Social media isn’t just about visibility — it’s about trust. By sharing authentic, value-driven content, you position your firm as approachable and knowledgeable, which resonates with clients and investors alike.
Key Marketing Strategy #2. Paid Advertising: Driving Traffic and Generating Interest
Paid advertising is an underutilized tool in the alternative investment space, but it has the potential to drive significant results.
Whether you’re promoting a webinar, sharing thought leadership, or amplifying firm updates, paid ads offer a way to connect with a highly targeted audience. Here are some ways to make the most of your paid advertising budget:
- Webinar Promotions: Use ads to reach financial advisors who might benefit from your expertise in a webinar.
- Content Advertising: Amplify the reach of your white papers, blog posts, or market insights.
- Event Marketing: Use paid ads to promote your presence at conferences or industry events to maximize attendance and engagement.
Platforms like LinkedIn and Google Ads allow you to target specific demographics, ensuring your message reaches the right audience without crossing compliance boundaries. With careful planning, paid advertising can drive traffic to your firm’s content and events, creating valuable opportunities for connection and engagement.
Key Marketing Strategy #3. Video: Simplifying Complex Concepts and Showcasing Expertise
Video marketing is a game-changer for firms in the alternative investment space. It’s an engaging, versatile medium that allows you to explain complex topics, tell your firm’s story, or showcase specific investment opportunities.
Getting into video can be intimidating, but you don’t need a Hollywood-sized budget or years of experience in video production to create impactful videos. Focus on the content and consider these approaches:
- Explainer Videos: Break down intricate concepts like DST structures or J-curve dynamics into easy-to-understand visuals.
- Property Highlights: Showcase properties at the center of your investments, providing a tangible connection for potential investors.
- Social Media Snippets: Create short, informal videos to share quick insights or updates.
By incorporating video into your marketing strategy, you not only capture attention but also foster a deeper understanding of your offerings.
Why These Three Marketing Strategies Matter
Social media, paid advertising, and video are more than just trends. They’re foundational strategies that will continue to shape the way firms connect with their audiences for years to come. The alternative investment space is evolving, and staying competitive means adapting your marketing efforts to align with changing expectations.
At Marketing Intent, we specialize in helping firms like yours implement these strategies effectively. Whether it’s developing a social media plan, crafting a paid ad campaign, or producing compelling videos, our expertise ensures your marketing drives results.
Let’s Start a Conversation
Are you ready to take your marketing to the next level? At Marketing Intent, we’re here to help you navigate the complexities of marketing in the alternative investment space.
Whether you want to explore social media strategies, launch a paid advertising campaign, or incorporate video into your marketing, we have the expertise to make it happen. Reach out today to learn more about how we can help your firm grow, connect, and succeed.
