Category: Project Management

In the alternative investments industry, we hear asset managers or managing broker dealers say: “We’re sharp shooters with a niche audience, so do we really need emails?” The answer is a resounding YES. Even if your investment firm is targeting a select group of financial advisors, staying in constant touch and nurturing these relationships is critical. Here’s a closer look at why even the best sharpshooters can’t sidestep the power of nurturing through email marketing. 

Niches Need Nurturing 

There’s a misconception that targeting a niche automatically negates the need for consistent marketing. This couldn’t be further from the truth. While sharp shooting may imply a hyper-focused approach, it does not mean that relationships are already built and that existing relationships don’t need ongoing nurturing. That’s where emails come in – it’s a low-cost and effective way to stay in front of advisors and provide them with educational content, thought leadership and investment offering updates. 

Customization: The Cornerstone of Relationships 

You might be delivering facts via your offering materials, but at the heart of every capital raising transaction is a human relationship. Contrary to the notion that niche targeting doesn’t require personalization, studies showcase that a staggering 70% of consumers are more inclined to engage with brands that provide customized communication and nurture relationships. In a world where digital interactions are the norm, you can bring in the human element to stand out and create touchpoints that are personalized and tailored, making your brand resonate with advisors. 

The Importance of Being Persistent 

In the world of alternative investments, patience is more than a virtue; it’s a necessity. It’s not uncommon for a span of 18 months to elapse from the first contact with an advisor to the time they commit to raising capital. Here’s the catch: during this extended timeframe, if your firm is out of sight, you’re inevitably out of mind. A sporadic phone call here and there won’t cut it. With emails, you have the opportunity to regularly provide value, updates and insights creating a foundation for a capital raising relationship. 

It’s Not About Quantity, But Quality 

Perhaps you’re thinking, “We have a small audience; we don’t need to bombard them with emails.” The essence of effective email marketing, especially for niche targets, isn’t about overwhelming them with volume. It’s about delivering high-quality, relevant and timely content that reinforces the relationship. Whether you’re sending out monthly newsletters, weekly insights, or even quarterly updates, the goal is to maintain a consistent and valuable presence in the advisor’s inbox. 

Need Help with Your Nurture? 

Dismissing the power of nurturing is not just a missed opportunity, it’s a strategic oversight. As specialists in alternative investment marketing, we can’t stress enough the importance of consistent, customized, and high-quality nurturing regardless of the size of your target audience. If you would like help keeping your relationships nurtured while remaining a sharp shooter, reach out to us. 

In marketing, a common struggle often arises: How do we strike a balance between perfection and getting something done? If you’ve ever found yourself agonizing over every detail of a marketing piece, only to see deadlines whiz past, you’re not alone. Read on for insights from almost three decades in the marketing trenches. Sometimes, done really is better than perfect. 

The Perils of Perfectionism 

It’s natural to aim for excellence. We all want our work to shine, especially in a sector as competitive as alternative investments. But therein lies a trap. The pursuit of perfection can sometimes be paralyzing. Endless tweaks to copy or graphics might give us the illusion of progress when, in fact, we’re delaying the launch of an already effective piece or campaign. 

98% is OK 

The alternative investments world operates at a lightning pace. Delaying a campaign by seeking absolute perfection can mean missing out on key opportunities. It’s about understanding when your material is impactful and ready to resonate with its audience. The essence here is not to compromise on quality but to recognize that sometimes, the final 2% of adjustments might not significantly alter the effectiveness of your campaign. 

Embrace Iteration 

Marketing, by nature, is evolutionary. Every campaign, every piece of material you produce, offers a learning curve. Feedback is inevitable. Be it from sales teams, advisors, or even market response – there’s always room to adapt and improve. The goal should be to launch effectively, gather insights, and then refine. By adopting this iterative approach, you ensure that your marketing gets done on time and remains agile, relevant and continually optimized. 

ROI: More Than Just Numbers 

We often measure return on investment quantitatively, but what about the time spent over minor tweaks? Could that time have been better spent strategizing the next campaign, researching new market trends, or forging fresh relationships? When a piece or campaign gets to “good” criteria and you feel it will effectively do its job, it’s time to wrap it up and move on to the next project to help your sales team raise capital.  

Let’s Partner 

If the weight of crafting the ‘perfect’ marketing campaign feels overwhelming, or if you’re second-guessing that brochure draft for the umpteenth time, we’re here to help. Reach out to us, and let’s get some marketing done for your firm.