Legitimizing Your Firm 

Remember the Saturday Night Live skit with Chris Farley and “the van down by the river?” Well, recently, we had a client come to us that made us think of that, because they wanted us to help legitimize their firm so they didn’t look like they worked out of a van down by the river. Read on to learn where we focused that effort.  

Show Your Team 

One of the first things we did to help our client combat the appearance that their corporate office was a “van down by the river” was to show their team. They had hired the best of the best in their asset class, but no one could tell that from their website. Not only do people want to do business with people, when you’re talking about high-dollar investment minimums, advisors and investors want to see and read about the people behind the company. Include photos and brief bios on key members of the management team. 

Highlight Growth 

We also highlighted our client’s growth in email campaigns. They had added 20 employees in the last year, which was really big for them, so we highlighted that growth as another way to substantiate the firm and paint a visual of it for advisors and investors. 

Bring Execs Front & Center 

Another strategy we used was to feature execs on the client’s webinars. Advisors LOVE access to a firm’s management team – partly to legitimize the firm, and partly to get their questions answered directly by high-level employees. Get creative on the structure of your webinar to feature execs. Hold a Q&A or fireside chat or include a panel of execs to discuss various aspects of your firm. Whichever format you choose, you get exec “airtime” and further demonstrate your firm is substantial, experienced and employs talented and smart people.  

Create a Quality Brand 

We often say, “is your brand more like a Kmart or a Nordstrom?” In a world where we’re asking investors to commit large sums of money to asset managers – many of them new to the alts space – you must be a Nordstrom. It’s important for them – and advisors – to experience a solid high-end brand – and to become loyal to it. That’s critically important as well. One thing we think everybody should know about Nordstrom, people who are loyal to Nordstrom always go to Nordstrom first. It’s far easier to get repeat investments from an advisor you’ve developed a relationship and trust with than with an advisor who has never heard of your firm. 

Contact us to make sure you’re a Nordstrom – and not Chris Farley in a van down by the river. 

Content Trust

Third-Party Information is Invaluable  

Financial advisors love getting third-party information from asset managers. This is what we’ve been hearing in the field. Why? Read on for the many reasons third-party information can be a powerful tool for asset managers and how it helps financial advisors. 

Building Trust 

We all love telling our own story…and when we do, we highlight the positives. Providing third-party information to advisors about your offering or your asset class helps build trust because you’re not shying away from sharing someone else’s perspective – which can be perceived as a more balanced perspective with pros and cons. Financial advisors need the whole picture on what you’re offering and the asset class you’re working within to feel comfortable presenting your investment opportunities to clients.  

Sharing third-party information with financial advisors also demonstrates that you’re willing to share perspectives on your firm, offerings and asset classes that go beyond tapping into your sales team and senior management team. Financial advisors appreciate these varied perspectives and transparency. 

Where to Find Third-Party Resources 

There are many credible and reputable sources for market outlooks on alternative investments, various types of offerings and asset classes. Find the 3-4 sources your firm is comfortable with and continuously monitor them for articles and insights relevant to you. For deeper dive third-party information on your firm and offering, you can also use your due diligence report (e.g., Fact Right) as a third-party resource.  

Third-Party Content as a Value-Add 

Creating original content can be time consuming. Use value-add content to supplement your original content…and think beyond just your offering. Maybe you see an article that can help advisors with practice management…push it out to the sales team as another touchpoint. And the sales team can do this on their own as well based on advisor interests. They can send something to an advisor that may relate to a personal interest in an email saying, “Hey John, I was just thinking about you when I read this. I thought it would be very beneficial, I know we talked about this the other day.” It helps advisors know the sales team is listening and helps to build relationships. 

Where to Use It  

Use third-party information to help fill your content calendar when your own development of content is light. You can send it out in mass emails to advisors, post it on social media (this is especially useful for firms offering 506(b) offerings that are limited on marketing) and the sales team can use it to start or follow-up on conversations with advisors. 

Starting the Conversation Continues It 

When you start building conversations by sending out third-party information, you can become an advisor’s go-to…and the conversation continues. Advisors – producers and prospects –  are going to come to you with, “You’ve always been so helpful with the information you provide. I really appreciate it.” And that appreciation and transparency + trust. 

If you would like to discuss how you can find more third-party information, share it with advisors and help build trust, reach out to us

Brand Trust

What’s Your Story

We tend to think that financial advisors or high net worth individuals have an elevated level of understanding of investment products – and they likely may – but we also know that everyone has a very short attention span which impacts how you should tailor your offering story to your audience.

Let’s discuss ways to boil down the complex investment offering story in a way that’s relatable to advisors.

Boiling Down Your Story

What is the foundation that asset managers should have to help boil their story down? The key is simplicity. We’re proponents of not using jargon, and getting down to the basics.

Don’t Get Lost in the Jargon

It’s important to have the story be clear and concise with not a lot of jargon – focus on the basics.

There are so many great offerings out there, but they get lost in the jargon and the complexity of the language. Making sure you tell your story simply is going to help you gain more traction.

Focus on Supply and Demand

What is the basis of the story that you should be telling? It largely boils down to supply and demand. Think about commercial real estate buildings and different asset types, what is the demand for those? And what’s driving the demand?

Oftentimes, demand is driven by lifestyle. What’s happening in the world today? What is changing? What are people focused on that’s driving demand for your asset class? Boil the demand drivers down to the basics and the relatable so advisors can quickly grasp and remember what your story is and what’s behind it.

Let Graphics Tell Your Story

Graphics are a great way to tell your story quickly, and it’s way better than reading a paragraph. If someone has a graphic and a paragraph in front of them, they are going to be drawn to the graphic every time.

If you would like help telling your story, reach out to us at Marketing Intent. We’d love to set up a meeting and discuss it with you.