In the competitive landscape of alternative investments, are you marketing to all advisors with a one-size-fits-all approach? If yes, it’s time to rethink your strategy. Read on to learn how you can better tailor marketing to meet advisors’ needs.
A surprising number of asset managers take a generic approach to marketing, blasting the same emails to their entire list without paying attention to engagement. It’s like throwing spaghetti against the wall and hoping some sticks. But in this age of data analytics, that’s a missed opportunity. Open rates, click-throughs, and engagement metrics? They’re not just numbers. They’re goldmines of insight.
Enter the Magic of Segmentation
We’ve talked about CRM systems and the value of data in previous videos (which you can find on our YouTube Channel). The gist? Understanding who’s truly engaging with your content.
Imagine this: Instead of shouting into a crowded room, you’re now having a focused conversation with someone genuinely interested in what you have to say. That’s the power of segmentation. Advisors who engage with your content are providing a signal that you can increase communication with them. And those who seldom engage may be telling you to ease off the frequency.
Precision: The Name of the Game
It’s about being laser-focused. Targeting those genuinely intrigued by your offerings not only boosts your ROI but also increases the chances of them sharing your insights within their networks. Think of it as amplifying your reach, but to the right audience. A well-segmented database is like having a compass to help you navigate. It points you in the direction of genuine prospects.
Simplicity Over Complexity
Segmentation doesn’t mean diving into the deep end of data analytics. Forget intricate scoring, grading, and over-analysis for now. Start simple. Identify who’s genuinely interested in your offerings, tailor your messaging and frequency accordingly, and measure engagements.