During the recent ADISA conference, a recurring theme emerged among the professionals in attendance: “We don’t want to contact people too much. What’s the right marketing strategy?”
That’s a fair concern, no firm wants to be seen as the one flooding inboxes or overwhelming advisors with constant communication. Yet it raises an important question: what exactly defines “too much?”
It may surprise you to hear that the answer is rarely universal. In fact, the most effective contact rhythms are often the opposite of what many firms assume. Strategic frequency, paired with relevant, engaging content, consistently drives stronger relationships, higher engagement, and more meaningful brand recognition.
Frequency and Engagement Matter
Many firms prefer to send one email a month. It feels safe—non-intrusive, polite even. However, the reality is one email a month is basically a digital wave from across the room. People forget you’re there before you’ve had a chance to say hello.
Think about your own inbox. How many times do you need to see a message before it registers? Once? Twice? More like five or six times, right? Marketing psychology backs this up—familiarity builds trust, and consistency breeds recognition.
That’s why contacting your audience two to three times a month (or even weekly) is not only acceptable but effective, as long as your content is valuable and relevant. When your communications feel informative and engaging, people don’t view them as “too frequent.” They view them as helpful.
And here’s the thing: if your audience is engaging with your emails, opening, clicking, or even replying, they want to hear from you. The silence only hurts momentum. In fact, when communication slows, it can send an unintended message: maybe you’re not that interested. Maybe you’re not that responsive. And that’s not the impression any firm wants to leave.
Multi-Channel Touchpoints: The Right Marketing Pulse
Of course, marketing isn’t just about how often you reach out—it’s about how strategically you do it. A truly high-impact campaign doesn’t rely on one channel. It weaves together multiple touchpoints:
- Email to inform and invite.
- LinkedIn to reinforce credibility and presence.
- Webinars to educate and engage.
- Conferences to connect and convert.
When these work in concert, your message becomes more than a fleeting note in an inbox—it becomes part of your audience’s professional landscape.
At Marketing Intent, we like to think of it as an ecosystem approach: each touchpoint supports the others, creating more meaningful impressions. You’re not shouting louder; you’re showing up smarter.
Repurpose, Don’t Reinvent
Here’s another insider secret to sustainable marketing: repurposing content.
You don’t need to reinvent the wheel every time. That great thought leadership piece you just published? It can fuel a month’s worth of marketing. Slice it into a LinkedIn post, reframe it for a follow-up email, or pull out a key insight for a quick video.
Short-form videos in your own voice—authentic and conversational—resonate especially well. They humanize your brand and give your audience a glimpse of the people behind the firm.
And remember: every time you repackage and redistribute, you’re reinforcing your core message. Repetition, when done thoughtfully, doesn’t bore your audience—it builds recognition.
Sync Marketing and Sales for Maximum Impact
High-impact marketing doesn’t stop at generating leads—it empowers your sales team to close them.
When marketing and sales are in sync, your campaigns not only engage prospects but also give salespeople fresh, relevant reasons to reach out. No more awkward “Just checking in…” emails. Instead, they can start conversations with genuine value.
“Did you see our recent piece on market dynamics in private credit?”
“We just released new insights on how advisors are positioning alternative investments this quarter—I thought you’d find it useful.”
That’s the kind of alignment that accelerates relationships and drives results.
Elevating Strategy Through Precision and Partnership
High-performing marketing is built on intention. It requires a deliberate cadence that aligns every communication with a firm’s broader strategy and brand voice. When outreach is thoughtfully planned and consistently executed, it establishes trust, reinforces expertise, and keeps a firm top of mind with advisors and investors alike.
Marketing Intent partners with alternative investment firms to bring that precision to life. Drawing on decades of industry experience, the team crafts programs that unify strategy and execution—from campaign development and content creation to multi-channel integration. The result is marketing that moves beyond activity to deliver measurable impact.
For firms looking to strengthen their market presence and engage audiences with greater consistency and sophistication, Marketing Intent provides both the insight and structure to achieve it.
When marketing is guided by intent, every touchpoint becomes an opportunity to advance relationships, build credibility, and accelerate growth.
