,In the alternative investments industry, marketing is often misunderstood. Many firms expect immediate results from their marketing efforts—an email campaign that instantly floods the pipeline, a social media post that goes viral overnight, or a webinar that immediately brings in investors. However, the reality is quite different. Marketing is a long game, one that requires consistency, patience, and a well-thought-out strategy. This is where Marketing Intent can help, ensuring that your firm stays visible and relevant over time to attract and engage the right investors.
Marketing’s a Long Game—Pack Your Patience
Marketing isn’t a one-and-done activity. It’s not about launching a campaign and expecting instant success. Instead, marketing is about building a consistent story, reinforcing your brand, and continuously showing up where your audience is.
For alternative investment firms, this is even more crucial. The decision-making process for financial advisors and investors isn’t instantaneous. They are not going to see one email, one ad, or one LinkedIn post and immediately decide to invest. They need to see a brand repeatedly, engage with valuable content, and develop trust over time before taking action.
That’s why patience is essential. The firms that see success in marketing are the ones that commit to a steady, strategic approach rather than expecting immediate results.
The Power of Visibility Over Time
A common concern we hear at Marketing Intent is: “We’ve been sending emails for a few months, and nothing is coming in.” The truth is, it takes longer. Research suggests that, on average, it can take up to18 months for an advisor to close the first sale. This means that a few months of outreach is barely scratching the surface.
Investors and advisors may not respond immediately, but they are paying attention. They are reading your emails, visiting your website, and watching your LinkedIn posts—even if they aren’t engaging directly. Your marketing efforts are shaping their perception of your firm and keeping you top of mind.
When the time is right, when they have the right client, or when they’ve done their due diligence and established trust, they will reach out. But if your brand hasn’t been consistently visible, they might not even think of you as an option.
Stay Visible, Stay Patient (It’s a Long Game) —The Results Will Follow
The key takeaway? Consistency matters. Financial advisors and investors need time to evaluate opportunities, and they won’t always be ready to act the moment they see your message.
For example, an advisor might be introduced to your firm today but may not have the right client for your fund until six months down the line. If you’ve disappeared from their radar by then, they’ll likely go with another firm that has remained consistently visible.
This is why alternative investment firms must commit to long-term marketing strategies that build brand awareness, nurture relationships, and provide ongoing education. This means:
- Regular email campaigns that educate and inform
- Thought leadership articles that establish credibility
- Social media engagement that keeps your brand visible
- Webinars and events that offer direct value to advisors
It’s not about pushing sales messages constantly. It’s about maintaining a steady presence and providing value until the moment an investor or advisor is ready to act.
How Marketing Intent Can Help
At Marketing Intent, we specialize in sales-focused marketing for alternative investments. We understand the unique challenges of this industry, and we know how to create marketing that truly drives sales conversations
Our approach ensures that financial advisors take notice of your firm, ask questions, and engage with your story. Whether you need a comprehensive content strategy, an email marketing plan, or social media execution, we can help you create marketing that withstands the test of time, raises capital, and consistently delivers your message.
If you’re ready to build a long-term marketing strategy that keeps your firm top-of-mind and drives real results, let’s talk. Reach out to Marketing Intent today and discover how we can help you navigate the long game of marketing in alternative investments.
