Developing a Communication Strategy for Asset Management in 2021

The financial services sector as a whole covers multiple areas including venture capital, private equity, insurance and more. However, there is one area in particular that we have had the opportunity to work with extensively and that is asset management. The asset management industry is extremely competitive, especially if you are a small or independent practice going up against some of the larger corporations and franchises for market share. Frequently, these practices are looking for ways to get their name out and ultimately obtain new clients. So where do you start? The overarching theme about this conversation is going to fall on one word, trust. The goal in all of your communication efforts should be about developing a trustworthy relationship with your potential clients. Take a step back and think to yourself if you were a consumer looking for a team to help you manage your assets, what would I be looking for? Now let’s talk about how we are going to get that info out, and we are going to break it down into different areas.

  1. Social media: Social media is going to serve as a branding tool for your company, but more importantly, a landing page of resources and information for consumers looking for tips and suggestions. Your content should provide value, that is what keeps the consumer coming back. Post content such as tips and suggestions on financial resources including helpful articles, useful reminders such as rules and regulations, and efforts your company is taking to make a difference in the financial space. Sell the value you bring to the table by showing them what you can provide.
  2. Build a relationship with the community: There are always opportunities to get involved with local charities and non-profit organizations, take them. Not only are you doing something great for people in need, but you are attaching your company name to a cause that says “we care and want to help” and this will trickle down into the potential client’s decision-making process. According to Engage for Good, 73% of respondents from a research study conducted believe that a company can take actions that both increase profits and improve conditions in communities where it operates. These relationships and opportunities can be translated into social content, media relations, and overall, good PR.
  3. Host seminars and webinars: We don’t need a reminder on how times have changed, but if you are not able to meet clients or do seminars in person, host financial webinars. Give potential (and current, great for client retention, but we will talk about that another time) clients the opportunity to see what you bring to the table. Maybe that is success stories, suggestions on navigating our fluctuating markets, or any other financial information that would be valuable to your clients. Outgrow has found that 61% of marketers use webinars as a tactic for their content marketing strategy, and you should too.

It is a given that as an asset management practice you have the resources and ability to help your client reach their financial goals. Therefore, put some tactics in play to show what separates you from other practices. If you would like some assistance with putting these strategies and tactics into motion, or putting together a plan for your business, give TLC Marketing and Creative Services a call at 239-405-8115.