This is the fourth and final piece in a series of posts examining how funds can use CRM and digital marketing to raise assets in 2022.
In the last post, I looked at the importance of automated email workflows and here I’m going to focus one specific type – a workflow that boosts event attendance.
Events, either digital or in-person, are a fantastic vehicle for raising assets. Often when prospects actually listen to your people talk, it proves to be the final piece in the jigsaw that leads to an investment.
And one simple automated workflow can pull in way more attendees than you could otherwise expect. It works like this:
When you ask people to attend your event, you send out an invitation campaign across multiple channels.
You then automatically resend the initial invite to those who didn’t open it. But you also automatically follow up on those who opened an invite but did not click on the relevant link, as well as those who clicked on the link but didn’t actually register for the event. Both of these sets of people may still act when sent an automatically generated reminder – as they are obviously very interested but may need more persuasion to actually attend.
Our clients who use this type of automation say it boosts attendance by around 20% to 30%.
And it even keeps working post-event, as you can send out a replay and track the activity. This gives you another bite at the apple – especially with those who didn’t attend the event in the first place.
Sounds simple, right? It is – in fact, it’s just common sense. Yet so many firms fail to do this.
And that’s a crying shame, as to survive in what is an increasingly competitive landscape, you have to use marketing techniques that work with the minimum of effort.
There’s a wider point here. Fact is, there is no such thing as an over-resourced fund marketing team.
Everyone is trying to do more with less, as resources and staff are stretched. And that’s why it’s so critical to use digital marketing and your CRM to help you in the never-ending battle to raise and retain assets.
This requires content generation and distribution. A CRM then brings this all together and lets you see how your campaigns are performing across all channels. This lets you establish the ROI for each channel, so you can establish where you should be concentrating your firepower.
This also allows you to see the themes that are working best across all channels and also in which parts of the world. Very often what works in Europe, for example, is completely different to what’s working in the US. So, using a system that shows you where content is being accessed can be very profitable.
And, let me be clear, Google Analytics isn’t going to cut it here. You need a strong and adaptable CRM that can achieve a deep dive into all your engagement data and reveal information that makes a real difference at the sharp end of sales.
I’m not going to lie, this process can be hard work, but the biggest difficulty is in setting everything up.
When you’ve done that, you have the tools you need to navigate the digital landscape we all now find ourselves in and identify and retain more of those who want to invest with you.
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