Standing out in the vastness of the modern internet is a challenge for even the most informed, and web-savvy businesses. You might have the most exciting strategy and well-managed fund out there, but if your website doesn't tell that story conclusively and show up in first-page search results, no one is going to hear about it.
There is an art to getting your mutual fund found on the web, and it is known as Inbound Marketing. With Inbound Marketing you attract the right investors to your website by creating highly relevant and remarkable content and then engage as a partner when the investor signals they’re ready for more information.
Here are the top 10 reasons you should use Inbound Marketing to generate leads for your Mutual Fund Sales Team.
1. Establish Trust Quickly
You're asking investors to give you money to manage for them. That requires faith and an expectation of positive returns. Luckily, one of the primary goals of inbound marketing is to earn trust and establish your company as a thought leader in your asset class. With a simple inbound content strategy, you'll win much of your prospects' confidence even before they speak with a mutual fund wholesaler from your team.
2. Show Up in Search Results
Create content that highlights your fund's unique strengths and how you can help potential investors. Stay in your lane, play to your strengths, and write articles relevant to your expertise. Doing so will help prospects and search engines recognize your website as an authority on a particular subject and help you rise to the top when potential investors perform their Google searches.
3. Costs are Low
Unlike more traditional forms of marketing, the cost of entry for inbound marketing is relatively low. Since you are the source of your content, the cost is mostly time-based and not monetary.
4. Easy to Understand
You don't need to become an expert in search engine optimization, conversion rate optimization, or funnel analysis. You're just trying to start a conversation on a topic you have expertise in already.
5. Measurable Results
With an Inbound Marketing Campaign, you don’t have to wait to see the results. You will see the ROI almost immediately. This insight will allow your mutual fund wholesalers to follow up with leads in a more timely fashion, adjust your plan (if needed) and begin to understand any trends relevant to your target investor personas.
6. Higher Conversions
Using the principles of inbound, you'll be able to understand where a lead is in the investor’s journey from awareness, to consideration, to a final decision. Delivering the right message at the right time will lead to more investors.
7. STAY Ahead of the Curve
Inbound is gaining popularity every day, but the mutual fund industry mainly relies upon traditional marketing strategies. Adopting an inbound approach now gives you a competitive advantage and complements traditional marketing strategies.
With the correct content, keywords, and campaign strategy, you will attract the right investor to your website. Your sales team won’t be wasting time following up with leads that are not truly interested in your fund.
9. Build Lasting Relationships
The goal, from start to finish, is to be a helpful, trusted partner. That doesn't end once the first deal closes. Continue to be the partner that got them to invest in the first place, and you'll have a lifelong evangelist as well as an investor.
10. It's Fun
The more you practice inbound marketing strategies, the better you become, and the more you learn about yourself and your investors. Have fun and experiment with different tactics and content formats to see what works best for your target personas. When you watch the warm leads come in month after month, you won’t regret the investment of your time.
Interested in Inbound Marketing, but now sure what your next step should be? Contact Havener to discuss how we can help you get started.