As an entrepreneur, you may be looking to start or grow an investment company. In order to do this, you need to have a solid marketing strategy in place. Without a plan, it will be difficult to generate leads and interest from potential investors. Below, we will go over some of the key components of a successful marketing plan for an investment business.
Key Components of an Investment Marketing Plan
A great marketing plan has eleven sections as follows:
- Executive Summary
- Target Market Segments
- Unique Selling Proposition (USP)
- Pricing and Positioning Strategy
- Distribution Strategy
- Marketing Materials
- Promotions Strategy
- Digital Marketing Plan
- Conversion, Referral, and Retention Strategy
- Financial Projections
We provide more detail for each of these key components below.
The executive summary is a brief overview of your entire marketing plan. It should include your overview information from each of the other sections, such as your target market, unique selling proposition, key promotions strategies, and financial projections.
Target Market Segments
When it comes to marketing an investment, it is important to identify your target market segments. Who are your most likely customers? Consider factors such as age, gender, income, location, and lifestyle when determining your target market segments.
For example, the customers of an investment company may include:
- Retirees who are looking for income-generating investments
- High net-worth individuals who are looking for alternative investments
- Accredited investors who are interested in venture capital or private equity
Break down each of these segments even further by considering their needs, wants, and pain points. For example, the needs of the customers of an investment company may include :
- Generating additional income
- Diversifying a portfolio
- Beating the stock market
- Access to alternative investments
By understanding your target market segments, you will be better equipped to create marketing messages that resonate with them.
Unique Selling Proposition
Your unique selling proposition (USP) is what sets your investment apart from other investment businesses. What do you offer that nobody else does?
For example, the USP of an investment company may be that you offer:
- Access to exclusive investments not available to the general public
- A team of experienced professionals who provide personalized attention
- A focus on sustainable and impactful investments
No matter what your USP is, make sure it is clear in your marketing materials. Your clients/customers should be able to see immediately what makes you different from the other business in their area.
Pricing and Positioning Strategy
Your pricing and positioning strategy will be determined by your target market segments and your unique selling proposition.
For example, if your target market is high net-worth individuals and your USP is that you offer access to exclusive investments not available to the general public, then your pricing and positioning strategy would be to price your investment services at a premium.
On the other hand, if your target market is retirees who are looking for income-generating investments and your USP is that you offer a focus on sustainable and impactful investments, then your pricing and positioning strategy would be to price your investment services at a discount or lower level.
No matter what your positioning strategy is, make sure your pricing strategy is competitive. Consider conducting a market analysis to see what other investment businesses with which you compete are charging for similar offerings.
Your distribution strategy will determine how you get your investment products and services into the hands of your target market.
There are a number of ways to distribute investments, including:
- Direct sales
- Investment banks
- Registered investment advisers
- Boutique firms
Providing offers through your business is a great way to entice customers to make a purchase. Consider offering discounts for first-time clients or loyalty rewards for frequent clients. You could also offer promotional items such as coupons.
Your marketing materials should be based on your unique selling proposition and target market segments. They should be designed to grab attention and generate interest in your business.
Some of the marketing materials you might want to create include product brochures, flyers, and website banners. You will also want to make sure your branding is strong and consistent across all of your marketing materials.
Your promotions strategy includes the methods you will use to attract new customers. It should be designed to generate excitement and encourage customers to try your business.
Investment businesses should consider the following promotional strategies:
- Developing a referral program
- Hosting educational events
- Participating in trade shows and conferences
- Offering free consultations
Digital Marketing Plan
In today’s digital age, it’s important to have a solid digital marketing plan. This will help you reach a wider audience and drive more traffic to your business.
Some of the digital marketing tactics you might want to use include search engine optimization (SEO), pay-per-click advertising, social media marketing, and email marketing. You will also want to make sure your website is mobile-friendly and easy to navigate.
Investment businesses should consider the following digital marketing strategies:
- Developing a strong SEO strategy
- Creating compelling content
- Engaging in social media marketing
- Running pay-per-click advertising campaigns
- Building an email list
Conversion, Referral, and Retention Strategy
Your conversion, referral, and retention strategy should be designed to keep customers coming back. Consider offering loyalty rewards, discounts for referrals, and other incentives to encourage customers to continue using your business.
You will also want to make sure your customer service is top-notch. Respond quickly to any complaints or concerns, and always go above and beyond to exceed customer expectations.
Investment businesses should consider the following conversion, referral and retention strategies:
- Offering loyalty rewards
- Discounts for referrals
- Exceptional customer service
- Regular communication
Last but not least, you will need to create financial projections for your business. This will help you track your progress and ensure you are on track to meet your goals.
The key information to include in these financial projections are your monthly marketing expenditures and expected sales. Be sure to update your projections on a regular basis to reflect any changes in your business.
Financial projections for a startup investment business may include:
- Startup costs
- Monthly marketing budget
- Expected sales
- Profit and loss statements
- Balance sheets
There is a lot to consider when marketing an investment business. However, by taking the time to develop a sound marketing strategy, you will be in a much better position to succeed. Use the tips and information outlined above to create a winning marketing plan for your business.