Amid today's everchanging global marketplace, managers must adapt their marketing initiatives with public relations (PR) to meet the demands of investors looking for funds that stand out and make them take notice. Herein lies the challenge:
Are you communicating your firm's message effectively?
Is it reaching your key market?
Are you finding partners to help you convey your expertise & branding message?
We sat down with Charlotte Luer, the CEO of LJH Financial Marketing Strategies, to take a deeper look into the world of PR. We asked her some pointed questions about the importance of PR and how to tackle it. With over 25 years of experience, Charlotte has seen many fail to tackle the most important part of their business plan - increasing visibility.
"PR relates to all activities involved in communicating with your key audience - a strong PR program will position your firm's team as go-to experts and include a focus on activities such as media relations, thought leadership content, tailored events, and other activities that position you front and center in the minds of prospective investors."
So how does this all work?
Analyze your goals and objectives
Identify the marketing strategies and tactics required to differentiate your firm and drive results
Consider all of the options, there are many ways to boost awareness and differentiate your firm
Here are a few go-to options:
Get yourself interviewed, featured, or quoted. This provides strong third-party
Thought Leadership Content
Distributing original content will promote you and can result in journalists contacting you for interviews. Educating investors can make you the expert in the industry.
Published podcasts promote your brand, your story. It will bring your unique message to the masses.
Get involved - either virtually or in person. Networking is the primary focus and there are many options to choose from that include global conferences, webinars, virtual hang-outs or break-out rooms, and as the world opens back up, curated roundtables. Refer to our post about getting the most out of conferences.
"It's all about visibility"
A reminder about regulations and compliance - be sure to find a PR and or marketing partner that is familiar with your industry-specific regulations and has an awareness of the requirements and restrictions of your specific investment type and is familiar with the compliance process of the industry.
Navigating the PR landscape can be overwhelming. Finding the right partners can lead to optimal branding of your investment strategy and firm. The right partners can help differentiate your firm from the competition, help in raising assets, and contribute to attracting the best investors.
For more information on finding an industry-specific partner for marketing and PR, contact us at firstname.lastname@example.org to learn more.
Thanks to our contributor: Charlotte Luer, APR, Chief Executive Officer of LJH Financial Marketing Strategies, with over 25 years of experience in financial marketing, branding strategy, and consulting.