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| Nina Eisenman |
These questions and many others were the focus of a webinar
recently hosted Nina Eisenman, President and CEO
of Eisenman Associates, in conjunction with the Small Funds Network, and assisted by SunStar's Dan Sondhelm. The
webinar, titled “Web Content that Attracts New Investors” examined the most and
least successful digital content strategies.
Eisenman, whose firm specializes in web design for investment companies, shed light on the nebulous term “content strategy.” She explained, “In a nutshell, content strategy…is about developing a plan for publishing content that attracts and engages the right investors…and turns financial advisors, consultants and other financial professionals into advocates for your firm and funds.”
One point Eisenman highlighted is that many firms don’t follow a schedule when it comes to posting fresh content to their site, defeating many aspects of a content strategy; however, bear in mind that simply throwing up any data on your site simply for “news” sake won’t work in your favor, either. The content you post must be relevant and interesting to your audience—don’t bog them down in unnecessary information.
SunStar’s Dan Sondhelm added that if the information isn’t timely, you will lose potential investors who can’t find the information for which they’re looking. Clients want to know how the portfolio managers make their decisions. Translation: no fluff allowed.
Sondhelm explained another vital step: integration. He noted that the firms that do this well are ahead of the game, with content linking from their site to social media outlets, such as Twitter, Facebook and blogs. Other online tactics include e-mail marketing, webinars and podcasts, which you can post to iTunes to tap into its large distribution. To test your site’s reach, he suggested Googling your firm and fund name to see how many pages appear in the search results—this will give you an idea of how much relevent content you have.
But why should you bother?
Implementing a content strategy is more important than you may think:
·
Drives visibility on search engines
·
Increases incoming links to your site
·
Attracts wider pool of visitors & converts
them to investors
·
Helps point investors towards the right fund for
their objectives
·
Turns current clients into advocates
To be effective, the content must benefit both your business
goals and client needs. Eisenman suggested gathering feedback via online survey
to understand what your visitors really want from your site.
Sondhelm stressed
the importance of your homepage, which is your first impression. You need to
design the page around the needs of your clients. An excellent tool is
leveraging digital reprints of press coverage you have garnered as the third-party endorsement will
boost your credibility.
They
recommended what they feel are the best types of content, and to name a few:
·
Commentaries & Insights
·
White papers
·
Digital reprints
·
Regularly scheduled videos
·
Blog
·
Third party endorsements
·
Letter to Shareholders
The point is that you want to tell your story in a way
that’s meaningful to those visiting your page. Find out what they are really
looking for—don’t just include what you only think they want. By committing to
a regular schedule and tapping into various methods of digital reach, you will
not only enhance your business goals but become a resource for investors, both
current and potential.
To replay the Webinar, for SFN members only, click here and click on the Webinar entitled Website Contact that Attracts New Investors.
by Katie Bird
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