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Asset Management Communications Blog

A Resource for Investment Management Marketing & Communications

Building a Better Investment Management Website: Messaging & Content

June 14, 2018

DQCOMM BUILDING A BETTER INVESTMENT MANAGEMENT WEBSITEOne of the great things about what I’ll call the “democratization” of website building technology is that it is now easier than ever to have a really polished, sharp-looking website.

Because in highly competitive areas, such as investment management, looking your best is a paramount marketing imperative.

But the rub, as always, is: what happens when everyone’s website looks great? It’s like being in a bar full of beautiful people. It takes more than a wink and a smile and a cheesy line to close the deal – you need a memorable opening, a compelling story to tell, and a great close.

Building a great-looking website is the easy part – what’s hard is constructing compelling, articulate website content and investment management marketing messaging. But it’s not impossible, obviously.

So here are a few tips of the trade that investment management firms can use to punch up their website content and improve their topline marketing message: 

  1. Put yourself in your audience’s shoes. I’ve yet to meet an investment manager who didn’t claim to intimately “know” their clients. If that’s the case, then make a list of all the questions, concerns, issues, and interests that your best clients share. Use that list as a way to self-edit your content. Make sure your content is catering to what your audience wants and needs, and isn’t merely used as a conduit for self-promotion.

  2. Be persuasive, always. Too much investment management marketing content assumes that the unique superiority of a given approach is self-evident.

    It’s not self-evident. At all. Look, there’s nothing truly new under the sun, which means that what most managers are doing is actually a variation on a theme, “Oh, so you are a deep value international manager.” In a meeting, most would respond, “I guess you could say that, but here’s where we differ…” That’s what you need to do in your content. Persuade, don’t just describe - It's one of the most important investment management marketing best practices.

  3. Establish a marketing thesis. Most firms have some kind of investment thesis. You also need a marketing thesis that spells out how you conceive of your marketing and what its purpose actually is. Saying, “Our marketing should result in a tripling of AUM over the next five years” isn’t a marketing thesis – it’s a sales goal. Marketing has to be about establishing and promoting your firm’s raison d'être: why do you exist? What under-served market need are you trying to fill? Why would the market be worse off if your firm ceased to exist?

    Unless you have a good answer to these questions, your messaging will fall flat.

Just because it’s easier than ever to look great, make sure you sound great as well.


The Asset Management Communications Blog is a resource from Daniel Quinn Communications for investment management firms on effective marketing and communications:

   ~ Inbound Marketing / Content Marketing
   ~ Website and other online content
   ~ Content marketing for asset managers
   ~ Style guides
   ~ Presentation materials
   ~ General advice on effective writing.