Asset Management Communications Blog

In life, be it love, business, or sports, timing is everything.

For the marketing / client service manager of an asset management firm, uncertainty is among the biggest challenges surrounding the timing of content delivery.

Social Media Marketing helps increase the touchpoints a firm has with clients and prospects. It's a vital consideration, because timing, quite frankly, is everything in sales, marketing, and client service.

Using social media marketing and content marketing to promote your firm’s thought leadership, philosophy, professionalism, and contributions to the industry and local community should be a top priority of marketing departments of asset management firms everywhere.

But I can hear it already…

It’s true that asset managers, unlike, say the airline or retail industries, have onerous compliance-related regulatory hurdles to clear, vis-à-vis social media. The SEC takes a highly cautious approach to regulating how asset management firms distribute marketing messages delivered via social media. (link to SEC language)

In the last post, I wrote about how social media leverages the network effect to multiply the number of touchpoints asset managers can maintain with clients and prospects.

Here, I think it’s important to look at the best way for an asset manager to increase the strength and usability of their social media marketing (SMM) strategy: content marketing (CM).

Abstract: Social media marketing helps asset managers to increase the number and frequency of their touch points with clients and prospects.

The reluctance of asset management firms to embrace social media marketing is understandable.

To an asset manager’s marketing department, social media seems at once unfamiliar, yet too personal; faddish, yet culturally entrenched; a source of interest, yet also a regulatory and public relations headache waiting to happen.