By Mark Macias
Public relations can raise the profile of your firm. Unfortunately, the financial industry is one of the last sectors to embrace PR.
MACIAS PR has led many media campaigns for hedge funds, private equity firms, money managers and financial service providers. Our team secured media coverage for our clients with CNBC, Wall Street Journal, Barron’s Magazine and others.
This track record is partially why industry peers named MACIAS PR the 2017 Strategic PR Firm of the Year. And in 2015 and 2016, Finance Monthly named us the Financial PR Firm of the Year.
A recent white paper, How to Market your Fund under the New SEC Rules, found less than 5 percent of SEC registered hedge funds are taking advantage of PR.
The white paper found fewer than one in 20 SEC registered funds had a website, putting them out of reach of new investors. The research also discovered roughly 80 percent of the funds in Connecticut didn’t even have an email address for investors to contact.
The white paper was published by MACIAS PR and can be downloaded by clicking here.
How to Market a Fund to Investors
Before the SEC lifted the restrictions on marketing, most funds had not developed a website, fearing it would give the impression of skirting the old SEC prohibition on advertising.
Those funds are now at a huge disadvantage since they are entering a modern world where an online presence is crucial to marketing any service.
Marketing a fund with the media is drastically different than marketing a product to the public. Every fund needs credibility before the media will even consider putting a portfolio manager on TV or quoting him as a financial expert. This is why he says it’s so crucial for all funds to establish credibility now with a strong online presence.
Here is an except from the white paper How to Market your Fund under the New SEC Rules:
Establish Credibility before any Media Outreach
Credibility matters in life, but it especially matters for journalists, says Macias who was a journalist for NBC, CBS and King World Productions. Whenever a portfolio manager is pitched as an expert to the media, journalists will quietly and overtly measure his expertise, integrity and experience in the financial industry. If a reporter doesn’t see an online presence on your fund, credibility questions will be raised, Macias says. Here are a few credibility questions you should be able to address and answer before your fund pursues media placements.
Develop a Content Marketing Plan
Your team of analysts already has a wealth of research that could be turned into white papers, blogs, articles or editorials that could be marketed on the web. This is known as “content marketing.” Content marketing is one of the most effective methods for reaching new investors because it provides a real value to consumers. When promoted on the web, content marketing platforms, like nRelate or Outbrain, can help your original content reach even more targeted business readers on influential blogs and news websites.
Research Financial PR and Financial Marketing Firms
Unlike ad campaigns that stop when your campaign ends, media campaigns keep working for your fund long after a PR campaign is over. The cost for a PR campaign effectively diminishes overtime, since news organizations rarely bring down their stories.
Another benefit to a financial PR campaign is a boost to your search engine ranking. If your PR team can convince a news organization to post a link to your website on their news site, other search engines will suddenly view your fund as more valuable, boosting its ranking to a higher position. Here are a few questions to help you determine which PR firm is the best fit for your hedge fund.
Develop an Email Marketing Campaign
Email marketing campaigns can be a targeted way to share your investor newsletters with potential investors. When written in a concise way, a fund’s newsletter can be shared with your clients’ sphere of influence, especially when it contains social media links embedded in the newsletter. The key to launching a successful email campaign is to deliver original content that educates readers on your fund.
Macias PR was named the 2017 Strategic PR Firm of the Year and 2016 and 2015 top PR Firm of the Year – USA by Finance Monthly. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with CNBC, providing media analysis, insight and crisis advice on timely business topics.