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Alternative Market Briefing

Eight ways investment managers should be using digital marketing right now

Thursday, November 19, 2020

Bailey McCann, Opalesque New York for New Managers:

The pandemic has fundamentally changed how fund managers raise assets. Investors aren't up for in-person meetings anymore, but they are still investing. Hedge funds had an estimated $13 billion of inflows in the third quarter of this year, according to data from HFR. Most of that money is going into existing relationships with larger funds, making it harder than ever before for emerging managers to get seen.

For investors that want to consider small and mid-size firms, it's obvious that the dynamic has to change. Some solutions, including virtual manager visits, are beginning to emerge.

"The big question for emerging managers is 'where do you begin?'" says Matthias Knab, founder of Opalesque. "There is a big opportunity for new managers to create a high-quality virtual experience for investors and to show that they can add value."

According to Knab, it's important for managers to assess their current online presence to ensure that it is providing the right message to investors. Now that the competition for assets is going digital, it'll be hard for hedge funds to get by on a stripped-down website that primarily serves as a login to the investor portal. If funds want to stand out online, they will have to share more and create ways to capture leads.

"Allocators enjoy having access to investment professionals," Knab says. "They want to get unique perspectives. The big funds are already out there engaging with information and insights. Small and mid-size firms will have to respond as well if they want to be seen."

In the coming weeks, Opalesque will be holding a two-part webinar series consisting of eight modules put together by expert fund marketers and consultants. Each module will deliver actionable information that small and medium-sized fund managers can use to improve their virtual outreach and asset gathering efforts. Topics will range from online marketing, to improving client engagement, to effective techniques for webinars and virtual networking events.

The preliminary agenda is below:

Part I: Monday, Dec. 7th 10:30 am EST:

1. Assess & Maximize Your Digital Presence - Matthias Knab

2. How to Master Investor-Centric Marketing - Don Steinbrugge

3. How To Use Automation and Data Science to Improve Client Engagement and Boost AuM - Paul Das

Part II: Thursday, Dec. 10th 10:30 am EST:

4. How To Turn Cold Leads Into Hot Prospects - Matthias Knab

5. Three Key Techniques to Improve Your Investor Pitch - Benjamin Ball

6. Four Hacks for Convincing Video Calls & Presentations - Benjamin Ball

7. Five Strategies to Improve Attendance at Your Next Virtual Event - Paul Das

8. Guide To SEO In Fund Marketing and Digital Media Compliance - Paul Das

Registration is free and available here. Replays will be available if you cannot attend live.

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