Eat, Sleep, Market Your Fund, Repeat
There’s no magic button to hit to learn how to ride a bike, drive a car, or play a new sport. No one becomes ‘good’ at their first attempt. Discipline and consistency are the keys to success in the honing of these new skills.
In building Brand Awareness, discipline and consistency (and of course – good marketing) are often the factors that are missing when managers communicate their message to their audience. Brands evolve, slogans evolve, and campaigns to make people aware of your value proposition change over the years. But the importance of its consistency never does.
Your prospective investors need to understand what your core message and your value proposition is. Your current investors need to be reminded of why they went to you in the first place, especially when performance isn’t working in your favor. These things don’t happen if you just communicate to them on occasion without a structured marketing calendar and a unified message through various campaigns and channels.
3 Starting Points To Ensure Discipline & Consistency:
Ensure your message is clear and simple
Make your message sticky. You’re fighting for your audience’s time and attention, and most of the time, all you get is a few seconds. Within those few seconds, your core message has to stick, and it’s only going to happen if it’s clear and simple.
[READ: The Attention Economy and Why You Should Care]
Repeat, Repeat, Repeat
“They’ve already heard what we have to say…”
1. Firstly, are you sure about that? In a study of managers’ marketing within their own databases, the ‘engaged’ prospects are always changing from campaign to campaign. In other words, the 10% who paid attention and heard you this time, is likely not going to do so the next time. It’ll be a different group of 10% who hears you the next time.
2. And… so what?! Nothing ever sinks in unless people hear it over and over again. Find ways to generate interest and approach your message from different angles in order to drive home your value proposition.
Hold yourself accountable
Arguably, we plot our own downfall when it comes to communication our brand consistently, especially if it’s something that comes as new and disruptive to what we’re used to.
Create a marketing calendar with for content (i.e. monthly letters, roadshows, attribution updates, PR, AGMs, etc.) geared towards each prospect’s stage in the pipeline. Forecast a long-term budget for marketing efforts, and instead just approaching it week-by-week. If you’ve been struggling to do it for a while, it may be time to consider hiring someone to take over that process.
Your favorite brands didn’t have that same ‘recall’ in our heads when they first started, but through consistency, and persistency (!) in their campaigns, they’ve established themselves front and center of in your world.
“Repetition is the mother of learning, the father of action, which makes it the architect of accomplishment.” ― Zig Ziglar
By Alan Chu