Digital Marketing Strategy

Digital marketing:
Your presence, mastered & measured.

Developing a digital marketing strategy for an asset management or wealth management firm requires a deep understanding of the business. This includes what it needs to do to grow—and how it generates revenue.

Call on LG Digital, the digital marketing strategy practice of Lowe Group, to collaborate in the development of a comprehensive plan designed to leverage and master communications and technology to acquire, engage, serve and retain clients for your ETF, mutual fund or financial advisory business. Our emphasis is on continual measurement for continuous improvement to drive business results.

Alternatively, bring us in to help on a project or problem to help you and your team go further faster.

Our services include:

Website strategy and SEO
Email and marketing automation
Marketing analytics
Training

Pat Allen new bkgd cw SIZED

Public relations and digital marketing strategy are close cousins. The goal of both is to get attention and raise visibility, with digital marketing providing tools that drive added effectiveness and enable enhanced measurement and attribution. When public relations and digital marketing work together, connections are made and insights are gained that elevate the contribution of both.

Your frequently asked questions, answered.

What does FurtherFaster mean for Digital Marketing?

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Transcript

I can offer three reasons the Lowe Group's digital business can help you go further, faster.

Number one, we're familiar with the people you want to engage. Whether they're financial advisors, institutional investors, fund selectors, end investors, your sales team, the media, people who use the media. You're in a complex business and it takes years to understand these channels and how to effectively reach them and communicate with them.

We understand. You're not going to need to burn up a lot of time explaining things to us.
Number two, digital has to get things done. There has never been a time when more has been expected of digital marketing leadership and of your team overall. You'll save time working with a partner who understands the expectations and can focus on helping you deliver on them, even as everything, face it, business priorities, technologies, reporting structures, everything tends to be in a constant state of flux in digital. One of the reasons we like it!

Number three, and this is the further part, if you're like most firms, you're trying to pull out the stops, trying to win the hearts, minds, eyeballs, and engagement of clients and prospects. This is such a competitive realm. Many find that there just aren't enough hours in the day to do your work, stay current with what everyone else is doing, and then think of ways to innovate.

Luckily, that is part of our job. When we work with you, you can count on us knowing what's out there, what's been done. And more important to zero in on where we see opportunity for you based on what we understand, based on what you've told us, your firm's objectives are. We know you're special and we're going to be obsessed with surfacing ways for you to stand out.

So, we specialize in your audience, we understand what's expected of you and our intel will keep you fresh on point, maybe a little ahead, ideally a lot ahead. It's all pretty high level, but you'll find lots of detail on the rest of the website.

Can you help us
with our analytics?

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Transcript

Our specialty is pulling together everything you do, website, email, advertising, social, and helping you look at its aggregate effect in a single dashboard. We work with you to establish goals and KPIs that are tailored to your firm's objectives, whether it's driving meme acquisition, advisor engagement, content downloads, maybe it's heightened visibility in search, heightened traffic from search.

You know, I've been fortunate to work with many firms over the years, firms that are in the same space you're in, trying to engage similar audiences, working with similar partners to drive website traffic to what are often very similar strategies or product pages. When we look at your analytics, we know what to look for. There are patterns and there are anomalies that we quickly pick up on, and we know how to address and optimize.

What's working? You know, that's the essential question, isn't it? Our goal is to help you be more effective in getting to that answer. There's nothing more fun and really nothing more satisfying than helping a marketing team get a handle on the analytics that are available to measure the results of their hard work, to inform strategy development and refinement, and to report to the business, and to ultimately drive growth in the business.

How can you help with social media?

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Social media is a key part of every client's digital strategy. Each client tends to have different needs, and at Lowe Group we're happy to help collaborate wherever you and your team need help. We can support the work in a range of ways, from the development or refinement of strategy, and even in some cases, the execution too. Social media objectives can be high level, as in we just want to raise awareness or be seen in the mix. This discussion also involves an evaluation of the social networks likely to be most appropriate or effective for your brand.

In other cases, social is part of an overall campaign with distinct objectives that could include building followers or driving clicks. At Lowe Group, our work includes establishing profiles, building out follower strategies, and managing editorial calendars for organic posting. We can create and run paid social campaigns if that's what you need too.

For everything we do regarding your social posts, we'll provide you with analytics and insights to enable you to measure the effectiveness of the work.

Digital marketing for asset managers.

The mandate for investment firm marketers is broadening, and with it the expectations of a firm’s digital strategy. More audiences are being reached and with a fuller range of investment capabilities. This argues in favor of targeted communications across web, email, social and other channels, and learning and sharing insights from engagement data.

Digital has become the nerve center of the modern investment firm. Our clients feel the added pressure and heightened profile of their work. Our goal is to relieve the burden while bringing new ideas and approaches to keep the team and business moving ahead.

Digital marketing for wealth managers.

Financial advisory firms’ desire for profitable growth invariably leads them to digital strategies that can efficiently market, engage and convert online interest into opportunity.

Websites are relied on to communicate “right fit” client requirements. Emails are used to serve, soothe and retain. We help with strategic positioning and leveraging the digital marketing tech stack (i.e., website, email platform, CRM).

Working with LG Digital.

Initiating contact with a firm offering digital marketing strategy can give one pause.

Which of these concerns keeps you from reaching out?

Ugh, they’ll come in wanting to rethink everything, and we don’t have the time, budget or even inclination to do that.

“Underwhelmed, they’re so tactical. We need help with the big picture.”

“Stay in your lane! We have a branding partner, an ad agency, a content team, etc. We need you to do only what you do.

“Huh, ever since they got in the door, they’ve been trying to expand the assignment.”

We get it, we’ve been there. How about you tell us what you need our deep, specialized experience in the investment industry for—and we’ll get to work on that.

Digital Marketing FurtherFaster Proofpoints.

Reorienting a web presence ahead of an ETF launch

Building an email
nurture strategy

Elevating an RIA’s
presence online

Reorienting a web presence ahead of an ETF launch

Background

In addition to everything new that comes with launching ETFs, this would-be ETF issuer needed wholesale changes made to their mutual fund-centric website in order to accommodate the new product line.

Scope of work

The client is a business unit of a larger firm whose investment operations extend beyond mutual funds and whose enterprise resources are not intimately familiar with the intermediary channel. After conducting a holistic analysis of the firm’s current site, Lowe Group’s LG Digital provided extensive recommendations for overall elevation of its presence on the web. Combining search engine and industry best practices, the findings delivered actionable steps for the internal and external development partners to best leverage their content management system and marketing automation platform.

Outcome

The shared insights provided the resource teams with a deeper understanding of what was needed to support their business unit’s important new initiative. Development of the site is underway ahead of a 2025 product launch.

Building an email
nurture strategy

Background

A significant investment was made to acquire tens of thousands of vetted email addresses matched to this investment firm’s capabilities. The ask for Marketing: engage and test the list for business potential, with the intent to graduate promising contacts to Sales for further exploration.

Scope of work

The development of a nurture strategy spans multiple functional areas (e.g., Distribution, CRM, Business Intelligence, email, content, analytics). Lowe Group’s LG Digital partnered on the full range of what needed to be done: list segmentation, content development, journey building, systems prep and measurement.

Outcome

Watch this space for an update. While the client is pleased with the strategy work to date, the pilot project is in the field.

Elevating an RIA’s
presence online

Background

The growth of this $5 billion RIA was thanks to referrals from happy clients. The website wasn’t a priority for management, but the firm’s investors thought it was time for an upgrade. In fact, reliance on a cookie cutter website builder platform led to the site being bloated with the very same content the platform was also publishing to dozens other advisory sites.

Scope of work

A day of interviews with the principals, followed by a few light brand-building exercises, helped LG Digital and Lowe Group’s Content Services team collaborate on revised positioning. This work was followed by the development and launch of a new, contemporary, differentiated website that better reflected the unique value of the firm and its people.

Outcome

Launched in September 2024, the site has received acclaim from clients and is climbing up the search results.

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