Marketing Tips to Get the Best ROI from your Investment Newsletter

There are a number of reasons to ensure that an investment newsletter is central to your marketing strategy. These include:

  • Keeping your name at the forefront of your clients’ thinking
  • Educating your clients, keeping them informed, and motivating them to act
  • Calming nerves in a volatile market
  • Creating awareness of your advisory branding
  • Constant communication with clients at minimal expense
  • Differentiation of your service from other providers

The question is, how do you best integrate an investment newsletter into your marketing plan?

Social media marketing trends in financial advice

Financial advice firms are getting better at using social media in their marketing strategy. The 2015 Putnam Investments Social Advisor Study found that:

  • 4 out of 5 financial advice firms use social media for business
  • 80% of these gained new clients via social media
  • Nearly three quarters of those that gained assets posted on social media every day
  • LinkedIn, Facebook, and Twitter gained new business at rates of 88%, 68%, and 64% respectively

The study also found that the different social media platforms performed best at different strategic functions:

  • LinkedIn improves referrals and connections with other financial advisors
  • Facebook enhanced existing client relationships and built a professional brand
  • Twitter expanded professional knowledge and market perception as being a thought leader

Investment newsletters, blogs, social media, and traditional marketing working in tandem

Understanding these social media marketing trends enables you to develop a marketing strategy that also includes traditional marketing. It is this strategy that will enable you to access the full benefits of producing an investment newsletter. Here are some tips to get you started:

  • On all promotional material, mention your newsletter and how people can receive it (by signing up on your website)
  • If you run a webinar, make sure that you include a mention of your newsletter toward the end of the webinar. Again, point your audience to your sign-up page (with a link from your webinar)
  • At all client meetings, offer sign-up to your newsletter
  • Include a reference to your newsletter on all in-print articles (for example, in trade magazines)
  • Make sure that articles in print reference your newsletter
  • On blog posts, include a call-to-action to sign up to your newsletter
  • On your website, place a display ad that allows visitors to click and sign-up

Now to using social media:

  • Post on average at least once a day to Twitter, your Facebook page, and LinkedIn. These could be posts that highlight something in your newsletter, or linked to your blog. The idea here is to help drive traffic to your website, so always include a link to the relevant blog post or newsletter sign-up page as appropriate
  • Listen to your audience. Interact with them, replying to comments and creating conversation
  • Find people who influence in the field of financial markets and advice, and connect with them. Build relationships online with these and increase your own sphere of influence
  • Don’t be overly promotional on social media. Let your conversation engage people, and concentrate on producing great content
  • On Twitter, search for people that are looking for the services that you provide and connect and interact with them (here’s the Twitter search tool to help you)
  • Analyse your posts to see how many likes, comments, and shares they get. Then understand why, and shape new posts in the same fashion
  • Use #hashtags on Twitter to help people find your tweets
  • Add images whenever and wherever possible

Creating, running, and managing a marketing strategy will need you to manage your time and resources effectively. Free up just a few minutes each day and you’ll have the time to post to your social media accounts and interact with your audience.

Start by creating great content. Make your investment newsletter engaging and relevant. (Click to tweet)

Do this and your clients will want to open and read every issue. Monitor open rates by utilising Mailchimp’s analytical features.  Content marketing doesn’t produce overnight success, but stick with it and post great content every time and on a consistent basis and you’ll build a long-lasting and loyal audience that will continue to grow.

Now you’re nearly ready to produce and send out your investment newsletter. In the final part of this series of blogs, we’ll look at how to create your investment newsletter template and content timetable.

Blogs in the investment newsletter series

Take Advantage of the Key Benefits of Producing an Investment Newsletter

How to Avoid the Common Mistakes Made When Producing an Investment Newsletter

5 Things You Must do to Write the Perfect Investment Newsletter

Marketing Tips to Get the Best ROI from your Investment Newsletter

How to Create Your Investment Newsletter Template

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