Gregory Vlasveld-Lawler - Consultant, VMA GROUP

In a recent meeting with a smaller-sized asset management client, the conversation turned to how they could produce an effective, cheap marketing plan due to a small budget. As is the case with most businesses now, marketers at asset management firms are being expected to find more ways to attract new customers, retain existing ones and create brand awareness, all with limited resources.

Cheap marketing: cost-effective, not ineffective

Whilst we'd all love unlimited resources and the licence to implement big-budget marketing campaigns, the reality is that for most companies, this isn't the case. However, by persevering with simple but effective low-cost solutions, you can eventually see big improvements in your overall performance by making sure your engagement packs a punch. The changing digital landscape has opened a number of avenues that all marketers should take full advantage of; they have, to a certain extent, leveled the marketing playing field. Digital marketing takes many forms and can instantly boost your engagement for little or no money. Here are a few ideas to get you thinking:

Blogging

Basically, what I am doing right here. Write about what you do, and how you do it. Tailor your tone and angle to your target audience. This will give your clients a window into your company, and you the chance to build their confidence in your sector knowledge and expertise. On top of this, blogging is a great way to enhance brand awareness.

Creating content on your existing company website is incredibly cost efficient, so ask employees from across the organisation to contribute an article once a month. This way, your followers will anticipate the regular updates and will lead to a building of loyalty and expectation from your target audience.

Creating original and topical content is an excellent start, but the key thing is making sure it gets in front of your target audience. Every time you create a piece, think of the wider campaign: make sure you share it socially, and engage with your teams by asking them to share it with their networks too.