Differentiation Strategies for Investment Firms
“I think the firms that will be the most successful are the ones who can best articulate their business model and their value-add. If they can’t do that, I think there will be continued consolidation.” Thomas Scalici, CEO of Cornerstone Advisors Asset Management in Bethlehem, Pa., Financial Advisor Magazine, July 1, 2015
Differentiation is a digital marketing strategy that can be used by investment firms. However, investment advisors must also know about positioning, which is another marketing strategy that is closely related to differentiation. Positioning is telling potential clients what makes the firm better than others. On the other hand, differentiation is the way the firm implements their positioning by promoting the benefits they have to offer.
Differentiation in digital marketing follows the same principles as that in traditional marketing. Positioning is the behind the scenes strategy that serves as the backbone of the advertising strategy. The investment firm differentiates themselves by promoting the attributes and benefits that make company unique.
Differentiation Tools
In digital marketing, there are several tools and symbols that an investment firm can use to establish brand differentiation. It can be a distinct name, an effective brand logo, or a unique packaging. The firm can emphasize on strong value for money for its services.
The investment industry is a very competitive field, and it is important for investment advisors to be able to make their firm different from competitors. More often than not, they offer the same services to the same target audiences. The investment industry is highly regulated, and there is little that investment firms can do to differentiate themselves from their competitors.
In order to separate one’s investment firm from the others, investment advisors must work really hard for it. Most firms only focus on serving their customers. However, to differentiate one’s firm, one must invest extra time, effort and resources to create something that provides great value. Investment advisors must work extra hard to give clients something that they want.
Focus on a Specific Field
One differentiation strategy that investment advisors can use is to have a specific area of specialization. They should be known as specialists, and not just generalists among investment firms. Discerning clients will look for specialists, and are willing to pay a higher rate for their services. Aside from specializing on a particular field, it is also important to focus on a service. That way the firm will be less susceptible for cyclical downturns of the industry.
Make Research Studies Public
Another way for investment firms implement differentiation is to provide potential and current clients with insightful information and industry data. This will improve the firm’s credibility. Findings of the research can be used as materials for blog posts, webinars, speeches, and articles.
These are just some of the differentiation for investment firms. It is important for investment advisors to deploy multiple differentiators at the same time. This is a complex task that might be out of their field of expertise. Which is why they should let a team of professionals who can do their digital marketing for them? The marketers can use differentiation, as well as lead generation, to help bring new clients to the firm.
Differentiation in digital marketing follows the same principles as that in traditional marketing. Positioning is the behind the scenes strategy that serves as the backbone of the advertising strategy. The investment firm differentiates themselves by promoting the attributes and benefits that make company unique.
Differentiation Tools
In digital marketing, there are several tools and symbols that an investment firm can use to establish brand differentiation. It can be a distinct name, an effective brand logo, or a unique packaging. The firm can emphasize on strong value for money for its services.
The investment industry is a very competitive field, and it is important for investment advisors to be able to make their firm different from competitors. More often than not, they offer the same services to the same target audiences. The investment industry is highly regulated, and there is little that investment firms can do to differentiate themselves from their competitors.
In order to separate one’s investment firm from the others, investment advisors must work really hard for it. Most firms only focus on serving their customers. However, to differentiate one’s firm, one must invest extra time, effort and resources to create something that provides great value. Investment advisors must work extra hard to give clients something that they want.
Focus on a Specific Field
One differentiation strategy that investment advisors can use is to have a specific area of specialization. They should be known as specialists, and not just generalists among investment firms. Discerning clients will look for specialists, and are willing to pay a higher rate for their services. Aside from specializing on a particular field, it is also important to focus on a service. That way the firm will be less susceptible for cyclical downturns of the industry.
Make Research Studies Public
Another way for investment firms implement differentiation is to provide potential and current clients with insightful information and industry data. This will improve the firm’s credibility. Findings of the research can be used as materials for blog posts, webinars, speeches, and articles.
These are just some of the differentiation for investment firms. It is important for investment advisors to deploy multiple differentiators at the same time. This is a complex task that might be out of their field of expertise. Which is why they should let a team of professionals who can do their digital marketing for them? The marketers can use differentiation, as well as lead generation, to help bring new clients to the firm.
RSS Feed
