Is Your Marketing Building Credibility and Trust?

The most valuable asset a firm can provide is trust. Quickly establish trust with these four strategies.

By Jill Swartz, chief executive officer and co-founder, Spotlight Marketing Communications

Alternative investments present a unique marketing challenge. The variety of asset classes, the unique complexities of certain products, and the perceived level of increased risk make building trust and credibility essential, especially as more potential investors show interest in alternative assets. While each offering is distinct, you can improve your chances of standing out through a marketing strategy that highlights your expertise, conveys a unique brand voice, encourages engagement, and emphasizes transparency and responsiveness.

Showcase Your Expertise

In today’s business environment, consumers often seek more than a transaction; many desire a relationship with someone they trust. This can be especially important in the world of alternative investments, where investors may be investing for a long period of time and for a variety of personal reasons.

One effective way to start building trust is to highlight the experience, educational background, and track record of your key team members. On your website, be sure to include an “About” page or a “Meet the Team” page that includes a bio and any other relevant experiences, such as professional designations (e.g., CFA, CAIA) or memberships in industry organizations. These designations signal a commitment to ethical standards and professional development. You also may consider video interviews to further humanize your company.

Another way to give your audience an idea of your voice and further build credibility is through thought leadership. Publish articles or white papers on relevant industry topics. This demonstrates your deep understanding of alternative investments and positions your firm as a knowledgeable resource, and it also helps potential partners or investors quickly get a good idea of your views on the market or certain assets. By featuring the people behind the offering or firm, you can establish both trust and credibility.

Create Consistent and Clear Messaging

Advisers and their clients, like everyone else, lead busy lives. Establish trust by making it easy for them to quickly identify who you are. A common marketing guideline is that a potential customer must see your message seven times before they’ll take action, and today, with the increased saturation and competition, it may take even more. To help cut through this noise, make sure that your logo, color palette, website design, and other marketing materials all convey a cohesive message that aligns with your firm’s values and target audience.

To enhance the clarity of your messaging, consider creating tailored content for specific segments of your audience. For example, an adviser might be interested in performance data and portfolio construction strategies, in which case a flyer with your track record or a PowerPoint presentation that outlines your portfolio strategy could be important. If you’re marketing directly to individual investors, you may want to create more educational content, such as a white paper that outlines current market conditions and how you may work to mitigate risk.

In all scenarios, try to keep your marketing materials concise and minimize the use of industry jargon. This type of transparency contributes to an environment that fosters trust and can help you stand out from the competition.

Utilize Social Media

Whether you embrace it or not, social media can be a powerful tool for quickly building trust with your audience. Be strategic with your social media and choose platforms that align with your target audience. LinkedIn, for example, could be ideal for reaching financial professionals, while Twitter/X might be a way to engage with a broader audience and display your expertise to those interested in alternative investments.

Whichever platform you choose, always remember to be authentic. Share insights, news, and commentary related to your areas of expertise. Post updates or pictures of events that involve your office/employees and always interact with followers and respond promptly to comments and questions.

You may also consider adding value by offering exclusive content or early access to thought leadership pieces for your social media followers. This can help incentivize engagement and build a loyal community.

Build on the Cornerstones of Trust

Beyond these tactics, the best way to build trust with your audience is to be honest and transparent. You can do this by providing clear and comprehensive reports on performance, fees, and potential risks. For example, you may provide a monthly or quarterly update that highlights the current status of your offering. Consider hosting a webinar where advisers or investors may ask you questions directly and be readily available to answer any questions or address concerns. Don’t conceal information, use misleading language, or evade difficult questions. By confronting challenges head-on, you are more likely to build credibility.

Building trust and credibility requires a multi-faceted approach. By showcasing your expertise, maintaining consistent messaging, leveraging social media, and prioritizing honesty and transparency, you can establish your firm as a reliable partner in the realm of alternative investments.

Jill Swartz is a marketing and PR professional with 25 years of experience in media relations, marketing and advertising. She is also the partner and co-founder of Spotlight Marketing Communications, a full-service marketing and communications agency specializing in alternative investments. Swartz can be reached at [email protected].  

The views and opinions expressed in the preceding article are those of the author and do not necessarily reflect the views of AltsWire.

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