Mutual Fund Marketing: Prioritizing The Right Tactics In 2019

When it comes to marketing mutual funds, every mutual fund is different and demands its own strategy. Sure, there are only so many fund objectives – growth, capital appreciation, monthly income—depending on what the lawyers put in the prospectus, but how does the portfolio manager execute on that strategy? What differentiates the fund and the fund family from the rest of the pack? When it comes to effective mutual fund marketing, success does not happen overnight. In the 20-year history of helping to market mutual funds at MBC Strategic, we have found the best results come from supporting sales teams with thoughtful, consistent, relevant and differentiated marketing and messaging across channels. This includes a strategic content marketing plan, email marketing to a growing list of intermediaries and investors, social (yes, social) campaigns—all supported with effective digital PR in a way that will build brand recognition and help drive asset growth. Consistency is key.