Marketing Strategy Best Practices for Asset Management Firms

Key Takeaways

As an asset manager, which marketing channels are ideal for reaching your target clients? Below, we provide a list of marketing strategy best practices for asset management firms – covering seven channels to potentially include in your strategy: 

• As an asset manager, start your marketing by defining your ideal client persona (ICP) and map out their journey through your sales funnel.
• Channel #1: Email marketing. Engage in list hygiene, segmentation and continuous growth using opt-ins, lead magnets and re-engagement campaigns.
• Channel #2: Social Media. Focus on 1–2 platforms where your ICP is active and measure results by client engagement, not vanity metrics.
• Channel #3: Content Marketing. Educate, agitate client pain points and guide readers toward conversion actions (e.g., downloads, webinars).
• Channel #4: Video Marketing. Use clear language, storytelling and high production values. Then distribute widely across your other channels.
• Channel #5: Inbound Marketing. Engage in high-value lead magnets, SEO optimization and trust signals to attract and convert investors.
• Channel #6: Website Optimization. Make your site professional, fast, mobile-friendly, and conversion-driven, with strong CTAs and trust indicators.
• Channel #7: SEO. This includes keyword research, on-site optimization, local SEO, and earning authoritative backlinks.
• Lead generation should be organic and strategy-led — avoid buying leads and instead build your own sustainable pipeline.

Marketing Strategy Best Practices for Asset Management Firms

Asset managers should start by building their marketing strategy upon their ideal client persona (ICP). In short, start by clearly defining who you want to target – demographics, psychographics, geographics etc. – and then map out this person’s journey through your sales funnel.

Asset Management Marketing Strategy

A robust marketing strategy for asset managers should include the following:

• Definition of the ideal client persona (ICP) – demographics, psychographics etc.
• Mapping of the ICP’s movement through your sales funnel: Unaware (top of funnel), Problem-Aware, Solution-Aware and Ready to Buy (bottom of funnel).
• Identification of the ICP’s “Three Ts” during their journey through your funnel: Time (how much do they have?), Treasure (what are the stakes involved for them?) and Trust (how much is required for them to move through each stage of your funnel?)

TL;DR – marketing strategy best practices for asset management firms always starts with the target client, their needs, expectations and behaviour. Choose and align your marketing channels from there.

Email Marketing Best Practices for Asset Management Firms

When using email marketing as a wealth manager, some best practices include: keeping your list up to date (e.g. removing inactive contacts), verifying emails at signup (e.g. using double opt-in), segmenting/tagging contacts (e.g. by source or interest), and having a plan for continuous new email collection (e.g. using opt-in forms, lead magnets and quizzes). 

Email List Hygiene

Many asset managers are sitting on a “goldmine” of potential leads – i.e. neglected email contacts. One great way to kick-start your asset manager email marketing is to run a re-engagement campaign: 

• Clean any bounced email addresses and those which have not engaged with your brand at all over the last 6 months.
• Make sure your remaining list is properly segmented (e.g. by job title).
• Plan out targeted series of “Still interested?” emails for each segment.
• Test on a small sample first using an A/B split (e.g. trying two different subject lines).
• Get some calls booked into the diary. 
• Repeat every month or so as new contacts arrive and older ones go stale.

Email Best Practices

Email marketing for asset managers should follow some general best practices: e.g., using an intriguing subject line (e.g. “Are you overpaying…?”), reinforcing using the preheader text (to tease/give context), going light on images (these could be blocked), using relevant and valuable content in the message body, and incorporating a clear call to action (CTA).

It important to keep your list growing – replacing natural churn and steadily increasing the quantity of engaged subscribers. This involves tying your email marketing into wider aspects of your marketing strategy as a wealth manager – e.g.:

• Asking for email addresses in LinkedIn DMs (direct messages) with prospects.
• Integrating website contact forms with your CRM.
• Using business cards as opportunities to opt into emails (e.g. using QR codes).

Social Media Marketing Best Practices for Asset Management firms

For asset managers, the best practice for social media marketing is to pick 1 or 2 platforms that you can realistically commit to – and that your target client is active on. LinkedIn is a popular choice due to its strong professional network, but other platforms like Instagram, YouTube and Tiktok are also rising in popularity.

Selecting a Social Channel

Social media marketing involves a lot of work. Asset managers need to “show up” regularly and deliver value – e.g. thought leadership posts – which help draw the audience into the top of their sales funnel.

Think carefully about the nature of the platform. If you are camera shy, YouTube might best be avoided for now. Instead, if you enjoy writing long-term content, a platform like Reddit or LinkedIn might lean more into your strengths.

Define Clear Goals

The biggest trap asset managers fall into with social media marketing is getting caught up in vanity metrics such as Followers, Likes, Comments and Shares. 

Here’s an example. In 2025, I connected on LinkedIn with hundreds of financial advisors in Australia. A sizeable minority posted regularly, but most of their engagement came not from their target clients …but from other advisors!

A clear social media strategy helps to mitigate traps like these. For instance, on LinkedIn, if you are doing direct outreach (via DMs), make sure you are being laser-focused with your filters on Sales Navigator.

Content Marketing Best Practices for Asset Management firms

Asset managers should align their content marketing with their audience’s needs at each stage of the sales funnel. For instance, best practice at the “Unaware” stage is to create content that agitates the audience’s problem (e.g. “Why ‘wait and see’ investing erodes wealth in volatile markets”). Include a call to action to budget them to the next stage of your sales funnel – e.g. Get Your Free Guide.

Value and Education

Asset manager content marketing should not merely serve as a “nice read”. Each piece of content should achieve concrete goals upon consumption, such as:

• Agitating pain points that the reader didn’t know they had (making them look for a solution – i.e. the asset manager).
• Building brand trust, especially in comparison to other providers or solutions.
• Drawing the reader deeper into your content ecosystem – e.g. getting them to sign up to your email list.
• Nudging them to take a “conversion action”, such as booking a spot on your webinar.

Content Formats

Content marketing for asset managers can take multiple forms – e.g. short-form (such as Twitter/X posts), long-form (e.g. website pillar posts, like this one!), text-based, GIF-based or still image, video based (animated or filmed). And so on.

Whichever format(s) you choose should align with the consumption preferences of your target client – as well as your strengths as an asset manager. If you have charismatic team members who would do well in front of a camera, for instance, perhaps your content marketing lends itself to video form (e.g. YouTube).

Video Marketing Best Practices for Asset Management firms

Some video marketing best practices for asset managers include: keeping language simple and relatable (avoiding overly-complex jargon), using storytelling (e.g. referring to a client case study), using high-quality production (audio and visual), and crafting the content to encourage “bingeing” (the more time viewers spend watching you, the more they trust you).

Video Marketing & Distribution

If you make a great asset manager video, you want to ensure it is seen by your target clients. Do so by sharing it across social platforms like LinkedIn, your firm’s website, your newsletters and client portals.

Be careful to monitor engagement metrics such as watch time, drop-off points and conversions. Are specific video topics (or formats) performing better than others? If so, why – and how can you build on what’s working?

Inbound Marketing Best Practices for Asset Management firms

Inbound marketing is less about “pushing out a message” and more about attracting the audience with great content. For asset managers, best practice includes focusing the content on investor pain points and goals, optimizing for high-intent searches (to help with SEO), and boosting trust signals with assets like client testimonials and third-party validation.

Lead Magnets

One of the main purposes of inbound marketing is to acquire leads. As such, best practice for asset managers includes creating “gated” content – e.g. Market Outlook reports – that capture email subscribers or connections (e.g. LinkedIn contacts).

The aim here is to offer such great value that the visitor would be willing to part with their contact information to get it. A generic PDF or guide will likely not suffice. Think carefully about what your target audience might want, and tailor your lead magnets accordingly.

SEO & Thought Leadership

A big part of inbound marketing is SEO (search engine optimisation). The goal of SEO is to drive more organic traffic to your website, with the aim to “convert” qualified visitors into leads (e.g. by filling out your contact form).

As such, make sure your content satisfies the requirements of Google, Bing and Large Language Models like ChatGPT, as much as possible. Think schema markup, H1s, H2s and meta data (e.g. meta titles and descriptions).

Website Optimization Strategies for Asset Management Firms

To optimise your website as an asset manager, start with the design – is it professional and trustworthy? In finance, it’s vital to make a good impression, so clean layouts, consistent branding and high-quality visuals are imperative. Menus should be simple and intuitive, and trust signals should be prevalent – e.g. case studies, awards and regulatory memberships.

The User Experience (UX)

If your asset management website is difficult to use, visitors are likely to get frustrated and leave. A big issue is load speed. Consider optimizing your images (e.g. compressing), using caching/CDNs and clean code so your visitors can find information quickly.

Mobile responsiveness is also important. Do your website elements resize (and rearrange) nicely when pages are viewed on a smaller screen? 

Driving Action

Many asset manager websites are heavy on text. This can be overwhelming for the visitor, so consider using bulleted lists, short paragraphs and subheadings to break it all up.

Calls to action (CTAs) are also vital. These tell your visitors what to do after reading your content. Think carefully about their placement, tone and design to achieve maximum CVRs (conversion rates, such as contact form submissions). 

SEO Best Practices for Asset Management Firms

With strong SEO, asset managers can draw more organic traffic from target clients and generate leads. Best practices for SEO include: using strong on-site SEO (e.g. SSL and structured data like Schema) and earning backlinks from reputable financial media, industry associations and partner firms.

SEO & Content Marketing

One of the best ways to build topical authority and earn backlinks is to publish original, high-quality content that answers investor questions. Think blogs, market updates and whitepapers. If you tailor these to specific keywords, an asset manager can appear more often (and prominently) in Google relevant search results.

Don’t forget about local SEO either if you want to attract local clients. In particular, make sure your Google Business Profile (GMB) is up to date, and consider creating landing pages specific to your target locations.

Keyword Strategy

One of the hardest parts of asset manager SEO is knowing which keywords to go after. Without researched data, you risk going after keywords that are too competitive, too low in user intent, or which have insufficiently monthly search volume.

Free tools like Google’s Keyword Planner can help. However, to get the clearest picture, you’ll likely need an industry specific tool like Ahrefs or SEMrush. Please note that these are geared mostly towards marketing consultants or agencies with their pricing models and user interfaces (UIs), so it may be best to work through your keyword research with a specialist.

Lead Generation Best Practices for Asset Management Firms

Lead generation best practice for asset managers always starts with strategy. Carefully map out who you are trying to reach with your marketing – their pain points, online behaviours (e.g. preferred platforms) and the customer journey they are likely to travel upon when going through your sales funnel. From there, you can start picking lead generation channels.

Avoid Buying Leads

There is no “shortcut” to lead generation for asset managers. It may be tempting to turn to a third-party vendor, but buying leads is almost always an unsatisfactory experience. That’s because other asset managers have already had the same idea, blasted the email list and turned the contacts into mostly unreceptive recipients.

The best practice for lead generation is for asset managers to build their own lead generation infrastructure.

This involves more work in strategic planning and implementation – but is more sustainable, enjoyable and protective of your reputation.

Get Your Marketing Growth Score

Interested in finding out how your marketing and lead generation is performing?

Get your free Advisor Growth Score below by following the link on the image below.

In just 3 minutes, you’ll have a personalised report highlighting how you can improve in five key areas of your advisory business: