As competition for investors and deals has grown more fierce, having a strong digital marketing strategy is crucial for private equity firms when it comes to sourcing acquisition targets, raising capital for new funds or accelerating the growth of their portfolio companies. Whether you have years of experience using digital marketing to tell your story or are just dipping your toes in the process, here are the primary analytics you should be using to gauge how well your marketing initiatives are meeting your objectives.
Email marketing campaign success
In the digital space, email marketing is one of the most cost-effective tactics. Once you’ve built a list of email subscribers, you can keep your private equity firm and investment criteria top of mind with investors, business owners and referral sources by regularly distributing news about your funds, platform investments, add-ons and partners.
While developing engaging content is integral to your email marketing program, perhaps just as important is tracking what happens after you hit send. Tracking open rates and unsubscribe requests will help you understand if your content is hitting the mark — in terms of being engaging and interesting — and reaching the right audience. An additional key indicator of interest is the email’s click-through rate. Your email should provide just enough content to interest your readers and entice them to click on links to learn more. Linking back to additional content will drive traffic back to your site, providing additional opportunities for you to engage with your target audiences.
Social media metrics
An effective social media strategy offers a variety of benefits — from building greater brand awareness and boosting the visibility of your business to increasing website traffic. Once you have finalized your strategy and posted to appropriate social media channels, it’s time to see how well your posts engaged your targets.
You can track that performance through a few metrics, including the number of likes, comments and new followers gained after each new post. However, the best measure of success is when your followers share your content with their own social media circle. This expands the reach to hundreds, if not thousands of additional viewers with a single click — resulting in an exponentially increased audience reading about your experience and expertise, opening your private equity firm up to a bevy of new investors and deal opportunities.
Digital advertising campaign conversion
A highly measurable and dynamic tool for any business, digital advertising can be used to build brand awareness, generate high-quality leads and drive product sales — even with a limited budget. There are five main types of digital advertisements that can be useful for your private equity firm, including search (text ads in search results), display (image ads on websites), social media sponsored posts, video and retargeting ads. With retargeting, tracking code (called a cookie) is placed on the computers of your website visitors. After they leave your website, the code will allow you to retarget them with your firm’s advertisements as they continue to browse other sites on the internet.