We help investors educate their clients, build an audience, and turn content into a marketing channel.
Wealth management is transforming.
The tried-and-true methods of building a brand no longer work in the internet age.
A close look at the history of business reveals how the brand building equation has changed.
Before the Internet
Before the internet, wealth managers generated demand through past performance, advertising, geographic advantages, and social proof. Advertising space was limited and expensive. Information asymmetry, local laws, and language barriers reduced competition. The barriers to starting a firm and spread the world about it were much higher.
By controlling mindshare, they dominated market share. They monopolized vital distribution channels, and their business models depended on the friction required to access information. Only big firms could survive the inherent inefficiencies in the sales funnel.
Customers had limited options and were artificially loyal as a result. With no alternatives, consumers defaulted to what they knew. Knowing that consumers lacked options, wealth managers appealed to the median consumer.
These advantages helped to justify the costly fees charged by money managers.
A Fresh Dynamic
The playing field has changed. The SEC has raised the level of exposure they require from public companies. All public companies must give the same information to everybody.
But today, the tools required to make informed investment decisions are more widely distributed than they once were. Everybody has the same tools. The SEC requires increased levels of disclosure, and public companies must give the same information to everybody.
As a result of these shifts, information asymmetries have disappeared. Traditional advantages have withered.
Fee compression, digital advice, the proliferation of passive investment strategies, access to data, and increased competition have leveled the playing field. Technology leveled the playing field. As a result, asset and wealth managers face an uncertain future.
How Internet Brands Are Built
Building a brand is the most durable way to stand out in a sea of noise and competition.
On the internet, brands depend less on advertising and more on trust; less on sales and more on marketing.
Individuals and small companies have access to the same distribution channels as big companies for the first time. Brands build trust by sharing their knowledge, information and personal stories candidly and consistently.
On the internet, advertising and education are one in the same.
Traditional advertising strategies do not work online. No longer can companies monopolize key marketing channels. In a world where customers are no longer forced to engage with an ad, content must inform and entertain.
Brands can build a following through consistent communication and peer-to-peer recommendations. Over time, they develop loyal and invested audiences.
So, if your job is managing money for clients, how do you differentiate yourself?
How Investors Win on the Internet
Investment firms must find new ways to retain and grow client assets.
Beating the market has never been more difficult. The traditional edges of money managers are disappearing. The level of absolute skill has never been higher, fees and transaction costs handicap active managers. High net worth individuals are moving their money to index funds and money managers are becoming a commodity. It’s easier than ever to start a firm but harder than ever to scale one. As a result, funds are popping up left and right, in turn expanding the plane of competition.
Secretive investment strategies are no longer the defining point of differentiation. The secret sauce is finding the right clients — ones who are eager to learn and operate on your same time horizon.
Firms must adopt new marketing strategies in response. Leading firms are sharing information in open and transparent fashion. Today, this is controversial, but in the future, it will be commonplace.
Think sales — not marketing.
By creating content such as white papers, podcasts, books, and videos managers can generate trust, develop their reputation and build their network. This strategy creates compounding leverage over time. Over time, funds can receive exclusive deal flow and develop personal relationships with institutions and high net-worth individuals — a strategy that technology will never be able to replicate.
The best part: you can do this too.
Benefits of Working With Us
At North Star Media, we believe that trust and attention have become the defining points of differentiation.
The firms of tomorrow will use trust as a competitive advantage. They’ll be guided by transparency and ownership of attention — our scarcest asset.
Regular production of content is the best way to stay top-of-mind with audiences and built trust with at scale. As competition increases, developing one-to-one customer relationships will become even more critical.
On the internet, the best community isn’t the largest one. It’s the community with the most passionate fan base and evangelists who refuse to use any other product.
Engaged, die-hard customers are the ultimate moat. That’s where we specialize.
Ease and Expertise
Content creation doesn’t need to be expensive or complicated.
At North Star Media, we’ve developed a method to remove the friction from content creation. We specialize in the nitty gritty — the stuff you don’t like doing.
As audiences visit your website and engage with your content on a daily basis, you’ll curate loads of data and discover valuable insights that’ll inform your sales, product and company strategy.
Whether you’re blogging, podcasting or making videos, our goal is to streamline the production process as much as possible.
We’ve established a repeatable system for sharing information and incubating ideas.
How We Work
First, we’ll begin with an interview. We’ll talk about your company, your vision, your brand, and your goals. That way, we’re aligned on the purpose of our work and how we’ll measure success.
Before we even send you a proposal to work together, we do some research to understand your market. We make sure there’s an opportunity in your niche. If there isn’t, we’ll tell you up front. We don’t want you to invest time or money if the ROI isn’t there.
Once we establish that there’s an opportunity, we’ll create an initial content strategy. That’ll help us know what kind of mix we should do between text, video, photography, illustrations, and audio.
Then, we’ll be ready to get to work.