Strategy 2
Digital Performance Marketing
Trackable engagement from your two core audiences: Financial Advisors and High Net Worth Individuals.
Segment A: Financial Advisors
What We Track:
Impressions by firm/title
Click-through rates
Downloads by persona
Form fills / meeting requests
Actual fund allocations (offline)
The Funnel:
Awareness (Months 1-3)
LinkedIn Sponsored Content targeting:
- • Job titles: "Portfolio Manager," "Chief Investment Officer," "Wealth Advisor"
- • Target Companies: Morgan Stanley, UBS, Merrill Lynch, specific large RIA firms
- • Geographic: NYC metro, major wealth management hubs
Content:
- • Thought leadership from Andrew Wellington on value investing
- • Fund performance highlights vs. benchmarks
Goal: Get them to know you exist
Consideration (Months 3-9)
Retarget website visitors with:
- • "Deep Dive" content: Analysis reports, long-form interviews
- • Educational content: What RIAs Should Know About Value Equity Allocation
Create downloadable assets:
- • Quarterly market commentary PDF
- • "Lyrical's Investment Philosophy" one-pager
Goal: Move them from "I've heard of you" to "I want to learn more"
Intent/Conversion (Months 9-18)
Once they've engaged 3+ times, serve them:
- • "Request a Meeting" CTAs
- • "Speak with our Advisor Relations team" offers
- • Webinar invitations (live or on-demand)
Goal: Hand-raisers who want to talk
Channels:
- • Primary: LinkedIn
- • Secondary: AdvisorPerspectives.com, WealthManagement.com, FundFire
- • Tertiary: Google Search for branded + competitor terms
Segment B: High Net Worth Individuals
What We Track:
Impressions, engagement, downloads
Email open/click rates
"Request info" submissions
Actual investments (offline)
The Funnel:
Awareness
LinkedIn + Facebook targeting:
- • Wealth signals: Income $500K+, Net worth $1M+, high-value zip codes
- • Interests: Investing, wealth management, retirement planning
- • Job titles: C-suite, business owners, doctors, lawyers
Content:
"Value investing for the long-term," "How concentrated portfolios outperform"
Goal: Introduce Lyrical as a credible option
Consideration
Retarget with:
- • Performance track record
- • "Why Lyrical beats index funds" content
- • Morningstar ratings and third-party validation
Create lead magnets:
- • "The Investor's Guide to Value Equity"
- • "5 Questions to Ask Your Wealth Manager"
- • Free portfolio review offer
Goal: Capture email, build trust
Conversion
Email nurture sequence:
- • Email 1: Welcome + performance overview
- • Email 2: Investment philosophy explained
- • Email 3: How to invest (mutual fund vs. SMA)
- • Email 4: "Schedule a call with our team"
Goal: Get them to reach out OR tell their advisor "I want Lyrical funds"
Channels:
- • LinkedIn (professional HNWs)
- • Google Search ("best value equity mutual funds," "value investing funds 2025")
- • Display on WSJ, Barron's, Financial Times
- • Maybe: Wealth-focused publications (Robb Report, Worth Magazine)