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Private Equity PPC

The two things every firm needs to grow and thrive are Investors and Deal Flow. They both have to exist and can’t live without the other.

So in this article we are going to address how your firm can increase it’s Deal Flow by using digital marketing tactics that most firms aren’t doing.

 

How Can Private Equity Firms Increase Deal Flow?

Most firms have been doing this by tapping into their personal and professional networks which works well but has it’s limitations built in to the reason that it is so successful for them / you. Your Network!

Digital marketing strategies focused on deal acquisition are the most effective way to scale your visibility and generate new leads on prospective deals. Let’s look at a couple strategic approaches to how this works.

  1. Deal Acquisition Online through LinkedIn Advertising
  2. Investor Network Advertising to Increase Awareness & Deal Flow

 

Increase Deal Flow for Your Private Equity Firm through LinkedIn Advertising

Most deal origination teams know that LinkedIn is a good place to connect with and gain direct access to brokers, owners or partners, but what most don’t know how to do is take the strategies that are successful in connecting & sourcing deals on LinkedIn and turn that into a scalable ad strategy on the LinkedIn ad platform.

These ads get you in front of the exact people you want to connect with and those same people who have assets that fit your deal criteria will see your message and connect by calling, message or getting more information to start the conversation on making that acquisition.

It really is that simple!

 

Increasing Deal Flow for Your Private Equity Firm by Advertising on Investor Networks

Similar to the LinkedIn strategy but different in that you aren’t targeting individuals but instead making yourself visible on the finance, real estate, or commodity websites and publications those brokers, owners and partners are reading.

By sharing the message on your ability to drive returns for the deals you acquire, you’ll have a consistent flow of opportunities that will fuel your firms growth.

 

If You Want to Talk With Us About How You Can Increase Your Deal Flow or Have Questions, Call Us at 866-357-7422

Or Submit your information below

    As we enter December now is the time to finalize plans moving into 2021.

    Specifically focusing on your Marketing Plan for 2021 is what we’re most concerned about as a Marketing Agency.

    Even more specifically we want you think think about your lead and customer acquisition strategy for the new year.

     

    Questions We’re Asking

    1. Do you have a Lead Acquisition plan for 2021?
    2. If not, In 2021 are you looking to gain NEW Customers?
    3. If so, Do you currently have a overall / broad marketing plan for 2021?

     

    If you want to bring in new customers next year and don’t have a broad marketing plan for 2021 at all we suggest at a minimum roughing out ideas you have on promoting the business. But if a big part of your strategy is new customer growth then even more important will be your lead acquisition strategy.

     

    Here are the components of a 2021 lead acquisition strategy that you should consider

    • Is your website optimized for search engines (do you rank well for everything you do / sell)?
    • Is your website optimized to convert visitors when they get to your site?
    • Are you actively publishing content / blogs to your website?
    • Are you actively publishing content to your social media channels?
    • Are you actively running ads that target your primary customers to drive them to your website or to the phone?
    • Are you sending out at a minimum monthly emails to your email list?

     

    If you answered No to any of these then your 2021 marketing strategy should turn those No’s to Yes’s.

    Prioritize these to comprehensively attack getting new business.

     

    If You Want to Talk With Us About Your 2021 Marketing Strategy or Have Questions, Call Us at 866-357-7422

    Or Submit your information below

      SEM, PPC, Paid Search, AdWords or whatever you call it is a pretty mature channel with many tactics that you can find outlined anywhere online.

      But most people don’t give any creative ideas that can help bring massive value for you or your company.

      Below we have listed 3 Creative ideas / tactics that you can use in your SEM Strategy.

      1. Find Out Where Else Your Website Visitors Go Online

      Use remarketing to display unappealing ads so visitors WILL NOT click on them and then view the report to see where ads have been shown.

      This is useful because it gives you a deep understanding of where else your website visitors go online, what other topics are they interested in, what sites could you be partnering with or advertising on, etc.

      To see which websites, videos, and apps have displayed your ads from your Placements tab.

      1. Sign in to your AdWords account at https://adwords.google.com.

      2. Click the Campaigns tab and select your campaign.

      3. Click the Display Network tab.

      4. Click the Placements tab.

      • To see where your ad appeared based on your other targeting methods, including keywords, topics, interest categories, remarketing, and demographics, look at your automatic placements.

      • Click the “See details” drop-down to see a list of site URLs where your ads have shown.

      2. Bid On Terms That Won’t Immediately Convert

      Most people bid on terms and phrases that have a high probability of converting immediately.

      Move people into your funnel at all points and then nurture them into becoming customers.

      The Normal Way

      Term: Best Price Plaid Scarf

      Landing Page: www.Domain.com/Low-Price-Plaid-Scarf/     *product page

      Get them to buy!

       

      The New Way

      Term: How to choose what type of scarf to buy

      Landing Page: www.Domain.com/Types-of-Scarfs-and-Why-You-Were-Them/  *info page

      1. Get them to read

      2. Get them to subscribe

      3. Remarketing to them via email, adwords and social media

      4. Send them to category or product pages

      5. Get them to buy

      6. Send them information in the future

      7. Get them to buy again!

      Costs doing this are only incrementally higher compared to the normal way, but will increase your sales volume and your SEO visibility, because more people find your useful article and will potentially link to it after reading it.

      Make this a part of your content marketing strategy!

       

      3. Tell People NOT to Click on Your Ad

      Now that we can upload email lists to AdWords using Customer Match it is very easy to know who your ads are being presented to.  This will allow you to confidently tell people to not click on your ads, but When they do, the content will be 100% relevant for them.

      Why tell them to not click on your ads?

      Because it will make them want to click on your ads!

      Just think about the last time someone told you not to do something, it’s 100% safe to say that you immediately thought, “I’ll do that if I want to!” and it makes you want to.

      This will increase your Click Through Rate and ensure this known audience sees your message.

      Google released a paid search update recently.  It is a second line of structured snippets that can be inserted into PPC ads.

      This new update gives ads more space in the search engine results pages and allows companies to callout different things about their business. Below, a shutter company, uses the headers “Styles” and “Services,” to highlight unique product offerings.

       

      updated_snippet_imageThis new ad format looks great, but what it will do to help your marketing and ultimately your business?

      Below are a few tips, benefits and structured snippets tests across PPC & SEO channels to highlight how this update will help drive more qualified conversions to save your business time & marketing spend.

      Utilize categories to show unique product offerings

      While PPC experts like us were initially loving the news of new structured snippets, our smiles began to fade as we read the fine print. There are a limited number of headers you can choose from for your snippets and there are only a few industries. The following headers are available:

      • Amenities
      • Brands
      • Courses
      • Degree programs
      • Destinations
      • Featured hotels
      • Insurance coverage
      • Neighborhoods
      • Service catalog
      • Shows
      • Styles
      • Types

      Industries that really benefit from this category extension are those that have a high cost per click. Insurance keywords are responsible for 24% of Google advertising revenue, which is most likely why “Insurance Coverage” was added as a distinct header. On the same note, 4 out of the 12 headers are related to travel, which also have historically high CPCs.

       

      better_image

      In the future Google will expand the number of header options, but until then, advertisers have to get creative on ways we can utilize them. For instance, financial institutions could use the “Types” structured snippet for No-Fee Savings, High Interest Savings or list out the types of certificate of deposits they offer (3 month, 6 month, 12 month, etc).

      Raise awareness for additional service lines

      Your business may have one very well known product or service, but it’s struggling to get the word out about the additional items it offers. By adding structured snippets into your PPC ad account, you can use the new headers to bring attention to the business’ additional offerings.

      An example of this is Drexel Online. Many people know that they offer online bachelor’s programs, but everyone may not know that they also offer master’s programs and certificates. By utilizing structured snippets, Drexel can inform searchers about other aspects of their business.

      Create more effective call to actions

      PPC continuously has the ability to test call to actions within search ads. With the new snippet feature, PPC ads can test more specific styles and service lines to hone in on the language and format that best connects with consumers. From these tests, your marketing team can vet the call to actions that convert the most, to identify what phrases and styles to use within SEO content, such as meta descriptions, headers, and call-to-action buttons.

      Google may still choose to create their own meta description based on the search term, but in many cases your well crafted meta description will now show up with an even better chance to convert due to the PPC tests.

      Save money & avoid a negative brand experience

      This extra PPC snippet will enable searchers to be better at self-qualifying themselves for your business. Let’s say you own a wedding dress company. If customers are looking for a specific type of wedding dress, for example, A-Line, Mermaid, Ballgown, Trumpet, etc. and it’s not listed in your snippet, they know not to visit your website. Great! One less unqualified person potentially filling out a contact form asking your team about it.

      There’s also a big cost-saving here. By having better pre-qualified leads coming to your site, it saves the call center or whomever reads submission forms time. If the call center charges per minute, every call – whether it’s profitable or not, costs your business money. However, if more incoming calls were qualified, the more profit you could get out of those calls.

      In addition, setting the expectation of what your site contains before the person clicks, will help ensure that customers never have a jaded customer experience. As structured snippets give you more room to discuss your business’ offering, it could prevent shoppers from leaving a poor/mediocre review because your site doesn’t have what they’re looking for.

      For example, when conducting a quick search on reseller.com ratings for “limited selection,” “small selection,” and “didn’t have,” we found time and time again that customers left mediocre reviews because the store did not carry the products that they had expected.

      updated_review_ss


      By using structured snippets, www.reseller.com could have set better expectations up front about what they do, and do not, carry, to avoid these negative ratings.

      Learn & test for organic SEO

      From Google’s past PPC tests, we predict that Google will measure the success of the new category PPC snippets, before rolling out additional rich snippets to organic SEO category pages. Currently, as the example shows below, Google indicates only the following for organic product specific pages:

      • Ratings by star
      • Number of people who rated
      • Price
      • In-Stock
      • Number of stores nearby

      rollout_for_organic_

      Before I click on the product in the SERPs, I already know if it’s in stock, within my price range, how many people loved or hated it, and if a store is located nearby.

      In organic results, Google also has sitelinks, although these don’t show up for everyone and don’t include all styles:

       

      updated_moto._

      Right now, these sitelinks indicate some categories, but do not touch upon all of business’ product offerings. It would be great to see a Style snippet in the SERPs before I click, indicating that RevZilla offers Motorcycle Touring, Half, Hi-viz neon, or race helmets as well as the categories pulled in through sitelinks.

      In the future, as Google aims to improve user experience, it seems very likely that Google will roll out a style snippet for organic results. If it does, you’ll already have PPC data to work with to know which Types or Styles convert the best for users interested in your products.

      Increase your paid search real estate

      While there are pros for both PPC and SEO with the new structured snippets, there is one aspect that makes organic SEO practitioners not so happy. With this additional line of structured snippets, paid search gains a new way to obtain more real estate in the SERPs, while simultaneously pushing organic results farther down the page.

      Contact us Today if you want to get your Paid Search up to date in 2016.  Fill out the form on this page or give us a call!

      Make 2016 The Year of Marketing Intelligence.
      Understand what your marketing dollars are producing for you, identify waste & optimize your marketing efforts!

      Here John Bracamontes discusses what Acumen Studio does and how we can help you generate greater visibility online, generate new customers and more revenue.

      Digital Marketing
      Digital Strategy
      Content Marketing
      Content Strategy
      SEO / Search Engine Optimization / Organic Search
      PPC / Pay Per Click / Paid Search
      Social Media
      Email Marketing
      Analytics, Analysis and Inisghts

      The Connected World, Now commonly known as the Internet of Things is a large and growing area of M&A.
      M&A activity in the Internet of Things grew 45% from 2012 to 2013 and those numbers will continue to rise.

      The Internet of Things is a web of physical objects and appliances that use the Internet to connect with other machines as well as the external environment.
      Connected Home, Connected Auto, Connected Everything!

      Check out the video below which speaks to Investor Activity in the space:

      M&A Finance and the Internet of Things

      Not only are VC’s in the IoT space, but Strategic Investors are also present, knowing that they need to be here now to capitalize on these massive opportunities later.

      Check out more information on our Private Equity Marketing Services.

      digitally connected financially minded baby boomers study

       

      The Original Baby Boomers are a major force in Finance today.
      They are the Decision Makers and they have the Money.

      1. Financially-Minded Boomers are better plugged in to the internet and search than their younger counterparts (Gen X and Y) when it comes to making financial decisions.

      2. Search Engines and Social Channels are highly used to compare and narrow financial choices.

      3. Sponsored links and videos are effective media vehicles that connect with financially minded boomers.

      These individuals are looking for resources online to help them make financial decisions and the presence of financial providers online gives those providers the ability to communicate the value of their services effectively as well as build credibility and trust.

      Fill out the form below to download our full study with statistics on how they engage, where and why.

      Download the Full Study on the Digitally Connected, Financially Minded Boomers

      Email address

      First name

      Last name

      Company name

      Phone number

      Why would anyone follow Financial Brands on Twitter?
      We have listed here a list of 10 Reasons why people do it.

      1. They Like the Brand
      2. To be notified of Offers or Promotions
      3. Getting updated brand news
      4. Learn about new products or services
      5. They are current customers
      6. To take part in competitions
      7. To Tweet interesting content
      8. To get something for free
      9. Access to exclusive content
      10. Give Brand Feedback

      Thanks for reading! From the #1 Digital Marketing Agency for Financial Services

      10 reasons people follow financial services brands on twitter

      PPC for Private Equity

      Private Equity has traditionally sourced deals through personal and professional networks, direct and referral. PPC (Pay Per Click) has not been used much in the industry.

      Why hasn’t Private Equity used PPC?
      The simple answer is they haven’t had to.
      Now deals are becoming harder to source and competition has increased through the creation of many new PE firms.

      How can Private Equity firms use Pay Per Click?
      The search engines give you the ability to look inside at what people search.
      We can identify search queries that are relevant to your firms offering.
      “St. Louis Private Equity Firm”
      “Investment Options to Grow my Business”

      We can bid on terms like these and drive paid traffic to your firms website, where they can learn more about their options, contact you via email or call you by phone.

      It really is that simple.
      New Traffic = New Leads = Increased Deal Flow = More Closed Deals!

      Knowing who to target
      By matching search queries to intent we can identify what type of person is conducting the search.
      A business owner, industry parter (Broker Dealer, Retail Bank, etc.) or a professional service provider (Advisor, Attorney, Accountatn, etc).
      This is important because we can present the most meaningful information to them.

      How else can this be used
      Using search data, we can generate marketing or industry insights for your firm when considering a new business. This can be done industry wide or at the stage of feasibility.

      PPC is a great tool within the entire spectrum of the Private Equity Digital Marketing suite.