724 N 1st Street, Suite 200 St. Louis, MO 63102

Top

B2B Digital Marketing Blog

We talk with a number of Private Equity firms each month and the one thing that comes up about 50% of the time in our conversations is “Should their firm being doing SEO?” and “Does SEO even work for Private Equity?”

The other half believe that SEO for Private Equity works but needs to better understand how so they move forward on getting the results they need it to produce.

Here we explore how your firm can increase exposure, acquire new investors, increase deal flow and attract talent to your firm all using SEO tactics specific to the Private Equity space.

 

Does SEO Work for Private Equity Firms

Yes. Private Equity firms are actually in a position to capitalize on SEO better than many other industries. The reason being that the majority of firms aren’t actually doing it. Many firms just don’t think about it or they don’t think it’s necessary, but this is old school thinking that you see across a lot of industries (manufacturing as an example) that hang on to only the tactics of the past and keep out any of the new methods to market and attract investors, deals or talent.

The basic logic of how SEO works alone makes sense for all firms to be doing it. If someone searches for your firm, searches generically for a private equity firm or searches for a private equity firm specializing in a specific industry you would want your firm to show up.

Some would argue that no one is searching for private equity firms online but that is simply untrue.

Take a look at the Keyword Chart below that shows almost 10,000 searches per month for Private Equity Firms, 720 searches per month for Dallas Private Equity Firms, 2,900 searches per month for Providence Equity Partners and 90 searches per month for Private Equity Firms Energy.

seo for private equity keyword chart

This example shows that people are searching for firms in different ways, in specific areas and in specific verticals.  So Yes, SEO does work for Private Equity firms.

 

Build Awareness for Your Private Equity Firm Using SEO

By implementing an SEO Strategy for your Private Equity firm it will immediately bring you new visibility that you previously did not have. Image showing up in the search engines for a variety of different searches with different intents. This exposure is building awareness for your firms brand that otherwise wouldn’t have been gained.

This result is a longer term, brand building benefit but it comes regardless of your primary objective. We speak about it as a positive byproduct of doing the SEO work.

 

SEO Strategy for Private Equity Firms

Something that is grossly overlooked by most agencies who say they do SEO is mapping the SEO Strategy to the firms goals and targets. What you’ll find much of the time are agencies showing you how many times the term Private Equity is searched on Google, but the problem with that is it isn’t focused.

Your firm is involved in acquiring investment, raising capital, and deal origination. So the SEO strategy is going to focus on content that speaks to the questions potential investors or target business owners are searching that relate to your firm.

For example: Investors might be searching for a specialized private equity firm OR a new investor might be searching for a way to diversity their investment portfolio in something other than securities or bonds. For the latter you would do keyword research on and optimize for answering that exact question.

Another Example: A business owner may be searching for alternative financing options to purchase new equipment so they can expand production. Your firm could do keyword research and optimize an article on doing exactly that but using your private equity firm as a way to capitalize the business.

Thinking about what your target investors, partners, owners or new hires are asking will give you the foundation for creating an SEO rich content strategy for your private equity firm.

 

SEO Tactics for Private Equity Firms

Again this is where most agencies go to immediately when talking about SEO to firms like yours. The problem is this is the part you care about least. You want results. Results like acquiring new investors, increasing deal flow and recruiting top financial talent.

But the reality is that these tactics must be executed (and we at Acumen Studio do this very well), so we’ll briefly share with you the things that need done to ensure you are technically and strategically optimized for the search engines to get visibility, build awareness, build authority, generate traffic, leads and close more of everything.

Develop Your SEO Strategy

We talked about this earlier in the article, but you need to start here. Do this first! Define your targets and create content based on their needs and how you meet those needs.

Do Keyword Research

This is done once you’ve defined your targets to ensure the Keyword Research is being done from the correct perspective. Without the right target or intent while doing this research you’ll end up with an unfocused set of results.

Technical SEO

This the implementation of SEO tactics that include things like optimizing your firms Title Tags, Meta Descriptions, H1 tags, increasing page speed, creating a sitemap, etc.

On-Site SEO

This the implementation of updates to the copy on your site to include keywords, complimentary keywords that support the primary keywords, as well as adding elements related to conversion optimization such as submission forms, click to call phone numbers, etc.

Off-Site SEO

This the implementation of tactics that are not done to your website directly. Most commonly this is optimizing your Google My Business listing and then doing other tasks such as getting your firm listed on directories, backlinking, running PR campaigns to get off-site exposure, etc.

*At Acumen Studio we don’t run PR campaigns, do backlinking or directory listing. We encourage the firms we work with to do this, but PR is a completely different skill set and backlinking being done by an outside agency has an imbalanced ROI

 

Doing all of these SEO related tasks for your Private Equity firm are guaranteed to generate more attention from investors, increase your deal flow and allow you to be found more often by new hires looking to join a firm.

 

If You Are Looking to Close New Investors, More Deals or Have Questions, Call Us at 866-357-7422

Or Submit your information below

    When someone new starts at Acumen we ask a handful of questions to start to get to know them better and share that with you because we’re excited to have Awesome people join the team!

     

    Where are you from?

    Well, I was born in Norfolk, Virginia into an air force family. By the time I was 13, I’d moved to 11 different places. I spent the most time out in California, mainly Edwards AFB which I consider home. I moved to Missouri 8 years ago from Dallas, Texas for school and have been in StL about 2 years.

     

    What are some things you enjoy doing (besides working)?

    I love turn-based strategy games like Civ 6 or XCOM on the computer or board games like Ticket to Ride or Catan.  If I am feeling frisky, you’ll find me at the local card room playing Holdem.  I also have an affinity for the outdoors.  I love camping and exploring.  And I love spending time with my daughter.  She’s 12 now going into the 7th grade.  And we watch a lot of “old” movies together.  She’s becoming a little movie buff like me.

     

    Favorite Movie Genre or Fave Movie?

    I have favorite writers and directors.  My top three film creators are the Coen Brothers and Tarantino.

    These movies I consider must see:

    1. A Serious Man – Coen Brothers
    2. Mr. Nobody – Jaco Van Dormael
    3. Pulp Fiction – Tarantino

    But my all time favorite for personal reasons is a John Malkovich, Edward Norton, Matt Damon film called Rounders.

     

    Favorite Type of Music and/or Band You’re Feeling Right Now?

    I’m a lover of music.  When I am playing cards or focusing, I’ll go with techno.  When I am in the mood for something different, I’ll go with foreign stuff like Bass Hunter or the hu.  But when I am just driving around, I’ll go with some good old classic Rock.  Maybe some Eagles or Kansas.

     

    Place you’d like to visit but haven’t yet?

    Space.  Because, you know, it’s space.

     

    Drink of Choice (doesn’t have to be alcoholic, but can be as well)?

    If I am drinking, it’ll be a captain and coke. Day to day though, I am fueled by Red Bulls and Gatorades

     

    Welcome to the Team Alex!

    Question from us at Acumen to You: “Are you using business email addresses or personal email addresses when marketing to potential customers?”.
    Question we get from our customers: “Should we be marketing to only business email addresses or can we also market to them using their personal email addresses?
    This is concern is understandable, especially in today’s climate when everyone is hyper concerned about doing the “right thing” or not “overstepping” in some way.

    Business vs Personal Email Breakdown

    The reality is that for many people there is a big overlap as to when they use personal or business email addresses.
    There is no rule here either, sometimes customers choose to use their personal email and other times business.
    Here is the good news… It Doesn’t Matter!
    There has been numerous research studies showing the prevalence of business vs personal email use and they all have similar insights.
    People use both when submitting their information online.
    Again that is great news.
    One study even showed that C-Level executives across all size companies provided a personal email address 50% of the time.
    The truth is that most people can’t even describe under what circumstances they might submit a lead generation form using a business or personal email address.

    So What Should You Do With Your Marketing Email?

    Send it to everyone!
    If a lead chooses to give you a personal email address then honor that decision by sending them your marketing material to the email address they gave you.
    We could honestly talk for days on this, but we wanted to share a quick answer to a burning questioning (or held belief) that many marketers have.

     

    If You Have Questions or Want to Talk more about Email Marketing, Call Us at 866-357-7422

    Or Submit your information below

      If your organization or firm targets Convenience Stores (C-Stores) then this is Fantastic News!
      Print Companies supplying Displays and Signage, Private Equity firms or brands with products in the convenience store space all need to know that signs point to more revenue in the short, mid and long term.
      Now is the time to be Marketing to Convenience Stores!

      What are the Signs that Point to Revenue Growth for C-Stores?

      One major sign we’ll focus on is hiring.
      For example, Royal Farms, Thorntons, Speedway and Pilot are all going on a hiring spree.
      More states are opening up fully from the COVID shutdowns and for those that still aren’t 100% restrictions have relaxed, plus the American public is restless and needs to get out.
      This Summer’s driving season is going to be HUGE for these reasons, this will bring a huge influx of cash into the convenience store space and force stores to increase staffing.
      Positions C-Stores are Hiring For
      • Hourly Retail: These include cashiers, food services, facility services and other similar positions.
      • Retail Managers: These oversee store operations and the hourly retail team members.
      • Drivers: Thousands of new driver positions are looking to be filled for transporting goods and fuel.
      • Corporate Positions: These consist of marketing, supply chain, inside sales, human resources and finance.

      In total with just the companies we listed they are looking to fill almost 20,000 positions!

       

      Marketing to C-Stores

      Regardless of your primary business, if Convenience Stores are a target customer or acquisition for your business, organization or firm then now is the time to increase your visibility to their decision makers.
      How should you market to convenience stores?
      If we split marketing into two categories: Traditional and Digital ( offline marketing and online marketing )
      You really need to be doing both.
      Being present to these decision makers in the c-store space where they are engaging is where you need to be.
      And the fact is that they are everywhere. Everyone has their own preferences and you being everywhere ensures you’re in front of everyone.
      At Acumen we know Digital.
      Our strongest advice is to be running comprehensive online campaigns and publishing content to get found by decision makers when they search and to engage them by sharing your value proposition in ads that run on channels like LinkedIn where you can target the industry, companies, and job titles of target customers or acquisitions.

       

      If You Have Questions or Want to Talk about Marketing to C-Stores, Call Us at 866-357-7422

      Or Submit your information below

        This is a question we get regularly from different printing businesses.

        They ask, “Does Social Media Actually Work for Print Companies?”

        And the answer is…  Maybe!

         

        What Does Social Media “Working” for You Even Mean?

        This is the real question that has to be asked.

        In our experience what most print companies want from social is new business, returning business and higher frequency of orders from existing customers. There are the exceptions such as print companies who are already growing and are looking to change up their entire brand identity & messaging. That is more of a creative endeavor that requires a different set of tactics on social than the goal of just generating new and more business from social.

        So is that what you think about when saying you want Social Media to “Work” for you? Generate New Business?

        If yes, then keep reading because that is our area of expertise (not branding or identity).

         

        How Can Social Media Work for Your Print Business?

        1. Be Present

        Of course this seems like a no-brainer, but unfortunately many print companies are not posting to social media. Why aren’t they posting? No time, don’t think it works, don’t know what to post about, etc.  But that is the biggest problem. Not being there for any reason guarantees social will do nothing for you and generate no leads or sales.

        2.Be Active

        Some would call this consistency or even engagement and those descriptions work as well, but posting regularly at some frequency is the minimum effort level needed for success. 3 or 5 times a week is all you really need to see an increase in traffic from social to your site and an increase in awareness for your business. We recommend either posting every Monday, Wednesday and Friday or 5 days per week Monday – Friday.

        3. Sell

        This is thing that most printers find troublesome. It’s felt that you can’t sell to people on social media. But the fact is that you need to be. Posting awareness level content is great to give people a glimpse into your world and connect with you on that, but it’s just as important to show customers what you can do, what your value proposition is and move them to buy. This is what brings you that increase in new business from social media.

         

        And that really is it.

        You can do as much as you want or just the bare minimum and you’ll see results. Guaranteed!

        We’ve got more information on Social Media for Print Companies if you Click Here.

         

        If You Have Questions or Want to Talk about Social for Your Print Business, Call Us at 866-357-7422

        Or Submit your information below