Toronto-based asset management firm and long-time Flywheel client, RPIA realized that speaking to their increasingly differentiated client base in a single voice was no longer working. They turned to Flywheel for help developing a series of unique landing pages that would address the right content to the right audiences in the right ways.
Our partnership already involved continuous collaboration.
We’ve been helping them build digital momentum since creating a website for them that better reflected the caliber and sophistication of their services. Having remained in regular contact as “an extension of their marketing team” (their words), we came to a quick understanding of the targeted content required for a client base diverging into investment advisor, direct high-net-worth investor and institutional investor segments.
With an existing routine and structure to our relationship,
consensus building came naturally. We were on the same page in understanding that an existing brand focus on technical insight and intellectual rigour needed to be broadened to include people, teams and values. Using Sitefinity and Sitefinity Insight, we were able to gain perspectives on audience segments and personas and messaging appropriate for each. In joint question-and-answer brainstorming sessions, we soon shaped a workable approach.
Presenting RPIA to each of their audiences in the best way,
we designed and architected three distinct landing pages of visual appeal and approachable storytelling. In “chunkified,” subordinated form, the firm’s traditional institutional clients discover rich new content including information on RPIA’s ESG (Environmental, Social, Governance) strategies. Direct investors encounter an inviting presentation of the firm’s offering and gain a better appreciation of its people and culture. And investment advisors find a clear, high-level overview of the firm’s fund environment, pathways to detailed analyses of individual funds, and tools and resources that keep them coming back.
“We know that clients are using these pages; it’s now become standard behaviour.”
That’s what RPIA told us about the impact of their new landing pages. Curating messaging for distinct audiences, the firm can now present itself to different client groups in the specific ways each needs to hear. Our work is attracting substantial traffic and generating new requests for information. With everyone on a different page, “it’s made the prospecting process a lot easier”.