An interview with Will Erlanson, Marketing Manager at Linqto
We sit down with Will Erlanson, Marketing Manager at Linqto. Linqto is a leading investment platform that connects accredited investors to innovative companies.
How did you end up at Linqto and what problem does Linqto solve for its clients?
I joined Linqto because of my passion for Fintech and my preference for remote work environments that offer creative flexibility. By utilizing technology and an intuitive interface, Linqto simplifies the process of investing in startups, venture capital funds, and other private companies. This democratizes the investment landscape and expands opportunities for investors of varying sizes. Linqto offers a comprehensive platform where clients can explore, evaluate, and invest in private equity opportunities while gaining market insights.
As the Marketing Manager, what are your main responsibilities at Linqto?
As the Marketing Manager at Linqto, my main responsibilities revolve around brand messaging, public relations, and influencer marketing. I take charge of crafting and executing impactful marketing strategies that align with Linqto's brand vision. This involves defining our unique value proposition, key messages, and brand voice to effectively resonate with our target audience. I also focus on building and nurturing relationships with media outlets, journalists, and industry influencers to enhance our brand visibility. By leveraging influencer partnerships, I create campaigns and collaborations that promote Linqto's services and engage with a wider audience. Additionally, I oversee content strategy, ensuring that our content aligns with our brand messaging and speaks directly to our target audience.
To get a bit more technical, what are some of the acquisition channels that have worked well for Linqto and why do you think that is?
In my role as the Marketing Manager at Linqto, I have found that influencer marketing is the most effective method for raising awareness and generating interest in our platform. When it comes to financial products, people value external validation, and influencer marketing allows us to leverage the credibility and trust associated with influential figures in the Fintech and investment space. By collaborating with influencers who have a strong following and influence over our target audience, we can effectively communicate the value and benefits of Linqto.
At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. If you had to summarise the high-level LeadGenMarketing strategy of Linqto, what would it be?
At Linqto, our high-level marketing strategy focuses on a diversified top-of-funnel approach that appeals to investors at different stages of investment and education. We aim to capture the interest of a wide range of potential investors by implementing a multi-channel marketing strategy. Our success is driven by several key elements. Firstly, we leverage influencer marketing to tap into the credibility and reach of influential figures in the Fintech and investment space. Secondly, our content marketing efforts play a vital role in educating and engaging potential investors. We provide informative and tailored content such as blog posts, videos, and educational materials that cater to various levels of investment knowledge. By appealing to all types of investors and addressing their specific needs and preferences, we create a comprehensive marketing strategy that maximizes our chances of attracting a diverse range of investors to the Linqto platform.
What is a Marketing technique that you've used at Linqto or at previous companies which you believe is underutilized at most Marketing teams - and why?
One often overlooked marketing tactic is the intentional and creative content approach, which focuses on creating genuine connections with the audience. With people being inundated by marketing campaigns and constant attention requests, this approach acknowledges the need to cut through the noise and provide value. By developing content that resonates with the audience on a deeper level, addressing their pain points and aspirations, we foster authenticity and trust. This technique encourages engagement and sparks conversations, inviting the audience to participate and share their thoughts. The emphasis on creating meaningful connections goes beyond transactional marketing, building long-term relationships based on loyalty and advocacy. By delivering valuable content that speaks directly to their interests and needs, we differentiate ourselves from the competition and capture attention in a more meaningful way. The lasting effects include increased brand loyalty, positive word-of-mouth, and a stronger brand presence overall.
Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
At Linqto, our Marketing team has not pursued a cold outbound strategy for a few reasons. Firstly, we have found that the majority of people entering our funnel do so through validated sources such as peers, influencers, or advisors, which instills a sense of trust and credibility. Secondly, compliance considerations in our industry require careful attention, and cold outbound strategies like cold emails can be challenging to navigate while ensuring compliance. Our decision to forgo a cold outbound strategy is driven by the effectiveness of validated sources, compliance considerations, and the value we place on inbound marketing and nurturing existing relationships.
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