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Your portfolio companies are an investment, so you want to get the best return from them. In addition to things like due diligence, one of the best ways to do that is to invest in digital marketing services to help your investor-backed companies drive success and revenue for your PE firm.

On this page, we’ll cover everything you need to know about digital marketing for private equity companies, including:

Keep reading to learn more!

If you need help doing digital marketing for your PE firm’s portcos, WebFX is a skilled digital marketing agency with experience marketing for PE firms. With over 28 years of in digital marketing under our belt, you can feel confident we’ll know how to market your portfolio companies. Contact us today to chat with a strategist!

3 benefits of digital marketing for PE firms

So, why invest in digital private equity digital marketing? Here are three benefits to doing online marketing:

Private equity marketing helps you get better returns from your portcos

Digital marketing is the key to getting better returns from your portfolio companies.

But how?

Digital marketing strategies help your portfolio companies accomplish important goals that lead to driving revenue. By running targeted ads, boosting brand awareness in search engines, and building connections on social media, your investment portfolio companies can increase revenue and grow.

In fact, paid advertising has a return on investment (ROI) of $2 for every $1 spent. Email marketing is even better — the average ROI is $36 to $40 for every $1 spent.

Digital marketing is a worthwhile investment to increase revenue for your portfolio companies, which increases returns for your PE firm.

Private equity marketing helps you control costs

You want to make every dollar count with your investor-backed companies. Digital marketing helps you control costs because you can monitor performance of your marketing strategies. You can track your marketing to see what investments are or aren’t worth it, so you can pivot and adjust to maximize every dollar.

Private equity marketing helps you minimize your investment risk

Whether big or small, every investment is a risk. You want to take the necessary steps to reduce risk and maximize returns. We’ll dive more into the specifics next, but digital marketing is a valuable tool for helping your portfolio companies drive success and minimize your risk from investment.

How private equity digital marketing helps minimize your investment risk

Digital marketing for private equity firms and their portfolio companies is valuable for reducing the risk that comes with the investment. Here is how online marketing helps:

You can track your investments’ performance through marketing

Digital marketing provides you with a lot of one thing: Data. From ad campaign metrics to search rankings to email performance metrics, investing in private equity marketing means you’ll gain a lot of insight into how your PE-backed companies perform.

All this data helps you understand the audiences interested in your investor-backed companies. You learn what they like and don’t like, which campaigns resonate with that audience, and more. This insight can help you shift positioning for your portfolio companies, so you can resonate more with their respective audiences.

On top of that, having insight into performance data means you can cut wasteful spending and ensure every marketing dollar is spent effectively and wisely. You’ll get better returns and reduce your investment risk.

You reduce room for error with marketing automation

With your investment portfolio, you want to maximize return opportunities. Marketing automation reduces risk with your PE-backed companies because it automates crucial tasks and provides insights that help you make smarter investment decisions.

MarketingCloudFX, for example, processes millions of data points to deliver valuable marketing insights that you can use to power your portcos’ campaigns and drive a better ROI.

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Marketing automation tools can help you identify pitfalls within your PE-backed companies and provide insight on improving to market your investments better. It’s an efficient way to reduce error while streamlining your marketing process.

Digital marketing for private equity firms: 3 strategies you can use

There is no shortage of strategies you can use for digital marketing for PE firms. Here are the top three marketing strategies to invest in for your portfolio companies:

1. Search engine optimization (SEO)

A key component of private equity marketing is search engine optimization (SEO). Private equity SEO helps you improve your portfolio companies’ performance in search results, driving more valuable traffic, boosting brand awareness, and increasing conversions.

Google listing for LA Fitness

SEO helps your PE-backed companies:

  • Rank for industry-relevant keywords: Staying competitive with other businesses is crucial for all your portfolio companies. SEO helps you stay competitive by identifying relevant keywords for your portfolio companies and optimizing their websites for them, so they rank in those results.
  • Keep interested visitors engaged: SEO tactics like improving page speed and creating user-friendly pages help to keep leads engaged on portfolio websites. Longer engagement means more opportunities for conversion.
  • Drives qualified leads: Since you target specific people through keywords, you drive more qualified leads looking for what your portfolio companies provide.

2. Paid advertising

Another top strategy for private equity digital marketing is paid advertising. Paid ads help your investor-backed companies reach qualified leads looking for their products or services.

Paid ad appearing at the top of search results for Claire's

Some popular paid advertising strategies include:

With these paid advertising strategies, your portfolio companies can:

  • Target specific audiences: Whether through keywords or demographic targeting, Private equity PPC ads help your portfolio companies put ads in front of people most likely to buy their products or use their services.
  • Drive more revenue: Considering traffic from PPC ads brings 50% more conversions than organic traffic, PPC ads are crucial for driving revenue with your portfolio companies. Paid ads reach the right people, which makes them more likely to convert. 
  • Control spend: There’s no set amount you need to run paid ads (although how much you invest does impact your results and ROI), making PPC advertising a cost-effective method for your investor-backed companies. You can control how much your companies spend, monitor ad performance to see results, and adjust bids and budgets accordingly.

3. Content marketing

Maintaining the reputation of your PE-backed companies is crucial, but so is building the trust and authority of those websites. With content marketing as a private equity marketing strategy, you can improve the trustworthiness and authority of your portfolio websites.

Hertz blog post preview about the state of EV cars

Content marketing involves sharing valuable knowledge with your audience to help educate and inform them about your industry. It also helps your portfolio companies establish themselves as authorities in their field and solidify trust with website visitors.

With content marketing, your investor-backed companies can:

  • Increase dwell time through blog posts: All your portfolio companies have valuable information to share with their audiences. By creating blog posts and sharing that knowledge, your investor-backed companies can keep people on their websites longer and learning about their industry.
  • Boost engagement through video: Videos are a valuable medium for increasing engagement for your portfolio companies. With video, you can share a lot of information in a short period, all while keeping website visitors engaged, which leads to more conversions and sales.
  • Break down complicated information with infographics: Do you have a PE-backed company in a challenging-to-understand industry? Infographics can help your portfolio companies break down processes and data to present it in a digestible format for audiences.

WebFX & PE firms: A digital marketing dream

Marketing PE-backed companies is challenging for private equity firms because each company is unique. If you want to de-risk your investment, consider outsourcing marketing for your investor-backed companies to a professional agency like WebFX.

Working across multiple verticals and industries? We’ve got you covered. Our team has worked in 200+ industries, so we know how to market for companies in nearly any industry. We have a team of diverse digital marketing experts who know how to optimize digital marketing strategies to maximize results.

Not to mention, our team of 500 digital experts can scale with you as you grow and add more companies to your portfolio.

Our skilled team has a track record of driving success for PE firms, so you can feel confident we’ll do the same for you. We’ve already driven over $10 billion in revenue for our clients in the past few years — our data-driven, revenue-focused approach to marketing drives success for our clients.

Additionally, we offer MarketingCloudFX, our client-exclusive software that helps your portfolio companies build and optimize campaigns around strategies that drive better returns for your PE firm.

Boost your investment with digital marketing for private equity firms today

For private equity firms and their portfolio companies, digital marketing is the key to increasing returns. Digital marketing helps you get more from your investor-backed companies and reduce your investment risk by driving more revenue from these companies.

If you’re ready to reap more returns from your PE-backed companies, contact us online or call us today at 888-601-5359 to speak with a strategist about our digital marketing services!

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