How LinkedIn’s ‘Know Your Audience Strategy’ Establishes AMFI at Every Stage of an Investor’s Life
August 7, 2019
Working professionals are continuously looking for ways to make their hard-earned money work for them. Indian investors have traditionally placed more faith in avenues that guarantee the safety of fixed returns. In recent times, however, the market has opened to investing in opportunities that accept more risk. But what comes in the way of whole-hearted adoption of such investing? There remains apprehension about how exactly one should go about investing.
That's where the Association of Mutual Funds in India (AMFI) enters the picture. This organization is dedicated to developing the Indian Mutual Fund Industry and undertakes nationwide investor awareness programs. One of AMFI's initiatives is the Mutual Funds Sahi Hai, which is aimed at educating and spreading awareness about the concept and working of mutual funds.
In order to get their target audience to understand the message, AMFI first had to ensure it is reaching out to the right people. LinkedIn partnered with the AMFI team to do a deep dive on the organization's website traffic using Website Demographics — LinkedIn's powerful reporting tool that helps marketers understand what type of professionals are visiting their website.
AMFI’s core audience includes young entrants to the workforce as well as seasoned professionals. Understanding what type of industries and companies they belonged to helped LinkedIn refine AMFI's targeting and create audience subsets consisting of career starters, financial advisors, female professionals, mid-level professionals, and even large enterprises. Learning the audience’s unique professional traits resulted in creation of a multi-format content strategy that was contextual, and hence generated far more traction than generic posts. AMFI achieved twice the performance of the LinkedIn platform benchmark and also doubled its own previous numbers.
“When people are on LinkedIn, they are already focused on their success and what they are looking for is ways to grow, both professionally and financially. LinkedIn helped us sharpen our targeting and reach people when they were most open to our message. — Punit Dharamsi, VP Marketing and Investor Education, AMFI
Consistently reaching the right people, with relevant content while they were in the right frame of mind, ended up delivering great performance and an overall high share of voice for AMFI.
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