Private Equity Marketing : The Complete Guide

Private equity may have the word “private” in the name, but these firms can’t remain completely behind closed doors…

private equity marketing firms

Private equity may have the word “private” in the name, but these firms can’t remain completely behind closed doors.

Although mostly self-sufficient, when private equity firms seek human capital and new deals, they must bring attention to themselves. They can do this with fundraising and public relations, sure, but also through marketing.

What exactly is this?

Private equity marketing is a means of digital marketing that seeks to achieve goals for firms in venture capital and private equity. These goals may include closing more deals and even finding investors.

In this comprehensive guide, we will explain the many strategies that private equity firms can utilize to grow their business. First, we’ll expand on the definition, then delve into the appropriate target audience, and finally, share some marketing tactics for private equity and venture capital firms.

Let’s get started.


Instead of necessarily pushing people to buy a product (which is a mismatch with private equity), this strategy is more about achieving a firm’s goals. For instance, those goals could be promotion or image-building, in which more traditional marketing and PR tactics would apply.

Another way that a strategic marketing plan can assist your firm in meeting its goals is through boosting the rate of deals. Your firm needs a continuous flow of new deals and professional relationships to keep yourself afloat. Through building a list of prospects and then targeting them, you can bring in new leads in which to make more deals.

Having capital is another necessary pillar to your private equity firm’s success.

Networking and fundraising are two activities you probably engage in often, but you always feel like you could be doing more. You can identify which investors or partners may be the most likely to donate capital to your firm. Then, you can forge professional relationships with them.

Marketing tech really comes in handy here, especially for targeting and personalization.

marketing for private equity firms


Now that we’ve talked more about what it is, we want to discuss target audiences to focus on.

Companies That Seek Funding

There are two groups that can be targeted:

Those who need funding and those who can provide it through investments.

As your firm is all about building professional relationships, you’re always striving to work with new startups and businesses that could use a leg up. In helping these companies through your private equity services, you can have more deals and build your portfolio. That drives you even more business, which continues snowballing from there.

In your marketing campaign, you can identify and create a list of these fledgling companies you might want to work with. Then, you can apply values or a score that dictates which companies would be the best fit. We’ll discuss more about leading scoring later in this guide.

For now, we’ll say that it’s a great way to find the most lucrative matches to work with.

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Individual Investors or Partners

The other part of a private equity firm’s target audience is those who can give money to keep the firm chugging along. These parties are referred to as investors or partners.

You will likely work with both general partners and limited partners in your private equity firm.

Limited partners are those who provide funds of funds, company capital, pension funds, university endowments, and other forms of capital. These people could be associated with certain schools or companies. In some instances, they’re people with no affiliation to private equity who have a lot of money and want to give it to a firm.

The money moves from a limited partner to a general partner, who oversees cashflow.

These partners may also be responsible for maintaining portfolio companies (those companies acquired through the investment firm) as well as driving investor-related decisions.

private equity marketing target audience


If you’re considering hiring the services of a marketing company for the first time, you may wonder what they can do for your firm. What would the campaign look like? Which methods and tactics will they use to drive success for you?

Here is an overview of the marketing tactics and services for venture capital and private equity firms.

Social Media

While private equity is an industry about money, just to reiterate, professional relationships are the backbone of that industry.

Without companies in which to invest in, a private equity firm’s portfolio remains empty. Without investors and partners to give capital, a private equity firm’s money can only go so far before running out.

Building relationships with clients and investors has become easier than ever thanks to social media. For instance, private equity firms can use social media platforms like LinkedIn, Facebook, and even Twitter to vet a small business or startup they might invest in. They can learn more about this company and not only see how the company interacts with its customers, but visualize the room for potential growth as well.

Just as importantly, social media can be a great way to maintain a professional bond with investors or potential investors.

Again, there’s the vetting process through social media, but it goes further than that.

Investors and partners who are comfortable with where they put their money may talk more about the investments they make on social media. They’re not leaking proprietary information, of course, but rather, they’re discussing the companies they may have chosen to give their money to.

Not only does this present room for a potential boost in name recognition, but being more frank in this manner can increase the sense of trustworthiness and expertise you may have for this investor or others.

private equity marketing and design

Website Design

In trying to court investors, having an exemplary website is a must for private equity firms. This website serves a double purpose, as it can boost the name recognition for your firm as well. That alone can sometimes be enough to draw new deals to your door.

cleanly designed website is crucial here. Due to the nature of your company, refrain from a lot of design bells and whistles. You want a bio or about section that clearly spells out the history of your firm. You should also have a section highlighting the portfolio companies you have acquired over the years.

This isn’t necessarily about how many big names you’ve helped, but more about the breadth of your work over time.

Your website should also have a blog – which we’ll discuss more in the section about content marketing. Still, an updated blog is a trademark of any website worth visiting. Don’t forget to add links to your social media profiles, too.

website design and marketing for private equity firms


Today’s marketers don’t always focus on search engine marketing or SEO as much as they once did; it can differ on a case-by-case basis.

In the industries of private equity and venture capital, though, SEO is not something you want to gloss over. Whether you prefer the search engine giant Google or a smaller engine, showing up at the top of the results page is the ultimate goal here.

If a potential investor has to dig through pages and pages of results to find your private equity firm, they might never get to you. They could stumble upon another firm on the first page that’s more convenient to give their money to, leaving you in the dust.

That doesn’t mean you should just post whatever content springs to mind in a vain effort to get your name on the first page of search results. In fact, that’s the exact opposite way to go about it. Although Google algorithms are always changing, today’s algorithms are very intelligent.

Google can tell which companies are populating the web with legit, meaningful, valuable content and which are using outdated SEO tactics to get to number one.

If you curate your content, then you can ensure you have more of a say in what’s associated with your firm’s name when an investor searches for you.

SEO strategies in private equity marketing

Content Marketing

Speaking of generating content that can enhance your positioning in search engine results, content marketing is a big part of that. Besides putting on you on the first page of Google, this form of marketing can help in several other ways.

Content marketing and social media marketing go hand in hand.

The content you produce can get reposted and spread across social media to drive more traffic to your website. The same goes for email marketing, which we’ll talk about in just a moment.

You can also use content marketing to establish your private equity firm as a thought leader in your industry.

When you post valuable, shareable content with authority, others can’t help but want to spread it around. This good publicity can get you seen online by investors and other potential clients.

There’s a misconception that content marketing has to exclusively be the written word. That’s not true at all. Content encompasses many forms these days, including infographics and even videos. Video updates strip back the veils that enshroud private equity firms, revealing their staff as real, everyday people.

That can appeal to investors in a big way.

content marketing for private equity firms

Lead Segmenting/Scoring

Whether you’re searching for companies to add to your portfolio or partners to support the cause, segmentation will help you find the exact fit you want. Having a list of all potential clients is the way to start this segmenting. Then you can do something we touched on before: lead scoring.

With lead scoring, you give each potential client a point-based score depending on their behavior, good or bad.

For example, if an investor opts into your email newsletter, you’d give them points. If they open your emails and click a link in those emails, they’d get more points. Should they unfollow you on social media, you’d deduct points.

Through lead scoring, you end up with a list of the candidates with the most potential. Working with only these parties prevents wasted time on both your end and the investor’s.

lead segmenting in private equity marketing

Email Marketing

Another major facet of private equity marketing is email. Your firm maybe wouldn’t email as often as retail companies do that are eager to sell, sell, sell, but your messages should always be something to look forward to. Monthly or even quarterly, you should prepare an email newsletter that goes out to your portfolio companies, partners, and potential investors.

In the newsletter, you’d fill in these parties about the goings-on in your private equity firm.


Private equity marketing is a form of marketing intended for private equity and venture capital firms. Through measures like email marketing, social media marketing, SEO, content marketing, lead segmenting, and website design, it’s possible for private equity firms to find new deals and partnerships for funding.

The 30 Best Luxury Online Shopping Sites

Most luxury item consumers shop online to save time or avoid crowds. Designing an online shopping site presents unique challenges….

best luxury online shopping sites


Most luxury item consumers shop online to save time or avoid crowds. Designing an online shopping site presents unique challenges that may not be evident in other types of web design.

There are several web development aspects, which can influence the success of an online luxury-shopping site. Below is an overview of some of the top luxury e-commerce websites and what they do right.

  1. Net-a-Porter
  2. Mr Porter
  3. Gilt
  4. Zappos Luxury
  5. Yoox
  6. MyTheresa
  7. Moda Operandi
  8. Luisaviaroma
  9. Bergdorf Goodman
  10. Barneys
  11. Nordstrom
  12. Neiman Marcus
  13. Saks Fifth Avenue
  14. Selfridges
  15. Bloomingdales
  16. Amuze
  17. Sephora
  18. Forzieri
  19. Ssense
  20. Revolve
  21. Matches Fashion
  22. The Outnet
  23. StyleBop
  24. BrookLinen
  25. The Corner
  26. World’s Best
  27. Rent the Runway
  28. Rue Lala
  29. Shopbop
  30. Farfetch


Photographic Representation

net-a-porter luxury online shop

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The Net-a-Porter website is a perfect example of how to incorporate multimedia content into an online shopping site. The high quality pictures on the site capture the aspects that relate to its purpose, which is to sell luxury brands.

The emphasis of on top-notch fashion photography offers the website a luxurious “look and feel.” Customers can evaluate whether an item is what they want to buy. Also, the pictures used on the website do not make consumers have unrealistic expectations about the products.


Video Integration

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Successfully incorporating video content into an e-commerce website is never and easy task. Nonetheless, the website developers who manage to make it a major component of the site win big. Mr Porter features relevant video recommendations on their homepage that are related to the items they sell.

Doing so engages and entertains their audience, offers the site a personality, and encourages future visits to the site. This facilitates an increase in interested visitors and therefore, more opportunities to convert them.


Elegant Color Scheme

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One of the most important components of an appealing luxury online shopping site is its immediate appearance. The color scheme and combinations of choice contribute greatly to the initial appeal of any website.

Gilt gets this right by incorporating plain and simple colors. The black, white, and orange are used consistently throughout the site, each for different
sections and purposes. These aspects reflect the site’s simple but elegant appearance in a general first glance overview.



the style room luxury shopping

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When it comes to online shopping site design, less is always more. The homepage of the Zappos Luxury website has only two sections; the products and the company information section. By reducing the website elements to the basic essentials, they benefit in several ways.

The website is very responsive with incredibly fast load speeds. It helps users focus on content (actual products on offer), and the white spaces help the website “breathe” and make navigation easier. All these aspects contribute to a great user experience.


Effective Navigation

best shop for luxury retail yoox

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The best luxury online shopping sites must have a navigation system that makes it easy for shoppers to access information around the site. This is among the first thing you will notice about the navigation system in the Yoox site.

Labels and buttons support navigation in and around the site. In addition, they are placed in proximity to their related data fields. This encourages users to dive deeper into the website, all while being able to return to the home page at any stage.


Security Protocols

shop mytheresa luxury website

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In a world of increasing cyber-attacks, online shoppers need to be assured that their personal information and credentials are safe. MyTheresa enforces technical measures to protect their website against unauthorized access and damages.

It utilizes a Secure Socket Layer (SSL) connection for safe transmission of client credit card and account information. Their preferred Visa and MasterCard payment options employ 3D secure programs. These programs ensure that only MyTheresa and registered card holders are involved in transactions.


Effective Call-To-Action

moda operandi online shopping

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The end goal of any e-commerce site is to convert web users into paying customers. A luxury online shopping site must ensure that it encourages visitors to shop without coming off as too aggressive. The best way to do this is through the call-to-action (CTA).

Moda Operandi employs the simple, concise and familiar “Shop Now” CTA. This CTA appears in all product section and serves a navigation element directing user towards the catalogs without sounding too salesy.


Promoting Related Products

luisa viaroma best online shop

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Showing related product can help make a sale since many luxury item customers are searching for different items, designs, colors, or materials. Luisaviaroma gets this one right by promoting related items that customers might be interested in.

They use a smart approach where they conveniently place them side by side on their homepage and product pages. The site also offers suggestions after adding an item to the shopping cart.


Effective Site-Wide Search

bergdore goodman website for luxury shopping

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Some customers will have trouble finding certain products, even if a site has a great navigation system. Sometimes it is more feasible to simply conduct a search than to browse through layers of links. This becomes more apparent with large e-commerce sites such as Bergdorf Goodman.

With an impressively wide range of luxury products, the Bergdorf Goodman site does well to provide effective search functionality. It also offers options to narrow down the search such as Alphabetical, brand, and designer search.


Social Media Integration

barneys ecommerce luxury website

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Luxury eCommerce sites that connect with their customers on a personal level create trust and advocacy. Social media integration is one of the best ways to provide social proof. Linking social profiles is a must have feature for any eCommerce site.

Barneys does a good job with a simple homepage that highlights their Facebook, Twitter, Pinterest, Instagram, Snap Chat, and YouTube accounts. The links are not hidden amid a ton of information. As such, a user’s attention is directed towards them at first glance.


Showcasing Popular Products

nordstrom website luxury shopping

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Nordstrom makes an effort to highlight the luxury products that are most likely to interest visitors. The intention of this tactic is to help them find something they will want to purchase.

Nordstrom uses a significant part of their homepage to promote new item lines, current sales, and product that generate interest. They have also included a slideshow that they update regularly.



neiman marcus luxury shopping

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The value of simplicity is often overlooked when it comes to web design. Many developers make the mistake of trying to pack too many elements on a website. The Neiman Marcus website goes for a simple look that is easy to scan.

The focus of any e-commerce site must be on the items available for purchase. This site avoids any extravagant design elements that draw attention away from the products. It does this while still managing to feel professional.


Clear Policies

saks fifth avennue best online shop

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Having clear policies is vital for a successful online business. They help protect the customers and the merchant. For instance, having a clear shipping policy invokes confidence in customers that a merchant has a reliable system in place.

Saks Fifth Avenue’s website helps foster confidence and reliability by including clear policies. These policies encompass all aspects of the interaction between them and the buyers, including the return, shipping, privacy, security, exchanges, warranty, order status, international and tracking policies.


Multi-Touchpoint Contact Page

selfridges online shop

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Purchasing a product from a luxury online shopping site requires that customers take a leap of faith with regards to product quality and service a merchant offers. As such, they need to be able to reach out to the merchant at any time and through different channels.

Self-ridges considers their contact page a feature of their website. The page is detailed with step-by-step guides on how to contact them through different avenues email, telephone, regular mail, social media profiles, online forms, and messaging.


Frequently Asked Questions

bloomingdales online luxury shopping

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Online Luxury item purchases need confidence with the merchant. Buyers need confirmation of item authenticity and detailed information to feel comfortable with the high-value purchases.

The Bloomingdales website features a very comprehensive FAQ section. It covers all possible questions that a luxury item buyer might have regarding the products. It also offers a self-help section that addresses common buyer problems.


Payment Option Variety

amuze offers the best luxury online shop

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A wide range of payment options is necessary for a luxury online shopping site. There are different types of online shoppers, and they will prefer different payment options.

An eCommerce site should implement payment solutions that cover all the options. Amuze has online shoppers cover with a system that caters to all
major options including Visa, PayPal, MasterCard, American Express, Amazon Pay, Discover, JCB, Android Pay, Apple Pay, and more.


Find-In-Store Feature

sephora luxury shopping online

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Not all eCommerce sites have physical stores. However, those that do, like Sephora, benefit greatly from having a find-in-store feature. Sometimes shoppers do not want to wait for items to ship.

They go online to research and then purchase in person. Sephora features a useful section where customers can view what is in stock at their nearest storefront.


About Us Section

the best luxury online shopping from forzieri

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Luxury item shoppers will be more comfortable dealing with a seller that they know more about. Forzieri makes a good point of introducing themselves in their “Who We Are” section situated at the top of their homepage. It describes the history, philosophy, unique selling point, and mission statement of the brand, making it more personable.


Unique Content

ssennse online shopping for luxury

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Ssense is a unique online luxury shopping site. It stands out from the rest in terms of the relevant, engaging, and entertaining content it provides alongside the shopping experience.

The site features blog posts, guest posts, and editorials, which provide valuable information regarding topics related to the products. This strategy helps keep visitors on the site long enough for them to convert.



the best online shopping from revolve

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Over the years, web users have become familiar with certain web design conventions. Revolve’s website avoids the temptation to throw out these design conventions to be unique.

The main navigation is a top left side of a page. The logo is at the top left and clickable to go back to the homepage. The links also change color when a user hovers over them. Sticking to the familiar always offers provides a great user experience.


Wish Lists

matches fashion has the best luxury online shopping

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Wish Lists are an essential component of an online shopping site. Not using a wish list is leaving revenue on the table. Matches Fashion seems to understand this.

The site lets customers bookmark products that they want and would buy in the future. It is a great re-marketing campaign. These individualized options drive user engagement and traffic when customers share their wish lists online.



the outnet luxury shop online

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An online shopping site can have a great simple, user-friendly design without sacrificing elegance. Ease of Use is the most important quality of a website.

The Outnet achieves this by helping buyers get to what they want quickly and without bumping into unnecessary complexity. The website’s shopping categories are placed at the top center of the homepage, ensuring that the customer’s path to purchase is unclogged.


Visual Hierarchy

online luxury shopping by stylebop

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Visual hierarchy is closely tied to the simplicity principles. It involves organizing website elements such that users naturally gravitate towards the critical elements first. StyleBop does this perfectly by leading visitors towards their CTAs but in a way that feels enjoyable and natural.

Their CTAs sit atop the site’s visual hierarchy. They are the only elements embedded against a black background with white borders. This naturally draws a user’s attention.


Reviews and Testimonials

luxury shopping online from brooklinen

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Online shoppers always read reviews. Reviews and testimonials are powerful influencers of purchasing decisions.

Depending on the functionality of the website, an eCommerce site can utilize plugins from various review platforms such as Foursquare or Yelp. BrookLinen has a forward-thinking approach that employs reviews and user-generated testimonials to drive social proof and build trust with their consumer base.


Mobile and Browser Friendly

the corner luxury online shopping site

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Mobile shopping accounts for half of the online transactions. Creating a mobile optimized eCommerce site is a necessity as more people access the Internet via mobile. The Corner has a responsive and fast website, whose content intuitively adapts to different devices accessing it.

In addition, their mobile website offers the same user experience as the desktop version. The Corner’s website is also accessible via all significant web browsers and functions fine on older browser versions.


Well-Crafted Web Copy

world's best luxury online shopping

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Just like product photography, professionally written content on a luxury online shopping site is a must. This is not just for the SEO purposes.

The World’s Best site has a solid and well-written web copy that helps produce a seamless voice’ from the homepage to the deeper pages of the website. The product descriptions are highly marketable and accurate and convey a certain personality exuded by the brand.


Clear Guidance

rent the runway luxury online shopping

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When a web user visits a luxury online shopping site, they want to achieve one of two things. They want to access information regarding products or make a purchase on a specific item(s).

Rent The Runway does a good job of showing visitors where they need to go. The website’s guidance system comprises of simple navigation tools, well-organized information architecture, and concise CTAs.


Information Layout

rue la la online shopping site for luxury brands

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How information is presented and organized on an online shopping site is vital for good usability. This is often neglected. The information architecture and layout of the Rue Lala website is very impressive.

Getting this right was crucial given the wide range of products that they catalog. The sections and categories are carefully planned. The information on the website is presented in a manner that is easy to understand.


Special Offers Section

shop bop online luxury shop

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The majority of e-commerce websites are utilizing special offers as a standard marketing practice. Shopbop employs this advertising tactic perfectly to drive more sales. The Shopbop website takes full advantage of the valuable real estate in the page’s header section to market special offers. It also does this in their email list sign up form to encourage more subscriptions.


Fast Load Times

farfetch website for online shopping

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For an e-commerce website, web pages that load quickly are a necessity as web users are notoriously impatient. Slow loading pages are subpar to luxury item customers’ expectations and will lead to high bounce rates.

Site speed draws many parallels with conversion ability. Farfetch has managed to create an e-commerce site that loads impressively fast on both mobile and desktop platforms. Part of this is due to the simplicity of their pages and minimal usage of graphical and multimedia elements.