Investing in marketing as a search fund

August 07, 2025

by a searcher from University of Pennsylvania - Philadelphia in New York, NY, USA

Hi all - Would appreciate perspectives from searchers who've invested in marketing for their platform/fund (ie. not OpCo marketing). Specifically I'm referring to non-paid media like blogs, newsletters, social media posts, webforms, etc. For some context, we're self-funded searchers with a fairly narrow thesis looking for proprietary deals in a specific market. We've captured most of the owners in our CRM and are reaching out across all channels (email, LinkedIn, phone), but engagement isn't where we want it to be. With marketing we're trying to accomplish a few things: 1 - Generate signals of intent so we can better target owners thinking of selling 2 - Build more awareness and credibility amongst our target audience to make engagements more sticky 3 - Get smart around digital marketing in the AI era so we can better support our OpCos with their own marketing efforts. Curious to hear what's worked and what hasn't.

Reply by a professional
from New York Institute of Technology in Brooklyn, NY, USA

Ciao ^redacted‌, I am weighing in as a marketer. Here are a few suggestions (based on the information provided): -You already have a website, a powerful asset. I would optimize it fully. Definitely, have a way to capture leads on your site. A newsletter could be helpful in that endeavor. But an easier lift is probably starting off with a Static digital Lead Magnet. What can you produce that will solve a major pain point this audience has? This has the potential to get leads. And if it doesn't, it is a resource-light endeavor, so you can live with that. -Things like blogging and SEO are long-game plays that work wonderfully after they are primed and moving with momentum. If you are playing for the long game, then yes, the best time to start is now. If no, consider another pathway. No need to put yourself on the content creation hamster wheel. -Understanding how to leverage AI and just getting better at marketing in general is smart. It will help you with your messaging. But here is a TLDR: In your messaging, think about WHAT THEY WANT, and speak to that. It's the classic, "Yeah, but, why should I care? What's in it for me?" perspective. What answers do they need to take next steps? How can you cultivate an environment (through your website and messaging) that they can make a clear decision about working with you? Something to remember: There is no such thing as "Free Marketing." Even taking the time to post on social or write a blog has a resource cost associated with it.

Reply by a professional
from Texas State University in Sidney, NE 69162, USA

Thanks ^redacted‌! In my experience—both personally and through the founders I advise—finding the right buyer is about far more than valuation. It’s about alignment. For many of us, this business is more than an asset. It’s a legacy of care—for our team, our clients, and the vision that built it. I’ve personally taken a deeply intentional approach in my own exit planning. I'm not just looking for offers; I'm looking at the humans behind them. I observe, I interact, I test for integrity and alignment over time—because what I’ve built deserves to continue in the right hands. Some sellers are only focused on the numbers. But the ones I work with—and the path I’ve chosen myself—prioritize continuity of care, culture, and contribution. In the end, your content and marketing helps potential sellers know and understand you.

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