The Hidden Cost of Being Invisible in Private Equity... Part 2

Hey, it’s David

Last week we shared that we analyzed nearly 100 private equity groups and their approach to using the digital world to drive deal flow while positioning their firm as a leader.

We split our findings into 2 parts.

In Part 1, we uncovered the high, often unnoticed costs of being invisible in the digital space; missed opportunities, diminished credibility, and losing ground to competitors who are being found first.

Today in Part 2, we’re focusing on the solutions; tangible wins that come from a strategic digital presence and how these can directly fuel your firm’s deal flow.

Tangible Wins to Build Digital Presence and Drive Deal Flow

1. Quickly turn expertise into trust yielding targeted partners before in-person meetings.

2. Improved LinkedIn engagement creates pipelines reaching new dealmakers.

3. Attract potential seven-figure deal opportunities with 60-second videos.

4. Tap into your GA4 (Google Analytics) web traffic data to reveal high-value opportunities.

5. Use key terms to automate 24/7 visibility leading to deal flow, no extra effort.

Building a digital presence isn’t just about being seen, it’s about creating a runway for new opportunities to land.

M&A from the Plane – I thought I had status? How come I didn’t get the upgrade?

Just like missing an upgrade, missed opportunities in digital visibility can leave you wondering why others are getting ahead, here are five ways to ensure your firm stays in first class.

Win #1: Quickly Turn Expertise into Trust Yielding Targeted Partners Before In-person Meetings.

Sharing educational content is like lighting up your runway signals to prospective partners that you’re a trusted guide in the field. Successful PEGs are publishing industry insights, on a sustained basis, to attract prospective partners.

Data Insight: Content marketing is a very powerful tool that can help grow your business. According to Forbes, 74% of B2B marketers use content marketing. In our research, it suggested that less than 10% do.

Tangible Benefit: Personal story, I never believed it until I started publishing M&A From the Plane. I’ve been amazed by how many people mention they’re reading it. It’s increased visibility, grown relationships, and built trust, all while attracting high-value connections.

Reflective Question: When was the last time your firm published content that directly addressed your audience’s challenges? Is anyone in your audience talking about it right now?

Win #2: Improved LinkedIn Engagement Creates Pipelines Reaching New Dealmakers

Think of LinkedIn as your 24/7 networking event. With LinkedIn’s ability to reach thousands of professionals instantly, every post becomes an opportunity to amplify your firm’s profile and connect with key decision-makers you might never meet at a conference. 

By sharing insights regularly, you’re keeping your firm visible to next-generation founders and referral sources.

Data Insight: While all the PEGs in our research were on LinkedIn, only 37% have posted within the last week. Those that posted saw an average engagement rate of 2.9%, while the other 63% had a 0% engagement rate. You can’t connect with those who don’t engage.

Tangible Benefit: Improved LinkedIn engagement turns passive profiles into active pipelines, amplifying your ability to connect your firm to dealmakers and referral sources at a fraction of the cost of traditional networking.

Reflective Question: Are you posting consistently on LinkedIn reaching thousands of potential partners without leaving the office?

Win #3: Attract Potential Seven-figure Deal Opportunities with 60-second Videos.

Video content builds trust at a rate greater than almost every other format. Consider video content to be like the pre-boarding announcement. It’s personal, engaging, and commands attention.  Few PEG’s leverage video, despite its ability to humanize expertise and build trust.

Data Insight: Less than 18% of the PEGs in our research had at least one video. Even a single, high-quality video can provide significant value if distributed effectively. PEGs don’t need to flood the market; they need to focus on creating relevant, engaging video content that addresses their audience’s needs.

Tangible Benefit: Trust is the currency of private equity, and video is one of the most effective ways to earn it. From case studies to partner interviews, video content humanizes your firm and showcases your approach in a way static text simply can’t.

Reflective Question: When was the last time your firm used video to connect with prospects? Was it part of a strategy or did you just post and hope?

Win #4: Tap into Your GA4 Web Traffic Data to Reveal High-value Opportunities.

GA4 acts as your radar in the digital skies, pinpointing engaged prospects and helping you refine your strategies with precision.

By uncovering who visits your site, what they’re searching for, and how they interact with your content, GA4 turns anonymous web traffic into actionable insights, creating a clearer path to building deal flow.

Data Insight: A surprising 25% of the PEGs in our study didn’t use GA4 (a free, industry-leading analytics tool) or any similar platform. Without it, these firms are flying blind, missing critical insights into their online performance and audience behavior.

Tangible Benefit: GA4 insights let you make data-driven decisions, converting site visits into meaningful outcomes.

Reflective Question: When was the last time you checked your web data? Do you know which pages resonate most with your audience and what this says about their priorities?

Win #5: Use Key Terms to Automate 24/7 Visibility Leading to Deal Flow, No Extra Effort.

Appearing at the top of search results for private equity terms is like being the first name on a referral list. You're the firm prospects see when they need guidance.

By optimizing select pages with targeted keywords, your firm becomes discoverable to high-value and high-intent prospects actively searching for a partner, creating a steady deal pipeline without requiring additional effort.

Data Insight: In our study, 74% of PEGs ranked for fewer than 1,000 keywords, potentially limiting their visibility in search results. A highly optimized site, by contrast, can rank for tens of thousands of keywords, capturing significantly more traffic and opportunities.

Tangible Benefit: Optimized search engine optimization (SEO) creates a steady pipeline of opportunities from those most interested in working with you, driving deal flow directly to your firm 24/7, without extra effort.

Reflective Question: When was the last time you evaluated your website for the key terms your ideal partners are using?

Final Thoughts

The costs of invisibility are clear, but the solutions are within reach. Building your digital runway means ensuring every opportunity to connect and drive deal flow lands directly with your firm.

Ready to see where you stand? We will continue to share more from our research, including our new 60-second self-assessment tool, which offers a quick insight into your firm’s strengths and opportunities as you take the next step in building your digital presence. 

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Thank you!

David