The Power of Content – LCR Capital Partners & EB-5 Investor Visa Program

I’ve had the good luck to be working with LCR for about 4-5 months now and love working with a sharp, small team that knows how to get things done.

Every big corporate team I’ve worked with in the last 5 years has stated they want to be agile.  They want to be innovative and want to use digital channels not just to communicate, but to deliver real value, to learn from customers and to react in a natural way.  The challenge is of course the scale of the teams and the distributed decision that that stops companies from moving or acting in a human way.

LCR has a great flat structure and a strong set of agency relationships that act as extended partners to the team.  The result is a team that can make decisions in Slack, and implement them before the week is out.  In the last 3 months this has allowed us to produce a whole new set of gated content for customers that have already researched the EB-5 Visa program and are interested in more sophisticated content.  We’ve changed the conversion model, extended the nurture process with triggered email sequences, and developed new ways to connect sales and marketing.

As always it comes down to content.  It is funny to think that after 20 years with websites, email, search and social all rolling through as trends in the digital marketing industry, it can all be boiled down to something that was written up in the Clue Train Manifesto back in April 1999:  Markets are conversations.  If you want customers to talk to you, tell them something and make it something interesting.

The nice thing about LCR’s industry is that the EB-5 investment visa program is something people really need to think about.  It is a significant life decision and it is complex enough that people return to learn more.  This means producing great content is rewarded with site visits, improved rankings, e-mails for more information and requests for meetings — which is just what marketing should be.