The 5 Pillars of Investor Marketing 2.0
In a previous post, we discussed why crystal clear positioning is the foundation that holds your marketing efforts together. Here’s how you can leverage that positioning into a strategy that will turn followers into shareholders:
1. Influencer Marketing:
Getting the stock talked about / written about by respected investors / stock pickers with an established online presence – this could be personalities that have a large following on social media platforms like Twitter or Reddit, or newsletter writers that have built a large and highly engaged mailing list.
2. Media & PR:
It’s important to generate regular coverage in third-party publications and platforms in order to effectively communicate your company’s story and promote its key selling points. PR and media coverage can be paid or earned, but either way it begins with effective positioning, as you’re going to have to pitch the story to get journalists interested, and strong positioning will also ensure audiences want to engage with the story. Corporate press releases should be sent out on a consistent basis, and can be used to pitch coverage to journalists as well. Booking your company’s executive team members to speak at industry events and conduct interviews as thought-leaders in your industry is another effective strategy.
3. Lead Generation:
Lead generation is one of the most important components of any investor marketing strategy. Think about how sales has evolved over the years – cold-calling and networking were once an effective way to generate new leads. Nowadays, most people won’t pick up a phone call from a number they don’t know, and networking events haven’t been possible during Covid. People are online literally all day, and many of them are already browsing websites looking for things – or stocks – they can buy. That’s when they’re most susceptible to digital marketing strategies like banner ads, which are the cold-call of the digital marketing world. Just like traditional sales, a potential investor goes through a sales funnel in the journey to becoming a shareholder, from browsing an investment-themed website, to seeing a compelling banner ad for your stock, to clicking on it and viewing an article about why it’s a buy, to signing up to your mailing list, to contacting your IR rep. Contact us to learn more about how you can incorporate an effective digital lead generation strategy into your IR program.
4. Content Marketing:
Content marketing is pretty much what it sounds like – creating engaging content and sharing it as widely as possible on multiple platforms, such as investment forums, social media, and investing websites. Content marketing can incorporate third-party or self-generated articles, press releases, videos, blog posts, or live social media interviews. You’ll want to push this content out to your own subscribers, and also share it on your website and social media channels so it gets re-posted, viewed and liked as much as possible. The more eyeballs you can bring to your stock, the better.
5. Traditional IR:
Nothing replaces personal selling, and there is still a place for traditional IR within investor marketing 2.0. But hopefully, if you’ve established an effective sales funnel using the techniques described above, your IR rep is going to be speaking to warm leads, rather than wasting time making endless cold calls that go nowhere.
While incorporating all 5 of the pillars of Investor Marketing 2.0 will ensure you get your message out to a high quality audience of engaged investors, incorporating even a few of them is better than nothing. This can seem like daunting territory if you don’t have a digital marketing background, so feel free to contact us if you’d like to discuss your options.
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