Investor Marketing for IR and PR teams
In today’s competitive markets investor relations and public relations professionals have the momentous task of trying to grab investor attention in a crowded and noisy market. So what can IR and PR teams do to make the job a little easier? In today’s post we are going to discuss how to lighten the load by utilizing data-driven digital investor marketing tactics.
A little background:
If you’ve been following our blog you know we recently took a look at the changing investor ecosystem. From that research, we learned that approximately $1 trillion of wealth will transfer from the baby boomer generation to their children by 2026. We also learned that this younger generation of investors has vastly different expectations than their parents — they are more inclined to invest by themselves (not using traditional wealth managers) and they consume their information online through trusted sources.
This change in investor behaviour is causing challenges for public companies because their mode of communication with potential investors needs to transfer to the digital space.
That’s not all bad. Unlike traditional marketing, when working in the digital space, everything is measurable. You can easily track your ROI to make better decisions of where to spend your resources and improve your reach. Let’s dive into how investor marketing can support your IR and PR teams to optimize resources and results.
Investor Relations – Expanding reach and building two-way communication
An IR professional’s key responsibility is to create the strategy to communicate with investors and contribute to the company reaching, and maintaining, its highest potential valuation. It is the IR rep’s job to enable effective two-way communication between the company, financial community, and investors. It just so happens that investor marketing tactics can support all of these goals. Here’s how:
- Creating access to an untapped investor market: Traditional marketing efforts tend to target brokers, analysts, institutional investors etc. It’s becoming more and more apparent that today’s investors are actually educating themselves through social media, digital forums, and other online platforms. Digital Investor Marketing services can help IR teams reach these investors in the digital spaces where they are making investment decisions.
- Generating investor leads: Here’s where the rubber actually meets the road. Once investor marketing tactics have been used to reach that vast audience, investor marketing professionals can translate that interest into leads for IR teams to follow up with. If you want a closer look at how this is done ask us for some information about our Thrive lead generation program.
- Consistent Two-Way Communication: It’s not enough to just get in front of investors. Once you are there, you need to open a consistent two-way channel of communication with those investors. There are a number of ways to keep this communication channel open utilizing investor marketing techniques.
- Digital roadshows: Rather than putting on expensive roadshows that are constrained to a single geo-location, why not offer digital roadshows? Investor marketing firms can assist with these events and utilize retargeting technology to make sure that attendees are then retargeted with the information most interesting to their specific needs. Digital roadshows are even more important in the days of COVID-19 and we wrote a whole article about optimizing them during this turbulent time here.
- Social Media: Ensure shareholders and potential investors are up to date with your news by communicating where they consume information—online. Social media is also an ideal platform for tracking investor sentiment surrounding your company. Are you skeptical about using social media as an IR tool? Check out this post for some info about the crucial way in which social media can affect your IR strategy.
For more information on how investor marketing can support your IR strategy, download our case study about our work with Harborside Inc.
Public Relations – Building awareness and managing reputations
Public Relations teams are responsible for garnering media exposure, building on a company’s key messaging with unique media angles, safeguarding a company’s public image, and providing a plan and support for crisis communication. Digital investor marketing supports each of these strategic needs:
- Generating Awareness – Paid media mentions are expensive and organic mentions are not always easy to come by. To make sure you are utilizing company resources in a smart way it’s important to make sure every media mention you get receives the maximum amount of exposure. One way to do this is by utilizing micro-influencers like the ones in our Spectrum program. To learn more about the effect of utilizing micro-influencer (and to learn about exactly who those micro influencers are) check out this article.
- Managing Reputations and Expectations – Understanding what is being said about your company and who is saying it is key to managing your companies reputation. Investor marketing teams use online monitoring tools to handle this for your team. Online monitoring is a great strategic tool to measure and improve the effectiveness of your communications and digital relations. You already might know that putting out a consistent newsflow is best practice, but are you reaching the right audience? Do you get the reaction you intended? Monitoring data works as a reliable source for decision making.
The best thing about a monitoring tool is convenience. It does all the (boring) manual tasks on your behalf. It collects and analyzes the data for you, stacks all the hits and sends the report directly to your IR team stakeholders. Media monitoring saves your precious time and lets you focus on developing your strategy and planning future actions.
Investor marketing should be viewed as a resource for your IR and PR functions, not a competitor. A large part of our job is educating our clients on how to build a solid investor communications and marketing plan that cohesively utilizes the skills of each company function without overlap and making sure there is a trackable ROI for the programs used. By inviting the right experts to the table your company can develop an effective and successful investor marketing and communication strategy. Give Plexus Media a call today – 1-844-6PLEXUS ext. 108