HOW TO TURN ADVERTISING SPEND INTO SHAREHOLDERS W. IAN VECMANIS EP. 130
Updated: May 28
Many CEOs and investor relations professionals throw money into paid ad campaigns without a clear understanding of who they want to target, the right budget, and how to measure success. The hope is that somehow the money they spend will magically translate into a higher share price.
In this episode, we’re joined by Digital257 CEO, Ian Vecmanis where we cover the mechanics of paid digital investor marketing programs that can guide you to ask the right questions when hiring a marketing agency.
There is an unsettling amount of waste when it comes to the use of investor capital for investor relations marketing and more so in paid advertising.
Retail investors are the lifeblood of the small-cap ecosystem! It’s important to find measurable ways to help decision-makers understand how to use digital tools to reach new investors and convert them into shareholders. The problem is... most don't even know where to start.
“You need to have feedback data on who you want, not necessarily where you want your ads to show. It’s who do you want to spend money on to create a specific measurable action on your website.” — Ian Vecmanis [0:26:13]
Ian shares his engineering expertise and explains how to build a re-marketing audience. He also shares where to place your focus when considering ad placements and how to optimize the follow-up loop using automation.
We learn how to measure audience engagement and invaluable lead and ongoing conviction-building strategies.
“Leads are like fruit. They’re better consumed fresh. If you leave them alone, they rot.” — Ian Vecmanis [0:31:36]
If you’re a CEO, CFO, or IR professional looking to build your investor audience, this episode is for you. You'll learn how to make better investment marketing decisions with investors’ capital.
Tune in to find out what it takes to put together a robust investor marketing program! Or watch the full episode here:
Sign up for our FREE 5-part master class Investor Marketing 2.0
KEY POINTS FROM THIS EPISODE:
How Ian applies his engineering mindset to the world of digital marketing.
What a paid digital investor marketing program is and why CEOs and IR pros should care.
The wasted investor capital in the digital marketing space.
The importance of investing in tests to learn what works and what doesn’t.
A step-by-step overview of a paid digital investor marketing program.
What constitutes a valuable lead.
How to build a remarketing audience.
The crucial role of the IR professional.
The new versus old-school approach to paid ads.
How Google makes its money and why it’s important to align yourself with its business interests.
Why you should shift your focus from “where” to “who” when considering ad placement.
How to ensure you’re not wasting money on ineffective ad agencies.
How to optimize the follow-up loop using automation.
Lead and ongoing conviction-building strategies.
Who you should target if you have a limited budget.
How best to measure audience engagement and why it’s important to do so.
Advice for CEOs, CFOs, and IR pros looking to optimize digital investor marketing programs.
LINKS MENTIONED IN TODAY'S EPISODE: