No matter who your investors are, everyone has now been conditioned through our consumption habits to seek out and validate value and opportunities through multiple channels.
I’m Maddie and I work as a Marketing Manager at Creative Return. I’m a young millennial navigating this world of finance and investor marketing. I hope my blogs can help others who are just getting started in their journey through the world of investor relations and digital investor marketing.
How often do you look at an advertisement and recognize it as a certain brand without even needing to see their logo? Regardless if it is a website, social media profile, or billboard, Integrated Marketing Communications provide a seamless experience for all users.
When it comes to digital investor marketing, this strategy needs to be at the forefront of your IR program. After all the goal of marketing a product or shares in your company is the exact same. You want people to buy and buy again!
Did you know that before making a purchase or in this case, investment into your company, buyers will interact with your brand on roughly 20 different platforms?
So why is integrated investor marketing important?
First, let’s get down to what the term actually means. It can be defined as unifying your marketing channels to deliver and consistent experience. Second, consumers and investors are now conditioned to research and affirm their inclinations. This is where a consistent investor brand reaching them through multiple channels can either make or break their interest in you as an opportunity. And don't for a second think that this is only for retail investors. Advisors, Bankers and Portfolio Managers are all humans too!
In order to achieve this level of consistency, a cohesive effort between sales (IR), and marketing (IM) is required.
Why do integrated marketing campaigns work?
The driving force behind this is that your investor brand’s message is reinforced with every impression and interaction. Through omni-channel marketing you are able to better control the conversation surrounding your investor narrative.
You also ensure your target investors is seeing the same message whether they encounter your deal in a road show, on social media, through paid ads, or the numerous other channels your competitor pubcos are using to attract investors.
Here’s a bonus: Omni-channel campaigns are generally more cost effective than single channel campaigns since you can utilize existing content across the channels.
So how do you make a successful integrated marketing campaign?
There are some steps required in order to ensure your marketing to investors is successful. First is to know that there are no silver-bullets. Second is that if you’re just running a promotion, no need to read on.
Understand the relationship and benefits between Investor Marketing and Investor Relations
Yes, digital investor marketing falls under the purview of investor relations. But seeing marketing as marketing and investor relations as sales enables the two to start working in a symbiotic way.
Digital marketing has the power to bring awareness and consideration to a deal at scale. While this is happening, the IR Pros can invest more time developing higher value relationships. These relationships will then be consistently reminded of the company through omni-channel marketing.
Tracking the success of your campaign
Once your integrated marketing campaign is implemented, you’ll need to track various metrics. This will enable you to to see what’s working and what isn’t – or better yet, who is working ie. letter writers. Analytics are the key to tracking your success.
Further to this, your board and executive team will likely demand this from you.
If you are investing in investor marketing, reach out to us. We’d be happy to discuss how you can best track your success.
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