If You Build It, Will They Come?
Basketball and Hockey seasons are both over. For sports fans like myself, that means baseball season is in full swing (pun intended). Whenever the sport of the summer comes around I’m reminded of a few movies I grew up with: Sandlot, Bull Durham, and my favorite, Field of Dreams.
In the film’s most famous scene, while standing on his farm, the main character Ray Kinsella, expertly played by Kevin Costner hears an ominous voice say “If you build it, they will come.” From there, he builds a baseball diamond in the cornfield and **SPOILER ALERT** the ghost of Shoeless Joe Jackson, the rest of the eight men out White Sox, and Roy’s father appears on the diamond to play ball.
He built it, they came. The question is if YOU build it, will they come? ‘It’ being your company, and ‘they’ being investors.
According to many CEO’s our sales department speaks with, the prevailing sentiment is “yes.” The conversation usually goes something like this:
“What are you doing to market your company to investors?”
“No need, we believe if we continue to build our company, investors will come.”
In an ideal world, that would be the case. And in the case of extremely visible companies like Google and Amazon, that statement is true. However, for small to mid-cap public companies who receive little to no organic coverage the answer is a resounding ‘no’.
Investors are bombarded with thousands of opportunities on a daily basis; if you aren’t doing anything to reach these investors and cut through the competition your company will continue to struggle with liquidity, and ultimately raising the capital you need to grow your company.
However, there is one thing you can build that will bring investors. Your website. More specifically, an investor conversion optimized website with a comprehensive SEO strategy. Building out content and targeting keywords that investors potentially interested in your company will be searching is the best way to gain organic investor interest. It is also the most transparent and compliant way of going about reaching investors.