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What is an Investor Marketing Audit and Why Should I Care?

 

What is Investor Marketing and Why Does it Matter?

Investor Marketing is the combination of Investor Relations and Marketing. Prior to beginning any investor marketing strategy, it is important to know where to prioritize marketing efforts. The ultimate goal of an investor relations marketing strategy is to convert investors into stakeholders of the company. For these companies, generating enough interested potential investors and moving them through the investor’s journey remains a challenge.

HubSpot says that a lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers. We also know this from surveying our own clients.

The primary challenges companies were facing before partnering with Hilton Advisory were that they don’t have enough money to invest in their business and they are not sure what to focus on. 71.4% of new opportunity survey responses say that their primary investor marketing strategy is word of mouth and outbound marketing efforts like cold calling, email and conferences comes in second. Because efforts like cold calling and attending conferences eats away at a budget, and having to rely on just word of mouth business, companies are finding it increasingly difficult to find and convert investors. Lucky for our partners, inbound marketing costs 62 percent less per lead than traditional outbound marketing.

 

 

Why is Benchmarking Important?

Google believes that marketing and measurement should have a commitment. “Marketing and Measurement can uncover insights that will improve your marketing, your customer experiences, and ultimately your business. To reach that next relationship level, Marketing can’t just casually date Measurement when it’s convenient. They need a real commitment.”

At Hilton Advisory, we also believe that marketing and measurement go hand-in-hand. In order for our team to truly help our clients, and in order to show success or identify areas of needed improvements, we start off our relationship with an Investor Marketing Audit, a document that establishes the founding benchmarks for campaign performance.

Benchmarking is a way of discovering what is the best performance being achieved – whether in a particular company, by a competitor or by an entirely different industry. This information can then be used to identify gaps in an organization’s processes in order to achieve a competitive advantage.

 

 

What are the Components of an Investor Marketing Audit and Why do they Matter?

According to a NASDAQ study, 87% of investors who find out about a company go directly to their website. The rest will search online. Our Investor Marketing Audit is designed to provide a high-level overview of the company’s digital investor facing material.

With over 100 billion Google searches a month and on average, 50 million are investor related searches, having targeted, transparent and measurable online investor marketing strategies in place is not only smart but a necessity on today’s investor DIY marketplace.

 

 

Flesch-Kincaid Readability

Did you know that the average American adult reads at a 7th to 9th grade level? Keeping your content within that range is a great way to maximize your readership.

It doesn’t matter what you’re saying if no one can comprehend it. Understanding your audience and their readability expectations is one of the most important parts of writing. It can be marketing, teaching, or working on a novel. No matter the medium, your content has to be accessible in order for it to succeed.

That’s not all, though. If you’re writing for something like a medical publication, you don’t want to write at a 3rd grade level. So not only should your content be accessible, it needs to be demographically appropriate as well. Keep in mind that visitors spend only 10 seconds on your homepage before leaving if they don’t immediately connect with your marketing messages.

 

 

Overall SEO

Site Index

One of the most important steps in improving your site’s ranking in Google search results is to ensure that it contains plenty of rich information that includes relevant keywords, used appropriately, that indicate the subject matter of your content. Statistics show that websites with 51 to 100 pages generate 48% more traffic than websites with 1 to 50 pages so it is important to continue adding pages to the website for Google to index and provide relevant information to investors who are searching online.

 

Backlink Audit

According to Backlinko.com, “Backlinks remain an extremely important Google ranking factor. We found the number of domains linking to a page correlated with rankings more than any other factor.”

 

Directory Listings

There are very few things that more frustrating than trying to search for business contact information and not being able to find what you are looking for. Imagine meeting a potential investor at a conference or roadshow, contact information wasn’t traded, and they search online for you but can’t find the right email address or phone number. The purpose of creating local listings is to make your business visible on the Internet as well as provide signals to the search engines that show you have a legit business. Each new listing you create increases your chances of being found by investors.

 

Keyword Rankings

Keywords are ideas and topics that define what your content is about. In terms of SEO, they’re the words and phrases that searchers enter into search engines, also called “search queries.” According to HubSpot, the key to successful SEO is concentrating on long-tail keywords. A long tail keyword is a two or more word phrase that is more specific to a company or niche, it’s less competitive and has a lower search volume. Approximately  20-25% of searches are long tail keywords, which provides better opportunities to rank for low hanging fruit and although these keywords get less traffic than more generic terms, they’re associated with more qualified traffic and users that are typically further down their path of intent. An investor marketing strategy success can be partially measured by improving keyword rankings. We want to know exactly where your website currently is, and set a goal for where we want it to be and for what keywords would be best suited to find qualified investors for your company.

 

Blogs

Companies that increase blogging from 3-5x/month to 6-8x/month almost double their leads. Blogs are crucial to the investor conversion optimization process because you can write blogs for each different stage (attract, engage, convince, and convert) of the investor’s journey. Writing frequent, quality content can also provide valuable keywords, backlinks, and show you as a real thought leader. Part of our strategy is putting together a content calendar that addresses your investor personas while also addressing elements of SEO for the content and writing with the investor’s journey in mind.

 

Mobile Usability

When someone hears about your company, like at a conference or in an email, they aren’t always going to be in front of a computer, so it’s important to make sure your website looks good on all platforms. 48% of consumers start mobile research with a search engine. This is why you want to produce valuable content that makes it easy for your investor persona to find you online. In addition, 33% of consumers start mobile research with a branded website. This is why you want to produce valuable content to make your brand the authority in your niche. And according to Salesforce, 68% of companies have integrated mobile marketing into their overall marketing strategy.

 

Investor Centered Video

Studies show that viewers retain 75% of a message after seeing it in a video compared to 10% when reading it in text. Potential investors are more likely to do more research on the company after watching a video. Our team has the ability to write, film, edit and produce investor centered videos for your company which can also be used throughout other marketing efforts like advertising.

 

Newsletter/CRM/Nurturing System

Not everyone will be ready to invest after researching, even if they like what they see. It’s important to include “Calls to Action” throughout your website. Using a CRM will help keep track of this data and allow you either keep someone who is on the fence informed on your progress or remind someone interested that they should invest. This also helps connect with current holders. We help companies put a system in place. We help build calls to action to get interaction and help move potential investors through the “funnel” as well as keep existing investors in the loop.

Investor Relations Page

When looking into your company, people are going to go to your website. If they are potentially going to invest, they are going to check out your investor relations page so you want to make sure it’s perfect. Most investors aren’t looking for numbers or charts, they want to know who they are investing in more than what. Things like management bios or a quick opening paragraph from the CEO are great confidence building content.  

 

Contact

Investors want to know they can reach you and you want investors to reach you. The contact page is one of the most important pages on your website because for most companies, it is one of the most visited pages. Making sure it meets best practices helps build confidence and can help investors to convert.

 

Social Media

92% of marketers say that social media is important to their business while 90% of all marketers indicated that their social media efforts have generated more exposure for their businesses. Creating and implementing a social media strategy is important for several reasons. One, it helps generate awareness about your company when you use it to share your content. Second, it serves a purpose for SEO by providing social signals which can help improve website rankings. Third, it offers another path to convert investors.

Press Releases

Press releases are very common, so how does a company stand out? There are certain elements of press releases that we look for in our audits. Some of these elements include an attention grabbing headline and multimedia. According to PRNewswire.com, press releases that included images received an average of 1.4 times more views than text-only releases. Video releases averaged 2.8 times more views than text-only – double the performance of releases that included images. A solution we offer our partners is the ability to edit all press releases coming out of the company to include multimedia and SEO strategy.

 

Press Kit

Does your company have a press kit? A press kit would be a downloadable file including your logo, management pictures you would want to be used, and a quick tip sheet. You want it to be easy for any type of press to cover you, and when they do, you want to make sure they have the information and pictures you would want printed.

 

Offsite Content

When somebody searches for you on Google, what will they find? When searching for stock symbols, websites like Yahoo finance or OTC markets come up. Something you want to know is that if whether or not those sites have your correct contact information, specifically your web address and phone number.  

You want to make sure no matter where somebody finds you, they are getting the right information. Offsite content also builds backlinks which help your website to rank in the search results.

Your investor marketing strategy needs to include offsite content and syndication opportunities. Our offsite syndication efforts include placements on premium websites, industry related websites, and in online newspapers. These placements all go on higher domain rating websites which keeps your backlinks clean and helpful in boosting your website in the search results.

 

 

Request a Free Investor Marketing Audit

93% of buying cycles start with a search online. If your company shows up high in the search results, or is active on a searcher’s social networks, you’ll get free brand awareness. We are serious about empowering companies by understanding the investor’s journey.

We want to partner with companies who are serious about converting those investors into stakeholders. We are offering a complimentary Investor Marketing Audit for any public company or company who is looking to go public because we believe we can truly help.

We know you may not have the time to get into the finer details of marketing and metrics, we know that you may be struggling to find the resources needed to grow your business and increase your share volume. Let us help you take the first step in the Investor Conversion Optimization process.

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Investor Marketing