The perfect investor relations page is more than just numbers.

A lot of public companies seem to have a similar problem: they need more investors but have been taken advantage of by investor relations firms in the past. What if I told you that the path to the perfect investor relations page could start getting you more investors organically for 2017 and beyond, interested? I thought so.

Nowadays, almost everything is done online. Whether it be finding the best place for pizza or learning how to change your oil, people are going online. Investors are no different, and when they are looking to invest, where are they going? That’s right! Your website.  Nasdaq says “84% of investors will visit your website before making an investment decision”.

Every public company should have a website. Your website is your biggest asset when it comes to getting your message out to potential clients and investors.

The first thing you should know on your path to the perfect investor relations page is that…

Investors are investing in you.

When it comes to investing, sure, having a great company story is fantastic. But what investors, and particularly micro cap investors, want to know is: “who’s in charge?”. They want to feel connected to the leadership and feel confident that they will be able to lead the company to achieve its goals.

Charts and financials are important, but they only tell a small part of the story.  If you want to connect to investors consider writing a CEO blog.  Show your thought leadership, and give investors a glimpse into your personality.  Let potential investors feel safe about investing their money in you and let current shareholders feel confident in their investment.

Cater to all stages of the “investor’s journey”

investors-journey

Click to See the Investor’s Journey

Next step on the path to the perfect investor relations page, make sure you understand and have information that applies to investors in all stages of their journey. For those unfamiliar, the stages on the investor’s journey are:

  • Stranger
  • Interested
  • Researcher
  • Shareholder
  • Stakeholder

So whether it’s providing a video helping the investor get to know you and your company (stranger or interested) or a blog expounding on the latest exciting development you have announced (shareholder or stakeholder), make sure there is something for everyone.

Provide content in all forms

Knowing your investor’s persona will give you a good idea of what way they best take in information, but why not have something for everyone? According to Forbes, 59% of executives prefer to watch a video over reading text, but that means 41% prefer text or possibly some other form, like audio or pictures, and why wouldn’t you want 100% of the people visiting your site to receive your message?

Easy to receive

Now, we’re going to cover a few bases with this step. By “easy to receive” I mean your website should be:

  1. Easy to understand: Be careful not to use technical jargon or corporate speak, make sure everyone who visits your site can easily understand it.  If you aren’t sure if your text is easy to understand, try putting it through a Flesch-Kincaid readability test.
  2. Easy to find the information: You don’t want potential investors getting frustrated because they can’t find the information they’re looking for, include all information investors would want to see.
  3. Readable on all platforms: Today, more people than ever are using their cell phones as their primary web browser. Make sure your site is mobile-friendly and at least easy to read on a cell phone, tablet, or any other device.

Of course the perfect investor relations page is a great start, but it’s not the end. It’s just one of the many steps to getting yourself completely investor optimized. For questions about how to get yourself the rest of the way, E-mail me at colin@hiltonadvisory.com