It goes without saying that the world is changing. The way nearly every business operates has been influenced – in one way or another – by online trends over the years.
The demographics that respond to traditional marketing strategies are diminishing rapidly. You can’t bank on the old ways working forever; you need to meet eager new investors where they are. Where are they? They’re probably reading someone else’s email right now and deciding whether to talk to them.
Today, I want to show you how to get someone’s attention on a “cold” contact without ever picking up a phone or handing them a business card. Sound too good to be true? Keep reading…
Qualifying Your Claims
As I was researching this piece, I came across an excellent article that outlines a powerful framework for getting your own house in order before approaching investors. I strongly recommend reading it and making sure all your ducks are in a very neat row before approaching any person or entity for investment capital.
The reason I place such heavy emphasis on this is simple. If I have learned nothing else about marketing to people online, it’s this: Trust and reputation are everything. If you are untrustworthy and prove it by taking amateur risks with other people’s money, word will spread quickly. If you are in any way, shape, or form untrustworthy, your reputation will take a header faster than you can ever cover your tracks.
The steps that follow serve two distinct purposes: to establish trust with individuals and businesses who are a good fit for your opportunity and to position yourself as an authority in the area in which you seek investors.
Know Exactly Who You’re Targeting
Too often, when we go after new business, we start out committed to finding the right people to approach. When that demo fails to respond favorably, that’s when corners start being cut. When corners are cut, it’s the beginning of the end. Come on, admit it: You know exactly what I mean, don’t you?
Since my business is content creation, I’m going to tie the majority of my advice into what I’ve learned working within this industry. I think the single most important thing I’ve learned over the years is that there is one surefire way to stay focused on the right customers, clients, and, yes, even investors and minimize the time, money, and other resources you waste finding them. That way is through an ideal avatar.
I’ve touched on this concept numerous times just in this blog and have even written whole articles on it. If you are currently “winging it” and approaching people based on just a surface knowledge of how they think and spend their money, you are fighting an uphill battle.
Developing an ideal avatar accomplishes a number of things. First and foremost, though, it paints a comprehensive picture of the person who would be most likely to respond favorably to your opportunity. It also provides a set of checks and balances that will, ideally, motivate you to hold off on contacting less-than-perfect matches, at least initially.
Developing Relevant Content
The real strategy for content creation that attracts investors is to figure out what makes your investor tick. Your content should not be used to promote the opportunity. Your job here is to show that you understand the investor. Your content should establish the “what” but emphasize the “why.” Why is this a good opportunity? What’s in it for me? What problems will it solve for consumers?
Keep these questions in mind and be sure your content answers them. Show potential investors that you are already thinking about the things that are important to them. The fewer questions you leave unanswered, the more confidence you will instill in your ability to return and grow their investment.
So, what kinds of content work best when developing a successful investment marketing strategy? The answer to that question depends largely on the opportunity itself, but there are a number of avenues that can lead to success in this arena. Here are just a few:
Email – The best and most effective online marketing tool is still number 1. Do not discount the power of email to motivate, inspire, and persuade. This is the single best medium for tackling pain points, so really jab with them.
Blog Content – Want to be considered an authority when it comes to the area(s) in which you seek investors? Show off your brain as much as possible with good blogging. I recommend going long form with investment copy since discriminating investors will almost always demand comprehensive details before they’ll spend a penny.
White Papers – Developing a white paper for an investment opportunity shows the depth of your understanding of it. Again, the more you have to say and the more you prove your competency to make an idea successful, the more likely it is that your ideal avatar will jump at the opportunity to work with you.
Explainer Videos – Use short videos to get attention on social channels and as an enhancement to blog content. The goal of an explainer video is to provide a thumbnail sketch of a concept – to whet the appetite of the viewer and make him or her want to learn more.
This is another excellent medium for driving pain points and hinting at solutions. The meat of the solution should be found in the aforementioned white papers, blogs, and other proofs that you develop to show that your opportunity is legit.
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The best part of all of this is that BeezContent offers all these services and more in the business and finance niche. Have a project you’d like to discuss? Looking for a competent finance services copywriter to take your search for investors to the next level? Contact us today, and let’s get to work on that!
