FOR MICROCAP COMPANIES DIGITAL INVESTOR RELATIONS IS AN ESSENTIAL SERVICE
Before the coronavirus forced us all to stay home, investor marketing was already on a trajectory towards digitization. Investor roadshows had increasingly moved online. Investor conferences were going virtual as well. Thanks to social media, online storytelling had already become a powerful way to connect with investors.
Now that COVID-19 is here, the move to a virtual investment reality is all but complete. Absent the ability to go out and shake hands with potential investors, digital marketing is now the only viable option for telling a company’s story in a way that grabs attention, develops an audience, and ultimately secures new investment.
For microcap companies, especially, this makes digital marketing more than a luxury; it’s an essential service. In the following, I’ll share two important reasons why microcaps need to embrace digital investor marketing, especially in a post-COVID world.
Controlling the Narrative
In the early days of COVID-19, it seems every CEO in America felt the need to address his or her customers and shareholders directly — usually via email.
Why?
Because, in today’s world, everything moves at the speed of Twitter. If you don’t immediately take the initiative in crafting your company’s story, somebody else will — usually, a dissatisfied customer or shareholder and quite possibly an opposing competitor.
In a crisis, narratives change quickly. The only way to ensure you get to tell the story your investors need to hear is to dial up your marketing strategy. Without the agility that comes with digital messaging, you’ll find yourself at the mercy of this chaotic moment.
Connecting with Investors
At its core, digital marketing provides companies with the opportunity to communicate their story and invite others to connect on a personal level. When companies weave the many elements of digital marketing (email, explainer videos, interviews, articles, etc.) into their broader narrative, they invite investors to find their place in that story as well.
This is where multimedia comes into its own. Early on in the web, companies saw the internet as a glorified billboard. As decades have passed and we’ve moved into the age of social media, we’ve all learned that the internet offers much more than that.
The web is now a place for connection, and rich visual content rules the day as the way to get through to your investor audience. Visual imagery leads to a 650% bump in retention. Articles with images receive double the shares as those with fewer images. Facebook posts with images are engaged more than twice as much as those without.
To tell your story and connect with potential investors, digital is your best option.
Investor Marketing after COVID-19
Now is the time to take control of your company’s narrative and communicate who you are, what you’re doing, and why it matters. In this chaotic moment, potential investors need to see that you’ve envisioned your future and you know where you’re going.
Digital investor marketing was important before. But, now that everyone is online, it’s become vital to investor relations and marketing. Don’t let this moment pass you by. Get on the web, tell your story, and show investors why you’re worth their attention.
