Measuring the impact of your investor relations (IR) has always been difficult to quantify for public companies.
Public companies invest heavily in investor communications. Announcements, webinars, investor calls, roadshows and press releases are just a few examples of IR tactics that incur a significant cost for the business - often without a visible or transparent impact.
But how much return do these tactics actually generate? Are investors connecting with the company story? Are they learning anything about the leadership team? Has any investor conviction been built alongside a relationship?
These are the questions that should be considered to gauge just how effective your investor communication is and the return you're getting on your IR spend.
Ananda Developments (AQSE:ANA) focuses on developing cannabinoid-based medicines to treat complex, chronic inflammatory pain conditions and delivering real-world health outcomes through the NHS.
They take that same level of care when engaging with their investors and the market to truly understand who their investor audience is and how they can reach them more effectively.
As an early adopter of InvestorHub and our Direct-to-Investor (D2I) Marketing methodology, they've demonstrated just how important it is to track and measure the impact of their various IR tactics for unprecedented visibility over the impact of their investor communications.
In 2024, Ananda utilised InvestorHub's UTM link tracking feature to analyse the impact of their various IR streams and messaging strategies on investor attention and conviction reflected in their unique investor views and hub signups.
The leadership team at InvestorHub are frequent users of InvestorHub, and have turned their D2I marketing efforts into a competition.
Melissa Sturgess (CEO), Jeremy Sturgess-Smith (Finance Director) and Jack Morgan (Commercial Manager) all invest 45 minutes per week into promoting the company to the market while testing various messaging and distribution tactics.
To-date, this strategy has allowed them to rapidly measure and optimise their IR spend, improve their market-facing message, and identify their best channels and tactics to reach and engage with their investor audience.
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