The investor journey.

When it comes to investor relations, most companies focus on one part of the investor journey: the start. But the reality is that the majority of buying pressure comes from existing and returning shareholders, which is why taking control of your investor funnel is so important to driving on-market outcomes.

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The investor journey.

Evolving your investor journeys.

An investor journey becomes strategic when you leverage the digital infrastructure that lets you observe meaningful interactions and derive strategic insights from that data to optimise each touchpoint in the journey.

With the right approach (and tools), public companies can convert their investor touchpoints into strategic interactions that enable them to observe meaningful investor actions and derive useful data insights to optimise future interactions. Structuring these touchpoints together into an effective 'funnel' that nurtures investors over time is how you transform a single investor interaction into a company journey that measures the ROI of your investor communications, acquires more shareholders and maximises on-market demand to support your share price.

Here's what your investor touchpoints could look like with investor marketing.

1. Investor views a company announcement (+ investor attention).
2. You add video and text summaries to provide additional context.
3. You provide them with a company platform to ask questions and raise concerns.
4. Investor reaches out with an email query (+ investor lead).
4. You collect their contact details for future communications.
5. You reach out with a personalised email campaign to share company news.
6. Investor opens a position in the company (+ new shareholder).

Most public companies are familiar with the one-off actions that capture investor attention (announcements, social media, investor forums) but don't continue into the next steps to nurture that attention into investor leads that eventually convert into shareholders.

Capturing investor attention is the first investor touchpoint but there's a whole funnel of strategic touchpoints you should be nudging your investors through and recognising these touchpoints is crucial for successful investor marketing and lead conversion. The majority of retail investors don't become shareholders after a single interaction.

1. An investor views a company announcement (+ intent).
2. An investor asks a question about the company on a third-party forum (+ intent).
3. An investor visits the company's socials and engages with content (+ intent).
4. An investor sends an email querying a project update (+ intent).
5. An investor signs up for a company’s mailing list (+ intent).

These are all examples of how a touchpoint can start an investor's journey with the company. If you want to nurture that investor over time into a shareholder, that's where the power of digital infrastructure comes into play.

Don't worry, Direct-to-Investor (D2I) Marketing does the work.

Direct-to-Investor (D2I) Marketing converts your investor touchpoints into a seamless top-20 experience that you can scale to your entire shareholder base, including the individual investors who affect your share price the most.

Learn more about D2I Marketing via this practical guide into the seven habits of highly effective companies.

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The current state of investor journeys.

Investor journeys are largely driven by third parties that have conflicting interests with your company: whereas you want an investor to understand, believe, hold, and upgrade, most other parties have short-term objectives that are counter to your needs.

Whether its about selling ads, encouraging short-term trading, or promoting the next paying customer, the majority of third parties' interests are not aligned with the needs of a public company.

This results in a "leaky" funnel that, whilst driving early investor attention and interest, quickly diverts that interest. This results in an incredibly inefficient investor journey that is not controlled by the public company.

Own the investor journey with InvestorHub.

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