It can be argued that any investor on the market could technically be considered as an investor lead but this approach to shareholder acquisition isn't effective because it's not actionable. There's no value in an investor lead if you're unable to bring them along the company journey and convert them into a shareholder.
So we think about it like this.
An investor qualifies as an investor lead only when you have the confidence and visibility to deliberately nurture them over time into a shareholder. That's enabled with strategic control over your investor touchpoints and how they interact with the company over time. Every interaction or action an investor can take with your company is an investor touchpoint you can utilise to build up their buying intent towards critical mass, ultimately converting them from an investor lead into a shareholder.
Investor touchpoints - example.
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).
Investor lead generation focuses on control and visibility through digital infrastructure and data to influence your investor leads and optimise your strategy as a whole. Here's how you can kickstart your investor lead generation as part of an investor marketing strategy.
"Digital marketing has become vital for companies to remain relevant in today's landscape, and it's no different when engaging with their shareholders. I think investor marketing needs to be top of mind for any issuer looking to reach their investors, and I'd recommend InvestorHub as the perfect place to start."
Noel OngED @ ASX:T88
Investor lead generation.
Investor lead generation is part of the investor marketing flywheel. It's integrated throughout the first two stages; 'attract' and 'engage' through the dual investor marketing process of attracting investors to your company and strategically engaging them to build investor intent.
The investor marketing flywheel.
Investor marketing enables investor lead generation through attraction and engagement strategies that nurture investors leads through strategic company touchpoints.
Investor lead generation enables you to repeatably measure, determine and influence the buying intent of your investor leads until they become shareholders.
To maximise the amount of investor leads, investor marketing strategies that focus on attracting and acquiring new investors primarily utilise uplifted company announcements and newsflow. You need to ensure that your company newsflow is high-quality, high-frequency and well-structured with frequent touchpoints to start and nudge investors through their journey to becoming shareholders.
To maximise the likelihood of your investor leads converting into shareholders, your investor marketing strategy will focus on establishing direct channels and personalising your investor communications. You need to understand the investors you’re communicating with because that gives you the information to tailor your engagement and resonate more deeply with each segment.
Bridge the gap with retail and generate investor leads.
An effective investor lead generation strategy integrates smoothly into a broader investor marketing strategy. By attracting new investors and engaging with them throughout, listed companies can focus on converting them into shareholders to grow the registry.
What do investor leads look like with InvestorHub?
InvestorHub is an effective tool that combines every type of investor marketing strategy into a single platform. Our data-driven approach to investor marketing (with a ton of user data) means that we’ve identified the most effective ways of acquiring new investors and converting investor leads into shareholders.
Here’s a small taste of investor lead generation with InvestorHub.
Attract more retail investors in less time.
Double your investor reach with an interactive investor centre and save time engaging retail with InvestorHub's automation features.
Access investor information, segment shareholders, and send targeted campaigns from a single platform. Bring retail shareholders to your interactive investor hub and convert an average of 8% of their traffic into investor leads.
Public companies trust us to help boost retail engagement.
See what the leaders of public companies have to say about how their investor marketing strategies are going.
Easy to use.
For the first time, a platform has allowed me as CEO to interact, communicate and market to my own shareholders in a simple & easy to use way. I am very impressed with the product and have recommended it to other CEOs
Iggy TanCEO @ ASX:ATC
InvestorHub has fitted perfectly into how we operate as IR professionals and has unlocked a whole range of efficiencies along the way. We now spend less time cobbling together various solutions, reach more investors, and have an easy way to measure our impact.
InvestorHub is our most efficient tool that optimises the way we engage all our shareholders. The platform alerted us to a downgrading shareholder, which enabled us to reach out directly and have a conversation. As a result, that investor stopped selling and resumed buying into our company.
David PrenticeMD @ ASX:BRK
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Explore the InvestorHub resource centre and find ways to attract more retail investors.