How to market an IPO Successfully with a Digital Marketing Campaign.
Companies need to let retail investors know that they are going public. Many companies hire Investor Relations companies that fail to reach the mark.
Building a company from the ground up, legal fees, and waiting to get approval for your Initial Public Offering means that the marketing company you hire to market should consider marketing your IPO just as seriously.
The Investor Marketing landscape is always changing as retail investors migrate gain more exposure. New niched investing websites are launched daily. These sites are built to gain subscribers not to promote a company.
The larger online financial websites Marketwatch, Bloomberg make it more difficult to get articles published, ads on the website, and content is now relying on sponsored content that is not written by their own staff.
Monthly packages for companies to engage these bigger sites start at $150,000 per month. That is a lot of money if the content will not be read by the right audience. Investor Leads has built a reputation with many online publications due to our extensive network that can help IPOs promote on more websites with greater stickiness.
How to Market an IPO Successfully?
Companies looking to market a successful IPO need a robust digital marketing strategy that builds on itself and is not a one-off email blast.
Here are some essentials for your successful IPO investor relations campaign:
- A website that is up-to-date and professionally designed and created.
- PDF and Powerpoints that are available on the site for download.
- Press Releases that are well written and are distributed through a reputable company.
- Email Content that is written by a highly-rated content marketer and legally checked over for anything that may cause issues.
- Website content and sponsored content that is professionally written and compelling. This content needs to be informative and engaging not over sensationalistic.
- Social Content that is legal and compelling, released at the correct time.
Retail investors are doing their due diligence online prior to the IPO and this is a perfect time to have all the relevant information online for retail investors to read and research.
Each of these essential investor marketing parts becomes the sum of the whole.
Success full Website techniques for an IPO
The company website should be designed and created with investor relations in mind. The website should not only look professional it should be built with a robust SEO strategy.
SEO is essential for marketing and IPO
Content for your website should have a goal. To entice potential investors, but without a successful SEO strategy how can investors find your company’s website online. SEO is not web design. It is as different as writing and drawing and it is important to understand how search engine optimization is going to help your IPO succeed.
SEO adds credibility to the IPO. A retail investor looking for information on the company needs to see that they are ranking high in Google and other search engines. Ranking in Google can take time and effort, thus savvy retail investors know that there is a real company that has taken their online presence seriously.
Content for the website should be clear and yet needs to rank well, otherwise what is the point in building content. Investors will have more confidence in finding content that is not just on the website but also has sources in other trusted online investing websites.
SEO is a strategy that needs serious attention in order to build a successful IPO, it cannot be stressed enough. Investor Leads delivers full SEO services to help build a company’s online visual presence.
Investor Relations Press Releases need an audience.
This should go without saying. Press Releases as it pertains to SEO is debatable, but Press Releases need and audience regardless. Using a poor quality Press release distribution channel is quite frankly a waste of time and money.
A Press Release schedule with updates that will reach a real retail investor audience will help build the visibility and branding for the IPO. A one-off Press release will not move your IPO needle. Investors who see multiple Press Releases are more likely to invest in a company after they see 2 – 5 Press Releases. This means that you may not see results immediately, but you will see results when you follow a long term strategy.
Online Advertising for your IPO
Banner ads on reputable online financial sites will help build a company’s IPO. To reach a new retail investor audience, it is important to build trust and familiarity with the IPO. Banner ads should be considered as an important part of the IPO strategy that drives potential investors to the website. Banner ads on reputable investing sites are still a valuable marketing technique for an IPO.
Native Advertising and Content Marketing for Investors
Building a full content marketing campaign will help an IPO build momentum fast. Retail investors read more content marketing articles and are 5 times more likely to invest than with traditional online marketing techniques. Creating content and native ad investor marketing campaign helps elevate the IPO and beat competition. Content marketing and Native ads are one of the best ways to market and IPO successfully.
Email Marketing
Email marketing to retail investors is still an essential process. With new laws in effect how email marketing to investors is conducted is important. Investor Leads delivers email marketing to opt-in can-spam compliant retail investors.