When a business is eager for continued growth but needs outside funding to achieve it, it’s time for a marketing strategy that will attract the ideal capital investors.
So, how do you compete for capital from a highly competitive pool of investors? Just as you market services and products to customers, you now must market yourself to potential investors. You need to understand what investors need and effectively communicate how you can fill those needs.
You want the ideal investors, and they want the ideal businesses to invest in—but it’s not all about the money made and ROI. They need to understand and appreciate your value in terms of vision, mission, and impact as well as the strength of your processes and profit margins.
You need to prove your worth and connect with the right investors. That’s where an effective marketing strategy comes in.
Proving ROI is Worth the Risk to Investors
What do investors need to know to make decisions? They need to see a solid business plan, documented processes, and ROI data proving their investment is worth the risk.
Proactively prepare answers to these questions:
- Are profit margins strong?
- Is this a sustainable industry?
- Is the executive team up to the task?
- Are products/services unique?
- Are there any strategic alliances?
- Is there a loyal customer base?
- Is there any intellectual property?
- What is the company’s vision, mission, and impact?
Tips to proactively prove worth to potential investors:
- Know and be consistent with talking points concerning plans for growth and innovation.
- Evaluate your team and hire experts to fill in any gaps.
- Enhance all marketing (including your website) to highlight the uniqueness of your products and services.
- Create content that shows your industry is on the upswing.
- Make sure you do not have any questionable partnerships or potential conflicts of interest with investors.
- Protect all intellectual property before campaigning.
- Actively engage with your loyal customer base often.
- And again, since it’s not all about the numbers, make sure you are highlighting the value your offerings—and the company as a whole—bring to the world.
They Can’t Invest in You if They Don’t Know About You
You have a great customer base that continues to grow, now you need the capital to back it up. But just because your consumer and sales marketing strategies are on point, doesn’t mean investors know who you are.
And you need to know who your ideal investors are as well. Once you have that nailed down, you can create content that infuses interesting and relevant topics for that target audience of potential investors.
Now, you begin to market yourself—and that begins with effective campaign strategies.
- Tidy up your business plan and have it professionally designed. Consider creating an easy-to-digest one-pager that summarizes the plan’s main points.
- Start utilizing and participating in online investment platforms, social networking, and live events to pitch your company’s worth.
- Go digital to amplify your content with paid ads and influencer partnerships on social media.
- Create hype with relevant and timely newsletters, press releases and thought-leadership articles focused on trending topics in your industry.
- Establish expertise and show your uniqueness from the crowd. Participate in podcasts, give presentations, write articles—be bold and rememberable.
You Need Money—From the Right Investor
When the marketing bait attracts nibbles, it’s important to do your research on potential investors. Your goal is to find someone on the same page as you, who would offer value to the company and strengthen your team and offerings. Someone who wants YOU to succeed and is not solely focused on ROI.
You need to believe your own marketing hype and feel confident that you are worth not just any capital investment—but the right investor.
Do your research on potential investors:
- Do they regularly invest in your niche?
- Do they care about your industry?
- Are they focused on financial or social impacts?
Know your worth, believe in your worth, and choose an investor who contributes to that worth.