Keep investor marketing hot during slow summers by asking these questions
While the wolves of Wall Street are away in Tahiti
Turns out vacation plans and warm weather have their effects on the markets as well. Summer is often a slower time for public companies, as it’s the slowest time for the markets and investors. MainStreet.com writes that “one of the biggest reasons [for summer slump] is that there isn’t much market-swaying information being released…summer is [the] correction period before the market picks up again in October”. Or maybe everyone just wants to find some sand, sun, and surf.
Regardless of the reason, it makes us excited because summer is a great time to strengthen your investor marketing strategies–aka our bread and butter. If getting more visibility to your IR website or researching new investor marketing tactics was in the back of your mind in the past year, try thinking about it now. Here are some questions to ask yourself this summer to help strengthen future IR marketing strategies.
1. Have I taken a look at my website lately?
How does your website stack up amongst others in your industry? Does the design need to be updated? Take a look at some of your competitors’ websites. Design trends move so fast nowadays that it’s important to take a step back and reassess where your corporate and investor site is on the scale. This doesn’t mean you need to be ridiculously cutting edge. But some things, like being mobile-friendly, are really important to start incorporating. (Mobilegeddon anyone?) Your investor website is the main point of contact between you and your target audience. Think about whether it’s time to give the site a refresh. Summer’s a great time to get started!
2. How are my social media accounts doing?
Still not on social media? No excuses this time. If you still need proof on how social media can work for investors, get it here. Next week’s blog will also talk about Twitter and investor relations specifically, so stay tuned. When we say you should look at your social media accounts, we don’t mean just making sure you have them. Have you seen some new things companies are doing with Twitter and IR marketing? Check out how General Electric’s CEO tweeted important quotes from their annual meeting. Use social media to get more people involved and more people listening.
3. Have I started cleaning my email lists?
Remember our infographic last week? We showed you how ensuring your subscribers are a ‘yay’ on the CASL scale actually increases your open-rate by 87%! If you haven’t seen the proof yet, we really think you should check it out. Going through your email lists might sound like less than a good time, but it’ll be really helpful especially when the markets pick back up. How many of your news releases are currently sent to outdated contacts or lost in spam filters? As we showed in the infographic, outdated lists affect your open-rate statistics. Plus, don’t you want to be sending emails to only those who actually care?
4. Have I looked at new ways people are using technology for investor marketing?
Start researching. We talked a few weeks ago about T-Mobile live-streaming their earnings call and participating in a live social media Q&A. There’s a lot of ways to incorporate newer technologies into investor marketing that many companies haven’t touched on yet. Summer’s a good time to see what’s out there and start thinking of how things like webcasts and live Q&A’s can work for you.
5. Do I have plans to start using more video in my marketing efforts?
Remember the infamous ‘Oreo Superbowl tweet of 2013′? If you don’t: Oreo Cookies’ real-time reaction tweet about ‘dunking in the dark’ minutes after the power went out in the Superbowl stadium stands as the pinnacle moment of brands reacting to current events on social media. Two years later, everyone has shown up to the party and things are getting crowded.
Using video for investor marketing is still fairly new. So there’s still time to be the Oreo of public company video marketing. Start thinking of how you can use video to target investors whether it’s a casual CEO one-on-one interview, an animated spot about your company’s product or process, or a short video of highlights to showcase your investment proposition. Whatever you choose, start looking into it now, because video is going to be the new social media.