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Understanding The
Investor’s
Journey

The Investors Journey _vectorized

INTRODUCTION


The investor’s journey is an important framework to understand for your investor marketing strategy — but what does it look like? How are investors getting from step one (“I have a need”) to a 
justifiable buying decision? 

Here we are going to look at what are investors thinking and doing along the investors journey and look at ways marketers harness this knowledge to create great investor experiences as well as how can a tool like Investor Testing help you meet your business goals. 

THE INVESTOR’S JOURNEY

 

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AWARENESS

 

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 RESEARCH

 

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CONCIDERATION

 

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DECISION

AWARENESS

BECOMING AWARE OF A NEED

At the beginning of the investor’s journey, investors have identified a need to be filled. Needs are driven by both short term market changes as well as long term needs like putting money to work as it becomes available.  

In a perfect world every investor would already know who you are, what you do, and what makes you great, but at this point of the investors journey, most investors may be unaware you exist.

When markets shift and your industry becomes hot, you want to be either top of mind or easy to find.

Investors InvestorsJourney - Awareness_vectorized_vectorized

Marketing Tips and Testing Ideas  tip_vectorized

The overwhelming quantity of investor marketing clutter and investment choices have made it monstrously challenging to wade through it, rise above it, and stand out from it in order to get favorable attention from the market place. Investor marketers must understand they are operating in an era of investor information overload and act accordingly.

Ask yourself:

  • How will investors with a need  find us?
  • What can we do to capture their attention?
  • How do we make sure we are top of mind and or easy to find?

What to test at this stage:

  • Press release headlines, content, calls to action
  • Social media channels, content, calls to action
  • PPC campaigns, landing pages, calls to action

RESEARCH

Research

Investment purchase decisions involve placing a bet without knowing the final outcome. To overcome the anxiety associated with this type of decision, investors will research in an attempt to develop a narrative about owning your stock that ends in a positive outcome.

If investors are unable to develop this positive narrative, they’re not buying. Period.

So what are the first things most investors do?

1) Turn to Google The first stage of research begins with general search terms as investors explore the options. 

2) Visit your company website There are hundreds of sites where investors can find your filings, financials, and news but what investors really want is the story behind the data and the most logical place to look for this is on your website.

Marketing Tips and Testing Ideas  tip_vectorized

Your website your most important investor marketing tool. Period. Everything you do should be in an effort to drive interested investors back to your site where you have an opportunity to wow them with your story and collect names for your email nurture list.

Think About:
1) Is it clear why investors should become shareholders? If investors find you, but don’t see you as relevant to their current needs they will move on to a competitor. 

2) What channels will investors research us through? No matter the industry or sector, research typically begins with Google. After Google, most investors will turn to influencers, but what influencers matter for your sector? 

3) What is the research experience like for investors looking into your company? Does it answer questions and provide the experience investors are looking for? 

What to test at this stage:

  • Are investors able to find us in search? 
  • What keywords are investors using to look for us?
  • Do investors understand our story?
  • Do investors find our story compelling?
  • Are investors able to find all the information they are looking for?
  • What types of content do investors prefer?
  • Are our calls to action effective?

CONSIDERATION

CONSIDER & COMPARE

At this point in the buyer’s journey, investors will have a fairly good understanding of what they need and they will begin doing in-depth comparisons of each company that they’re considering and begin to eliminate companies they don’t feel good about.

MARKETING TIP AND TESTING IDEAS tip_vectorized

Keep in mind investors must be able to create a narrative about being your shareholder that ends in a positive outcome before they will become your shareholder so your job is to make this process as easy as possible. Content that builds confidence and connection with investors is critical.

Think About:

1) Your company will not only be evaluated on it’s own merits but against the other thousands of potential opportunities that are only a mouse click or two away. How do we stack up?

2) Have we anticipated the questions investors want answered and have we addressed them in an easy to understand way? 

Investors Journey Research_vectorized_vectorized

What to test at this stage:

  • Likability –Your stock is a product and if you want investors to buy it, they first need to like it.
  • Findability – Are investors able to find everything quickly and easily
  • Shareability – Investors share stories they like. How likely are investors to share our story?
  • Competitors – If investors are looking for opportunities in your sector, you must become the logical choice. Head to head tests between your site and your closest competitors sites will show you where you excel and what you should be working on.

DECISION

And now it’s finally time in the investors journey for them to make a decision!

Think About: 

This is where the rubber hits the road. Your marketing material worked or did not. There are 3 potential outcomes:

1) Yes investors that buy in to your potential will become shareholders.

2) No Investors that are not able to develop a compelling storyline about your company wont become shareholders.

3) Maybe Some investors will find your story interesting but not compelling, at least right now. Nurturing these investors along using email and social media keeps your company on the top of the mind of these investors and dramatically increases the odds of them buying  in when they are ready.

Investor Journey Buy Now_vectorized

More Testing Tips & Strategies 

Your Website

Your website should be at the center of a spokes and hub, investor centered marketing strategy.

Your marketing content and tactics are the spokes and their job is to drive investors back to your site, which is the hub.

  • Press releases
  • Social Media
  • Paid Media
  • Conferences & Meetings

Why is your site the hub of your campaign?

  1. Because it’s the only place on the internet where you control every aspect of how your story is delivered.
  2. Because it’s the easiest place to capture contact information of interested investors so you can continue to nurture and delight them.
  3. Nasdaq says 84% of investors will visit your website during the decision making process.

Simply put, the more investors you can drive back to an optimized investor website the faster you will meet your business goals.

So what does testing have to do with any of this?

Because content and presentation can always be improved to increase the likelihood of investors completing the task you want them too. It doesn’t matter where you start, improvements can always be gained by improving the investor experience.

 

IR Website
Your investors page or website is your most important investor facing marketing tool. Period. Why? Because your IR website should be attracting, engaging, connecting, and converting investors 24-7, 365 a year. Your website never rests.

What to test

  • Do investors understand our story
  • Do investors find our story compelling
  • Are investors able to find all the information they are looking for?
  • What types of content do investors prefer?
  • Are our calls to action effective.
  • Are investors able to find us in search

Why

If investors cant find you or don’t understand or like what they find if they do, they are not buying your stock and since 84% of investors will use your website as a primary research tool, if it isn’t working like it should, you are just going to spin your wheels.

Investor Testing is the leader in online investor experience research and remote usability testing of investor facing web-based and mobile content.

The feedback our testers give make it easy for companies create clear compelling content that helps investors make better decisions and clients meet business goals.

Try a free test and see.

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