Not all investors are the same. They are motivated by different needs and drivers, they research differently and buy differently.
Using investor personas to research, segment, and understand the needs of each investor and influencer group is a powerful way to be sure you create content that speaks directly to each of them increasing the chances of turning strangers into shareholders.
So What Is An Investor Persona?
Investor personas are research-based representations of whom investors are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they buy.
Each persona represents a different segment of investors and influencers you would like to attract. (ie Institutional investors, retail investors, specialty investors, media & influencers). Investor personas help you understand each segment of investors better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of each group.
Why Do I Need Investor Personas?
Because personas help you gain a deeper understanding of each segment of investors and their buying behaviors. Personas give a name, face, and narrative to the “investor” for whom you want to attract and think about it, if you don’t know who you’re writing and designing for, how effective can you be reaching them?
Main Street Mike
Investment Experience/ Style
Mike is very sharp, but not very experienced in the market, he likes to research on his own and is cautious.
Job Titles and Major Responsibilities
Mike is an engineer at a local software company, oversees a staff of 10, and works 50-60 hours a week.
Mike is 45 years old, married and has 2 pre teen children. He earns 90k a year, lives in Pittsburgh PA. Mike has both undergraduate and graduate degrees.
Mike has a professionally managed 401k as well as an account at an online trading firm.
Mike knows if he wants to pay for the kid’s college and have a great retirement his money must work harder. Mike believes a portfolio of high growth stocks along with his more conservative 401k will get him where he needs to be.
Mike works 50 to 60 hours a week in a high pressure environment. His kids are in scouts and play sports which means his time to research investments is limited.
His biggest challenge is trying to find high quality easy to understand information. Because of this, he is often on the sidelines.
Investment Research Habits
Online trading platform
Mike is on Linkedin, Facebook, and Twitter but doesn’t have time to check in often.