How to Attract Rather Than Chase Investors
How can you attract investors rather than chasing them? Because you probably realize you don’t want to be chasing people and trying to talk them into investing with you.
Rather, you want them to come to you and want to work with you. Well, the key is to be seen as an authority.
How do you do that?
By producing educational content. We all want to work with people who know what they’re doing. If somebody is teaching other people and if they teach us something we didn’t know before, we see them as an authority on that topic.
That’s a great position to be in. It gives people an opportunity to get to know you and to trust you before they even contact you. Some examples of this are blog posts, sending a regular email newsletter, which kind of keeps you in front of them on a regular basis. And you can go on other people’s podcasts, which can help you to expand your audience, lets you demonstrate your knowledge.
Or you can even start your own podcast, which kind of lets you leverage the authority of other people. Just by being seen with someone who’s seen as, an expert, some of their authority is actually transferred to you. You can also share valuable information regularly on social media.
Now, if you’re starting out, all of this might seem overwhelming.
The good news is you don’t have to do it all at once. Just do one or two things, whatever you think will get the best results and the best returns. And then you can gradually add to that later. Now your website really ties all of this together. All of this content you’re producing. Of course, blog posts go directly on your website.
People get on your mailing list typically by signing up for something free on your website , like a lead magnet. When you go on podcasts, the host will always ask how people can connect with you. Which is a perfect time to mention your website address or if you have your own podcast you’re going to probably put each of those episodes on your website. You’ll also probably mention your website in each episode. And a lot of your social media posts will probably direct people back to your website so they can actually get started investing with you.
So let’s look at a visual representation of how your website fits into your overall marketing strategy and the process that investor will go through before actually investing with you.
On the left, we see a handful of ways to attract new investors. All of these funnel people toward your website. So for example, we have podcasts, social media, pay per click ads, SEO, which is search engine optimization, a lot of that basically has to do with like, writing content like blog posts, and then meeting people in person.
So then, once people go to your website, if your website is set up properly, it will have one or more ways to capture people’s contact information.
For example, they might book a call. You might have a lead magnet they can sign up for. You might have an investor profile form that people fill out to say that, yes, they want to invest or they’re interested in investing.
And then just a general contact form. Those are all ways to capture a lead, which gives you a way to follow up with them. That leads us to the next part, which is to follow up. Now your follow-up process should kind of nudge people along through the process of becoming an investor. It might be anywhere from, hours to months, or maybe even years before it takes someone through that process of understanding and being ready to invest.
So some things you might do at that stage would be to have a call with them. You might send out emails. And something called remarketing, which we won’t really get into as much today, but basically it’s a way to get people back to your website that have visited before. And so again, all of that channels people toward signing up as an investor.
As you can see , your website really is like a hub for all of your marketing. Everything is kind of connected to that in one way or another. So let’s zoom in on one part of that process. So once you have someone’s contact information, how do you move them forward? How do you build the relationship and move them toward becoming an investor?
Well, it’s through your follow up process. So here are a few ways that you can follow up. So, of course, you can manually follow up by picking up the phone and calling people or sending them a direct email. But that’s not the most efficient thing at this stage. So we’re going to focus on ways that you can follow up that are automated and allow you to reach more people at once.
Here are a few ways you can do that. One is to have an automated series of follow up emails. So basically, you know, somebody goes to your website, they sign up for your free thing there, your lead magnet, and, that triggers this series of emails that they get that educates them and helps to start building a relationship.
Another thing is a newsletter that you send out consistently. You know, it might be every quarter, it might be every month, it might be every two weeks. But it’s a way to keep in touch.