While at the Crowd Invest Summit in Los Angeles back in September, 2017 the event confirmed what I had suspected for a very long time. Just like rewards based crowdfunding required a very powerful strategic marketing and PR plan the same would be required in the world of Title III Crowd Investing. Our panel was very lively and the audience was very excited and engaged. You need to have a strategy for putting your capital raise in front of enough people who are willing to invest in you so that you reach your goal, otherwise the whole process is a waste of time. And with only a few exceptions, the equity crowdfunding platforms don’t offer a lot of support for campaign marketing. And that can be really frustrating.
An effective Facebook ad campaign allows a company to effectively target likely investors based on Facebook users’ location, demographics and interests. Facebook is truly 21st century digital marketing. Facebook is the number one platform in social media marketing where you can target a customized audience, so you are able to reduce blasting out a message to who-knows-where and to whom. Facebook Ads reduce the waste of advertising dollars. Facebook is like picking up the phone and selling directly to someone. During your pre-launch you can create an ad and test multiple audiences. Whichever, one converts the best and is most engaged that is the audience that you should target for building your email list. Facebook Ads provide awesome targeting and analytic data along with the ability to create lookalike audiences and re-targeting.
Use Twitter ads if you have a Twitter handle, you have a great marketing tool for your product. Companies use Twitter to expand their community. Though this is a fast moving source, it can get you a lot of exposure. Twitter is also a great tool for influencer/blogger outreach. Twitter also provide a great platform for digital PR by reaching out to journalist and building relationships. Twitter a is great platform for building relationships with your many audiences.
LinkedIn ads work best in a B2B context and can be used to drive people to a lead generation page for the right crowdfunding offerings. Precise targeting of LinkedIn members with investment expertise in their member profiles, plus targeting to members of LinkedIn Groups for venture capital and private equity, helped Spotlight Ads and Sponsored Updates reach investors.
Search Engine Marketing
The most basic form of SEM involves paying for certain search terms and having Google drive traffic to your crowdfunding campaign based on what you paid for. With SEM, we know somebody is a potential investor based on their search terms, so you are directly reaching out to people who have already identified themselves as someone looking to make a purchase or an investment.
Email marketing may not be as sexy as newer marketing tactics such as social media and video, but it can still be a huge factor in driving a successful equity crowdfunding offering. There are plenty of digital platforms available to deliver your message, but email marketing continues to offer one of the best opportunities to build relationships and drive sales. Early momentum is crucial in any crowdfunding campaign, and building your email list to engage people in what you are doing before asking them to invest or contribute will put you at a huge advantage on launch day.
Digital marketing is an essential part of every equity crowd investing offering, just as it has been for rewards-based crowdfunding. Working with the right professionals with the correct strategy and knowing who to target is the key to success. Digital marketing is a process that takes time. Most say it takes a potential investor seeing an average of five ads before they make a decision to invest. Converting digital advertising is a process, so start early in the crowdfunding campaign.
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