Online capital raising, like what you’re doing with Equivesto, is a challenging but rewarding way to seek investment. It helps you:

• Reach new investor audiences you may not have accessed on your own;

• better convert interested parties;

• and also build public validation around your business.

Like any marketing campaign, whether that’s for a new product you’re launching OR customers you’re trying to attract – investment campaigns are similar in that the majority of the work is done prior to the launch of your campaign (pre-campaign) and post-launch is simply execution of your marketing plan and converting people into investors.

Strategy:

• Goal to get investment

• How do you do that: Build an efficient investment marketing funnel!

• Investment is similar to a product launch, but there is additional work and steps needed to convert a person to an investor. It is a harder sell with a longer process.

• Typical Investment Sales Funnel:

  • Awareness, Interest, Intent, Customer, Investor

• You can’t simply put up an ad and in a few click you get an investment. More thought is needed when someone makes an investment.

Where are you getting investment from?

3 investment sources:

1. Lead Investment – F&F, Business associates, Advisors, Mentors, Close Angels

2. Community & Extended Network Investment – Customers, Fans, Followers, professional investors Angel groups, VCs, people who know the people in the first lead investment group

3. Platform Investment – Although we have thousands of investors on our platform, we always tell our issuers to expect to bring 100% of the investors to their deal and any investment from the platform should be considered bonus.

Where do you start?

Doing the typical marketing prep

• Identify a target market

• Create targeted messaging

• Develop a unique plan to gather their interest

• Where do they live online?

• Hit them with top of funnel ads, post in specific facebook and linkedin groups, attend events

• Goal should be to capture their email, the use of a landing page is effective – For our equity crowdfunding customers we create custom landing pages

• Email drip campaigns are the #1 converting way to get investment

• While your gathering this qualified list, you can consider sending out a monthly newsletter update to this group to keep you top of mind

Sample Marketing Funnel for Net-New Investors

• Ad > Coming Soon Page > Basic Info Captured > Specific Investor Drip based on segment > Webinar > Conversion.

• To learn more about the elements of the above funnel, check out Crowdfunding Marketing Tactics.