Why you should consider copywriting when marketing to investors.
I’m Maddie and I work as a Marketing Manager at Creative Return. I’m a young millennial navigating this world of finance and investor marketing. I hope my blogs can help others who are just getting started in their journey through the world of investor relations and digital investor marketing.
Are you utilizing copywriting in your investor marketing strategy? This type of writing is often confused with content writing but it serves a different purpose!
Copywriting is about inspiring action. It is short, poppy and side-on emotional. Some investor relations puritans may scoff at it, but when done well, it runs a fine line of activating the most amount of capable investors without them dismissing you as a pump & dump deal.
This type of writing can pertain to social media ads, email copy, call to action, and more. The words you use are powerful and when used tactically can have a large impact.
In this blog, we’ll be sharing the importance of copywriting when marketing to investors, as well as the different types of copywriting you, can use to utilize your investor marketing campaign.
What sets copywriting apart from other types of content is that it is goal-driven. The writer wants the reader to take a specific action. You might want them to subscribe to your newsletter, download your presentation, or move them further through their investor (buying) journey.
Your content should provide potential investors with a worthwhile experience. After all, it is how you persuade them to convert.
Why is it important?
In short, copywriting is what will attract the attention of potential investors. Don’t forget that most people tend to read at a grade-six level. When aiming to get someone's attention and convert their interest, it is not time to get technical. Good copy should inspire, inform, and be brief.
Did you know the average user only spends two minutes reading content online before making a decision? That means you have limited time to capture the attention of potential investors.
So now we know why it’s important. But how do you ensure your copywriting works for the many platforms out there? As an example, what works for social media won’t necessarily work for email. Let’s get into the different types of copywriting.
There are a handful of elements to keep in mind when writing email copy. Your headlines need to be engaging enough to make the reader stop. How else are you going to get investors to read your content? Ensure your messaging is clear and valuable then tie it up with a strong call to action. The point of the CTA is to encourage them to get deeper in and more informed about your deal.
What action do you want readers to take after reading your emails? Perhaps it is seeing your presentation, reading a paper on your business or industry, or even scheduling a meeting with IR.
Social Media
The goal of creating content for your social media is to engage your audience. This is a tricky one since there is no one size fits all solution for every single platform. However, they are all action-focused. When putting together your social media copy, keep it brief but include strong verbs and a solid call to action.
Try different things too! Entertain, educate, and engage with your followers. Barring saying anything that will get you in hot water with the regulators, your best bet is to go against the grain.
SEO
This type of writing is all about getting your content to rise up in the ranks. How can investors learn about your company if they can’t find you? Your copy needs to balance a mix of keywords and phrases while providing value. The more informative your piece is, the more likely it will be shared.
Don’t forget about inbound links to related articles on your site – this improves your site traffic and rankings. Including images or videos in your content also helps SEO and creates more engaging content.
Copywriting is a crucial part when marketing to investors. It’s all about convincing potential investors to take action. If you can’t convince them how do you expect to create leads, increase investor awareness, or increase volume?
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