How To Use Digital Marketing To Find New Investors – Part Five

This is the fifth and final piece in a series of articles about how you can use digital marketing to find new investors..

This article is about running events, which is one of the best things you can do to bring in new investors. Because events are aimed at people towards the end of the sales cycle. You have done all the hard work of finding them and familiarising them with your fund, but an event can often be the final stage in the process that leads to a sales call.

The problem with events – both online and offline – is they are often poorly attended. That’s not necessarily because people aren’t interested, but because the event hasn’t been marketed properly. People have hundreds of other things going on in their lives – and a fund marketing event is not necessarily at the top of that list.

So, don’t just send out an invitation and forget about it, then expect people to come flocking. You need to keep reminding them. The easy way to do this is to build a workflow that increases both initial attendance and the number of people who watch the replay. This is how you do it:

You send out an invitation campaign across multiple channels, telling people about your event and asking them to attend.

But you mustn’t stop there. Instead you add automatic stages, so that the initial invite is re-sent to those who didn’t open it. You also automatically follow up on those who opened an invite but didn’t click on the attendance link and those who clicked on the link, but didn’t register for the event. You have obviously piqued the interest of these people, but for whatever reason they haven’t registered. But there is a good chance that your automatically generated reminder will jog their memory and persuade them to attend – as they are clearly interested.

Then, you send out a replay after the event and track the activity. This gives you another bite at the cherry – especially with those who didn’t attend the event in the first place.

This is such a simple thing to do, but it’s incredibly valuable in terms of finding new investors. Our clients who use this type of automation say it boosts attendance by around 20% to 30%.