Every marketer knows that public relations are essential when it comes to attracting people to your business. No, it’s just potential customers and partners, but prospective investors too.
There are tons of reasons why you need to incorporate PR into your marketing strategy. Implementing it properly can improve your brand recognition, professional standing, and reputation, and it can get people to be more excited about your offerings. What’s more, it can position your brand in front of the eyes of future investors.
As much as you may want to depend solely on a strong and well-thought-out marketing strategy, it’s just not enough to make an impact on your business anymore, especially now as we’re living in this digital era. Public relations should be a vital part of your business plan if your goal is to get people interested in promoting your brand and pushing it to the top of the success ladder.
Whether you’ve been running your business for years already and you’re finding it hard to gain investors or you’re a new kid on the block who’s trying to figure out how everything works, you’ll definitely want to give this post a read.
Before we can get into the top strategies that can help you attract investors through public relations, however, let’s talk a bit about PR….
Public Relations: What Is It?
In a nutshell, PR refers to how organizations strategically communicate to the public in order to maintain or cultivate their image, as well as to respond to public discourse. The Public Relations Society of America defines it as a “strategic communication process that builds mutually beneficial relationships between organizations and their publics”.
PR professionals are there to portray the brand’s reputation, position, vision, products, and accomplishments in a positive light. Pretty much sounds like what advertisers do, right?
If that has got you wondering what sets them apart from advertisers, it’s this: advertisers narrate stories through paid ads, whereas PR professionals do it through unpaid or unearned media. Plus, PR experts aren’t only targeting paying customers – they’re targeting everybody!
5 Proven Ways to Use PR to Attract Investors to Your Business
So, how exactly can you leverage public relations to help your business entice people and turn them into willing investors? Find out below as we’ve compiled five proven strategies!
1. Set Up an “Investor Hub” on Your Website
There’s no better way to make life easier for investors when they enter your website than by designating a section exclusively for them: Investor Hub. Ideally, you want to include these three features:
- “The story so far…”: Think of it as your “About” page but only aimed at potential investors. This means providing a short history of your founders, product launches, funding, and accolades.
- Company news: From media coverage about your business to press releases focusing on your partnerships or past funding, publishing positive news about your business will no doubt generate buzz among the investors who are on your site.
- Case studies: Investors are required to learn more about the projects completed by a business they’re keen to work with, which makes perfect sense that you post case studies and client testimonials to showcase your success. Don’t forget to add any stats and data to validate your work.
2. Establish Yourself as a Thought Leader
Imagine you’re an investor and you’re in a situation where you have to pick a brand that knows precisely what they’re talking about versus one that looks professional but has a marketing campaign that lacks most of the important details. Obviously, you’ll go for the first option without question.
Now, imagine how your business would turn out to be if you were just like the latter. You’ll have a difficult time getting investors to take you seriously.
This is where we emphasize the significance of thought leadership. Positioning yourself as an expert in your PR campaigns will have investors buzzing about you. They’ll view you as a credible source that’s capable of influencing your audience, thus improving your chances of winning them.
Here are three tips that can help you create content that spells thought leadership in your PR strategy:
- Focus on your niche and expertise. Writing posts that center on your field is one of the fastest ways to boost your credibility and standing as a leader. Start by brainstorming topics that are related to your niche, and from there, you can come up with sub-topics. You can even spy on your competitors and see which of their content is ranking well.
- Help your audience solve an unresolved problem. Want to be the first to fix a problem that no brand has successfully fixed for its prospects and customers? Well, go ahead and do the honor! As always, extensive research is key.
- Team up with other thought leaders within your industry. Who says competitors can’t work together to achieve their respective goals? It has actually worked in countless instances. Collaborating with an authoritative business can work wonders for both of your PR campaigns. Who knows, you might even start a
3. Nurture Your Relationships
As with your customers, make it a point to cultivate the relationships you have with potential investors so they’ll see that you’re really committed to having them say “yes” to becoming a part of your team.
Communicate with them on a regular basis. Invite them to hang out with you at in-person events and get-togethers. Let the relationship grow before you can finally ask them to promote your business.
4. Pick the Right Platforms for Your Niche
It’s a given that you should have your company advertised on media platforms that cover your niche. For example, if you sell gardening products and supplies, it’s only fitting that you reach out to publications trusted by gardeners, horticulturists, and botanists.
Put together relevant stories or insights that will appeal to your target audience. Then, get in touch with these platforms and volunteer to contribute to these articles of yours. Aside from them, you might also want to connect with your dream investment firms, angel investors, and notable journalists.
5. Stay Away from Jargon
Did you know that specific terms that may be impressive to the folks in your industry can be a turnoff to the layperson? So, if you’re spreading technical jargon throughout your content, there’s a chance that you could be turning possible investors away. It’s time to stop that habit if you’re guilty of such.
Ask yourself this: Why would an investor bother wasting their time and effort writing about your work if they can’t even understand what you’re saying?
If your primary aim is to attract investors through public relations, ensure that you only use simple terms to not complicate their lives.
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