What is direct-to-investor marketing?

Public companies find it difficult to engage non-institutional investors. Either this group is too small to use traditional approaches on, or attempts via PR and newsflow are difficult to measure.

Direct-to-investor (D2I) marketing gives companies a framework to build direct relationships with existing and prospective shareholders at-scale.

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Individual investors have become increasingly influential on the share price of a public company and it's never been more important to connect with them. As technology continues to evolve, public companies need to establish a strategy to reach their individual investors, as they command an increasing level of influence on capital-raising outcomes and on-market performance.

1. The average trade on the ASX and AIM is $4,850.
2. Individual investors make up to 76% of a company's trading volume.
3. Shareholder offers (that include individual investors) often outperform other capital raise mechanisms.

Traditional methods of investor relations (IR) are sufficient for public companies when engaging with institutional investors and their top 20. But when it comes to scaling engagement across the thousands of investors that sit outside of this group, there are limited options for companies. Furthermore, the majority of solutions in-market are intermediaries: meaning that they, not the company, own the relationship with the investors. Direct-to-investor marketing is the solution to both of these problems.

It's an efficient method to scale investor engagement to every shareholder, including the individual investors who disproportionately influence your share price.

Direct-to-investor marketing doesn't replace your existing IR, but amplifies it by giving you a way to increase the reach, relevancy, and impact of your newsflow and IR strategy.

The D2I marketing flywheel.

The more you practice D2I marketing, the better it gets.

Attract.

D2I marketing amplifies the reach of your IR by up to 800%, bringing more eyeballs to your company and newsflow.

Engage.

D2I marketing increases the level of engagement of both prospective and current shareholders, thus increasing their conviction in your company.

Convert.

D2I marketing allows companies to adopt a data-driven approach to shareholder conversion. By owning the investor relationship, you can see the impact of newsflow and interactions on shareholder behaviour.

Optimise.

Leverage data and insights from communications, engagement, and trading behaviour to optimise newsflow and your IR spend and strategy.

The direct-to-investor marketing flywheel.

The direct-to-investor marketing flywheel explains, in detail, how investing in each step leads to greater reach, greater engagement, and stickier shareholders.

By investing in strategies that attract, engage and convert your investors, you can apply forces to build momentum in your flywheel. 
By investing in strategies that optimise your direct-to-investor marketing, you can remove frictions that slow down your flywheel.

Download InvestorHub's guide to D2I marketing

Attraction strategies.

Direct-to-investor marketing strategies that focus on attracting and acquiring new investors focus primarily on uplifting company announcements and newsflow.

You need to ensure that your company newsflow is high-frequency and accessible, with frequent touchpoints to nudge investors to become high conviction shareholders.

Engagement strategies.

If you want the market to understand you, you need to engage them. Just as you wouldn't expect an institutional investor to understand you off one report or announcement, the same applies to individual shareholders.

Engagement strategies, therefore, focus on establishing direct channels to investors, making it possible to send personalised, at-scale communications efficiently.

Engaging shareholders also requires providing them with an opportunity to engage directly with your management team. That's why D2I marketing also provides guidance for ensuring you have an approach to individual investor marketing that scales from dozens, to hundreds, to thousands of investor interactions without requiring a significant investment of time.

Conversion strategies.

D2I marketing makes it more efficient to convert prospective shareholders into high conviction shareholders. By giving companies the tools to own the relationship with prospective investors, D2I marketing "nudges" shareholders through the buying journey via owned channels such as email and social media.

D2I marketing also makes targeted conversion possible. For example, it allows public companies to identify the HNW investors in a shareholder base or investor pipeline. This allows companies to build and nurture a larger Chairman's List than usual. It also allows companies to send targeted communications to prospect high net worth investors, such as invitations to exclusive dinners or events, with the goal of securing an above-average investment position.

Optimisation strategies.

With direct-to-investor marketing, data is everything. When you’re running attraction, engagement and conversion strategies, you’ll collect key data points on what performs best and the improvements you can make, which informs how you’ll structure your D2I marketing strategies going forward.

By making it possible to link investor communications to investor behaviour, the data in D2I marketing makes it possible to adopt a data-driven approach to IR, capital raising, and governance.

Bridge the gap with retail and build shareholder value.

An effective D2I marketing strategy is key for listed companies to attract new investors, engage shareholders, convert investor demand into capital, and optimise investor relations with data.

What could that look like with InvestorHub?

InvestorHub is an effective tool that combines every type of direct-to-investor marketing strategy into a single platform. Our data-driven approach to direct-to-investor marketing (with a ton of user data) means that we’ve identified the most effective ways of acquiring new investors and engaging existing shareholders.

Here’s a small taste of what you can do with InvestorHub.

	Acquire investors	Engage investors
Amplify your newsflow through automation and reach optimisation.
Turn your newsflow into interactive media.
Optimise the impact and reach of events and conferences.
Replace existing systems, such as Hubspot.
Use registry data and tagging to send personalised communications.
Use registry data and to measure the impact of D2I marketing.

Public companies trust InvestorHub as their
D2I marketing platform.

Easy to use.

For the first time, a platform has allowed me as CEO to interact, communicate and market to my own shareholders in a simple & easy to use way. I am very impressed with the product and have recommended it to other CEOs

Iggy TanCEO @ ASX:ATC

Measurable impact.

InvestorHub has fitted perfectly into how we operate as IR professionals and has unlocked a whole range of efficiencies along the way. We now spend less time cobbling together various solutions, reach more investors, and have an easy way to measure our impact.

Harbury Advisors

Optimised engagement.

InvestorHub is our most efficient tool that optimises the way we engage all our shareholders. The platform alerted us to a downgrading shareholder, which enabled us to reach out directly and have a conversation. As a result, that investor stopped selling and resumed buying into our company.

David PrenticeMD @ ASX:BRK

Get started with InvestorHub

Take the first step towards your D2I marketing journey.

Our discovery calls are all about learning more about your business. No hard sell, no jargon. Just a friendly chat about how we might be able to make your listed experience better.

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