Technology is changing the investment landscape
There is no denying the growing influence digital and technology is having on investors. Brunswick’s annual Digital Investor Survey shows that investors and analysts are increasingly making buy and sell decisions based on the digital and social media profiles of executives and companies.
This serves as a reminder for companies to examine their current communications strategy, and to make sure their digital channels are adopting best practices and incorporating emerging trends. With digital usage among investors now being mainstream, the real interest lies in how it is influencing decisions. We feel that corporate websites are still one of the dominant sources of information for investors. Our Lighting The Way research shows the corporate website is a crucial tool for owning and controlling the message that goes out to investors. The content on the Investor Relations section and the rest of the website should send a clear and consistent message about the company. In an age of attention strain, if you don't provide the content and user experience that investors and stakeholders want, they'll look for it elsewhere.
Digital content and the journey for investors
Digital has the advantage of making content accessible, navigable and interlinked, and can also make the complex simple. By considering the user journey into the corporate narrative for investors you can find cost effective ways to make content accessible, actionable and consistent. By understanding strategic storytelling you can leverage digital content like IR websites, videos, webcasts, and fact sheets across your digital real estate. All of which is particularly relevant post-MiDIF II, where it is more challenging for under-researched companies to tell their corporate story.
Once this content has been strategically identified and planned, you can also use it to engage investors across other company channels like social media. LinkedIn remains the most important platform, with 63% of investors using the platform for research. Twitter is the second most used social platform, with 55% of those surveyed using it for research..
However with the sheer volume of competition on social media, the question is how should IRO’s actively use their channels? To exploit social media and tell their corporate story more effectively there are a number of things to consider.
Targeting the right audiences and reaching new audiences. Having an engagement strategy is essential and finding the right channels that fit with your business. Ask questions like should your IR account be separate from your corporate account? Is Instagram or Facebook better for video engagement? Investors are looking for bits of information in different places.
Creating content that better tells the corporate story. Your audience needs will dictate the content you create. CEO interviews, Q&As, webcasting and infographics can all make it easier to tell your story in a more engaging way that a presentation can’t deliver.
Engaging with investors. Using social can create better engagement by putting a human face to companies. With a growing demand for a social CEO, and the ability to host Q&As, social and digital is creating a two-way engagement to the market.
If you would like to discuss how digital and social media can improve your engagement with investors, please get in touch with Amanda Alexander.