Chapter 06:
Ten marketing tips for IPAs in this new digital era
The world is still going through enormous change, and the speed of digital transformation means it is challenging to keep up. Here is a marketing action list for IPAs looking to successfully engage with existing and target investors:
01. Continue to run virtual programmes
Regardless of travel restrictions in the future, continue to plan and execute a range of virtual events as part of the marketing mix to engage corporate investors prior to physical meetings. This will enable more touch points and help to build momentum and excitement.
02. Plan enjoyable virtual experiences
Put the customer first; make sure your events are fun and interactive and meet the wider needs of your corporate investors rather than focusing only on showcasing your region and value proposition.
03. Make webinars interactive and diverse
Encourage event attendees to put forward questions to the panel before the event. Run several live polls throughout the session and try to include a mix of men, women and a variety of backgrounds.
04. Host virtual roundtables
Invite representatives from existing investors to put forward their challenges, vote on which gets discussed and contribute solutions which will help others.
05. Leverage LinkedIn
Use LinkedIn Sales Navigator to identify and reach out to corporate investors. Join groups to increase reach, utilise event pages, share valuable content and send one to one personalised invitations to events.
06. Find Influencers
Identify and work with leaders in your sectors who can help raise awareness of your brand and value proposition through their extensive reach on social media.
07. Involve Corporate Investors in Thought Leadership
Invite prospective corporate investors to interview for a content publication. Capture and share their views on future trends, establish new relationships and discover commercial opportunities.
08. Trial new ‘intent’ technologies
Try out the latest technology platforms to help you identify corporates currently looking into global expansion. Develop personalised marketing programmes to capitalise on ‘in market’ opportunities.
09. Produce VR tours and video
Use drones to produce visually impressive videos of locations which will support virtual tours. Interview existing investors offering interesting and authentic ‘talking heads’ perspectives.
10. Produce content publications
eBooks such as these which can be easily shared on social media, offering valuable insights from experienced contributors, reaching thousands of corporate investors who could be interested in your location.