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Telling Your Investment Story

Tuesday, March 19, 2019 - 10:15
Telling Your Investment Story

Too often, we think of investor relations (IR) as a purely numbers-driven function, focused entirely around the annual corporate reporting cadence: earnings, earnings, earnings, earnings, annual general meeting (AGM).

Lather, rinse, repeat.

But there’s so much more to IR than just the revenue numbers in your quarterly report—modern IROs are more artist than accountant and the truly successful ones are more storytellers than data scientists.

Effectively communicating your investment story in a compelling way is critical to attracting prospective investors. And investors aren't only looking for returns.

Today's prospective shareholder is looking at everything, from your products and services to your environmental policies and code of ethics. This makes it essential for IR to make this information readily available and to weave it into every outreach tactic you deploy to attract new investors.

Tell a Story

We often think of "corporate storytelling" as existing solely within the realm of marketing and PR—but creating compelling writing that tells your company's story and lays out your approach to social responsibility and sustainability is key to attracting new shareholders.

They want to know your company—and the best way to introduce your company is to tell its story.

We're not talking novels here. But you need at least a few tight, well-crafted paragraphs that can replace the stodgy boilerplate that's likely been filling space at the bottom of your press releases.

Video is King

When both text and video are available, 72 percent of people would rather use video to learn about a product or service.

In IR, we often forget that investors are people too. They surf the web just like everyone else and are immersed in video as a result.

When coming to your earnings event or swinging by your website to learn more about your company, prospective shareholders not only prefer video—they expect it.

IR communicates multiple times a year and if you're still using only audio for your earnings and AGM, it's time to think about making the transition to video.

Don't Forget Your Website

Your IR website is the first place prospective shareholders are going to look to learn more about your investment story. That means great design and compelling content should be the main focus of your IR homepage.

You've only got one chance to make a great first impression, right? For your IR website to make that positive impact, it must tell a great story.

We’re seeing the above tactics converge more steadily across IR, PR and marketing. Today's media-savvy IRO must borrow from the PR and marketing playbooks to more effectively engage with existing investors and, most importantly, attract prospective shareholders with a compelling investment story.

How will you tell yours?



What to Read Next:

How to Design Your IR Website

How to Make the Transition to Video Earnings Calls