Finding Commonality�in a World of Individuals
Each member of your target audience is as unique as their own DNA, which is why Digital Niche Agency was founded in 2014 by a team of marketing experts that live and breathe digital marketing. Digital Niche Agency sets out to help its clients successfully reach their niche audiences across the complex global digital landscape and has worked with over 600 brands, including 300+ funding campaigns.
Why Content For Investor Acquisition?
Why is Having a Marketing Strategy for a User and Investor Acquisition Campaign Important?
“Why spend on content when I can invest the same in ads?”
Why Content For Investor Acquisition?
Why the 8-Point Marketing Plan?
Why Content For Investor Acquisition?
1. Industry Analysis
Why?
To study the attractiveness and the dynamics of your market. The industry analysis will help position your brand in the market. Your industry analysis should speak to:
Helpful resources
Why Content For Investor Acquisition?
2. Competitor Audit
Why?
Pro Tip: Create a “learning” email address and sign up for all of your competitors:
Why Content For Investor Acquisition?
3. Target Market Profile
Why?
To understand your target audience at a macro level, then understand their needs on a micro-level through a specific advertising channel. The target market audience is largely determined by industry analysis and positioning.
Pro Tip: Create at least 3 different persona’s with one being the primary focus of the campaign, and the two others being specific to individual marketing channels.
Why Content For Investor Acquisition?
4. Channel Strategy
Overview
Why Content For Investor Acquisition?
4. Channel Strategy
Things to Include in Your Organic Marketing Strategy
Content Strategy Statement
Boil down your content strategy to a core statement that defines your content goals, target market, and audience needs. This is a great template to use.
Social Channels
What social media channels does your audience engage with? What channels are you already on and what channels can you expand your reach to? What hashtags will be beneficial for your reach and engagement
Community Channels
What does your email and SMS marketing initiatives look like?
Types of Content
Will you be creating more video, blogs, webinars, podcasts, infographics? Define what types of content will serve your business and audience needs.
Content Development Process
Who will be accountable for content creation, and what will that process look like?
Goal Benchmarks
What are your KPI’s (Reach, traffic, engagement) and what are your goals around your KPI’s?
Why Content For Investor Acquisition?
4. Channel Strategy
Things to Include in Your Content Distribution Strategy
Publishers
What 3rd party publishers can syndicate your content or accept a guest post?
Social Media Groups
What FB, LI, Quora, and Reddit groups can you join and post content to?
Press Releases
What press releases will you create to announce milestones of your campaign?
Influencers
What influencers can you reach out to for a paid shout out and promo?
Social Media Partners
What social media partners can you tag and reach out to for a social media share?
Why Content For Investor Acquisition?
4. Channel Strategy
Things to Include in Your Paid Media Strategy
Which Types of Ads Will You Leverage and Why:
Online Advertising Channels:
Audience Targeting Per Channel
Daily Allocations Per Audience
Ad Optimization Strategy
Scaling Strategy
Why Content For Investor Acquisition?
4. Channel Strategy
Funnel Overview
Provide an overview of the entire user journey.
Show estimated conversion rates at each stage of the funnel.
Why Content For Investor Acquisition?
5. Creative Audit
What is a Creative Audit?
Analyzing your marketing funnels and looking for the pieces of content that you will need to create to fill the funnel.
Why?
Content IS the funnel. Without content you won’t have anything to attract, engage, and convert traffic.
Why Content For Investor Acquisition?
6. Finding Strategic Partnerships
Why are strategic partnerships important?
To help you leverage new audiences and distribution channels, develop a prospective map and messaging sequence
Pro Tip: For strategic partnership building focus on LinkedIn networking. Partnerships are all about relationships and building your network, which is ideal for a B2B platform like LI - where a 20% invitation acceptance and 10-20% reply rate are very common.
Messaging Drip Sequence Exercise
Looking at statistics that show 5 - 12 contacts to produce optimal conversion rates and most groups fall short. Let’s create a 7 message funnel to walk your audiences through email submission to conversion and ongoing brand to consumer engagement
Why Content For Investor Acquisition?
7. Projections
Why is it important to lay out your budget?
Why Content For Investor Acquisition?
8. Activation
Why Does Your Equity Crowdfunding Strategy Need a Timeline?
Everyday that passes in your campaign is an opportunity gained or an opportunity missed. By mapping out your campaign month to month and week to week, you’ll clearly set expectations and goals for the progress of your campaign
Pro Tip: Create a 1-2 page Executive Summary to refine the info in this document, while bringing any new parties to the campaign in a more accelerated, more effective process
Why Content For Investor Acquisition?
In Conclusion
“Failing to Plan
is Planning to Fail…”
Any
Questions
?
THANK YOU!