Investor communications must be clear, credible, compelling and avoid being promotional. Material information must also be public to avoid selective disclosure concerns. Try to identify educational content that is of high value to your target audience. We often leverage existing content that isn’t directly targeted at investors that could include:

• Information about a recent innovation that customers will find value in;
• Recent progress on sustainability targeting communities, governments, and NGOs (New ESG accolades, improved ESG scores, recent community engagement, etc);
• An upcoming product launch targeting customers;
  A recent growth milestone that can include an acquisition or entry into a new market;
• A strategic event with management;
• Small scale acquisition teaser materials targeting potential vendors looking to sell their office, operation, or location to a roll-up play;

The key here is to inform investors and gain their interest without them feeling as though they are being overtly marketed to.

If you already have interesting pre-existing content sitting in a marketing blog, then all you really need to do is design the social media post that will drive investors to this content. This requires two things:

1. The Visual Element: Select compelling graphics or video to capture investor attention.
2. The Elevator Pitch: Develop less than 100 words of copy that will spark interest in investors, but that DOES NOT target the investment community.

We recommend developing several different versions of your post that you can test in real time during the campaign to determine what content is driving conversions. You can program the campaign to optimize ad spending on the post that drives the most conversions.