Marketing and Investor Relations: Working Together to Achieve Success
26 February 2020
By Allyce Maclaren
More often than not, investor relations and marketing teams operate as independent functions within a company, each focusing on their own goals and activities. However, regular alignment between the two teams can help to strengthen a company’s message while increasing visibility, driving valuation, and expanding sales opportunities. Here are three quick and easy ways investor relations and marketing teams can work together to achieve success.
1. Crafting a compelling and uniform story
Today’s investor relations teams are expected to deliver a compelling story, beyond the financials. Investors are keen to know about a company’s long-term vision, purpose, core values, and internal culture. But in an era where consumers, investors, and employees demand transparency, a company’s brand values must mirror its corporate values, in order to be seen as a reliable and unified entity. It’s therefore critical for marketing and investor relations teams to work together to “speak in one voice” and ensure the same message and values are being disseminated across channels.
Additionally, IR and marketing can leverage each other to help craft any messaging. While the IRO is charged with framing and communicating the investment thesis, business milestone and outlook, and overall financial performance of the company it doesn’t mean the IRO needs to do it alone.
2. Sharing content and coverage
Although content creation traditionally sits with marketing, IR teams are increasingly leveraging content marketing concepts to complement their efforts and engage investors throughout the “pipeline”. Common IR content pieces include media releases, event announcements, blogs, and videos. Some are even thinking outside the box, for example, by creating infographics to educate the Street on market trends.
On the flip-side, marketing teams regularly distribute press releases, among other content, to share exciting news and gain exposure through placements in different publications. While these assets are typically used for marketing and sales purposes, they also present a great opportunity for introducing your company to a potential investor or checking in with existing shareholders.
Meeting regularly to review initiatives, collaborate on content, and review ideal placements for mutual benefit will help to reduce any duplication of efforts while helping to create a library of shared assets that can be leveraged by both teams.
Additionally, both teams can benefit from knowing the other’s key dates, in terms of events, launches, and significant milestones to cross-promote content and plan for maximum exposure. For example, it could be possible to align a marketing announcement with an investor conference call, presenting an opportunity for more exposure. Similarly, marketing teams can leverage IR content and events to further complement their efforts.
3. Measuring the impact of your efforts
As IR teams are producing an unprecedented volume of content, they need to make sure they are accurately measuring the impact. This is applicable for all channels, including your IR website, social media, and CSR engagement. Amit Sanghvi, Managing Director at Q4 Europe, explains if you know that “a channel is generating interest from the right audience, you can double down on it and extract its maximum value.” Conversely, “if something isn’t working, you can remove it to focus on what works”.
Given the limited resources of most IR teams, it’s imperative to understand what’s most effective in engaging their investor base and then adjust course accordingly. This is an area where most IR teams can (and should) take a page out of the marketing playbook. Consider sitting down with your marketing team to find out where to get these analytics, what metrics to look out for, and recommendations on helpful tools.
By aligning marketing and investor relations companies can build a stronger core by breaking down barriers of communication, improving information flow and bolstering efficiency. Perhaps most importantly, they can better communicate their purpose by delivering a consistent voice to all of their different stakeholders, building trust and reliability internally as well as with the outside world. For more information on combining the efforts of IR and marketing, check out Beyond Corporate Access: Building an IR Marketing Strategy.