As a business owner or entrepreneur, you know how social media has transformed the way you promote your brand or business. The marketing potential is endless. But have you thought of it as a way to attract potential investors?
Just as a social media platform like Facebook offers tools to keep your business in front of the people who may show the greatest inclination to buy your product or service, it can also show investors what you do and how well you do it. This isn't about the hard sell. On Facebook, communication is fluid and constant, but not in a way that is obtrusive. It just depends on how you use it.
My company is in the social media marketing space, working on Facebook and Instagram advertising in particular. Based on my experience, here are some best practices to get started with your Facebook fundraising efforts.
1. Use paid ads to target locally.
Because of the algorithms and real-time nature of social media platforms, paid ads will give you an unprecedented opportunity to amplify content to the right audience, at the right time, with the right message.
Are your potential investors in a special part of the U.S.? Are they involved in certain markets such as high tech or agribusiness? With Facebook, you can use paid ads to target investors according to who they are, where they live, their business sector and more.
2. Share relevant news.
You can’t rely on traditional news media to tout the continued achievements of your company. Use Facebook to talk up what you are doing. Better yet, use video to take viewers inside your world to strengthen the human factor of your story. For example, you can share an interview with your founders or a behind-the-scenes look at your product in development. Then, include a pitch link to support your efforts.
3. Stream video.
Facebook Live allows users to stream real-time video to anyone within their Friends network, or even the general public. This is a great way to show investors the latest and greatest features of your startup or product, or to share details about upcoming special events or performances. It also gives personality to your startup. That will help investors feel more comfortable as they get to know you better.
4. Promote reviews.
Let investors know your company is getting results. Collect reviews from social (and traditional) media, and build campaigns around them. Post a CTA on Facebook encouraging recent customers and fans to leave reviews of your product — you could even offer a discount in exchange for leaving reviews.
A steady stream of reviews can be used to enforce the notion that investors would be getting involved in an enterprise that is already getting good press.
5. Create Facebook Groups and Pages.
One simple way to stay in touch with investors is by creating Facebook Pages or Groups for the specific products or services you offer. This will give them a place to ask specific questions at a granular level in an environment that is comfortable and not forced. It will also give you an opportunity to monitor certain themes that crop up that you can expand upon in your marketing.
6. Communicate via Messenger.
Facebook Messenger allows investors to communicate with you, or vice versa, in real time. If a potential investor has an immediate question they need answered, assure them that they can reach you on Messenger. You can also use it to quickly correct or confirm information you see spreading online.
Facebook gives investors a direct line of communication no matter where they are and can be an ideal alternative to traditional methods of fundraising.
