A Capture and Convert program was developed for each company designed to capture all the company’s investor website traffic on a continual basis. Using retargeting advertising company news and materials were presented to captured investors driving impressions and clicks. Marketing automation systems converted them into qualified investor leads through content downloads and registration. Remarketing and content were used to nurture and retain investors as they converted to shareholders.

Build new marketing assets by capturing “warm” investors who have been to the company’s website 

Use retargeting advertising to target captured warm investors with company messaging and content offers

Use marketing automation to convert warm investors to qualified and scored investor leads, plus nurture and retain shareholders

Expand company news distribution to captured warm investors

Create measurable ROI and provide weekly reporting

Capture and Convert programs were implemented and deployed in phases. The initial implementation captured all website and landing page visitors to build “warm” investor lists.

Conversion systems were developed and deployed after capture systems were set up. In each case an initial implementation and campaign were followed by several campaigns using the same infrastructure. Each included campaign design, content creation, advertising and landing page development, and marketing automation implementation. 

Capture systems setup

Content and conversion strategy development

Content development

Advertising and landing page creative development

Marketing automation setup and integration: forms, landing pages, automated email responses, scoring, and lead management

Campaign launch, conversion optimization and management

By far the most significant value a Capture and Convert deployment delivers is the unrealized opportunity to identify and continue to market to online investors who have already visited a company’s website. Prior to implementation less than two percent of all website traffic was converted through registration. The rest of the traffic was lost.

The value of these website visitors cannot be underestimated. These are the warmest leads a public company can generate. The expense and effort required to drive traffic to a company website is substantial.

Both companies developed lists in excess of 3,500 captured investors within three months increasing to over 8,000 over a six-month period growing at 20% a month on average. Over a twelve-month period it's estimated that between 15,000 and 20,000 investor marketing leads would be generated.

Over a three-month period click to conversion rates for each company ranged from a low of 2.38% to a high of 14.6%. Lead conversion rates are dependent on budget and news flow.

Lead conversion campaigns targeted captured investors with content offers designed to drive registration and download. Campaigns usually focused on providing non material analysis of recent news or corporate acquisitions and operations, CEO interviews, or management webinars.

Over a three-month period the program delivered:

Most companies distribute news to their email lists and through press release distribution services. Email lists are typically small in size. Although both companies were well funded and had been actively marketing, their email distribution lists were only a few hundred strong. Using retargeting advertising systems to target captured investors expanded news distribution significantly and drove impressions and thousands of clicks to view news.

A powerful benefit of retargeting based investor advertising is the ability to only pay for clicks while delivering ad impressions and company messaging directly to an investor who has previously visited the company’s website and is familiar with its business.

Even if an investor does not click on an ad they have been exposed to the company’s messaging through an ad impression. This is a powerful nurturing tool that helps keep the company’s name in front of warm investors who are more likely to take action when news of significance is generated.

Example: A campaign focused on news distribution only. While 3077 clicks were generated and paid for over 1,177,000 ad impressions were delivered to captured investors at no additional cost.