By Bartosz Baratowicz, Copywriter
Venture capital (VC) is a form of private equity financing through VC firms or funds, providing essential liquidity to promising start-ups, early stage or small businesses, and emerging companies that show high growth potential. To secure qualified clients and leads, the VC has to rely on the successful employment of digital marketing, this is therefore a crucial factor in developing brand recognition and building trust in the company.
There are a few ways in which venture capital can benefit from paid activities and the organic reach of digital marketing. Establishing captivating written content is arguably the most important aspect of brand advertising, especially for those that base their capital on trust and honesty. Moreover, the implantation of well developed digital marketing can increase outbound and inbound leads, whilst also driving traffic to the website. However, the true benefit of digital marketing is building indispensable credibility, which is undoubtedly considered an appealing factor in the business field of venture capital.
The symbiosis between venture capital and enterprises, not only delivers wealth growth and increases demand, but also allows for sustained supply requirements Needless to say, both small and medium businesses will always benefit from outsourced funding, and start-ups often require an injection of liquidity to expand their reach. Additionally, naturally venture capital relies on business profits and investments in future endeavours. In parallel, start-ups require a significant amount of funds to compete with the saturated market. Thus, both provide essential roles for each other, and digital marketing is the solution for finding and alluring start-ups to venture capital.
The question however remains, how does venture capital attract businesses? There are hundreds of firms offering the same, or even better contracts. Competition in the field of venture capital is enormous, and to rival it companies have to rely on viable digital marketing channels.
Building Credibility With Written Content
Firstly, and most importantly, it is vital for Venture capitalists to present themselves as honest, trustworthy, and respectful if they plan on attracting business to their capital. The most effective method to achieve these aspects is to create and share exceptional stories with your audience, publishing regular blogs, and even sharing podcasts. VC firms can utilise past experiences to write explosive articles that will attract the attention of businesses, thus, gaining new clients and partners. However, to do this successfully, a unique story angle is required. Publications must be able to quickly capture the reader’s focus and expose the vast expertise of the firm. Often harnessing the potential of search engine optimisation (SEO) and keywords will drastically improve the reach of written content. Additionally, the firms can also employ Google Ads to increase website traffic.
Written content has an objective narrative, illustrating the vast experience of venture capital and its effects on business growth. Publications are an effective and influential way to promote and build upon companies’ credibility. Articles and blog posts can tell stories of success and investments, but none attracts new business clients more than providing hard evidence of the VC results. Furthermore, advertisements do not always require building a specific medium, venture capitalists can use existing online channels with enormous audiences. In fact, capital firms should consider the remarkable features and advantages of LinkedIn Business, especially when building content from scratch.
LinkedIn has a strong pre established audience of leading businessmen, corporations, start-ups, and many more. Additionally, the platform offers options for sending newsletters which prove tremendously helpful, both in gaining the attention of an audience, and later captivating their attention. Notably, a firm can also start a discussion or conversion in the comment section under their publication. LinkedIn’s outstanding algorithm is able to connect many different users from a single impression, and thus expanding the reach of an article.
Furthermore, the most impressive feature of publishing on LinkedIn is detailed firmographics, delivering valuable data on viewers, readers, and content engagement. With all that, venture capital can accurately calculate the reach and engagement of their content. Additionally, the pride of LinkedIn is in connecting brands and experts through its effective networking. Astute firms know how to utilise their publications to establish loyal audiences and build constructive relationships.
Content marketing is an irreplaceable strategy for venture capital. Its benefits are measurable by the impact on the brand’s exposure. The inclusion of copywriting and story-telling influences both outbound and inbound marketing, and the strategy fits perfectly for the venture capital business module.
Captivating Leads With Digital Marketing Inbound & Outbound Strategies
Incorporating digital marketing channels supports investment companies in attracting inbound leads and reaching out to qualified clients. The main aim of marketing is to encourage clients to voluntarily inquire about funding, and this in turn is a great testimony to a venture capital’s seizable recognition and awareness. Furthermore, the inbound marketing strategies expose firms to potential top-ranking start-ups. Securing partnerships with impressive start-ups is the main business objective of venture capital, thus digital marketing is a crucial instrument in orcharesting such campaigns.
Capitalising on inbound leads is productive and costs 61% less than outbound leads. Social media platforms, SEO, blogs, and a strong online presence are just a few tools that digital channels employ to increase reach and obtain qualifying prospects. This process always provides a remarkable content bank of success stories, for use in future articles and blogs. In turn creates a positive process cycle, allowing the fund to develop solely on the inbound leads, and establishes the firm as exclusive, desirable, and luxurious.
Undoubtedly, the inbound efforts are extremely effective for businesses. Building content with credibility, and establishing a strong online presence will consequently attract clients and businesses to venture capital. However, with an ever changing market relentless competition is rising year on year. To stay relevant and outperform rivals, a wider marketing effort is necessary. Thus, venture capital firms should also consider outbound strategies in their campaigns.
Venture capital can also employ tactics such as cold calling and email, although many within the field argue that this is not as effective as conducting live events. As the fundamental objective of any marketing effort is to create long-lasting memories and brand recognition, we agree that events have a higher potential of achieving this effect. This is especially true following Covid-19, as the public is eager for real life socialisation, and now more likely to attend events that attract larger crowds.
Furthermore, the incorporation of exhibitions, live events, and entry into the Expo scene opens the door to new partnerships, and the opportunity to build strong business relationships. These environments also provide a unique opportunity for businesses to develop and portray their personality and vision, and add more investments into their wealth management portfolio.
Concluding Benefits of Digital Marketing for VC Firms
Despite niche industries and limited audiences, as we have demonstrated, venture capital can still tremendously benefit from the advantages of digital marketing. The most effective online marketing strategy is built upon two foundations, content and social media management. But don’t forget to also leverage inbound and outbound strategies tactics to further support the achievement of marketing efforts.
Content marketing aims to create an attractive value for potential clients, which in turn forms part of the inbound leads efforts. The objective of blogs, articles, podcasts, and videos is to allure qualifying leads and raise brand awareness. The employment of social media platforms benefits businesses enormously. Building content and publishing it via channels such as LinkedIn allows VC firms to develop necessary networks.
Moreover, venture capitalists lacking established connections should also consider adding outbound strategies into their inbound marketing efforts. If anything the inclusion of both can only strengthen the opportunities for developing more partnerships, and growing wealth management, thus creating a remarkable stage for meeting new clients that shouldn’t be overlooked.