5 Key Takeaways To Raising Capital More Effectively – Strategy

If you execute the 5 tactics below, you will have more success
raising capital.

1. Build rapport before you assess interest

You will only receive an allocation from an institution that
you have a relationship with – so build
one. Amazingly, this is oftentimes overlooked or forgotten about.
Don’t ask if someone is interested in “investing”
until you have established trust. Doing so is a complete waste of
time and delegitimizes your position.

2. If you are looking to engage a new audience, take some
chances

Remember, you are marketing to people that work within the
institution, not the institution itself. These people are busy. You
are competing for their time. If you aren’t bold and
interesting, you will never grab their attention. It is possible to
be both professional and engaging / interesting / dynamic. Take a
chance. Say something different, do something different. If you
take some “marketing risk” the chances of a higher return
are improved.

3. Layer your story

You are never going to explain the complexities of your strategy
or story in one sitting. The secret, don’t try. Instead, focus
on how to introduce your story in a short impactful way. Don’t
try to say everything at once. Be interesting and let the
conversation sit. The results will surprise you.

4. Don’t stop marketing

This is probably the most important point within the list
herein. Most managers write a piece or two, hit a webinar or two,
go to an event or two, and then determine that nothing works.
Unfortunately, there is no “easy button.” Marketing is a
marathon, not a sprint. Raising capital is slow and hard fought.
You simply have to keep going, month after month after month. The
returns for the effort will eventually come, however, gains will
not be linear.

5. Implement marketing technology that will allow you to build
lead score

Lead score is nothing more than a numeric rating of a
prospect’s engagement level. The more engaged, the higher the
score. If you aren’t measuring lead score, it is a lost
opportunity. Don’t waste time talking to people that are never
going to invest. Use technology to determine who is interested and
who isn’t. Lead scoring is the fastest and most effective way
to accomplish this. If you Google, what is lead score and how do I
track it, you will learn everything you need to know.

I hope this helps.

The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.