Promote the raise on your own website
Accounting for 15% of all investment on Crowdcube, referral traffic from your website plays a vital part in promoting your raise and it can help turn your customers and advocates into investors. Make it clear to everyone that lands on your website that you’re crowdfunding on Crowdcube and that they now have the opportunity to invest and own a stake in the business. Whether you do this through a banner, a link in your navigation or even a pop-up, it’s up to you. Just make sure a clear message is visible on your site, and that people can access your pitch on Crowdcube in just a click or two to find out more.
We’ve found, from our own crowdfunding raise, that our customers are more loyal and have a higher lifetime value, once they become investors. Converting customers to investors can deliver long-term benefits to your business so it’s well worth engaging them as part of your crowdfunding campaign.
We've created some banners that you can use on your website to signpost people to your pitch page on Crowdcube, which you can access here.
Email your network
Email can be one of the most effective channels at driving investment; so if you’ve got an email database of customers, business contacts or associates then we suggest you send targeted and engaging emails to support your raise.
Approach the emails about your raise just as you would any other marketing emails you send. If you know what subject lines work best, or the time of day your audience is most engaged, then apply this to emails about your crowdfunding raise.
Personalised and targeted communications will be more effective at driving traffic and investment to your pitch. Start by segmenting your audience and then tailoring a personalised communication to each audience. You may decide you can send the same email to your customers but choose to talk to your suppliers or angel investors differently.
Don’t forget, just because your audience knows the product or service you offer, they may not know much about the business and why they should consider it as an investment opportunity. Think back to your key messages and ensure they are clearly and concisely covered within the email - keep your emails short and to the point.
Example emails include:
- A launch email announcing your raise and the opportunity to invest
- Progress updates, for example, when you reach 50% or 90% and when you reach your minimum funding target
- A ‘last chance to invest’ email at least 24 hours before the pitch closes to investment, assuming closing date is not subject to change
Please make sure you include the following compliance copy in any emails related to your raise: ‘Investments of this nature carry risks to your capital. Please #InvestAware as your capital is at risk.'
Here is a selection of examples of great emails sent from funded businesses. Please note, these are relevant for the businesses and their own raises. They have been styled in their own branding and tone of voice for their audience. Please make sure your own communications fit your own style/tone relevant for your audience.
Warm up email campaign:
During the live raise - email updates:
Send a series of quality pitch updates to drive traffic to your pitch
Quality updates posted on your pitch are a great way of driving traffic and investment to your pitch. Not only does a pitch update help keep the content on your pitch fresh and potential investors engaged, it will also trigger an email, which is sent out to all followers and investors in your pitch. These emails are one of the most effective emails at driving investment, accounting for £6.3m in investment in the last 12 months alone, so it’s worth spending the time getting your updates right.
The update will also be included in a personalised weekly email that is sent out to c.70,000 Crowdcube members, some of which will receive information about your pitch.
Top three tips for investor updates:
- Remember it’s quality over quantity, too many updates and investors will switch off - two or three a week is about right
- Think of the update title as a subject line or headline - it will determine whether or not people click on the update to read more. If you give too much information away there’s no need for investors to visit your pitch to read the full update, so make the title of the update intriguing. For example, ‘We’ve secured a contract with a national supermarket’ will achieve a higher click through rate than ‘We’ve secured a contract to list in 100 Sainsbury’s stores from next year’
- It needs to be new news. Don’t just repeat information investors can find on your pitch. Good updates may include new contract wins, milestones that have been achieved, press coverage, award wins, great investor comments/questions, industry and economic developments and their impact on you, new partnerships and new key hires.
Please note that you may be asked to provide evidence for any statements made in an update as part of our due diligence process. As a result, please ensure that any facts, stats or statements in the update can be backed up with verifiable evidence.
Shout about it on social
Your social network can be an effective and low-cost way of promoting your raise to a broader audience. Whilst we don’t suggest you flood your social channels with messages about your raise, it’s worth planning in a series of posts to coincide with key milestones in your crowdfunding campaign. For example, when you launch on Crowdcube, when you reach 25%, 50%, 75%, 90% and beyond or if you receive a significant investment.
You should also actively engage with people who are talking about your raise on social channels, thank them for their support and investment, and encourage them to share your pitch with their contacts.
Don’t forget all social posts (even Tweets) need to include ‘Capital at Risk’.
An important note on compliance…
As you’re promoting an opportunity to invest in your business, it is classed as a financial promotion by the Financial Conduct Authority (FCA). To ensure your promotional materials are compliant and that you’re not falling foul of FCA regulations, which is a criminal offence, please follow the simple guidance below:
- All communications related to your raise must include a risk warning, please use the copy as exactly as it is written here:
- Short form copy (such as social posts): ‘Capital at Risk’
- Long form copy (such as emails): ‘Investments of this nature carry risks to your capital. Please #InvestAware.’
- You’ll also need to ensure that communications about the raise are free from superlatives and that any facts, stats or statements are backed up with verifiable evidence.
For more information about how to ensure the promotional material related to your raise is compliant, please talk to your Equity Campaign Manager.