Marketing Summit in D.C. - SEO in 2019: New Strategies, New Tactics

The good news: a very kind industry contact has invited me to speak on a panel titled, SEO in 2019: New Strategies, New Tactics, at the Mid-Atlantic Marketing Summit in Washington D.C. on Friday, April 26th.

The bad news: I need to prepare to speak in front of hundreds of marketing and communications executives throughout the region attending an event to discuss high-level issues through a series of panels, keynotes, presentations, exhibits, and networking.

OK, it’s not all bad (just a little intimidating), and I’d be lying if I said I wasn’t really looking forward to the Marketing Summit.

In addition to my genuine interest in FischTank’s practice areas, I’m equally interested in why and how public relations can impact marketing. This is why our team has put so much time into understanding the intersection of Public Relations and SEO, the practice of utilizing media relations and content marketing to impact search engine results and position. This is a strategy we employ for our clients that conduct their business primarily online, generating leads to support business development, increasing traffic to ecommerce platforms, and other objectives that come with the daily grind of online marketing.

I can wax poetic (sure?) and explain why companies should hire FischTank (yes, you should!), but I’ll take the rest of the time in this blog ahead of the Marketing Summit to ask some friends and peers in my network what they think about this topic:

“In a world of links of dubious value, true, expertly done PR generates not just publicity for the business, but good links that continue to reverberate throughout search engines. We typically see media earned links as some of the most valuable links when conducting SEO analysis. I’d encourage everyone to look at their business for hidden opportunities for press.” – Josh Greene, CMO for The Mather Group and the moderator of the upcoming panel at the Marketing Summit.

“The intersection of PR & SEO is critical as PR provides one of the best opportunities to attract links from high quality publications to your site. With links still remaining one of the top two search engine ranking factors your PR efforts can increase your sites authority, rankings & traffic. It’s important for your PR & SEO teams to be on the same page and to know for instance that getting links to the primary website is much more important than social media channels and to also push your contacts to make sure they include proper link attribution in their coverage.” – Ryan O’Connor, Founder of One Tribe Apparel

“Content is meaningless if no one can find it in search. Whether it’s a hard earned news article, a well-crafted blog post, or even a mention by an influencer, ensuring that your content is properly tagged, titled, optimized, and focused on your brands keywords are critical for ensuring search success. A properly curated digital reputation need not rely on a deluge of content but rather a few well crafted, strategic pieces that reflect the best about you or your business. It makes no sense to waste precious space in your search results for poorly written, meaningless content merely designed to fool the algorithm. Better to leverage the power of search to shape the reputation you need and want.” – Sam Michelson, CEO and Founder of Five Blocks

“Google is smart. Once upon a time, if you threw enough links any links at a site, it would rank. That’s not the case anymore. A site needs live mentions on topically relevant, high authority sites (with or without a link). Google’s bot is smart enough to know when your brand name is mentioned in an article in the Wall Street Journal or New York Times. A link in that article is the icing on the cake.” – Alex Deckard, SEO Manager, Aeroflow Healthcare 

“Companies looking to raise capital from either the public or institutional investors need to be cognizant of their message to the market, but also the results search engines show when people are doing their due diligence. This is especially true in emerging industries, such as cannabis, cryptocurrency, renewable technologies, and others where competition is fierce and there is an increased need to separate yourself from the rest of the pack. This is where media relations and content marketing come into play, ensuring both transparency and a high quality of results appear when someone Googles or otherwise searches a brand.” – Kendall Almerico, Principal at Almerico Law

“In recent years, SEO has become much more precise, more transparent, and more results oriented. As a result, public relations has started to play an even more important role in the successful management of SEO. It has become obvious to marketers that if you want your business to be visible and easily found, you have to understand that there is no successful SEO without proper PR.” – Larissa Pitersky, Chief Financial Officer of Apex Capital Partners

 

 

 

 

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

Public Relations and Marketing

FischTank Marketing and PR Founder Eric Fischgrund will speak on an upcoming January 31st panel entitled, “How to grow your B2B business in 2019 – what works best for organic growth?” He will discuss the role of media relations, content marketing and digital strategies to achieve this goal.

The free event is hosted by B2B Growth (B2BNXT), and will include other speakers including Forrest Leighton, Scott Swanson and Patrick Charron. To learn more, please click the link here or below.

How to grow your B2B business in 2019 – what works best for organic growth?

Thursday, Jan 31, 2019, 6:00 PM

85 Broad Street
27th Floor, 85 Broad Street New York, ny

23 Members Attending

The event is free to attend, featuring awesome food + drinks and an even better panel discussion! We ask that you are working at a B2B company in a marketing/business development capacity (or you’re the owner). We bring 5 special panelists (including the VP of Marketing at MakerBot), all with extensive experience helping B2B companies beat their co…

Check out this Meetup →

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

FischTank Marketing and PR

I’m not sure how to start this post. As I begin, I’m at 33,000 feet – cruising altitude as they say – and some guy two seats up on the right has been taking selfies of himself for the last 10 minutes, grinning as he reviews them. Insta-worthy? Maybe. It seems pretty weird to me, but no one else seems to care so why should I? I’m returning from a business trip to Asheville with two colleagues, making this as good a time as any to start reflecting on the past five years of FischTank.

The LLC paperwork for EMF Media d.b.a FischTank was filed in late December 2013; I put in notice at a place where I was very unhappy, and brought my first client aboard shortly into the new year. I had limited experience in business development, even less experience in bookkeeping, and now – very little income. Still, I was excited in a professional sense for the first time in a long time.

The first few months were not easy (try working at home when you only have two clients). I took meetings that went nowhere, attended networking events that had no purpose, and at one point went door to door to try and win contracts from small businesses in Jersey City. I also drove my wife crazier than usual. There were sleepless nights, stressed out mornings, and a never-ending supply of self-doubt. Those feelings haven’t gone away and I don’t think they ever will, but in early 2014, that was my 24/7. Funny how something can suck and be so exciting at the same time.

But this story isn’t about me or the “entrepreneurial struggle” that many of the self-proclaimed experts drone on about on LinkedIn and Twitter.

The FischTank story is and has always been about people. I was joined by Matt Bretzius, my partner at FischTank, who is smarter and more disciplined than I am. There is a 0% chance this company is anything beyond me in my apartment living room without him. We made one hire, then we made another, and now we have a growing group of bright, creative, and really unique professionals people. Gone are the days of my personally PDF’d invoices, disorganized spreadsheets, and envelopes stuffed with receipts from coffee shops and cab rides. We now have a bookkeeper who is actually good at math and record keeping. We started partnering more strategically with other marketing, SEO/digital, creative, and PR agencies, building a stronger referral network filled with individuals who have also helped shape the company.

Our clients are awesome. I don’t write that to kiss ass, it’s just reality. Collectively they’re a group of innovative and smart risk-takers, and a pleasure to work with each day. Nothing drives us more than when we see how hard they work to achieve their own goals. We enjoy telling their stories.

To everyone who falls into a category above, I’m eternally grateful for what you’ve done. You know who you are. To all of my colleagues, past and present, this five-year milestone is for you as much as it is for Matt and I.

It’s not all roses and sunshine. We’ve learned many lessons, some of them painful but each of them valuable. Sure there were partnerships, hires and clients that didn’t quite fit, and while not everything ends well, through it all we’ve maintained our integrity and evolved. From these experiences, we’ve built a positive culture we can be proud of.

The only takeaway or piece of advice I have for others, should you choose to listen, is to place a premium on resiliency. Bad days, weeks and months will come. You will get home late after a bad day and think maybe you’re not cut out for this stuff. Self-doubt will creep in when you’re at your most vulnerable and it will eat away your confidence. When this all happens, you cannot give in. Get up, show up, and keep coming at them.

The last five years have been the best education and experience I could ask for, exceeding any and all expectations I had on January 15, 2014. Will FischTank last forever? No, nothing does, but we’re having a helluva lot of fun today.

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

The team at FischTank Marketing and PR would like to congratulate Rebalance, a Bethesda and San Francisco-based investment firm committed to making premium wealth management services affordable and accessible to everyday Americans, on winning the prestigious 2018 Pacesetter IMPACT Award™ for Innovation and Growth, awarded by Schwab Advisor Services.  The conference took place this week, with the honor being bestowed on the firm yesterday.

Rebalance is an innovative, trendsetting company that has established itself within the retirement investment and personal finance industry. A consumer-first organization, Rebalance has advocated for transparency and working in their clients’ best interest, two standards that are unfortunately often neglected in the financial advisory space.

Please watch their video and learn more about the firm here.

Rebalance was recognized for its innovation and approach to bringing world-class investment expertise, holistic planning and financial advice to investors at a lower price point by combining cloud-based technology, ‘best-in-class’ portfolio management and seasoned investment professionals. Rebalance, and members of its team, received the award on the main stage at Schwab IMPACT®, the nation’s largest and longest-running annual gathering of independent advisors

Rebalance wins a prestigious award in financial services

Schwab Pacesetter IMPACT Award 2018 Winnter

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Rebalance also brings “big league” investing capabilities to everyday Americans and is known for the savings it creates for its clients, as well as its emphasis on providing prudent investment advice based upon the expertise of its internationally-recognized Investment Committee. Members of this committee include Burt Malkiel, the world-renowned Senior Economist at Princeton University; Dr. Charley Ellis, who chaired Yale University’s famed investment committee; and Jay Vivian, the former Managing Director of IBM’s Retirement Funds, where he oversaw over $100 billion in IBM investment funds.

The Charles Schwab & Co., Inc.’s IMPACT Awards® program recognizes excellence in the business of independent financial advice. Nominees are evaluated and selected by a panel of prominent leaders from both the business world and the financial services industry.

 

 

 

 

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

Podcasts are all the rage right now. Sure, they’ve been around for roughly 10 years, but in the last three years or so, they’ve really taken off with 50% of households reporting that they are “podcast fans” at the end of 2017. Podcasts have become a prominent medium for experts, fans and enthusiasts of all kinds to come together and share opinions, conduct interviews and take deep dives into topics across all industries. Similarly, topic-specific radio shows are a great way to drive awareness among target audiences. Understanding them can take time, as the lines between these shows and podcasts are often blurry, i.e. a program that airs live on the radio might also be posted online as a podcast series. As more niche programs are launched and gain momentum, they are a great outlet to explore to establish yourself and your company as thought-leaders in a particular industry.

Identify your spokesperson and define their expertise

Unlike an interview that will be transcribed and quoted in a written article, in a podcast, the spokesperson’s voice is heard by the audience. This may seem like a rather obvious fact, but it should be noted to emphasize how important it is for your spokesperson to be comfortable with public speaking. Even if the podcast or radio show is being pre-recorded to air later, it will still be their voice that listeners and subscribers hear. Guests with a dynamic attitude and captivating tone can go a long way. Not only does this keep up the energy level for the host conducting the interview, listeners will pick up on their passion and expertise and be more likely to research your client and their organization after hearing the interview.

Most Marketing and PR professionals can likely can think of some client spokespeople right off the top of their head who fit into the category of a dynamic interviewee. Once you have an idea of who will do the talking for a possible podcast or radio interview, you need to figure out what they will be talking about. When it comes to these shows, even those that are focused on a particular industry, the broader your spokesperson’s knowledge base is, the better. While it’s great that they can talk in-depth about their company and any current announcements or initiatives, it’s likely that the host or producer of the show won’t bite on an idea that seems too promotional or self-serving. A wider knowledge of the industry or ability to comment as an expert on a current trend is incredibly helpful. It’s good to always keep an eye and ear out for any breaking trends within the industry and discuss internally to see whether or not it’s something your company is able to offer commentary on. An expert opinion or hot take on something newsworthy can often be your foot in the door!

Search high and low for podcasts and shows

 I know I began this post by saying that podcasts are everywhere, and this is still true! However, not every one of the many shows out there will be a fit for your spokesperson’s expertise. If you are dealing with a particularly niche subject matter or industry, finding the premier, most-trusted programs will require a little research. As I mentioned before, having an expert that can comment on broader issues, even if they aren’t directly related to your company’s current initiatives, goes a long way. Let’s say your company works in veterinary oncology, can they also talk about other veterinary topics? What about general animal health or tips for pet owners? The more topics they are comfortable with, the more options you have when it comes to shows to reach out to.

Start with a simple Google search. Begin with the most specific, niche search terms your corporate leadership can speak on to see what’s available. Once you’ve explored those results and flagged any relevant targets, widen the topic and repeat the process until you’ve gotten to the broadest subject matter your expert is able to discuss. Be sure to thoroughly vet the targets you find, as you don’t want to waste time reaching out to a program that hasn’t posted a new episode in two years!

Another place to look is social media. Check in on relevant hashtags for the client’s particular industry to see if anyone is talking about a popular podcast or radio program. Follow industry reporters and other thought-leaders on Twitter and LinkedIn. You never know when they might drop a reference to a new podcast or show that would be a fit.

Make the introduction

Once you have a solid list of podcasts that you believe would be a good fit for your spokesperson, it’s time to focus on approach. You want to make an introduction as personal as possible, so the host or producer clearly understands why your spokesperson belongs on the show as a guest.

After justifying your reasoning for reaching out, share a bit on the expert and why they’re uniquely qualified to be a guest. When pitching media around a trend, any specific expertise you can offer that will set them apart is crucial. When pitching a more general introduction, highlight a unique perspective they might have that would make for a good discussion on an upcoming episode. Like with any pitch, try to keep it brief and put all your important info upfront, you only have a few precious moments to capture the target’s attention.

Podcasts and radio programs are great tools for tapping into niche audiences and building your corporate reputation as an authority on a particular subject matter. As PR and Marketing professionals, the process of researching and pitching these types of programs needs to be approached a little differently than other media relations outreach. However, by developing a keen understanding of your company’s knowledge base, keeping an eye out for industry trends and news and a solid introduction, you can lock down a great interview opportunity that will likely lead to more as your organization becomes a well-known voice in the industry!

 

Erin is an Account Manager at FischTank, working with clients across a variety of industries including renewable energy, healthcare and marketing technologies. Erin also has experience executing media relations and marketing campaigns on behalf of non-profit organizations. Erin grew up in Wayne, Pennsylvania and graduated from Hofstra University on Long Island. She enjoys corgis, Peanut M&Ms and classic rock. 

FischTank PR's Eric Fischgrund joins del Sol Foundation as Director of Communications

New York, NY – August 2, 2018 – FischTank Marketing and PR, a full-service communications and marketing firm, today announced that its Founder and CEO, Eric Fischgrund, has been appointed Director of Communications for the del Sol Foundation for Energy Security. The del Sol Foundation for Energy Security is an independently managed 501(c)(3) founded by members of sonnen, Inc. to oversee the implementation of humanitarian microgrids in support of communities impacted by climate disaster, such as Puerto Rico in the wake of Hurricane Maria.

An NYC-based marcom executive with more than 12 years’ experience developing and implementing communication and branding strategies for hundreds of companies, Fischgrund will provide counsel surrounding global positioning and oversee the rollout of the del Sol Foundation’s announcements and public relations initiatives. He possesses an extensive background in renewable energy technology at both the consumer and B2B levels, and a deep understanding of communications needs for non- and not-for-profits.

“As an advocate for addressing climate change and its impact on human life everywhere by both protecting our environment and utilizing proven renewable energy sources, I am thrilled to take on an impactful role within this movement by joining the del Sol Foundation for Energy Security,” said Eric Fischgrund, Founder and CEO of FischTank. “As citizens of the United States in need, residents of Puerto Rico deserve access to basic power and innovations that have boosted distressed communities on the mainland. del Sol’s vision of empowering communities to rise above energy crises by implementing next-generation technologies that promote resiliency is a story that transcends everyday business, and one I look forward to sharing.”

“With Eric joining the del Sol Foundation as Director of Communications, our team gains an industry veteran, a clean energy advocate, and a non-profit leader who will be instrumental in helping us share the stories and true impact of our microgrids,” said Michelle Mapel, Vice-President of the del Sol Foundation. “Unfortunately, we are experiencing increasing natural disasters and climate changes around the world, creating a greater need for energy resiliency to ensure a basic quality of life for global civilization. The del Sol Foundation was established as a non-profit that we can all contribute to in order to support communities facing energy challenges.”

The del Sol Foundation was formed behind a vision and plan for providing “a hand up, not a handout” to Puerto Rican communities ravaged by storms and in desperate need of power. The Foundation utilizes solar + storage technology in the form of microgrids to go beyond simply providing energy solutions for a singular location, empowering community leaders and citizens to collaborate and rise above the crisis created by disasters like Hurricane Maria. This vantage point was evident at the 12 microgrids installed following Hurricane Maria that served as methods for rebuilding remote communities and catalysts for change in how energy consumption is addressed, a vision now being applied in the form of the largest and most comprehensive solar + storage projects to date. The ambitious “Lighthouse Project” for Puerto Rico will be announced by the del Sol Foundation in the coming weeks.

About del Sol Foundation for Energy Security

The del Sol Foundation for Energy Security is a 501c3 organization founded in 2017. The Foundation is an independent entity whose mission is to provide aid to individuals and entire communities in need, including those impacted by energy instability, who would benefit from clean, reliable and affordable energy. The Foundation’s work in Puerto Rico serves as an example of success in effectively engaging and empowering local community leaders, local citizens and local businesses with “a hand up, not a handout“ and producing true resiliency in the face of natural disasters. For more information about the Foundation, please visit: http://www.delsolfoundation.org/

About FischTank Marketing and PR

FischTank Marketing and Public Relations is a full-service communications and marketing firm serving clients spanning various industries, including but not limited to renewable technology and sustainability, emerging technologies, real estate, business and marketing technologies, biotech and life sciences, financial services, and non-profits. Incorporating an integrated strategy consisting of media relations, community engagement, digital/social media, copywriting, PR to support SEO, and outbound marketing, FischTank helps clients amplify their message with results that impact their bottom line. For more information, visit http://www.FischTankPR.com or follow us on Facebook, LinkedIn, and Twitter – @Fisch_Tank

 

Contact Information

Katelyn Barone

FischTank Marketing and PR

katelyn@fischtankpr.com

646 699 1414

 

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

FischTank provides crisis communications for a number of public and private companies

While no one ever wants to think about the potential for negative or controversial news, many businesses often encounter challenges that result in an unwanted spotlight. It’s imperative that  the company’s marketing and public relations professionals take the time to prepare messaging that is simple and targeted to the audience at hand for when controversy arrives. As one of the Founding Fathers (allegedly) said, by failing to prepare, you are preparing to fail. When preparing to address media questioning ahead of time, be sure to think about the audiences below.

Stakeholders.

If you’re a public company, it’s extremely important to maintain transparent communication with those who have invested in your success (or struggles) as a brand. This doesn’t necessarily mean over sharing – you shouldn’t put out news releases just for the sake of doing so – but instead for important milestones that show the growth and trajectory of the company. Unfortunately, not all news that you share will be music to investor ears, which is why you must have a crisis communications plan in place to address issues so your shareholder base isn’t left feeling angry and confused.

You can also be sure that investors will ask questions of your colleagues and partners, especially those listed as a contact on press releases. Since a media relations professional isn’t always an investor relations contact, nor at liberty to discuss certain information with investors, you have to prepare for next steps. Ensure a set protocol is in place for how all members of your team address investor inquiries, and be sure that that you can refer investors to the appropriate contact. What may seem like a simple question (i.e. how has a certain part of the company grown?) is not always something a media relations or marketing professional should disclose. If your company doesn’t focus on the investor relations aspect of marcomm, be sure to educate your colleagues on the dos and don’ts of working for a public company.

Customers.

Building positive rapport with customers is crucial for any company, especially in the age of social media where someone can share a rave review – as well as an unfavorable one – to the masses with the click of a button. You must actively work with your public relations team to share out pertinent information to customers in a timely fashion.

Social media is one of the quickest and most effective ways to reach key audiences, but it comes with the expectation that your company must also respond quickly to inquiries from the public, including those who may not be happy with the company. Anticipate common questions and concerns based on previous interactions but also common sense. For example, if you launched a new initiative, it may take time for people to fully understand its objectives, and naturally questions will follow.

Journalists.

For the reporters that express interest in your company and who have invested time in covering your milestones, it’s important to be honest and straightforward about less than ideal news. It’s understandable that you may not be comfortable discussing negative news with the press, but ultimately in order to maintain transparency and an honest relationship with reporters, you have to make yourself available.

Look within your organization to identify the right person to speak with the media, which is something your public relations colleagues or partners can assist with. Most likely the best spokesperson will be someone who is already media trained and will understand the way press inquiries work. Even with that in mind, discussing potentially damaging news is a different animal, and requires further approval on messaging and a candid conversation with both internal and external partners to make sure everyone is prepared for the worst-case scenario. Be sure to be realistic based on the media inquiries at hand; if your pick for an ideal company representative has never been in front of a camera or on a live program, now is not the time to test their skills.

Obviously, you will not always be lucky enough to prepare for a crisis before it strikes. For news that you are privy to in advance, whether it be missed revenues, downsizing, or another issue, take ample time to formulate a communications plan that clearly outlines the role of reach team member (from both your company and your agency partners), correct messaging, and a spokesperson that is ready to address all issues tactfully. After you’ve made it through to the other side of a crisis, be sure to review your process and address what went well and what could be improved. Getting your crisis communications plan organized ahead of time can make the process smoother for all involved .

Like many marketing and communications firms, the FischTank team often hears from current and prospective clients “How do I drive web traffic?”

Many times, we can help by strategically placing articles that drive potential customers, clients or investors, or by securing articles and bylines laden with backlinks that support and drive SEO.

There is an abundance of information to read on the Internet (duh!) on this subject matter, and this is what we’re reading this week:

Marketing Technology Tactics To Increase Engagement and Attract Attention

“Change happens at the speed of technology for marketing professionals, but your agency can adapt to this rapid pace by leveraging these changes.”

Influencer Marketing Done Right Can Drive All The Traffic To Your Newly-Launched Wesbite

“Unless you already have a bursting-at-the-seams Rolodex and a stable of superfans who are waiting impatiently for anything and everything you give birth to in the world, you might be cutting the ribbon of your new business, blog, site, app, community, or nonprofit to a fever-pitch crowd of bumpkiss.”

Inbound Marketing Not Bringing You Results? Try This.

“According to HubSpot’s State of Inbound Report, businesses that focus primarily on inbound marketing save more than $14 on acquiring each new customer. Further, 80% of B2B decision makers prefer consuming brand related content over advertising while making a purchase decision.”

SEO Game Changers Influencing Business Growth in the Year 2018

“SEO is the best way to gain a significant presence on the world wide web. SEO trends are constantly evolving with the changing landscapes. To stay competitive, you’ll have to be constantly aware and update your strategy as needed.”

How SEO And Content Marketing Work Together To Fuel Your Online Success

“SEO without content marketing is like a body without a soul. In particular, SEO is actually strategized around content marketing since every website needs words, articles, substance, keywords, etc. In order to be successful, both must go hand in hand.”

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

Equity crowdfunding appears to represent a simple solution for businesses – both start up and firmly established – that are looking to raise money to fund their vision. By allowing investors (and fans of the brand) to invest in their company online, companies view this funding mechanism as a way to bypass banks, brokers, and toxic financers. You file significantly reduced SEC-paperwork, throw a website up, and wait for your offering to go viral. Once the internet does its thing and your hyperlink is shared by e-mail as well as endless Facebook and Twitter accounts, the raise will be complete and you can begin planning the listing of your IPO.

If this seems too easy and too good to be true, you’re right – it is.

Unfortunately, too many companies and individuals are being talked into this strategy without the appropriate background information, and as such, the results of poorly executed crowdfunding campaigns are much easier to find than the success stories.

But there are success stories that were made possible only because of those who adequately planned for them. Over the past year, I have spoken with at least 30 companies considering some form of equity crowdfunding (Regulation A+, Reg CF, 506c, testing the waters, etc.). One thing I am continuously surprised by are those who are unprepared to commence an online raise.

As such, here are some general tips for marketing an equity crowdfunding campaign:

  1. No two campaigns are alike. Like any marketing or communications initiative, no two companies are the same, and thus, no two crowdfunding campaigns should be executed the same way. The biggest mistake I see is thinking that a one-size-fits-all marketing approach that “worked really well in the past for another company and their raise” – will be successful. It won’t.

“Successful equity crowdfunding does require a great marketing plan executed by a creative marketing team,” said Kendall Almerico, CEO of Bankroll Ventures and one of the country’s leading experts on equity crowdfunding. “Coca Cola, Cadillac and Calvin Klein do not market their brands the same way. Equity crowdfunding companies must engage a team that understands and markets the company in a unique way that stands out from all the noise.”

Take this into consideration before planning, as each company and campaign requires its own messaging, its own advertising strategy, and its own look and feel. Figure out what your strengths are, and market to them. For example, if your story has great visuals, find a way to leverage it via some form of multimedia, preferably video. Perhaps you are an emerging company working in a high-growth industry with plenty of competition. Focus on how to differentiate yourself from the competition, while outlining the existing market opportunity and what it means for you and your investors.

  1. Get your online presence in order. Raising money from a diverse audience and group of sources can be difficult, but nothing makes equity crowdfunding so challenging as to do so with a poorly designed or ill-functioning website. The investment website is the primary way you are soliciting funds, and as such needs to clearly lead potential investors through the offering process. Think about it – using the analogy of an open house – why leave your trash on the front lawn, not fix the fence, and neglect a new paint job? Getting your digital presence ready means focusing on messaging for the website, carefully reviewing the design and aesthetics, proofing all content, and last but not least – making sure the user experience is a positive one! Do not underestimate the importance of the landing page for your online offering.

Further, legal context with regards to selling securities online must be considered. “General solicitation under the JOBs Act can open up many doors for a company seeking investments, but please, run your proposed content by your securities lawyer,” said Andrea Cataneo, securities attorney with Sheppard Mullin Richter & Hampton LLP.

“Solicitation can mean advertising, webinars, internet offerings, group presentations, but it does not mean hype or exaggeration.”

  1. Identify and market to your audience. Understanding your ideal investor profile isn’t easy, but it needs to be done to build and leverage a captive audience. If you are a company reading this and looking to raise money online, and already possess an existing database of thousands or even hundreds of thousands of contacts (be it customers, clients, partners, etc.) with e-mail addresses, congratulations! You are ahead of the curve. Or, perhaps you already have a good feel for the sort of individual who is likely to invest in your company, and now you just need to go about marketing directly to them. Review site demographics, consider the profile of past investors and interested parties, and try to make that determination early, but… 
  1. …If you don’t have an existing audience, build one. Far too often a company approaches us with a great idea, a designed website and video that clearly spells out the investment opportunity, and a strong message for the media. This should result in success, right? Well, not always. Equity crowdfunding requires some form of direct marketing, and to do so, a company must have a base, either a significant social media following or a database consisting of contact information. If you don’t, social media advertising has proven to be a lead driver of web traffic and conversions. Consider running a Facebook advertising or Google AdWords campaign that drives specifically targeted people to your investment landing page. As many know, online advertising can be precisely targeted, and is a great way to get an idea and offering in front of potential investors.
  1. Stay credible, my friends. Ah, so you finally have it figured out! Plan and processes? Check. Significant database to market to? Check. Brilliantly laid out investment landing page that seamlessly takes investors through the process? Check. Perhaps you are missing one last tool – news flow. Most public companies know this already – distributing press releases that outline corporate announcements, market opportunities, industry events, and other newsworthy items are proven ways to remind current and potential investors that you are a very active company. Similarly, getting featured in third-party, earned media (no pay for plays!) builds credibility, whether it’s in a trade publication, a daily newspaper, radio show, or broadcast television. Working with a media relations and corporate communications firm is a great way to produce press coverage, and reminds investors that you are a real company making news within a high-growth industry.

Equity crowdfunding was meant to spur innovation and growth, while providing Main Street investors with a means to access high growth companies. It is certainly not an untapped source where everyday web users are patiently waiting to visit an online investment opportunity. Be prepared, be proactive, and remain top of mind, and maybe the idea hatched in your own home will one day be listed on a major U.S. stock exchange.

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.

FischTank Public Relations

FischTank is seeking individuals with anywhere from two to ten (2-10) years’ public relations experience, with a focus on media outreach and account management. The titles of Account Manager and Account Director are best suited for a team player who appreciates working in an up tempo, positive company culture.

Work is autonomous, proactive, and as minimally administrative as possible. FischTank prides itself upon being results oriented on behalf of its clients. Core client industries include clean technology (sustainability), marketing and business technology solutions, non-profits, financial services, biotech, and professional services.

FischTank possesses a strong company culture, frequently providing team lunches and happy hours, educational seminars and resources, and more.

Please apply by e-mailing careers@fischtankpr.com 

Desired Skills and Experience

  • Media relations
  • Strong writing skills
  • Experience with relevant PR tools (Cision/HootSuite/etc.)
  • Positive attitude
  • Story identification skills
  • Familiarity with top tier and trade media
  • Works well with a team
  • Media results

About FischTank

FischTank Marketing and PR is a full-service communications and marketing firm serving clients spanning various industries including but not limited to clean technology, business and marketing technologies, marketing/ad tech, emerging technology, real estate, and non-profits. Incorporating an integrated strategy consisting of public relations, SEM/SEO, digital/social media, copywriting, and outbound marketing, FischTank helps clients amplify their message with results that impact their bottom line.

Eric Fischgrund is an entrepreneur, writer, sports fan, music-lover, and founder and CEO of FischTank Marketing and PR, a marketing and communications firm based in NYC.