The first and foremost thing to understand is your offerings' target audience, which should be defined according to the risk-return profile, investment horizon, and other metrics.
Correct targeting determines whether or not the advertisements will be effective and whether you'll find a community that is genuinely interested in supporting your business. Almost any company has an average investor audience that would like to invest, but it may be difficult to determine it.
Well-tuned targeting allows you to find those investors and, as a result, makes marketing conversion rates higher as your messages are more compelling. Moreover, competition in investor acquisition channels will be way lower than if you competed for a wider audience. Thanks to this, the marketing campaign will be more efficient and cheaper.
There are dozens of investor segmentation frameworks. To make it simple, let's talk about the three broadest groups of them.1. Institutional investors.
These can be family offices, pension funds, private equity firms or venture funds. For institutional investors, the benefits of crypto investing lie in two factors. Firstly, such assets are very liquid so it's easy to make an exit and manage the portfolio overall. Secondly, they can achieve high returns by using these assets in DeFi protocols.
If the notion of Decentralized Finance is new to you, read our article "How does DeFi unleash the potential of tokenized securities?
" to find out what exciting opportunities these technologies open for tokenized securities.
Different institutional investors specialize in investing in various types of companies, so it's better to select investors according to their preferences, which are usually known and displayed on their websites and investor aggregators. Some funds prefer to work with real estate, and some of them would instead invest in startups.2. Individual investors.
In the last few years, a new colossal pool of capital became available to private corporations. Previously, most individuals could not invest outside stock markets in non-traded companies, but they entered the game thanks to tokenization and fractional ownership. You can divide them by interests and demographic characteristics to discover those who will find the risk-return profile of a given investment the most attractive.3. Crypto-investors.
They are used to investing in crypto-assets and are not likely to start working with traditional assets. What they also need, though, are asset classes not as volatile as most cryptocurrencies to save money earned by speculations and risky investments. Real-world assets in the form of tokens are suitable for this type of investor to secure their money.