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www.FDIAttraction.com
How to Capture, Nurture
& Land Investors in
your Region
By Xavier Hurtado
FDI Attraction Facilitator
Marketing Strategies & Tools to
Attract Industrial, Commercial and
Touristic projects to your region.
FDI Attraction Academy
STEP 3
Strengthening Communities … One Economic Development Professional at a time!
If you have any questions or comments:
Join the Conversation
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Mail: [email protected]
Strengthening Communities … One Economic Development Professional at a time!
What we covered on our Previous Step:
Step 2: 7 Marketing Strategies & Tools to
Develop a Global Investor Attraction Website
1.Global Investor Friendly Website
2.Social Proof: testimonials & case studies
3.Search Engine Friendly Website
4.Technology Friendly Website
5.Website Makeover
6.Investment calculators creation
7.Investor capturing & landing forms
To go through them again go to www.fdiattraction.com/step-2
Strengthening Communities … One Economic Development Professional at a time!
STEP 3 - Marketing tools to Capture, Nurture & Land
Investors in your Region
Today we'll cover 7 strategic tools
that will help capture and nurture
relationships with potential
investors.
Make sure you take notes at each
stage of the process so that you
can implement these steps while
you build your campaign to attract
investors to your region.
Each one of the steps, will have a
link that will direct you to use the
tool we explain there. We
encourage you to click on each one
of them and do the exercise we
suggest you do.
Strengthening Communities … One Economic Development Professional at a time!
The Investor Process to Land in your Region
1. Suspect: potential investors you
meet at a trade show, association or
discussion group on Linked In.
2. Prospect: Subjects that got
interested in your website and
registered for an ebook or webinar.
3. Lead: Prospects that keep on
visiting your website thanks to your
follow up communications
4. Opportunity: Leads that already
trust you and request a Consultation
Call or to visit your Region
5. Investor: An Opportunity that
decides to Invest in your region.
This graph will show you the process in which Potential Investors will go with every touch
point that you perform with them.
This week we will focus on the tactics and tools that will help you
to transform SUSPECTS into INVESTMENT OPPORTUNITIES.
Suspect Prospect Lead Opp Investor
Investor Nurturing
Early Mid Late
Strengthening Communities … One Economic Development Professional at a time!
What we’ll cover today:
7 Marketing Strategies & Tools to
Capture, Nurture & Land Investors in your Region
1. Investor Nurture Marketing
2. Investor Scoring & Management
3. Investor Assessment & Conversion
Marketing
4. Local Supply Chain Vertical
Leadership to Facilitate Investment
5. Investor Start Up Facilitation
6. Investor Future Regional Projection
7. Investment tour Marketing
Strengthening Communities … One Economic Development Professional at a time!
Investor Nurture Marketing: Action Triggered
1. Today, Investors require from 7 to 20 touch points to climb up the TRUST
LADDER: Know – Like – Trust. If you met a potential investor at a Trade Show or
Webinar, how do you Grow the Relationship?
We invite you to http://Nurturing.FDIAttraction.com and check out the 3
complementary tools shown there to nurture the relationship with Investors. They
will help you with Instant Capturing & Follow Up Sequenced campaigns!
Great tools to transform SUSPECTS into INVESMTENT OPPORTUNITIES!
How about answering the
10 most frequently asked
questions about your
regional investment
opportunity automatically
after you first met with
potential investors?
Strengthening Communities … One Economic Development Professional at a time!
Investor Nurture Marketing: Making it Personal
2. Conquering a Potential Investor’s Trust is a matter of Personal Details.
SendOutCards is a great way to upload your personal handwriting font to an
online tool where you can personalize or even automate sending “THANK YOU”
or “GREETING” cards to your contacts on regular mail from your own computer
at a very affordable rate.
To learn how to upload your handwriting font and personalize your system
contact us at [email protected]
Can you Imagine the
impact that you will
have on a Potential
Investor if he receives a
personalized card,
handwritten by you on
regular mail (Not
Email)?
Strengthening Communities … One Economic Development Professional at a time!
3. Do you have a software in place that allows you to monitor, track and score the
behavior of your potential investors on your website?
How would you like to be able to contact a potential investor when he is ready to
have a discussion with you instead of cold-calling?
To learn more how a tool like this works request a FREE DEMO at
http://NurturingTool.FDIAttraction.com
Investor Scoring and Management
Would you like to be
able to focus your time
following up with
QUALIFIED HOT
POTENTIAL
INVESTORS instead of
those just doing
research?
Strengthening Communities … One Economic Development Professional at a time!
At this point, if we have successfully nurtured our Potential Investors with different
touch-points, we can push them into the next step, that could be an Assessment
or Points of Contact:
You can have as many CONVERSION FORMs as you feel creative to:
“Request an Investment Consultation Call”, “Request a Match-Marking Agenda
with local distributors or suppliers”, “Request an Incentives Consultation Call” etc.
Once an investor fills out any for these forms, you will certainly, most of the times,
follow up with a very qualified Investor.
Does your website already have these type of conversion forms other than your
CONTACT FORMS?
Investor Assessment & Conversion Marketing
An Assessment that helps Investors to
Self-Evaluate their knowledge and
Networking to make their Business work
in your region can URGE them to
contact you if you let them know they
don’t know enough about your region!
Strengthening Communities … One Economic Development Professional at a time!
Local Supply Chain Vertical Leadership to
Facilitate Investment
If you are looking to attract Original Equipment Manufacturers or End-Consumer
Service Providers, they will always be concerned about local suppliers and
distributors.
Make sure you develop your own directories and even show regional
opportunities for Foreign Companies to get integrated into your local supply
chains!
If you communicate this on your Nurturing Communication Strategy and develop
a Conversion form for Potential Investors Requesting a Match-Making Meeting,
you will see great results!
Will you offer a directory
of local suppliers or
distributors of your
region to potential
Investors?
Will you offer Match-
Making Meetings to
support this?
Strengthening Communities … One Economic Development Professional at a time!
Investor Start Up Facilitation
How easy will you make it for Foreign Investors to Start Up doing business in your
region? How will you fulfill the promise you are making about a great opportunity of
Investment in your region for them?
It would be great if you could offer them assistance to get started in a way they wouldn’t
need to worry about any start up permits, paperwork or the right “Know How” or “Know
Who” to start operating, recruiting human resources, setting up importation and
exportation (when needed), fiscal, financial, environmental or any type of legal
compliance.
Make sure you include all these offerings as part of your Nurturing Strategy, for it will be
a common objection to overcome.
Remember
Foreign Investors
are not familiar
with your Laws,
Culture,
Language!
Strengthening Communities … One Economic Development Professional at a time!
If you can show potential Investors Future projections of your region, like
Virtual Tours or even Scale Models they will be a great VISUAL AID for them,
rather than a LEAP OF FAITH when we just talk about our regional plans.
Besides making it tangible for them, they will see how serious your region truly
is about that Project and their Investment!
Investor Future Regional Projection
If Potential Investors
can VISUALIZE and
even TOUCH how
their INVESTMENT
will look like, that will
be a “NEEDLE
MOVER”
Strengthening Communities … One Economic Development Professional at a time!
Make sure you offer GUIDED & SCHEDULED INVESTMENT TOURS for potential
Investors. Not every investor has the same interests in your region. Therefore, it’s
important that you make separate tours for different types of investors: industrial,
touristic, commercial, etc.
Our recommendation is to offer 4 Scheduled Investment Tours per year. Then,
package the information in a great way and promote it in at least 16 sources of
investors like Embassies, Consulates, Trade Organizations, Business Associations,
Discussion Groups, etc.
Investment tour Marketing
Make sure you include
visits to existing
Foreign Investors,
Incentives Meetings,
Infrastructure Facilities,
Real Estate Facilities,
Suppliers & Quality of
Life places!
Strengthening Communities … One Economic Development Professional at a time!
What we covered today: 7 Marketing Strategies & Tools to
Capture, Nurture & Land Investors in your Region
1. Investor Nurture Marketing
2. Investor Scoring & Management
3. Investor Assessment & Conversion
Marketing
4. Local Supply Chain Vertical
Leadership to Facilitate Investment
5. Investor Start Up Facilitation
6. Investor Future Regional Projection
7. Investment tour Marketing
WHAT’s NEXT?
GO & IMPLEMENT NOW!
Strengthening Communities … One Economic Development Professional at a time!
Coming up Next…
STEP 4 "Marketing tools attract Investors Offline"
So you have your website and your nurture strategy in place.
•Now the question is: "How will you attract investors to it continuously?“
• How can you engage with investors? Where do they gather?
• How many traffic sources are enough?
• How much exposure will you have for the opportunity of investment in your
region?
• How will you integrate the offline world with your website?
• How will you track the effectiveness of each source of offline traffic?
Those are some of the key topics we will cover. If you disregard them, you
could be missing out on the investors that are visiting your website.
So, stay tuned for the email about "Marketing Strategies & Tools to Attract
Investors offline"
If you disregard them, you could be missing out on the investors that are
visiting your website.
So, stay tuned for the email notification or if you don't want to wait, go to Step
4 NOW.
Strengthening Communities … One Economic Development Professional at a time!
Will YOU Be Our Next Success Story?
At FDI Attraction we are on a Mission:
To help 10,000 Economic Developers to attract Industrial, Commercial and
Touristic Investment projects to their communities, one region at a time through
the Strategic Planning and Promotion of Investment Tour Campaigns.
Would you be interested in getting your
INVESTMENT TOUR CAMPAIGN FREE? (See Next Page)
Strengthening Communities … One Economic Development Professional at a time!
Learn how to get & Request your
FREE INVESTMENT TOUR CAMPAIGN
at: http://FreeCampaign.FDIAttraction.com
International Economic Development Program
by Marketing Crafter, LLC
Twitter: @fdiattraction
www.FDIAttraction.com
Next Step
US TOLL FREE: +1 877 527-9991
US Direct Ph. +1 (915) 235-2966
Skype: xhurtado
Xavier Hurtado CEO & FDI Marketer + Consultant
www.linkedin.com/in/xavierhurtado