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- ♞ Announcing a Closed Raise Part 2
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Announcing a Closed Raise
On Monday, we discussed why you should care about announcing your raise. If you missed it, it can help you with sales, fundraising, partnerships, hiring, and much more. I recommend you go back to your inbox and read that issue.
Today, we will focus on how to announce your raise most effectively.
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How to announce your raise
Legacy Media - You need to have the announcement in some form of legacy media; the more reputable, the better. While many people are moving away from legacy media, there is still a level of respect and prestige that comes from sharing a TechCrunch article instead of your Twitter post. Try to connect with someone from a reputable media source in your industry (for most of us that is tech) and get the raise published. If you are located outside of NY and SF, you can also get in touch with local press.
Legacy Media Alternatives - If you can’t find any legacy media to announce your raise, look for influencers, investors, or industry leaders with large followings. Again, a post from your lead VC on their website and a tweet to their 500k+ followers is more valuable than sharing your Twitter post. Try to find the person with the biggest following related to your business somehow (industry, geography, finances, etc.) and get them to share it.
Timing - Always make announcements in the morning. Ideally, around 8-9 am ET. This is the time when most people are browsing on their way to work or when they first get on their computer; it is also late enough to catch early risers on the West Coast, and if it starts going viral, it will still have legs over the next 2-4 hours allowing it to stay top of feeds when the west coast wakes up, and they will give it another 2-4 hours of exposure. Another advantage is that you can wait until 4/5 pm when the attention is dying down to thank people for the positive attention and offer something to them, creating another wave of attention while capturing leads.
Primary Announcement - One of the biggest mistakes I see is having 10+ announcements. Some companies will have all employees announce the raise and include it in an article. This creates too many places where interested people’s attention is going, meaning nothing goes viral. Pick a single article, tweet, post, etc., that you are driving everyone to so that algorithms can understand that page is going viral and promote it.
Purpose - Have a purpose behind what you are doing and make sure it is measurable. Try to collect leads, get sales, etc., but make sure that you can measure the impact of your announcement. You never want to just hope that many people saw it and that one day they come back to you as investors, purchasers, etc. You want to hook them into your ecosystem immediately.
Do you plan your raise annoucement? |
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