Securing investments often depends on a startup’s public presentation and visibility. According to Robert Martin, investment manager at SmartCap, and Gregor Sibold, senior consultant at META Alpha, strategic communication gives companies an advantage when raising funds.
The process of securing investments is lengthy and can start in various ways. However, once a startup catches an investor’s attention or initial contact is made, the real research begins, specifically with a background check of the company. According to Martin, the first step is often a simple Google search. “When I hear the name of a company I’m unfamiliar with, the first thing I do is Google it to get an idea of who’s on the team and what they do. This information can usually be found on their website or LinkedIn, or for Estonian companies, the business register,” he said.
The next step involves the investor assessing whether the company aligns with their investment strategy. “If it’s a deep-tech company, I check if there are any previous media or blog articles explaining what they do and where they aim to go,” said Martin, noting that he views media coverage with a slightly more critical eye, as it’s often aimed at a broader audience.
LinkedIn and the company’s website serve as its digital business cards
Martin emphasised that a company’s website is crucial for creating the first impression for a potential investor. “A poorly constructed website or one lacking information raises doubts,” he said, adding that a professional presence on social media is a strong signal to investors that the company knows what it’s doing. “When I see a company making a conscious effort to stay visible, I sense that it’s a strategically thinking team. In Estonia, personal branding, or self-promotion, is often overlooked, but it should be much more widespread,” he noted.
In addition to the website, Martin emphasised the importance of the company’s LinkedIn profile. “If a company is well-represented on LinkedIn, it shows they understand the importance of their image,” said the investment manager. He added that if the information on the profile is sparse or inaccurate, it raises the question of whether the company has something to hide.
Early-stage startups often have empty LinkedIn profiles. “The profile seems hastily put together – there’s a one-liner and the founder has listed that they’ve been working at the company since, say, 2023. The rest of the profile and news feed are empty,” he noted. According to Martin, this suggests that the company either hasn’t started actively using LinkedIn yet or doesn’t consider it important. “Such a case is neutral to me, but it certainly doesn’t send a positive signal,” he said.
Numerous instances show that poor-quality channels or PR often lead investors to move on to other companies to save time. Martin noted that this is common among startups that haven’t previously raised capital. “If the channels are poorly set up and the information is hard to find, that’s a red flag. Even if the business model is interesting. If an investor has to choose between two similar companies and one has all its channels presented professionally, it’s likely they’ll choose the latter,” he said.
“If the channels are poorly set up and the information is hard to find, that’s a red flag. Even if the business model is interesting. If an investor has to choose between two similar companies and one has all its channels presented professionally, it’s likely they’ll choose the latter.”
Clear communication is key
According to Sibold, a startup’s representation in both traditional and social media plays a critical role in raising funds. “Put yourself in the investor’s shoes and think about what they know, don’t know, need to know, and where they will start looking for information about your company. You need to take a strategic approach,” he explained.
Sibold considers a startup’s active presence on LinkedIn to be crucial for catching the attention of investors, where there are approximately 370,000 users in Estonia, as well as nearly all foreign investors. “A strong narrative, clear messaging, and employee personal branding – these illustrate the company’s value proposition and show trustworthiness,” he said.
It’s equally important to maintain visibility in the media. “Regular media coverage signals to investors that the company is a thought leader and expert in its field. Media exposure opens doors for startups that might otherwise remain closed,” said Sibold. He added that companies should seize opportunities to comment on relevant current events and, where possible, create their own news. When investors are mapping out startups in a particular field, it’s vital for any founder that their company name and story come up first in a Google search. Media exposure increases the chances of this.
Successful communication always relies on a long-term strategy that must be reflected in all the company’s messages, Sibold noted. That’s why PR agencies focus daily on ensuring their clients’ messages stand out and provide value to the media. “Ultimately, all startup’s public activities should follow the same fundamental principle – clear and impactful communication from the beginning is the cornerstone of raising funds,” he said.
Strategic communication tips for startups:
- Build a thoughtful and informative website
- Maintain an active and comprehensive LinkedIn profile
- Ensure regular media presence and visibility
- Adopt a clear and consistent communication strategy across all public messages
