Why is Digital Marketing Important in the mining sector?
Mining & minerals companies are key to global economic development, and supply resources for multiple industries ranging from electric vehicles to construction material.
As a marketing agency based in Vancouver, B.C. the junior mining capital of the world, we know that attracting investors and growing your database of leads can be a daunting task.
In this blog post, we’ll explore 6 effective digital marketing strategies tailored to the mining and precious metals industry. After reading this article, you’ll be able to measure your success in terms of impressions, website traffic and database growth.
#1: SEM Strategies
Search Engine Marketing (SEM) - What is it?
SEM is a form of paid advertising that involves search engines like Google or Bing. When mining & precious metals investors search for new companies to analyze, they’ll simply write a search query in Google.
For investors just starting out with mining, SEM makes sure your company is visible when they conduct online research. It helps you get an automatic, highly targeted presence, but also attracts traffic to your website (if done right).
You’ll also want to make sure this traffic converts into new leads (more on this later in the article).
Investment:
With SEM, you’ll get charged for each click. If no one clicks on your advertisement, you won’t pay. This ensures it’s a win-win situation, where you don’t pay for zero results.
Example of SEM
Here is an example of an advertisement that appears when we search for “uranium mining stocks” on Google. Next Gen Energy is spending to get their advertisements up there, which allows new investors to discover their company. Next Gen Energy is also up over 3000% since it went public.
*we used Next Gen Energy as an example, and are in no way related to them, or have them as a client.
#2: SEO Strategies
Search Engine Optimization (SEO) - What is it?
SEO involves bringing changes to your website and creating blog content to rank higher in organic search results. This means, every time someone searched for your company, or related keywords, you should be at the top of Google or Bing search results.
For example, if you’re a mining company with assets in Quebec, you’d want to have your website appear in the first page of Google when potential investors search for “Gold Projects in Quebec” or “Gold Mines in Quebec”.
Increasing the likelihood of investors finding your website on search engines is a great tool to generate organic traffic on your site.
Why it Matters:
SEO is very similar to SEM, but it takes around 6 months to get tangible results. It is essential for long-term visibility. A highly ranked organic website is always more reputable, then when you need to pay for it.
At the very least, your company should rank high for your brand name. (this is the bare minimum) This means that when people search for your company on Google, your website should be the first one listed there. Usually, any website developer will implement some basic SEO that will make you appear at the top for your company name.
It is more of a challenge to rank on competitive Google Searches like “gold stocks” or “lithium mines in Canada”.
We use software programs to see the average volume of search that is made for each keyword, and analyze how difficult it is to rank for them.
#3: Organic Social Media
Organic Social media - What is it?
When you scroll through Twitter, Instagram or Facebook, and the posts you see do not mention “sponsored” or “promoted”, these are organic posts.
They come in the form of photos, graphics and/or videos.
This helps build a community, and can help you showcase new press-releases, and educate your audience on your mining operations. Regular updates, informative posts, and industry insights can attract attention and foster a positive perception.
The algorithm changes every day, so be sure to have a proper strategy and not get “shaddow banned”. When an account posts too much boring content on social media, they stop getting pushed out to their followers.
As hard as it is to make “mining exciting”, great photography and videography of your mining site, or your team, can attract eyes on your story.
Below is an example of a post made for Doré Copper that got some good engagement, by simply showing a nice drone videos of their project, and highlighting their past year’s accomplishments.
#4: Paid social media advertising
What is it?
You can reach a wider audience, outside the ones who already follow you. (EX: You can generate around 2 million impressions on Twitter with a $1000 investment if you have he right content and a good audience)
- It can be paired with organic social media efforts very easily.
- You can easily calculate your cost per lead (EX: For every $20 spent, you get one subscription to your newsletter)
#5: Influencer Marketing
Influencer Marketing - What is it?
nfluencer marketing involves partnering with individuals who have a significant following in the industry. They promote your brand or products to their audience, leveraging their credibility and trust.
It’s essential to pick the right influencers that will represent your brand in a good way.
Why it Matters:
For the less tech-savvy audience, influencers act as trusted figures who can vouch for your company. Their endorsement can provide a human touch and build credibility.
#6: banner ads through google or bing display network
Banner Ads - What are they?
You’ve probably seen banner ads on Mining.com and Yahoo Finance. It’s possible to place mining & precious metals advertisements directly on these websites through the Google Display Network.
If done right, you should get new leads signing up on your marketing mailing list.
Below is an example of a banner advertisement we’ve placed on the Daily Metal Prices website.
Why it Matters:
Banner ads are visually appealing and can effectively convey complex information. For older individuals less familiar with detailed text, these ads provide a straightforward way to communicate your value proposition.
Conclusion
With mining & precious metals being a highly competitive industry, having an effective digital marketing strategy is crucial.
Attracting investors, online, should be as important as roadshows. By using your preferred mix of the 6 strategies mentioned above, mining companies can amass a big following and communicate their value propositions to investors.
Connect 4 Marketing is a data-driven agency that focuses on driving high quality investor traffic to your website or landing page. Our main objective is to grow your investor database, for your IR team to call them, or email them your press-releases when they are released.
