Joshua Gold Resources
One of my favourite things about having a career in marketing is the wide range of companies that you can end up working alongside, and Joshua Gold Resources is no exception.
Joshua Gold Resources is a publicly traded US mining and resource exploration company based in Ontario, Canada. They have mining claims mainly in northern Ontario, in one of the world’s most resource-rich areas. Recently they approached me to help elevate their brand awareness and impact online.
Joshua Gold Resources
Joshua Gold Resources Inc. is a mining and mineral exploration company that needed help with elevating their brand image, promotion and ensuring that their exploration work in the field was being well-documented and publicized. They needed to be sure that investors, and potential investors had access to all the information that would keep them up to date. That’s where I came in to help.
Great companies start by excelling in their own industry. Is it any surprise that when it’s time to grow, many struggle the first time they need to be great at other things (like marketing)? After assessing where Joshua Gold Resources digital presence was at, I set out to build a marketing engine that would help ensure this project’s success. It included reinventing their press releases, reclaiming their social media, launching email marketing and yes, completing a major overhaul on their company website.
The New Web Site
Rebuilding the website was not the planned first step. The company’s initial goal was to ensure important information was available to investors and that they were meeting their report publishing obligations.
When I first assessed Joshua Gold Resources’ digital footprint, it was immediately clear that the current website was going to impact their primary goal of being able to update website content quickly, and easily. As a result, the website was quickly redesigned, did not take the project far off course, and ultimately made it easier to publish critical communications and present them in a much richer, more user-friendly way.
Publicly traded companies need to ensure that every newsworthy win has every chance of getting in front of as many eyes and ears as possible. Consistently publicizing all of the important exploration activity literally happening on the ground at Joshua Gold Resources’ properties was critical. Often press releases focus very strongly on what happened, but well-written ones need to go far beyond that. It was important to bring out the excitement of the ground activity, and explain what it all meant. I wanted to show investors (and potential investors) the big strides the company was making – regardless of their level of knowledge of the mineral exploration industry.
1. Email Marketing
Part of the digital marketing strategy for Joshua Gold Resources includes a consistent emails to newsletter subscribers. The company’s investors, and people who may become investors, want to know the things that are happening as early as possible. How does a company reward that level of interest? Push the news that matters to them at the same that it’s hitting the wire.
The emails themselves are designed to give an overview of the story, and include graphics and links to the full story on the company website. To grow the list (and yes: this works) the Joshua Gold website also contains important newsletter sign-up popups and forms.
2. Social Media
Press releases can only get you so far. The real benefit is the story of the company’s progress that develops over time. This makes consistency critical. To help spread the word, we use the company’s social media channels – primarily Twitter, LinkedIn, Facebook and even Reddit. By targeting different communities, especially on Twitter, we have been able to put the company’s activity on display and reach more eyes than they have before.
3. Google Business
Many businesses have not claimed their Google Business profile – despite it being a fantastic tool. JSHG’s profile was in need of urgent attention when I started working with it. Due to Covid-19, the company’s old location was marked as a temporarily closed – not a signal you want to send to potential investors. Because they had moved, it took some effort to re-establish this, but in the end it worked out.
What Comes Next?
If there was a type of project that I would find myself very passionate about, it’s one like this where the company needed a brand new digital foundation. In just a few short months, I’ve been able to work very closely with Joshua Gold Resources to help position them to be ready to grow and achieve their business goals. In this time, they have seen their website reinvented and for the first time, and end-to-end marketing engine is beginning to take shape. I am excited to continue working with this team over the coming months, helping to shape their marketing strategy.
Why Do Websites Go Stale?
It’s far too common. Your site launches, and everyone is excited. It feels like the start of something special. As time passes however, the site goes stale. Why does it happen? In my experience, it’s because many companies could do better asking why they’re building a website. Your is a hub for every curious click to land. It needs to be a living, breathing thing, because it’s a spot-check of how relevant your business is to the world. When your site goes stale, what potential clients think of you does as well.