The mining industry in South Africa propels economies and primary industries worldwide. Amidst numerous local and international competitors, you need to market your organisation with greater ingenuity. But how can you stand out from a crowd that offers the same undifferentiated commodities? It starts with a strategic marketing plan centred on your target market's sensitivity to quality, quantity, delivery and price.
A smart digital marketing strategy can maximise exposure and build trust through relevant, credible and insightful content. Digital marketing ensures your business is visible when and to whom it matters most. It enables effective communication and engagement through a variety of channels that talk directly to highly targeted audiences. A strong PR strategy can build strong brand equity, boost confidence and strengthen relationships by keeping relevant parties informed and engaged.
Here's a smart digital marketing strategy for the mining industry:
Your primary marketing objective and overall business objective should work hand in hand. By gaining qualified leads into your business, you can start to meet your growth targets. Second to that is to build brand awareness and reputation.
Your marketing objectives should support your business objectives and increase your market share.
It's important to understand your target customer. What are their pain points, what solutions are they seeking and what digital channels are they frequenting? Divide your customers into segments and create personas for each segment. This can range from the local and general public to major stakeholders, potential investors and the global marketplace.
This will simplify everything as it informs the following:
- Key messaging
- Selected channels and media
- Key search terms and content
Don't forget about potential gatekeepers to your audience. This important target market segment usually does all the online research, so make sure your business is on their shortlist.
This should be the centre of your digital strategy. It's where you'll convert leads from other digital channels. Don't be limited to a traditional website – it might be a simple landing page or an information intensive microsite. Whatever form it takes, ensure it's designed to capture essential, relevant information, that it provides a simple user experience and that it quickly converts leads with a strong and clear call to action.
Decide on one conversion and stick to it.
SEO, PPC and web PR
All the acronyms you need to know - Search Engine Optimisation (SEO), Pay Per Click (PPC) advertising, and web Public Relations (PR).
SEO will enhance organic rankings on Google's search results page and work hard to drive qualified leads to your site.
PPC (when executed well) allows your brand to rank high in the search space and create always-on brand awareness. This is an advantage, as always-on search campaigns get more cost effective with time.
Public Relations (PR) feeds directly into SEO and PPC activities, as articles and news about your business featured on third party sites, magazines and news media will build awareness, reputation and even more qualified traffic to your site.
SEO and PPC are a killer combination. Throw in some web PR and your business can dominate the digital space.
This is digital marketing and sales on rocket fuel. It's a super-intelligent software embedded onto your website to automatically send out a series of pre-determined emails (depending on your user's behaviour on your site). It also rates leads and alerts (by email and SMS) your sales teams when a lead is hot and when to pounce.
Marketing automation converts leads into customers. A game-changer.
Marketing automation will not only enhance your website performance, but all your other digital marketing activities – as well as provide more granular reporting to optimise and refine your marketing activities.
To simplify, your mining marketing strategy should look like this.
The right partner
Don't feel overwhelmed thinking you'll never acquire the skills to do all this effectively. Find the right digital marketing partner who takes the time to understand your business, your objectives, your customers – and importantly – what success looks like for you.