3 Ways To Optimize Your Digital Marketing Strategy This Year

We’re halfway through the calendar year, which is about the time when companies like yours are taking stock of overall progress in 2018 – from company revenue to CSR reporting, expense reports to marketing acquisition and engagement. Optimization in all areas of your business is essential to having a strong final half of the calendar year. One particular area of your business to optimize quickly – and with clear focus – is your digital marketing strategy. Not only are your digital efforts easier to optimize in comparison to traditional marketing, digital and content marketing cost 62% less than traditional, and yields 3X as many leads.

Marketing for public companies and investor relations is constantly evolving, so we’re dedicated to educating ourselves and staying on top of the industry. As we’ve moved through the first half of this year with our clients, we have identified and outlined areas to best optimize their marketing strategies and digital integration efforts.

Bonus: Scroll to the end of this blog for your free downloadable report on Digital Marketing for IR – 7 Tips for 2018.


Here are 3 ways to optimize your digital marketing strategy this year.


Video and images make a significant impact on engagement

There’s no doubt that video has been an important part of digital marketing for years, though it has been much more prominent and often expected as of late. Similarly, the strategic use of imagery on websites, CSR reports, annual reports, etc. has also increased viewership. The average person watches 1.5 hours of video each and every day, and with video acting as a powerful connector between company and investor, your digital strategy should also include video.

Most innovative digital marketing and video strategies include VR (virtual reality) and 360º video, with companies like Teekay leading the way. Teekay has developed an impressive video strategy to tell their story through 360º videos, which allows viewers to be immersed in experiences such as being in an at-berth ship-to-ship transfer, taking a look inside a pilot’s cabin, being in a helicopter ride and other great adventures. It’s a great way for Teekay to take potential investors through their operation without needing to travel.


Integrate social media as part of  your digital strategy

Social media isn’t going anywhere, though the use of social media with public companies and IR has long been at odds with one another. With that said, there are plenty of investors and companies who have certainly embraced networks like LinkedIn, Twitter, and Instagram, while others are just dipping their toes in the water.

These social platforms can be a great way to find potential investors for your company. Connecting with the community by perusing hashtags like #USInvestor, #investorrelations, #IRinvestment on Twitter, Instagram or Facebook, could bring plenty of accounts that could potentially engage with your business. Similarly, searching for specific companies and job titles on LinkedIn is a great tool to connect with like-minded individuals.

Our free downloadable guide has great tips on how to set up your social media accounts, when to post and more.


Test your website speed and performance

Your website is the number one driver of online engagement with your brand – it’s a 24/7 representation of your business. This means website speed and performance should be top of mind.

Click here to test your website performance. It’s a handy free tool from Google that will give you insights into your overall speed score, and feedback on what you can optimize to make your website load faster. As of July 9 2018, page speed on your mobile website is more important than ever when it comes to mobile search ranking. Google rolled out an update to mobile websites that makes pagespeed a ranking factor for mobile searches, so if your website is slow, you could see a decrease in organic traffic.

Integrating video content in your digital marketing strategy, utilizing the power of social media and optimizing website speed and performance are three great ways to get your digital marketing strategy ready for the remainder of 2018.

Enjoyed this content? Click here to download your free guide on Digital Marketing for IR – 7 Tips for 2018.

Here’s How You Can Market To Accredited Investors

When setting the marketing strategy for your business, there are many positioning strategies and tactics your public company can take. From selecting the networks on which you target investors, to the copy points and CTAs that are on your website, how you reach your investors takes plenty of planning and strategic consideration. One of the most challenging targets can often be accredited investors.

Accredited investors are those who have a minimum net worth of $1,000,000. These individuals are clearly separated from the investing public, making up only 5% of the investing population. Attracting these individuals means positioning your company as one that is of specific interest to their portfolio.

If your public company is revising or revisiting your strategy to position yourselves as such, here’s how you can market to accredited investors.

1. Your website should be easy to navigate

Accredited investors know what they need and (typically) won’t be patient when searching for it. With your website being your 24/7 means of showcasing your company’s investor information – presentations, exploration highlights, stock information, financial reports and more – this information should be easy to navigate. By this, we mean that accredited investors should not need to click through layers of drop-down menus to read such information. Instead, limit this to one or two clicks to reach pertinent investor information.

Side note: We love our work with White Gold Corp for this very reason – one or two clicks on their website to obtain presentations, highlights, reports and more.


2. Address information that accredited investors want to read

Accredited investors want to know how their money will be spent, what the trajectory of the business is, profitability milestones and other such topics. Addressing information that they want to read is not only a great exercise from a business storytelling perspective (the exercise of reviewing collateral you currently have), it can also help differentiate yourself from others in your industry. Companies that are vague in sharing topics such as their business trajectory – will often struggle out against companies who are open and transparent.

3. Make it personal

Business is personal. Whether you’re purchasing a brand new suit, a coffee from your local shop, or deciding to invest in a public company, it’s important for businesses to make it personal and build relationships. Developing a personal relationship or positive rapport with an accredited investor  can impact whether such an individual will decide to believe and invest in your business. Take the time and invest in the effort it takes to create that rapport.

4. Understand where these investors are ‘living’.

When searching for a company like yours, what are accredited investors searching for? Or when perusing networking sites, where are they ‘living’?

Investors are using search engines like Google to find their next portfolio additions. Here’s a great resource on optimizing your IR website for search traffic. When determining what accredited investors are searching for, take Google Analytics into consideration – what are the top organic search terms driving traffic to your website? What are visitors engaging with when they arrive on your website? Where are they dropping off?

Similarly, LinkedIn is a network to certainly pay attention to, with 45% of LinkedIn users earning over $75,000 annually, and 133M+ living in the United States. As a professional business network, this is certainly one to consider as part of your social media strategy.

5. Referrals are the greatest form of flattery.

Digital strategy aside, the greatest form of flattery is a referral. A referred client has a 16% higher lifetime value than a non-referred customer. More often than not, referrals need to be requested. Referrals can come through networking opportunities or asking your contacts if they have an accredited investor in their portfolio who is interested in partnering with a company in your industry. Consider the alternative, too – give and you shall receive. One of the most powerful ways you can generate referrals is to give them yourself. Is there an investor you wish to endorse on LinkedIn? Introduce to another public company? Refer platforms to? Consider the appreciation of a referral from an alternative perspective.

Above all, marketing to accredited investors can take time, patience and the ability to develop an engrained personal relationship. Revising your 2018 strategy with this in mind could yield benefits in the long run.

5 Ways To Optimize Your IR Website For Search Traffic

Your brand new IR website has just gone live. You’re thrilled with how the project unfolded – information is now readily available for investors to consume online and you’re confident that it will deliver more interest and inquiries from potential investors than ever before. Yet, your boss has just emailed you about one key question that you hadn’t considered – “Joe, how are investors going to find us?”

Great question, you think. And I need to find out how to respond…

If your first step was to head to Google and find out how you can generate search traffic for your website, you very well could have landed on this blog.

We’ll tell you about 5 ways you can optimize your IR website for search traffic (and respond to your boss’ email).

1. Get your website set-up with Google Analytics

Your website agency should have set your new website up with Google Analytics tracking. If not, click here to get started. Google Analytics is so powerful helping you and your team make decisions. After a few weeks of collected data, you can determine how your website visitors are engaging with your website, and optimize content accordingly. Analytics will give you information such as:

  • Your most popular website pages
  • Where your visitors are departing your site
  • Demographic information about your visitors, and more.

2. Develop a list of keywords you want to rank for

If you are in gold mining, you will want to rank for keyword search terms around gold mining on your IR website – such as “best gold stocks”, “canadian gold stock”, “gold stocks investment” and more. Next, develop a prioritized list of targeted search terms that are relevant to your potential investors.

One of the best ways you can get started developing this initial keyword list is, “if you were going to find your business on a search engine, what would you type into the Google search engine?”

Each month, Google generates over 100 billion searches. Reference

3. Begin to update website content with these keywords

From page titles and meta tags to page content, strategically include these keywords into your site. You might update a page title to, “Your Business Name – Canadian Gold Stock To Put On Your 2018 Watch List” for example. Updating your website with these keywords will play a significant role in your rankings. Be sure to incorporate keywords naturally, instead of stuffing them (Don’t place one keyword ten times in on place on your website). Use them naturally, as if you were in conversation.

4. Develop great content

Great content draws the attention of your website visitors through your IR website, plain and simple. We love using blog content (like this blog you’re reading now) to increase our search ranking and website authority. If your website doesn’t have a blog, it’s time to consider integrating a blog your site. Include those keywords (and a few more!) within your content. Provide topics around general industry education, your latest quarterly report, introduce your team and more.

47% of consumers read 3-5 pieces of content from you before speaking to a sales representative. Reference

5. Links, links, links

When developing content above (see tip #4) be sure to use links, links, links.

There are two ways you can strategically use links to help boost your search traffic:

An internal link means you are connecting one page of your website to another. For example, a blog post might link to a contact page, or your home page might include a link to your investors page.

An external link is a link that leads the reader to a different, outside domain. Can you spot where I did this in the first few paragraphs of this blog?

Most importantly, define your goals and objectives before you get started with optimizing your website for search. If your website has 50 visitors a day, do you want to increase to 100 visitors over the next month? Be sure to define your targets and measure against performance.

If this sounds overwhelming (or perhaps you just want to leave it with the professionals), we would love to talk with your team about optimizing your website for search. To get started, click here to connect with us.

Getting Started with Piknic – Building an IR Website in 60 Days

You’re getting ready for IPO, and your website is in desperate need of a refresh (like – desperate). Quotes are piling into your inbox from website developers, agencies and contractors, but they’re steep. Not yet ready to write a cheque that would absorb nearly half of your marketing budget, you need a solution for your IR website – and you need it fast.

The story above is exactly why we started Piknic. We heard it time and time again from companies that we were so excited to partner with. They needed an impressive website with half the budget and within half the time of a custom build. To others, it might have seemed impossible – to us, we knew this meant that we needed to develop a solution for companies just like this.

Can you relate? If so, your next IR website could be built with Piknic – here’s why.

We make selecting a website easy.

Designing mockups of your perfect website takes a lot of time, with many variations often needed. We know you want it perfect (and our designers wouldn’t expect anything less). Yet, what makes Piknic different is that this hard work is already done for you. Our teams are always working on award winning designs that you can choose from. We’ll present to you a number of design options to choose from. No guessing, going back to the drawing board, or wondering what will work for your company. It’s all ready for you.


Our project process is simple.

Why make building a website confusing?

When you’ve decided to partner with Piknic, we’ll take you through a very simple project process. Our team will outline exactly what we need to get started – your website’s site map, branding files, like your logo, images and fonts, and page copy for your site. From the time we meet to the time our content phase is complete will be around 2-3 weeks.


We’ll keep you updated at every stage.

As soon as we receive your site copy and branding, we’ll start mocking up your website. We’ll put together your home page and ask for your feedback to incorporate within design edits. Our designs are built with your investors in mind, with a focus on website engagement to mobile-friendly integration from the very beginning.


We never skip a step.

Our team is focused on high quality, award winning websites for you- which is why we never skip a step. After you’ve approved the final website design, about 30 days into our work together, we’ll develop your website and truly bring it to life. We’ll go through quality assurance testing, make edits dependent on your feedback and integrate your service packages, newsletter feeds and introduce you to optimizing your website for search traffic. .


Your website is live! Now what?

Your website is live and your team is thrilled. You’re ready for IPO! Now what?

At Blender, we know that our work doesn’t end when we flip the switch. That’s why we’re here for you even after your site is live. We offer website hosting, a completely customized CMS, Google analytics and reporting, newsletter list management and more.


Did we mention it’s a fraction of the cost?

Our designers love creating new designs (you should see how many are circulated around the office each and every week) and we only choose the best of the best to offer our clients. Because we’ve completed the intricate design work before we partner with new clients, it makes the timeline and heavy lifting much easier. If you’re looking for an affordable, effective solution for your IR website, you’ve come to the right place.
We love talking about Piknic, and we can’t wait to share our new designs with you. We’ve built 90 websites and counting with Piknic, and we’re excited about the year ahead as we unveil brand new website designs. To get started on your own Piknic site, click here.

Getting Your Website Ready for IPO: 7 Investor Relations “To Do” Items

In the months leading up to IPO, your life has likely revolved around what lies ahead. You have spent countless late nights in the office, you’ve had far too many coffees with bankers, and you have your lawyer on speed dial. Yet, as you get closer and closer to IPO launch day, you’re starting to consider, “How can I now pivot and focus on investor relations?” and “Is that really what my website looks like?”  

We’ve heard it all before, believe us.

As soon as your company reaches the day of IPO, you need to hit the ground running with an IR-focused strategy, with your website being a primary focus. After all, your website is truly your 24/7 representation of your business.

That’s why we have put together the 7 things that you need to do in order to get your website ready for IPO.

1. Include messaging about your competitive advantage.

With a fresh new face on the scene, you need to differentiate yourself from your competition. What’s your competitive advantage? What makes you different, or better to invest with than your competition? Why should investors contact you?

2. Speaking of contact, don’t forget those contact forms.

Each and every page on your website – especially your investor relations page – should have a contact form or CTA to contact your business. Every single page on your website serves a purpose, whether informing the reader or attracting the investor. Make sure he or she can contact you, and that your information to contact is clear.

3. Highlight your projected growth.

Investors want to know what the future of your business is, or the very least, what they can expect from your project growth timeline. Highlight areas of opportunity, growth, quarterly projections and more. It’s important to show a track record of execution, such as milestones that the management team is capable of executing, then following up with future milestones as projects progress.

4. Internally, make sure you have a point of contact for website updates and changes.

If no one owns a project, it won’t be completed – that’s the case for any organization or project, regardless of the scope.

Assign the IR website to an individual or department within your organization. Whether it’s someone who has a very keen interest or perhaps a natural fit, such as your Marketing department.

5. Install Google Analytics.

Google Analytics measures your website data to gain insights, such as where your visitors are spending the most time on your site, or where your website visitors are coming from. Without Google Analytics, you won’t be aware of user patterns or potential changes to make to your IR site. Install Google Analytics before your website goes live.

6. Encourage email registrations.

How will your prospective investors stay connected with you? Through your email newsletter, of course! Encourage sign-ups of potential investors through regular email correspondence. Some companies send weekly newsletters, while others will offer updates through email only when press releases are sent, or major company events are released. This can act as a targeted investor database, something that is invaluable for your business.

Being CASL compliant is now more important than ever. CASL is the Canada Anti-Spam Legislation. It essentially means that anyone on your mailing list must have provided expressed consent for being part of your list. There are two ways for recipients to opt-in to receive emails from you, which CASL calls express and implied consent:

  • Express consent = They clearly, actively told you that it is OK to send them email
  • Implied consent = They didn’t specifically tell you that it’s OK to send them email, but what they did (purchase, an inquiry, a donation, etc.) implies that it is okay for your company to email them

We’re always happy to talk CASL. Contact us if you have any questions!

7. Ensure your site is mobile friendly.

We are well past the tipping point of mobile usage exceeding that of desktop usage. Mobile usage exceeded that of desktop usage a few years ago, though a large percentage of companies have yet to catch-up. Before you launch your website, ensure it is mobile friendly – that is, you can browse freely on your smartphone device without having interruptions in functionality.

Getting your website ready for IPO is only one of the many tasks you need to complete before you go public, yet it can be one of the most important in creating awareness of your business and turning prospects into investors.


2018 website trends


2018 Website Trends – 5 Trends To Help You Prepare

With 2018 upon us companies are coming to us with plenty of questions – “Blender, what’s in store for next year? What are the 2018 website trends that I need to know about now? How can I get my website ready for the year ahead?” – so if these questions have been percolating in your mind as you prepare for 2018, you’ve landed at the right place.

Last year we shared our digital trends and predictions for 2017, packed with tips like the importance of video, mobile marketing, social integration and more. This year, it’s all about website design – and what you can do to get your website ready for the year ahead.

With this in mind, here are the top 2018 website trends you need to watch for.

1. Investment Highlights pages are more important that ever.

Every website has a purpose. While some are meant to attract customers, others – like yours – are meant to tell investors who you are and what you’ve accomplished. Your website should include investment highlights and initiatives should clearly outline who your company is and how you create change within your industry.

Investors – especially millennial investors – are becoming increasingly focused on transparency. Transparency from companies just like yours. White Gold Corp has done a tremendous job in sharing their exploration highlights on a dedicated page here, while Uranium Energy specifically tells investors why they should invest in UEC on their highlights page.

2. Bold fonts, engaging colours.

We’ve seen plenty of changes and trends within design over the years, yet one thing has truly stuck – the focus on clean lines and modern designs. With this comes the complement of bold fonts and engaging colours, ones that encourage users to focus on your content. In 2018, we expect to see such fonts and colours take the place of some images on websites. This is because images tend to slow pages down, especially when viewing on mobile or tablet devices. Typography, on the other hand, doesn’t impact performance. Faster sites, happier web visitors. Easy as pie.

3. Mobile as primary.

We’ve talked at length about the need to integrate mobile into your website strategy and build, though 2018 is all about mobile – meaning, mobile first.

The truth is in the data. Google says that 61% of users will not return to a mobile site that they had difficulty accessing, while 40% of these users will visit a competitor’s site instead. This should be a shock for those in the IR space. If your target investors don’t love your website, or if it’s not mobile friendly, they won’t come back – and they’ll end up in the hands of a competitor.

4. Video is integrated everywhere.

Website development is certainly moving in a direction that focuses on video; in fact, video accounts for nearly 70% of all internet traffic. When it comes to web design and integration of video, this form of content is increasingly being used everywhere, from corporate pages to investment pages, and CSR sites in between. Does your business have a video strategy in 2018?

5. SEO has become a necessity.

Online experiences start with a search engine. In fact, 93% of all online experiences begin with a prospect or potential investor heading to Google and typing in keywords that are related to your business. If your website isn’t optimized for search, you’re missing on a plethora of traffic opportunities that are available to you. In 2018, websites will be optimized – we’re talking meta tags, meta descriptions, meta titles. With 61% of people performing an online search before deciding to partner with a business or make a purchase, this is more important than ever.

These 2018 website trends are the focus for those of us in the IR space as we prepare for the year ahead. From CSR to bold fonts, mobile-focused to video, we are preparing each and every one of our clients for a brand new year. From all of us at Blender Media, Happy New Year!


2018 website trends

IR Resolutions for 2017

When it comes to resolutions for the New Year, we all have various personal and professional goals that we are seeking to accomplish. Whether it’s a personal goal that will work to make you a stronger leader in your workplace or community, or a professional goal, like creating and launching an optimized online IR strategy for your company, this is time of the year when we are ready to get started on our New Year Resolutions. And if IR Resolutions are what you’re making, this blog is for you.

We’re excited about what is to come in IR for 2017. So excited, in fact, that we’ve compiled the IR resolutions that you need to know about now for this New Year. With a compilation of trends and insights we’re ready to see unfold, you’ll want to bookmark this blog and review in the upcoming quarters.

Here are the IR Resolutions for 2017 you need to know now.


Review and determine if your website needs a refresh.

39% of people will stop engaging with a website if images won’t load or take too long to load, so it’s time to ask yourself – does your website need a refresh? Furthermore, given 15 minutes to consume content, two-thirds of people would rather read something well designed than something plain, and a bore to view.

Given the fact that visitors to your website are unlikely to spend 15 minutes on any given page, you have a limited amount of time to make an impression on your IR visitors.

In 2017, it’s time to review and determine if your website needs a refresh.


Video is King.

We’ve spoken about this at length, but 2017 is the year when it truly comes into play

59 percent of executives admit that they would rather watch video than read text, which means that your IR decision makers are looking for video content in the New Year. It should be an integral part of your website’s infrastructure, and can no longer be considered an addition to your IR strategy.

Integrate video content on your home page, your company’s about us page, your contact page and more. Ensure it is engaging content – and short! Aim for a video length of 0:30 to one minute in length.

IR Resolutions Video


Do you need to update your CSR strategy?

Although we have seen a great number of companies who have an understanding of how CSR can impact their IR strategy, showcasing your efforts will soon be the norm. CSR has been more of a trend seen in the European and Asia-Pacific regions, but 2017 will be the year that it becomes increasingly relevant in North America.

With this in mind, it’s time to review your CSR strategy and online presence in this New Year. Ask yourself – does the CSR section of my website accurately reflect our internal efforts?


Use social media to tell your story.

Although you very likely have presence online, and perhaps even use Twitter, Facebook, LinkedIn and Instagram every single day, this is the time to review how you are telling your company’s story through social media. 62 percent of adults in the United States get their news on social networks, which is up from 49 percent in 2012. It’s clear that this trend will only continue in 2017.

As you are making company announcements or CSR initiates in this New Year, consider how social media can compliment your strategy.


From a website refresh to video, CSR to social media, your IR resolutions for 2017 range in topic, but will all play a significant impact on your business within this New Year. Take time this month to review your strategies currently in place, and consider the benefits of making optimizations now.

Digital Marketing Trends and Predictions for 2017

With the New Year right around the corner, many IR companies are putting the finishing touches on their digital strategies for 2017. Budgets have been approved and wish lists received, meaning that now is the time when the tactics are being throughly reviewed and targets set for the upcoming year. You’ve likely spent time researching the latest digital marketing trends (mobile, mobile, mobile), and have been dissecting predictions yourself for the last few months; however, as we inch closer to the New Year, digital predictions are becoming that much more clear, with key trends emerging in the online space.

We’ve spent time surveying the industry and have determined our top five trends heading into 2017. So, grab a cup of coffee, open your 2017 Digital Marketing Strategy, and consider affirming (or making tweaks!) now, before we get into the Holiday Swing.


Below are our Digital Marketing Trends and Predictions for 2017…


1.  Your target investor wants personalized content.

In recent years, companies have been developing more content for their websites; blogs, infographics, eBooks and more have filled the pages of content strategies globally.

Now, your target persona wants content – but they want personalized content. With 40% of businesses taking a strategic approach to content, the time is now for your IR company to shine.

By personalized, we mean using content like the aforementioned blogs, infographics, eBooks and more that is suited and targeted to your potential investor. For example, you could create a white paper or case study for a particular segment of your target, like mining. You would then serve this content through an email newsletter or targeted advertising to mining contacts exclusively. Not only does it provide valuable and worthwhile content to your potential investor, it makes him or her feel like your company is taking their wants and needs into consideration.


2. Design for multi-platform users.


digital marketing trends


It’s clear that more and more digital consumers are using multi-platforms to view content online; that is, they have indicated use of mobile, desktop, tablets and more on a frequent basis. Users are coming to your website from a variety of sources, and likely using other devices at various times to return to your website.

This means that instead of thinking mobile-exclusively, consider the benefits of building for multi-platform. Run an audit of your website – is it responsive on desktop, mobile and tablets? What about iPhone VS Android? Is there room for improvement?


3. Remember, your target users on are other sites, too.


Digital Marketing Trends


While the main objective is to drive potential investors to your website, remember that your target investors are on other sites, too.

Primarily, consider the benefits of having active profiles on social accounts, like LinkedIn and Twitter, for example, or perhaps Facebook Groups to peruse for your benefit. Facebook is the leading social network as of Q2 2016, with 1,590,000 million active users and an 18% market share of social media networks.


4. Mobile marketing SEO will break you apart from competition in 2017.

When it comes to digital trends in 2017, SEO might very well take the cake for generating the greatest impact.

Google has announced a plethora of updates to search engine optimization in 2017, but the one you primarily need to focus on is around Accelerated Mobile Pages. Accelerated Mobile Pages (or AMP) is a project from Google and Twitter that is designed to make really fast mobile pages. At its core, it’s basically a stripped-down form of HTML.

Anything you can do to help speed the load of your web and mobile pages will significantly help in keeping users on your site. The AMP project from Google and Twitter is performing so well, we predict that this will start to have a real impact on SEO moving into 2017. Make sure AMP pages are on your digital task list for the New Year.


5. Nurture your current IR leads.

Nurturing your leads, either through email newsletters or 1:1 contact, is a necessity in 2017.

Much like personalizing your content, it’s more important than ever to keep in contact and deliver the content your potential investor needs. 2017 is the year of reliance on big data and CRM software, so be sure you have the budget and systems in place to start (or continue) your email nurturing strategy. By keeping in contact with leads who have not yet converted to an investor, your company can stay top of mind in 2017.


There are big changes in store for the year ahead, and it’s clear that digital marketing will play a significant part in the success of businesses globally. Through these digital marketing trends and predictions, review your current strategic plan and consider the areas you can expand on or update.

Above all, we wish you and your team a joyous Holiday Season and a successful New Year! 

Questions about these digital marketing trends and predictions for 2017? Contact us here.

Connecting With Your On-The-Go Investors: Why We Created This Resource

When we first sat down to brainstorm the resource, Connecting With Your On-The-Go Investors, we had one goal in mind: to better educate you – an individual working within investor relations – so that you feel more informed on the mobile landscape, including how being mobile-friendly impacts your SEO rankings and user experience, and how your competition – or other Canadian issuers – are adapting within this new landscape.

With the frequency of change in the mobile and web space, it was clear that we needed to be proactive instead of reactive, and issue a resource now that could be used not only throughout this year of 2016, but into 2017 as well. As the resource is online, it’s fluid in nature, meaning that we will be constantly evolving and updating with the latest updates so that you feel more confident within the mobile landscape.

As you’ve likely taken a look at a few of our blog overviews (like some of our favourite IR website examples), we wanted to rewind and share with you why we created this resource in collaboration with CIRI.


Here’s why we created Connecting On-The-Go Investors…


on-the-go investors


We wanted to educate those working within investor relations.

You’re so focused on your day-to-day, so your website is often the least of your concerns. We’re here to tell you that it should be at the top of your list, at least one per week.


In America, 64% of adults now own a smartphone of some kind, up from 35% in the spring of 2011. What’s most interesting is that smartphone ownership is especially high among younger Americans. This demographic across America, Canada and other countries will be your target persona in years to come. It’s more important than ever to leverage today’s technologies in order to engage more effectively with the future IR community.


We want you to reach your goals for 2017.

With the New Year right around the corner, it’s more important than ever to set goals that will impact your business in 2017.

If a potential investor or business visits your website and they bounce off before letting it load, for example, this could be because your website isn’t mobile friendly.

And bounce rates significantly impact your business. Overall, they will impact your search rankings within Google, which means potentially less visitors to your website, but absolutely less organic, earned traffic and media.


We want Canadian companies to succeed.

With such a competitive landscape in the marketplace, we want to help Canadian companies within Investor Relations succeed. By providing resources to those within the Canadian Investor Relations industry, we believe we can truly help fuel success for brands and business moving into 2017.


If you have yet to read “Connecting With Your On-The-Go Investors”, you can click here now to view. This resource is complimentary, and we encourage you to share with colleagues.

Connecting With Your On-The-Go Investors – The “Mobilegeddon” Update

On April 21 2015, businesses everywhere were watching Google search rankings intently.

It was on this day that Google released an algorithmic update that revolved around mobile-friendly websites. This essentially meant that websites optimized for mobile received a boost in their mobile search results, whereas those that were not mobile-friendly dropped in their overall search rankings.

Hence, the term ‘Mobilegeddon’.

‘Mobilegeddon’ has emerged in various forms since April 21 2015. In May of 2016, ‘Mobilegeddon’ 2.0 was released; this update further increased the rankings of companies with mobile-friendly, optimized websites. Those who invested the necessary time and effort into making their sites mobile-friendly benefited from this update, whereas the businesses that did not follow the mobile-optimized trend were further dropped from the pack.

That’s exactly why we paid closed attention to ‘Mobilegeddon’ in Section 2 of Connecting With Your On-The-Go Investors. Since these updates are so important to public companies, we deemed it as an integral part of our collaborative resource with CIRI.

Here’s what you can expect from Section Two: The ‘Mobilegeddon’ Update.

Although you now know what ‘Mobilegeddon’ is, Section Two will take you through why it was released.

As Google collected web traffic and search data, they realized that more and more traffic was coming from mobile devices, primarily smart phones. To fuel a positive user experience on their network, Google announced the ‘Mobilegeddon’ change. This announcement was made in February of 2015, giving companies just three months to prepare.

Google’s primary focus was to “work towards delivering high quality search results that are optimized” for mobile devices. As traffic to their network was increasing on mobile, the goal of this change was to create seamless user experiences online.

What happened after The ‘Mobilegeddon’ Update?

So, this begs the question – what happened after April 21 2015? What did Google look like on April 22nd?

Content marketing company, BrightEdge, has tracked over 20,000 URLs since the update. They found that there was a 21% decrease in non mobile-friendly URLs on the first 3 pages of search results.

Similarly, a search by s360 showed that mobile friendly websites have received 32% more organic mobile traffic than non-mobile friendly websites.

Could you imagine receiving 32% more traffic to your website, simply because you made the decision to optimize your website for mobile?

What does it mean for my public company?

connecting with your on-the-go investors mobilegeddon

68% of investors look at investor related content throughout the day on their mobile device, which means that nearly three quarters of traffic to your website could be coming from mobile. If your website isn’t mobile-friendly, not only will it be slammed by ‘Mobilegeddon’, your user experience will start to decline from the very moment that a potential investor visits your website.

‘Mobilegeddon’ had a significant impact on the websites of public companies, many of which are still feeling such impact on their search rankings. In an effort to help public companies with their website’s user experience, we made sure to include Section Two: The ‘Mobilegeddon’ Update in Connecting With Your On-The-Go Investors.

With Section Two: The ‘Mobilegeddon’ Update reviewing what you need to know about Google’s change in April of 2015, we’ll follow-up next week with an overview of Section Three: Examples of Mobile-Friendly Websites.