Attention is “The New Currency”: is Junior Mining missing the marketing mother lode?

The view from the ground floor of the capital markets. Visibility, especially when you're aiming for the top.

Junior mining companies will wait years for permits and approvals, yet they expect marketing results overnight. This stark contrast in timelines underscores the need to shift from short-term fixes to long-term branding and marketing strategies.

After one podcast appearance and a week of social media posting, the CEO asks, “Why hasn’t the stock moved?” 

This mindset highlights a fundamental misunderstanding of branding and marketing. It’s not a quick fix but a long-term strategy that compounds over time. Are junior mining companies, missing marketing opportunities?

The Pitfall of One-Off, Short-Term Marketing

Many junior mining companies either neglect branding and marketing entirely or burn through six-figure budgets on one-off digital campaigns, only to watch their momentum disappear faster than you can say ‘smoke and mirrors.’

Both approaches often follow a similar pattern:

1. blast out press releases and paid IR campaigns → Hoping for a share price jump

2. announce a financing → Scramble to attract investors

3. close financing → Go back to exploration work and neglect marketing until more money is needed

This feast-or-famine approach does more harm than good. Standalone Investor Relations campaigns may generate short-term spikes but fail to build lasting investor relationships. Savvy investors see through last-minute marketing pushes.  

A high-net-worth investor said, “I don’t read press releases. I get all my stock information from X."

Investors today are self-sufficient and well-informed and expect companies to communicate directly with them through digital channels.

• about 80% of institutional investors use social media in their regular workflow. (Greenwich, 2025)

• 22% of retail investors make investment decisions based on digital promotions or celebrity endorsements on social media. (IR Impact, 2023)

• 46% of Canadian investors report encountering investment opportunities on social media. (CSA, 2024)

• about 81% of institutional investors have made investing recommendations or decisions based on information they received on social media (Chase, 2025)

Marketing isn’t a short-term play; it’s a long-term commitment to building credibility and engagement. Companies that consistently educate, communicate, and foster investor trust will add lasting value to their brand and the market.

Read the full article at The Oregon Group

Disclaimer

BULLVISION Consulting Inc. wrote and published this article for informational purposes only. My views are based on my experience in capital markets, communications, and small-cap exploration.

While I strive to reference reliable, publicly available sources, I can’t guarantee the accuracy or completeness of all information shared. This content is not investment advice, a recommendation, or a solicitation to buy or sell securities.

Please do your diligence. Nothing here should be taken as legal, accounting, or tax advice. I am not responsible for any decisions based on this article's content.

This article is meant for a general audience and may not be appropriate for readers in jurisdictions where such material is restricted.