In the world of oil and gas, it can be easy to overlook the effectiveness of marketing efforts and get fixated on sales alone. There is no doubt about it, your sales team is absolutely vital to your company's success. But overlooking marketing efforts is doing your sales team and ultimately your company a disservice. Here’s why …
What Marketing Can Do for Oil and Gas Service Providers
When marketing efforts are done right, it means leads will come through to the sales team that are conversation-ready and educated on your products or services. Through marketing efforts, you can bring the right people that your sales team actually wants to talk to, and that are the right fit for your company. This means the sales team is able to have more effective sales calls.
As Lance Richardson, CGO and Co-founder of Hitched, writes in the 5 Digital Marketing Must-Haves for Oilfield Service Companies ebook:
“Having spent over a decade at a leading water treatment company for oil and gas production fields, I’ve executed both sales and marketing functions. As a VP of Marketing and Sales, it was my responsibility to bring those two worlds together in perfect harmony. It was here I saw the power of digital marketing first-hand. Not only were potential customers finding us online, but they were also coming to sales conversations more informed and ready to close.
And it didn’t take a big investment—neither in dollars or headcount. All you need is a few fundamental pieces. When done right, this alone has the power to directly impact the bottom line.”
#1 Creating Helpful Content
The goal of digital marketing is to bring prospects to your site and use a nurturing process to get them ready to talk to sales. A great way to get people to come to your site and educate them is by creating helpful content.
To have a successful strategy that brings in qualified leads (aka people that you would want to pass to your sales team), you need to:
- Determine the ideal characteristics associated with a qualified lead
- Understand what challenges, problems, and questions your ideal lead may have
- Create pieces of content (blog posts, ebooks, webinars, videos, podcast, etc.) that directly benefit your lead
Essentially, you want to provide your target audience with content that resonates with them to a point where they would happily exchange their contact information for access to the content. This shows your prospects that you care about the issues they face and allows you to lead them down the path towards conversion.
#2 A Cohesive Social Presence
Social media can be a simple yet powerful tool to promote your brand voice, connect with potential customers, and solidify relationships you have already built. Ultimately, you want to be where your potential customers are, and social media is a place where the majority of people spend their time.
By creating a cohesive and great representation of your brand on social media you can:
- Create a following of people that want to hear what your company has to say. This means you can promote blog posts, ebooks, new products, case studies, or anything else you want to get eyes on.
- Identify prospects by analyzing who follows you, who follows your competitors, or who interacts with businesses or groups that are related to your business. This is especially helpful on LinkedIn, which gives you more insights into their career or business information.
- Expand your brand positioning, brand personality, and relationships. People want to buy from people, not from a no-faced company. Social media gives you the freedom to communicate your brand identity in ways that traditional media cannot.
#3 A Fundamental Local SEO Strategy
No matter how big your company is, you most likely operate regionally. You only want to attract customers in the areas you serve. One way to laser-focus your marketing efforts in the regions you serve is through a local SEO (search engine optimization) strategy.
Through local SEO, you’ll bring in better-qualified leads for your sales team. Here are a couple of ways to do this:
- Google My Business is a tool that helps you verify your business so Google knows to trust you (which means showing up higher in the search results) and it helps you show up for local search results.
- Create content specifically for the areas you serve by targeting local keywords. You could write about local industry news, the specifics of doing business in your area, or a map of the area you serve.
A strategy for local SEO helps you attract and convert the ideal customer that your sales team can actually sell to.
Use Marketing as a Sales Tool
While starting or ramping up your digital marketing efforts may seem overwhelming at first, focusing on a few simple methods of attracting leads will put you on the right track to have successful marketing that translates into more sales and revenue.
If you are interested in getting more tips and an in-depth look at marketing as an O&G service provider, check out the ‘5 Digital Marketing Must-Haves for Oilfield Service Companies’ ebook here.