Oil & Gas Marketing

oil refinery

With the current oil and gas climate rapidly expanding in the wake of the shale boom, companies have to be ever more competitive to make sure they establish themselves as industry leaders. But their marketing tactics have yet to completely catch up with their business practices: The energy industry as a whole has been one of the slowest to adopt and adapt to digital strategies.

Establishing a coherent presence online legitimizes your company, brings in leads for even the most connected companies, clarifies your sales positioning, helps you capitalize on trade show investment, and creates brand awareness for up and coming generations of professionals.

The Only Way Into the Future Is Through Change

Oil and gas is a relatively traditional industry, intertwined with traditional networking and advertising techniques. Which isn’t surprising and isn’t even a bad thing: These techniques have proven time and time again to generate leads and bolster professional relationships.

However, as more and younger workers begin working in the oil and gas sector, growing your marketing to meet their digital literacy becomes more important. Many of them grew up in an environment where the Internet permeated most elements of daily life—and this will only become more commonplace as time moves forward.

These people are your present and potential employees, clients, vendors, project managers, and your eventual CEOs and board members. Failing to integrate with the technologies and communication styles of the younger generation will eventually set your business back, and, in fact, has already set many big businesses behind smaller, newer competitors. Digital marketing is a supplement to traditional practices, not a replacement. Together, the two accomplish more than either one ever could on its own.

Targeting online ads to potential clients and vendors, having an easily navigable website that clearly states your company’s achievements and goals, being available to your networks via LinkedIn and other social media—these are the basic essentials to paving the way into a digital future.

Standing Out to Vendors

Vendor managers, in particular, have to establish themselves in multiple circles. Their pools of reference run wide and deep since they represent different companies. You need to stand out. Just because you’re in a VM’s line of sight doesn’t mean they’ll remember you when a major opportunity presents itself—or perhaps more accurately, that doesn’t mean they’ll choose you when the opportunity presents itself. Make sure you’re irreplaceable, unforgettable and crystal clear (online and off) about what you have to offer.

Between your website, social media channels, ads and other online appearances, you must absolutely hold consistent, aligned branding. Same tone. Same voice. Same goals. Vague or inconsistent wording is not only confusing; it sends a message that you may be too disorganized to handle what comes your way. A professional web presence, particularly when combined with engaging, intelligent social media discussions, will project an impression of quality and reliability. Your web presence fills in for you when you’re not around, so make sure it represents you the way you would.

The Importance of Customer Relations Management Software

Digital marketing isn’t all about websites and LinkedIn, so let’s talk CRMs.

A solid rolodex only gets you so far. When it comes to truly funneling leads through the prospect-to-close lifecycle, implementing and maintaining a proper customer relationship management (CRM) system is becoming essential to traditional offline and digital nurturing efforts.

Managing a prospect pool can be overwhelming at an individual level. Multiplying that pool by all the sales people in the field can be alarmingly complicated. With a proper CRM in place, capturing key prospect information is not only seamless, it also allows your team better insight on closing projections, as well as other core metrics that can improve results from tracking and nurturing efforts.

With a CRM in place, sales strategies can be further refined or developed to “close” performance. This doesn’t just mean automated emails to stay top of mind to current prospects or alerts to the sales team about when it’s a good time to do a follow-up call (granted, an automated “thanks for connecting with me at the tradeshow” once a lead is entered can do wonders for the next step of the relationship). CRMs can also identify breaks in the current sales cycle. Even better, they can identify at what point prospects are falling off.

Do not let the power of a CRM go undermined. Keep your team and your prospects list organized, and you will start seeing more success.

Same Success, New Path

The methods to success in the digital marketing of energy services aren’t much different than methods to success elsewhere. However, given the comparatively slower pace at which your competition is adapting to the newer digital climate, incorporating an informative web presence, social media, webinars, exceptional tradeshow presence, reliable CRM and other future-looking tactics will establish you as a force with which to be reckoned.

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