Digital marketing can give your company better ROI than print, exhibitions, and other traditional marketing solutions by optimizing your marketing within the oil and gas industry in a cost-effective manner.
But if you want digital marketing to work for your oil and gas business, it must speak the language of the oil and gas industry, as well as use keywords that procurement specialists and engineers use on search engines.
Nowadays, when you’re figuring out whether your marketing efforts are working for your company, it’s no longer just about whether your revenue has increased and guessing whether marketing had anything to do with it.
You can see the results of digital marketing, like being on the first page of search results, getting more engagements on social media, more people signing up to your email list, and so on. This guide will show you how to implement digital marketing for oil and gas companies.
Why Digital Marketing is Important for Oil and Gas Companies?
Digital marketing can help your oil and gas company to stay ahead. Competition in the oil and gas industry can be quite fierce, so you have to stack the deck to your favor in order to keep up and not get left behind, and digital marketing greatly helps with that.
More and more businesses are now using digital marketing to increase their visibility, and not doing the same can make your business less of an obvious choice for products and services.
Around 56% of B2B companies have digital marketing as their main priority for their marketing budget in 2020. If you are an oil and gas company who is still not all in on digital marketing, this should be a wake-up call for you to initiate it right now.
The keywords “oil company” and “gas company” gets somewhere between 11,500 and 118,000 searches per month, so you know potential customers are definitely scouring the Internet for products and services in the oil and gas industry. If you can be at the top search rankings for those keywords and ones related to it, then you’ll bring more of those people to your business.
Marketing and advertising online not only market your business to potential customers looking for products and services, but also make it easy for them to reach you. You can include contact forms on your website, be available on social media, have regular email newsletters, and so on to make it easy for them to get information they need.
You can also use a chatbot to have 24/7 online availability. With a web chat widget in your website that’s powered by a chatbot, you can have inquiries be responded to automatically, so you don’t have to employ a big chat support team around the clock to man your web chat, even in the wee hours of the night. That pretty much makes you always available online.
Since digital marketing makes your business more visible on the Internet, people are reminded of your company and what you do, what you stand for, and what you’re offering to customers. Around 77 to 84% of B2B marketers state that brand awareness is their main goal, and you should be one of them.
This is better articulated by your website, showing your audience what sets you apart from the competition. Your website serves to represent your company, so you should design it to be creative and informative, as well as unique compared to rival websites.
PPC ads also help with brand awareness as it gets shown constantly to lots of people with your company name and branding. That gradually makes your brand more familiar to potential customers, thus making you an option for them when they happen to need products and services.
Having your website rank highly in search engine results for industry-relevant keywords, getting tons of engagement on social media, generating leads, and interacting with customers can help you stand out and be more of the go-to brand for products and services.
Another great thing about digital marketing is that you can hone in on your target audience and market directly to them. That’s what’s missing with traditional marketing methods like billboards, wherein most people who see it may not be interested in what you’re selling.
But in digital marketing channels like social media, you can do things like buy advertising that lets you specify exactly who you want to advertise to. You can enter in the location, age group, and particular interests you want to target. That ad is then shown only to those people, making your ad more efficient in marketing to potential customers.
A big part due to the aforementioned item, digital marketing is cost-effective due to how much easier it is to execute. It can be done by one person, if that’s the only human resource you have, and cost only a fraction of most traditional marketing methods. That makes it great for small businesses with limited budgets.
However, that does not mean big companies can’t benefit from that since digital marketing can be scaled up to fit the needs of big business. All you really need to do is to put in more resources, and you can still do a lot more for a lot less.
The best thing about it is since you get to choose who you market to, you know your marketing efforts and budget are being maximized. All that is left is simply refining your strategy as you go along.
Effective Oil and Gas Digital Marketing Strategies
While there are a lot of digital marketing strategies out there, there are only a few that are proven to be consistently effective for oil and gas businesses.
Search engine optimization is the bedrock of successful digital marketing strategies because it builds the most fundamental element of your online presence, which is your website.
SEO is all about making your website easier for search engines to crawl and assess, thus ranking your content in search results for relevant keywords. It’s how most people will find your website as they look for things related to your industry, which in this case is oil and gas.
Doing SEO for your website is a constant process of monitoring, improvement, and maintenance in order to achieve the best results. You must have your website configured for SEO and regularly post relevant and useful content with keywords that rank it in search results.
With that said, keyword research is a must for SEO. You learn which keywords are the most valuable for your website, and then make quality content for them.
Link building is another thing you must practice to further bolster your SEO, having other websites link to your website through various means to improve how search engines see it.
Since SEO is now an established digital marketing technique, you can find plenty of resources about it, as well as digital marketing services grande prairie that have SEO down to a science.
Pay-per-click advertising gives you bang for your buck by letting you focus your ad budget on users who are most likely interested in learning about your industry, and therefore your company. Users are targeted based on the keywords they’re searching, which makes them potential leads that you can market to more effectively.
Social media platforms also have similar focused advertising that targets users based on their interests, demographic, and location, letting you hone in on your target audience to maximize your ad budget. That ad gets displayed on their feeds for the duration of that ad.
You get to decide in advance exactly how much you’re going to spend on an ad when it’s clicked on. Buying an ad is usually on a bid system, which means that you have to bid higher than other advertisers who are also looking to get the same ad space.
When approached with a good strategy in mind, PPC advertising is a cost-effective way to advertise your oil and gas business to a wide audience.
The email inbox is one of the most intimate places on the Internet, and being able to market by sending messages about your business to a person’s inbox is as direct as it can get online. Therefore, even after all these years, email marketing is still one of the best ways to cost-effectively market a B2B business like an oil and gas company.
Messages in the form of newsletters can be sent to current and potential customers who have opted-in for your email list to give them updates on news within your company and the oil and gas industry at large, as well as sales or events you plan to run. Basically, you’re delivering regular content straight to their email inbox.
The main advantage of email marketing is maintaining brand awareness in your audience who have shown interest in your business, thus staying top-of-mind when it comes to oil and gas products and services.
How to Structure a Digital Marketing Plan for Oil and Gas
There are six basic parts that make up a digital marketing plan. Each part details aspects of the business that go into how it is marketed to its target audience.
1. Business Summary
This contains the company name and brand, where the business is located, what it sells, and its long-term goal and mission. Other things like SWOT analysis can be added here to lay out the company’s capabilities in how it markets itself.
2. Business Initiatives
Write down the goals of every department of your company. They can be seen as sub-goals that work towards the company’s mission and long-term goal, as it’s defined in the business summary. That should give you a better picture of what the company does day by day.
3. Target Market
This is where your market research goes. Determine who your target customer is and form your buyer persona to get a good idea of who your company is selling to and how to market your products and services to them. You should also do competitive analysis, figure out what they have in common, what works for them, and what they’re not doing that may work well for you and let you stand out.
4. Market Strategy
You should then write down how exactly you will market your company, including your unique selling proposition, or USP. That’s the major reason for customers to buy from your business over your competition. You can also follow the structure of “7 P’s of marketing,” which are product, price, place, promotion, people, process, and physical evidence. Each P is an element of how you market your oil and gas company.
This is where you put down your marketing budget, which is how much money you’re willing to invest in it. You then break down how much goes into each marketing channel, such as PPC advertising, social media, email marketing, and so on.
6. Marketing Channels
If you did do the breakdown of your marketing budget for each channel, it means you already know where you’re marketing. Otherwise, write them down here. It may be search ads, social media, email, chat, and so on. You may also write down what you’re going to do in each channel, like what kind of content you will market, if you will do sales and promos, and so on.
A good digital marketing strategy for oil and gas leads to conversions. That is always the main goal, but it can get obscured by all the other goals that any marketing effort tends to have, whether it’s getting more unique page views, increasing follower count, growing your email list, and so on. In the end, all those things must lead to getting more sales.
Having your eyes dead set on the main goal is crucial to successful digital marketing for any oil and gas business. Whether you do it in-house or have digital marketing services Grande Prairie like GSI Digital handle it for you, growth is the name of the game.