Most B2B digital marketing channels and resources are platforms owned by other companies that you have to use within their terms of service. Also, if those channels, such as social media platforms, go under and/or disappear, all that effort you put into building a following will suddenly be wasted.
However, your email list is something you own since email is a more ubiquitous channel. It takes time and effort to collect email addresses of leads—people who showed interest in your products and services at one point. As long as you take care of it and keep it growing, it should keep doing your business well with solid email marketing.
But the key to maintaining its usefulness is to keep growing it. That may not be that easy for an oil and gas business since you’re trying to get people to give you their private email address, but it’s certainly not impossible.
Why is Email Marketing Important for Oil and Gas
Email marketing remains one of the best and most cost-effective ways to market a B2B business as it goes directly to a person’s email inbox. It’s an established B2B digital marketing channel that lets you deliver content and directly tell them about your products and services.
You can also send them regular news and updates about your business and the oil and gas industry at large, as well as inform them of sales, promotions, events, and other developments they may be interested in. An email newsletter is an effective way to keep people updated and maintain your business at top-of-mind for potential customers who are looking for products and services you’re carrying.
Tips to Use Email Marketing for Oil and Gas
Provide Case Studies and White Papers for Email Addresses
Getting the latest information is crucial in the oil and gas industry, which prospects may want to gain access to. If you’re able to offer that, you can provide it in exchange for a user’s email address.
Case studies show how you’ve provided solutions to other companies, while white papers give a glimpse to your expertise in the field. They improve your standing as an authority in the industry, display how serious you take your business, and convince people that you have value to provide.
If you have a case study or white paper that people do want to see, have it in document form and put it up as a file that can be downloaded upon entering an email address. You can also give them the option to sign up for your newsletter.
That registration can then be added to your homepage, product pages, blog, and so on to have your audience see it.
Quality Content on Solutions to Problems
Content is the most easily available method for providing value to your audience, and that can be used to your advantage for email marketing as well. You can establish authority, build credibility, and create connections with prospects by showcasing your expertise, giving answers to questions, and providing solutions to answers.
You can take frequently asked questions from your audience and answer them with steps they can take themselves. You may also browse through your competitors’ blogs for topics that give them the most engagement. At the end of every post, you can have a link to sign up for your newsletter if they want more of your content.
Demos and Free Trials
B2B sales cycles are longer than B2C sales cycles due to the nature of B2B purchases being decided on by more than one person within the business most of the time. That means if you want to make a sale to another business, you have to give them as many chances to be convinced of how good your product or service is.
Demos and free trials help shorten the sales cycle by letting them get a look and feel for it right away, thus helping them make their decision. You can arbitrage this process further by making it a requirement to give you their email addresses to avail of a free trial or request a demo.
Have a call-to-action that lets your audience request for a demo or free trial for a product or service in a blog post, social media post, and so on that asks for their email address, and you’ll see your email list grow.
Every email address in your list is a potential customer. However, things can happen over time like people abandoning their email addresses, unsubscribing from your newsletter, and so on. That’s why it’s important to keep growing your email list to make sure it stays useful and valuable to your business. That’s the power of email marketing.
Need assistance in your email marketing campaigns? Contact us at GSI Digital. We provide email marketing services for companies in Grand Prairie.