Social media has been a mainstay for well over a decade now. The days of it being a novelty have long since past as it has become embedded in our business culture for years. Therefore, when marketing is concerned, social media should be considered a priority, whether it’s for increasing website traffic, creating brand awareness, generating leads, and driving sales.
But there’s no one-size-fits-all marketing strategy—it must fit the business in question. In the case of oil and gas companies, there are best practices that are particular to the industry, and that is what we will tackle here.
Why Use Social Media Marketing
The value of social media marketing doesn’t become immediately obvious as it takes a while before it generates increased revenue right away. However, in the meantime, it can positively affect your business in many other ways that can lead to a boost in revenue.
For many people, social media is their primary source of news and information, including about business. Having your content shared in social media can make your company more visible to more people, including both potential and current customers.
Unlike other marketing channels, social media facilitates conversations between business and audience. As your brand becomes more visible, there’ll be more and more people who comment in your posts and engage with you. This leads to opportunities for building trust and fostering relationships.
As more people see and engage with your brand, the word spreads and even more people will recognize your brand. This leads to it being almost synonymous with energy, oil, and gas in people’s heads. Through your branding and content, you can show how your brand is different from others in the industry, which makes you stand out more.
How to Use Social Media for Marketing Oil and Gas Companies
Social media marketing is versatile in its implementation as it can boost marketing, public relations, customer service, lead generation, and community engagement. Whatever your priority is, social media can help with it.
For an oil and gas company, your focus should be on LinkedIn since you’re primarily doing B2B marketing. Around 93% of B2B marketers see it as the top platform for generating leads, making it the go-to social media platform for business.
In LinkedIn, you can build a network of industry contacts and regularly share posts relevant to oil, gas, and energy. You can also share your content in group pages, wherein you’ll more likely engage with your target audience.
Facebook is not the best platform for attracting business, but Twitter is pretty good for boosting your website traffic. This can be done by sharing your content with the best possible hashtags that are relevant in hopes of attracting and engaging with industry experts, along with gathering more followers.
How to Improve Social Media Marketing
Share Industry News
By sharing relevant content to your audience, you can become a primary information source. If it has anything to do with your company and the oil and gas industry, it’s worth sharing through your social media channels.
Participate in Discussions
As you share relevant content, you can foster conversations about them, as well as related issues. After all, social media is a communicative platform, and you can take advantage of it by sharing your expertise to boost your status as an authority in the space.
Pay Attention to Local Audiences
You’d want to pay most attention to audiences that are most readily available to become customers. Thus, you may want to focus on local audiences, especially when it comes to the oil and gas industry since every country or region has its own energy regulations, supply and demand issues, and environmental concerns.
Make Your Posts More Platform-Specific
You don’t want to just copy-paste the same message on all your social media platforms. For instance, Facebook is great for many different types of content, whether it’s sharing a link, long-form text, image galleries, videos, or so on.
Meanwhile, other platforms are better for specific content formats. That also makes them better for certain subjects over others.
For instance, Instagram is all about images, while Twitter is best for sharing links and posting short-form text.
Choose the right platform for the type of content you post the most for your target audience. For instance, B2C content is good for Facebook and Twitter, while B2B content is better for LinkedIn.
Activity is the backbone of content marketing, especially on social media. Keeping your audience interested is the priority for your content. Posting two to three times a day is a good frequency for maintaining good engagement.
Whether you employ social media marketing services Grande Prairie or do it entirely in-house, a big part of marketing your oil and gas company on social media boils down to two key factors—knowing where your target audience is and providing them content they’re interested in. If you know those two things from the start, you should do well in social media.