In the grand scheme of all things, digital marketing has become one of the most important forces in the big machine of buying and selling. With any and everything going digital, online marketing has taken the driving seat. However, many industries have a lot of roadblocks for a force like digital marketing to flourish as compared to others. Oil and Gas Marketing is one such example. For oil and gas firms like ours which depend a lot on marketing, it was a challenge to digitally penetrate an industry which has probably one of the slowest acceptance rates toward new technologies.
In this article, we talk about how our visitor count grossed over 100k, some smart tactics we used and what has changed from the time we started!
Journey to the Top Result on Google Search Results
Modern buyers are smart buyers. They seek simple and easy routes to buy and procure commodities and equipment. This remains true even for the oil and gas industry. If you are a manufacturer, or a supplier, or a service provider, it is very important to successfully market your products and services to a targeted audience. The first step is to identify your ideal buyer persona i.e to think like your ideal buyer. The next step is to identify the digital spaces where this idea buyer will go looking for those products and services. Fortunately, we already know where most of the online buyers go.
Yes, that’s right! Google is one of the most preferred choices for buyers to go look for products and services. A typical user just put in some words in the Google search box and relevant results pop up on their screen. However, established user behavior indicates that users tend to select web links present on the first page, and more so, the first few web links. This user behavior pattern stresses the importance of the presence of a web link among the top ones. Experts in SEO, Search Engine Journal says,
“60% of clicks go to the top three websites in search engine results.”
Combined with the stat that “3.5 billion Google searches are made every day”, you can understand what a mere presence among the top web links on Google can generate for you. And that is where we started from. We tapped into that user intent to click on the top links over Google, and generated hundreds and thousands of traffic on our website. But getting among the top few links is no cakewalk. You not only have to do consistent SEO activities, but you also have to carry out rigorous keyword researches i.e mapping your buyer intent to your business goals. So if I am someone who is looking for gate valves for my plant, what specific keywords would I put in the Google search box? A deep understanding of your buyer persona can help you a load in getting your oil and gas marketing strategy right.
Today, Energy Dais is present as a top link across 50+ keywords related to the oil and gas industry, and among the top results across 30 other keywords. This has generated more than 40% of the total traffic we receive monthly. So get your buyer persona right, perfect your keyword research and do rigorous SEO activities, and BINGO!
Email Marketing: We Generated 100s of Leads
Email Marketing’s reputation has been tarnished over the years, mostly due to the flood of spam marketing emails people receive. This particular trend left a lot of marketers reluctant towards email marketing, including us. It was not until our Marketing Lead strategized a cold email campaign and successfully generated five leads for our clients that we understood how powerful this tool can be. At Energy Dais, we experienced a response rate of approximately 23.3% with the cold emailing strategy.
To take full advantage of what cold emailing can offer, here’s what you need, step-by-step:
- Get your buyer persona (looks like this is a constant)
- List of email addresses of your potential buyer
- Converting email copy with compelling call-to-action
- Drip Email marketing setup
- Proper Follow-ups
If you do everything right, cold email marketing can not only prove to be an important touchpoint with your buyers but also help you achieve sales. While a lot of essentials mentioned above needed to carry out successful email marketing campaigns, most people struggle with the email list of decision-makers. Fortunately, professional emails are mostly guesswork, considering the fact that businesses these days are using a known format of including portions of the person’s first and last name. One example and you’ll be able to guess all of them.
Social Media Marketing: The Gamechanger
A lot of businesses are now gradually understanding the importance of having a social presence. But what’s common amongst most of them is the fact that they are just present. If you are really looking to ace your oil and gas marketing, you need to be more than present on social media. The key to success on social media is simple: Be Social!
At Energy Dais, we were able to increase our organic follower count over all the social media handles by posting and sharing relevant content. While there are a lot of tricks and tactics for you to drive engagement on social media, here are few of them, actively practiced by the Social Media team at Energy Dais:
- Demonstrate industry leadership by talking about industrial solutions
- Tagging, Timing and Testing your content is very important
- Utilize relevant hashtags and engage people with a good network in discussions over social media
- Engage directly with your audience
- Consistently post relevant original content on Social Media
- Keep your brand voice coherent on all social media channels
Oil and Gas Marketing Companies: the Harbinger of Change
Oil and Gas Marketing is one of the most niche marketing domains. Deploying the right tactic for the oil and gas industry is essential to market your products and services in this digital world. Oil and Gas Marketing is the harbinger of change this tech-savvy generation seeks!
Get assistance from Energy Dais to enhance your oil and gas marketing here!
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