If you thought one of the funniest men who ever lived couldn’t teach you lessons about oil and gas marketing – think again.
Please allow Mitch to enlighten you:
My fake plants died because I did not pretend to water them.
What does this have to do with marketing in general, and the oil and gas industry in particular?
The Times They Are a Changin’
There was a time before blogging, Facebook, Twitter, LinkedIn, etc. when consumers were used to one-way communications. Companies of all sizes only had a few avenues to interact with their prospect and clients. Magazine ads, billboards, television commercials and radio ruled the day. And for the most part, everyone liked it that way.
You provide me something of value, I buy your widget, service, or idea and we go on our merry way. Other than the occasional trade show or sales calls, you didn’t have a whole lot of regular contact with your clients. And you certainly weren’t embedded in their daily lives.
That world no longer exists.
Over the past 5-10 years, consumers have made a cataclysmic shift in expectations and behavior. Today, people expect – even demand – transparency at every level from every company. Even if they are sympathetic to the cause of domestic oil and gas production, they want to know exactly how you do everything.
All of this has caught the industry off guard. Only a handful of oil and gas operators have tried to engage the public in any meaningful way. And almost no one in the industry understands how to leverage the internet to drive revenue.
No More Oil and Gas Marketing Make Believe
If you can find an operator or service company that even has a blog, Facebook page or Twitter account, you will usually be hard pressed to find an update in the last 6 months.
These companies attempt to apply old media marketing techniques to new media platforms, and then complain that they are a waste of time when they don’t work.
They had Judy update the LinkedIn page a couple of times on her lunch break back in March and – surprise! – nothing happened. But a blog, Facebook page, or LinkedIn account is not a yellow pages ad. And you can’t get mad at the hammer because you don’t know how to swing it. Put another way:
Oil & gas operators can’t complain if their fake plants die when they forget to pretend to water them. – Click to tweet!
How You Can Make Mitch Proud
People want authentic, human interactions from the people and companies in their lives. Especially the companies in the oil and gas industry!
But what does that look like?
The truth is it looks different for every company. An upstream operator in Midland sounds very different and has completely different business needs than a group of investment bankers in New York City.
What’s In It For You?
By now you might be thinking: “What does any of this nonsense have to do with building my business?”
There are endless use cases for digital marketing in oil and gas.
Here are just a few of them:
- You’re a mid-sized independent operator that needs more capital to drill more wells, strike more oil and bring more wells into production. More production = happy investors = more investors to fund your drilling programs = more revenue. Build an absurdly-engaged following of investors, problem solved.
- You’re a regional service company that wants to dominate your territory. If you could get to the top of page 1 on Google for the keywords your prospects search, done. More traffic = more leads = more sales.
- You’re a publicly traded mid-major that wants to move into a new area. One problem: the people in the area are skeptical of oil and gas exploration. If you started a blog and geo-targeted your content, you could educate area residents about the tax revenue, royalty payments and high-paying jobs you will bring to their community. With your local tribe in place, you can get to work.
How to Get Started (Or Reboot)
Thanks to tablets and smartphones, online content consumption has skyrocketed. It also shows no signs of slowing down anytime soon.
So, if you want to get started building your community – your tribe – you need two things: an idea and a message. And those are pretty easy to figure out.
You already know the biggest problem facing your business. Write it down, set your objective and work backwards from there. Then, get started – NOW!
If you had a false start in the past or you’re new to internet marketing, I want to reassure you – digital marketing success is very, very easy. But the list of easy is very, very long. And companies only fail online for one reason:
Companies fail online because they’re not committed to executing on the long list of easy. – Click to Tweet!
Parting Words of Encouragement
Now that you’re ready to dominate the oil and gas interwebs, you’re going to need some motivation. So here’s a final encouraging word from your boy Mitch:
I opened-up a yogurt and underneath the lid it said, “Please try again,” because they were having a contest that I was unaware of. But, I thought maybe I’d opened the yogurt wrong. Or maybe Yoplait was trying to inspire me. “Come on Mitch, don’t give up!” – A message of inspiration from your friends at Yoplait. Fruit on the bottom, hope on top.
Now get out there and KILL IT – the industry NEEDS you! Keep hope alive!
What best practices have you seen work for oil and gas marketers online? What challenges have you faced and how did you overcome them? If you’re stuck on getting started, what questions do you have? This is our first post, so make your presence known and leave a comment below!