With 225 high impact events, conventions, trade shows, and marketing shows being canceled, many industrial, oilfield and manufacturing businesses are having to leverage digital marketing to exhibit their 2020 offerings.
Having lost billions of estimated marketing dollars due to the cancellations, companies are looking to recoup their marketing and sales initiatives and invest into strategies with much more return.
As much as we wish our 2008 marketing tactics and campaigns would work in 2020, companies are realizing with the country on lockdown, that cutting their marketing budgets like most did in 2008 is a waste and they will have to drastically increase their digital footprint by investing time and money into an effective Inbound marketing strategy.
So, where are convention-based marketing teams to start with their Inbound strategy? Below we outline the low hanging fruit for companies to capitalize on to stay in front of their customer based and appeal to their buyers.
1. Polish Up Your Website:
Most oilfield companies built a website when they first started then forgot about them. Now is the time to refresh your pictures, contact info, and the copy written on the site that describes for customers exactly what your company can help them with. You can get a free website audit here.
2. Create New Content For All Of Your 2020 Campaigns, Now!
Take this downtime and come up with your marketing content for the rest of this year. Taking time to think ahead about your marketing strategy is crucial. And with the biggest excuse for not doing this prior was “lack of time”, your team should be able to produce some really effective content during the next couple of months.
3. Maximize Your SEO Power:
A rookie digital marketing mistake is to think that you are just appealing to human readers. But the fact is, Google’s algorithm controls the vast majority of what customers will find when they search for your company. Make sure you are paying heed to what keywords you want Google to recognize to drive customers to you.
4. Learn The Do’s And Don’ts Of Social Media Marketing:
Cats swinging from ceiling fans may be funny, but they usually don’t convert onlookers to customers. Make sure that your content is well thought out, pertains to your brand, and has your company’s voice within the message.
5. Ramp Up Your Video Content!
While effective copywriting is always part of an essential marketing effort, the truth is, most of today’s internet searchers would prefer to watch a video as opposed to read long copy. But since both copy and video are crucial, make sure to produce high quality, educational videos for your customers and would-be customers. These are often well worth the return on investment in regard to an effective Inbound strategy.
Want To Learn More?
If you are in the oil and gas space looking for a more innovative and effective way to reach customers or provide a more seamless way for companies to find your services, click below and see how Vested’s Engineers Turned Marketers can help get you noticed!
Author: Blaine LaFleur
Blaine Lafleur is an engineer, a networker, and a marketing consultant. He is the CEO of Vested Marketing, a Platinum HubSpot Agency, and the Founding Partner at Stonewall Engineering. Through his experience, Blaine offers business owners valuable insight into how to grow, scale, and market their existing businesses. He also leverages his network and economic acumen to get the right owners and businesses working together in the most synergistic manner. Blaine is a Licensed Professional Engineer and earned his Engineering degree from The University of Louisiana at Lafayette.
