The ultimate goal of any marketing strategy is to increase revenues, prospects, and customer loyalty. Some strategies in particular are designed to grow your business by engaging with your target audience and building relationships. Many companies have found social media to be one of the best channels for these goals.
The Internet has opened up a whole range of ways to stay in touch, and users expect the companies they buy from to follow suit. Selling is one aspect of this, but so is entertaining, educating, and sharing news that matters to them. All of these things can be done by staying active on social media.
On this page, we’ll discuss why social media is a good investment of time for oil and gas companies, as well as what’s involved in a successful social media management plan.
While many businesses have found great success on social media, others have been slow to get on board. The value isn’t immediately obvious, especially if they can’t generate sales and revenue right away. However, by reaping some of the other benefits of social media, the sales and revenues will eventually follow.
People spend a lot of time on social media—for some, it’s their primary source for news and information about particular companies. Sharing content about your company puts your name in front of current and potential customers. This, in turn, leads to greater name recognition and more consideration as a future supplier of their energy needs.
Social media creates and strengthens communities because, unlike other channels, it encourages two-way conversations. In addition to sharing content, social media allows you to participate in discussions with your networks, promote company and industry events, and invite followers to offer their questions and comments. Along the way, your company builds trust and deeper relationships.
There’s more to your brand than just your logo and tagline. There’s also the way you speak to the public, your company’s priorities, and the types of services you offer. Over time, social media provides the opportunity to show consumers and businesses how your company is different from other oil and gas companies. This is important in any industry, but especially one dealing in commodity products.
Press releases and news about recent projects are a critical part of your PR strategy. Social media can help spread your message. Stories go viral, videos get shared, and the damage from a negative story can be contained faster—all for less than a traditional PR campaign.
One of the advantages of social media is its versatility. If implemented properly, your strategy can bolster the efforts of your marketing, PR, customer service, lead generation, and community engagement teams. No matter what your top priority is, these ideas will help with it.
At first glance, social sites appear to be the perfect channel for sharing photos, news articles, and other content concerning your company. It is, but it doesn’t end there. By sharing content from news outlets, industry associations, and even your competitors, you position your company as a valuable resource for news and updates about the oil and gas industry.
People go on social media to communicate with other people. They’re particularly open when a comment section on a post turns into a full-fledged discussion. Take advantage these discussions to engage with followers and potential customers. Share your expertise or share links to content, such as the content mentioned above. If you can’t find a discussion, create one. Ask a question and get the conversation going among your followers.
Even if your company is global, most of your projects operate on a local level. Every state, country, and region has its own set of regulations, supply issues, and environmental concerns. Use this diversity to target discussions and content to followers from these specific areas. Follow location-based pages and share content with their followers, and take part in discussions that are relevant to residents and businesses in these areas.
Some platforms (like Facebook) are appropriate for many types of content, while others are better for specific formats or topics. Don’t just make the same update to every channel—choose the right content for each.
For instance, focus B2C content on sites like Facebook and Twitter, but save technical or trade-oriented content for B2B sites like LinkedIn. Similarly, sites like Instagram and YouTube are ideal for visual content, but not for blogs and other text-based content.
Some of the most popular social media accounts are also the busiest. Because they’re updating their pages several times a day, they keep followers interested in what’s coming next. You need to do the same if you want to keep your followers coming back for more. By regularly posting new updates, responding to posts by fans and followers and sharing other people’s posts, you increase activity on your page—along with engagement.
The nature of social media has turned it into a powerful tool for marketers, customer service professionals, PR specialists, and companies in all industries. When you incorporate social media into your marketing strategy, the result is as better relationship with customers and the public in general.
To get your social strategy off on the right foot, don’t hesitate to contact us! Our team of experienced social media marketers can create a custom plan for improving your oil and gas company’s online visibility and reputation.
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