Digital Marketing for Oil and Gas Companies: Fueling Growth With Top-Notch Strategies
Do you manage an oil and gas company? Imagine this scenario:
- You drive hundreds of monthly local visitors to your website.
- You convert leads daily.
- Your email inbox is full of requests for new projects.
- You’re closing deals left and right.
- You are fully booked and turning away potential projects.
- You are 100% certain of how your digital marketing performance is going.
All of this may not seem possible, but with the right digital marketer for oil and gas behind you, your company can achieve all of this and more.
We Specialize in Digital Marketing Services for Oil and Gas Companies
The Houston Marketing Agency knows the industry. We have experience on what works and what doesn’t work for oil and gas companies.
Contact us today for a free initial consultation with no strings attached.
A Breakdown of What a Digital Marketing Agency for Oil and Gas Companies Should Provide
At The Houston Marketing Agency, we’ve created clear processes and strategies to help our clients get the results they’re looking for. We do this by focusing on three main components of the digital marketing journey:
- Set up data analytics to track performance.
- Drive inbound traffic to your website.
- Convert that traffic into customers.
Seems pretty straightforward, right?
But it’s not enough just to get results — they also have to be trackable.
Ask yourself these questions below. If you know the answers, feel free to skip ahead to the end!
- How many organic visitors does your site drive from Google each month?
- What is your website’s conversion rate?
- What is your cost per qualified lead from Google Ads?
- What percentage of your existing clients are repeat customers?
If trying to answer these questions leaves you looking like this little girl, don’t fret. Our team is happy to walk you through our process, making sure that you know how everything works and what you should be doing to maximize results.
Keep reading to find out why digital marketing is important for an oil and gas company.
Phase 1: Build Robust Data Analytics
Trackable KPIs
Data is important for digital marketing, but it’s really only helpful if you can accurately track it. If you don’t have a solid data analytics tracking method, you’re likely making decisions on gut or intuition. That’s not the best way to run a business.
As an oil and gas company, you should be tracking KPIs such as:
- Asset utilization
- Workforce productivity
- Customer satisfaction
- Safety
- Costs
- And more
These metrics may not be directly related to digital marketing, but they’re incredibly important to your growth as a company. Other KPIs that are centered around digital marketing include:
- Number of website visitors by channel
- Cost pers by channel:
- Cost per website visitor
- Cost per lead
- Cost per qualified lead
- Cost per conversion
We’ll show you how to track this information and use it to guide your strategy.
Data Fidelity
Data fidelity is critical to your success, but we find that most digital marketing agencies aren’t as concerned about data as they should be. We’ve inherited campaigns from other agencies or freelancers that had issues such as:
- Tracking irrelevant conversions
- Double counting conversions
- Not tracking every step of the funnel to help understand drop-off and conversion rates
One of the goals of The Houston Marketing Agency is perfect data tracking. We only want to address information that is relevant to your oil and gas company’s digital marketing campaign.
Phase 2: Maximize Affordable Inbound Traffic
We’re sure you’re aware of how big the oil and gas industry is here. Providing almost half of oil production for the state of Texas and nearly 15% globally, Houston is known as the Energy Capital of the World.
We know people are searching online for oil and gas companies in your area, but it’s also important to know why. Having this information can help you narrow down your digital marketing campaign to focus on what will drive inbound traffic at the lowest cost.
Here are some of the things we’ll focus on for your oil and gas digital marketing campaign.
The word Google has become a synonym for an online search, so it makes sense to start here.
As you can see from the search results above, 3,600 people per month search for “oil and gas companies near me.”
When we localize those search words, the results rise dramatically. There are over 17,000 people per month looking for businesses like yours in the Houston area. That’s more than 200,000 every year.
Why is this important?
If you’re not performing well in both organic and paid traffic, you’re missing out on potential customers for your oil and gas company.
Organic
There are two places you can rank organically on Google for keywords such as “oil and gas companies near me.”
The first is the Google Local Pack.
This highlights relevant businesses at the top of the search page. What are the best ways for your oil and gas company to rank in the Google Local Pack?
A lot of strategy goes into it, but the basic formula is:
- Have quality localized content on your website.
- Have an optimized and highly-reviewed Google Business Profile.
Below the Google Local pack on the search engine results page, you’ll see organic results.
Oil and gas companies usually rank in the top organic results when they have:
- A content-rich, comprehensive website
- Optimized on-page SEO such as title tags, meta descriptions, and more
Paid
Not all paid channels will garner the same results. Your results may vary depending on the type of company you are, prospective clients, your location, and more.
Consider spending your oil and gas company’s digital marketing campaign in the following areas to boost performance.
Google Ads
Google Ads is a paid option that helps you rank at the top of the Google results page. You’ll know a Google Ad when you see a result that says “sponsored.” If your digital marketing agency plans your sponsored ads correctly, your target audience will click on these and will be led to your site — and a possible sale.
There are different types of Google Ads that we can test using various campaigns to see which performs the best, including:
- Search
- Performance Max
- Display
- And more
YouTube Ads
With video content on YouTube, your oil and gas company can show everything your target audience cares about, including:
- Processes
- Safety measures
- Investment in clean technologies
- And more
Statistics show that YouTube has nearly 2.5 billion active users per month. If you aren’t tapping into this market, you could be missing out on a huge part of your customer base.
Facebook, Instagram, and TikTok Ads
These platforms may drive new inbound traffic, allowing you to remarket yourself.
Remarketing helps your business stay in front of users who have visited your website before but may or may not have converted into a paying client. This allows you to potentially create a conversion.
New inbound traffic helps you reach audiences who may not have found your oil and gas company before. We’ll help you utilize algorithmic learning, refining your audience and targeting your digital marketing campaign to bring them in.
LinkedIn Ads
LinkedIn is a platform used for professional social networking, so creating paid ads there provides a space for oil and gas companies to reach other businesses that might benefit from their services.
Utilizing LinkedIn Ads as part of your oil and gas company’s digital marketing campaign could help you successfully reach a target audience to drive your business.
Phase 3: Increase Conversion Rates
These strategies focus on getting users to your website, which is an important first step. But it’s just the beginning.
Now you must convert those users to customers and keep them loyal as long-term clients.
Here are just a few practical ways to do this.
CRO Best Practices
CRO, or conversion rate optimization, includes making sure you have:
- A mobile-friendly, easily navigable website
- Images and videos that are high-quality and eye-catching
- Reviews and testimonials in prominent places
If we tried to go into every possible strategy we would be here all day, but these are some of the things oil and gas companies can do to increase conversion rates.
Split Test Landing Pages
Running split tests is the best way to find out if website design, copy, or other on-page elements are increasing conversion rates.
No, not that kind of split!
It’s a way of comparing page performance. For example:
- Landing Page A is the control page.
- Landing Page B is the test page. (For this, you take Landing Page A and change one thing.)
- For instance, you may change the buttons on the page from “Contact Us” to “Learn More.”
By comparing the control and test pages, you’ll learn which components draw in more users. By doing this consistently, you can make changes that increase conversions.
Clear and Actionable CTAs
When someone visits your oil and gas company’s website, they should see clear CTAs — or Calls to Action — throughout. These are ways of spurring users to action.
These may be suggestions to:
- Call the company
- Schedule an appointment
- Fill out a contact form
- And more
Whatever you want users to do to lead to conversion, the process should be clear. Here’s a simple but attractive example of a CTA from a local oil and gas company.
Optimizing the Funnel
Going from an interested searcher to an official client ready to hire an oil and gas company isn’t a direct path. There are drop-offs along the way as people decide not to continue with the next step on the path to conversion.
By following our recommendations, you can optimize the funnel and try to minimize these drop-offs:
- Find clarity on where drop-offs are happening.
- Optimize drop-off points through data-driven tests.
- Monitor performance.
- Continue testing.
Then rinse and repeat!
Increase LTV on Autopilot
Once you’ve secured a paying client, you don’t need to aim your digital marketing at them anymore — right?
That’s not even a little bit right. You want to do everything you can to increase the lifetime value, or LTV, of each customer. There are many ways to do this, but one example is email automation.
Email Automation for Repeat Services and Referrals
Once you’ve completed a project for an oil and gas client, don’t let that be the end of your relationship. The next time they need a company like yours, you want them to remember you.
Through email automation that’s integrated into your digital marketing campaign, you can continuously reach out to existing customers to share things that will draw them in again. These may include business successes, special pricing, and more.
Even if a former client doesn’t need your services anymore, they may be more likely to refer you to someone else if they keep seeing your messages pop up in their inbox.
Digital Marketing for the Oil and Gas Industry Doesn’t Have to Be Hard
At The Houston Digital Marketing Agency, we know oil and gas companies. Our years of experience have allowed us to help local and national brands in a variety of industries reach their digital marketing goals.
Let us help you increase inbound traffic and conversions with our digital marketing strategies for oil and gas companies.
Contact us today to learn how to get started.