Manage episode 204789350 series 1567518
“Did he just tell me to fire my oil and gas marketing agency?
In this first installment of our new daily video marketing assault, we look at why to insource your oil and gas marketing agency work.
Oil and Gas Marketing Agency Transcript
With OTC fast approaching, I find myself scraping all of the websites of all the US exhibitors – oh yeah, it’s fun stuff – and unfortunately looking at a lot of very, very unfortunate social media and digital footprints if you will.
And, I don’t know, I just gotta get this off my chest.
Here’s the thing, I’m just gonna go right into it. Let’s look at oil and gas, and let me first state my thesis; we are not doing it right. We’re doing it wrong. We’re doing it completely wrong as an industry across the board.
We made a transition from print to digital. Now, I should say some of us made a transition from print to digital. A handful of us figured out how to do it right. And then there’s everybody else. And that’s what I’m here to talk about today. The everybody else.
You who are out there searching “oil and gas marketing agency”. You who are out there looking to outsource your storytelling, to outsource your marketing.
What are you thinking?!
This opportunity that lies in front of you right now on this thing we call the Internet is unprecedented in B2B sales and marketing. And there are only two niches in this industry that understand.
First niche; oil and gas media.
You’ve got Mark LaCour and Jake over at Oil & Gas This Week. Of course, I started the show with Mark back in the day. Now you’ve got Paige Wilson with Oil and Gas Leadership Podcast, the Oil & Gas HSE podcast with Patrick Pistor. Global Energy Media, Ryan Ray, there’s a lot of great digital media that has sprung up in the last couple years.
The problem is that the people buying ads are treating these digital media channels exactly like print. Now, I’m not saying “don’t buy ads”. By all means, keep buying those ads on Oil & Gas Global Network. What I am saying is that is not a complete digital strategy.
And if you ask me, there is only one other niche that gets it. Only one that has a complete digital strategy. And that niche is oil and gas data and analytics companies led by none other than Drillinginfo.
Now, of course, this is slightly self-serving because I did start this whole inbound marketing, content marketing thing in oil and gas. But, let’s be honest. They, and everyone in that space are the only ones in this industry that get it when it comes to digital outside of Oil & Gas Global Network and everything else those guys are doing.
And, again, what they’re doing is great. It’s serving a very, very good need. But, they are able to dominate their niche, which is oil and gas new media. And over here, you’ve got Drillinginfo dominating their niche online, which is oil and gas data and analytics software.
Oil and Gas Marketing Agency Content Shocks
There’s a term that that’s coined by great marketer, great man I would say, Mark Schaefer, called “Content Shock”. It was a couple years ago and it’s been interesting to watch things unfold across the Internet as competition gets more and more fierce outside of this industry.
Content Shock happens when you have a large number of people, authors, websites, and publications writing about one particular topic or area of interest. Since they are all flooding search engines with content, it’s very hard to get the top of the search rankings when Content Shock happens.
Content Shock hasn’t really happened across this industry. I would argue the digital space is still pretty well wide open. There’s lots of stuff that can be done over there I’m in terms of digital media, I should say.
And then, in terms of oil and gas data and analytics, Drillinginfo started it. And then as soon as we started doing what we did at Drillinginfo, IHS started posting to their blog. And then P2 started posting. And then next thing you know that space started to understand that in order to develop relationships in the digital space and to attract people into their business to build those relationships, to attract their ideal clients, that they need to be of service. They need to produce helpful, relevant content over a consistent period of time to be able to develop their audience and to demonstrate their expertise and showcase their experts from within their company.
The problem is no other niche has figured this out in oil and gas, except of course OGGN and everything the Mark and the guys are doing over there. Outside of that, no one is stepping up.
And it breaks my heart! Because the opportunity is so immense.
The opportunity for you to start, today, to start producing content that’s helpful. That’s relevant. That answers questions. That serves your audience. That solves problems. That demonstrates what you bring to the marketplace.
Nobody can do that for you. An oil and gas marketing agency, you can outsource some of that to them, but that’s missing the point. That’s why we’re not an agency. Because we want to help you demonstrate that expertise and do that yourself because no one can tell your story like you can.
But nobody’s figuring it out!
I mean, I could show you dozens and dozens and hundreds, maybe thousands of niches across the oilfield where it’s just wide open spaces in terms of keywords. And you’re thinking, “Okay, well specifically, what does that look like?”
It doesn’t matter what you do, there are people out there looking for you. If you’re a rathole driller, guess what? There are people looking for “rathole drilling services”. And there are people who would love to hear your expertise, and your thoughts, and your insights. And you don’t need an oil and gas marketing agency to do it.
Because the thing that you’re missing in the new digital space by treating it like it’s print media is that print media is a one-way communication. One way, it’s not even a dialogue, it’s a monologue. Whereas digital is a conversation. Just like this video right here.
Now you and I, physically, we can only speak to one person at one time. But, through the magic of the Internet, I am not only speaking to you but ten or a hundred or hopefully thousands of people who end up watching this video. Whether that’s on our blog, on LinkedIn. Whether they’re just laying down for bed at night checking Facebook one last time. Wherever we can meet them and meet you to be able to build that trust and build that relationship with you.
You have that opportunity. And, gosh, I hope that a whole lot more of you take advantage of it.
Because as I’m looking at OTC coming up all I can think is how much better would your meetings be with your clients and with your prospects if you were consistently delivering valuable content to them? Content that educated them, not only about your products and services but about overcoming the problems they’re dealing with in their day-to-day lives. Their day-to-day work lives.
How much time could you save not having to educate your prospects at OTC but actually being able to dig into real conversations about real problems that they’re having? Because they already understand how you can serve them since you have already been serving them over time.
Now, I feel like I could start to talk in circles here, so I’m in a wrap this up. That’s my rant for the day.
Stop relying on oil and gas marketing agencies. Stop trying to outsource your storytelling.
Either hire someone internally. Hire a company like us. Or anybody else out there that can help you understand how to tell your story in a digital way. So you can build those relationships and build that trust.
Because you know when it comes down to it, we are sales-driven marketers. And who do people buy from? People they like and the trust. Well, if you’re serving them consistently, they’ll like you. They’ll trust you. And that’s where your sales are going to come from.
At the same time, I might just be a newbie here. I’ve only been in the industry for 8 years.
So, whether you think I’m off base or on base, I want to hear your comments and thoughts below this video. Whether it’s on YouTube or LinkedIn or wherever you happen to be seeing this video.
Check out the link below, as well. A lot of people don’t like to watch the videos, they would rather read it. So, we will have this first oil and gas marketing agency video transcript for you.
But no matter what you’re doing out there in the oilfield, I hope that you go out there and consistently apply the basic fundamentals.
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