MARKETING OIL AND GAS COMPANIES – KEY STRATEGY POINTS
For an industrial marketing and sales strategy to be successful, there are seven elements that must be present – bar none. All of them must be optimized and synchronized with each other for your business to make significant progress. These seven elements will streamline your marketing and sales process and help you achieve tremendous revenue growth
Each element serves its own unique purpose and requires their own sub-strategy within an organization’s sales and marketing strategy. Each strategy will not be successful without the success of other strategies. They all work hand in hand. Each element can exist alone, but they will struggle to succeed without the other elements. Once all elements are working in tandem with each other, your organizational sales and marketing strategy will be stronger, and your ROI will be much better than what you ever expected.
FIRST ELEMENT: BRAND POSITIONING
The first thing that a company needs to determine before starting a sales and marketing strategy is its customers. Who is your target market? What kind of customers do you want to attract to your company? What makes this class of people different from other people? What industries do they serve? How many of them work in the industries that they operate in? How much revenue do they generate? Do they serve customers internationally, or do they serve a specific region? What does your target audience buy from you and your customers? What do they like and dislike? Habits? Hobbies?
Once you have identified your target market, you need to create strategies that will make them select you as their first choice. You need to make them feel like you are the company they need; the company that is ready to go all the way to meet and satisfy their unique requirements.
SECOND ELEMENT: WEBSITE
Your organizational website is a very important element of your sales and marketing strategy. You can only design an effective website after understanding your target audience. The website must contain features that will attract your target audience to you. Will accommodate their preferences and behaviors. So, you need to create a buyer persona.
It is not enough to have a simple website. Your website must go far and beyond. It is a representation of who you are, what you stand for and the kind of clients that you want to attract. Your website should be much more than a digital brochure. It serves as the heart of your online presence and from which your online business will be developed. Your website occupies space on the internet. It is an internet real estate that you own. It is up to you to make it a prime real estate or a mere sidewalk on the internet.
THIRD ELEMENT: WEBSITE TRAFFIC
Today, most manufacturing companies leave the responsibility of purchases to young engineers and professionals in their organizations. A very large percentage of these young professionals go to search engines like Google to get information. This means that traditional marketing strategies are not that effective anymore. However, we still need to cover those areas as well. The internet is now more important than ever before. Manufacturers must change their marketing strategies to include a focus on the internet.
You must focus on generating a lot of traffic for your website. Use SEO, guest blogs on popular websites, content marketing, social media marketing and other strategies to attract buyers that need your products and services. But remember, one approach may work for your friend, but it doesn’t mean that it will work for you. The only way to secure success is to analyze available data and develop a customized plan of actions.
FOURTH ELEMENT: LEAD GENERATION STRATEGY
How do you generate leads from website that are qualified for sales but are not yet ready for sales?
A lead generation strategy will help you with that. Your lead generation strategy must be appealing to all your buyers throughout the buying process (funnel). You should focus on those that are learning, comparing, evaluating and researching their purchase options. Those that spend time on these options want to learn more about these products to make an informed purchasing decision. You can help them learn by providing high-quality content that will help them make a good decision. This content can be in the form of white papers, eBooks etc. They will readily drop their email addresses and names in exchange for these.
FIFTH ELEMENT: SALES ENABLEMENT STRATEGY
A lot of manufacturing companies have problems converting inbound leads from marketing to sales.
There are a lot of skeptical or pessimistic sales professionals out there right now. They downplay and condemn every lead generation initiative. They bring up their past experiences, and they try to convince you that new, innovative ideas won’t work. They tell you that internet leads won’t work and won’t amount to anything.
But you need not worry. Now, it is much easier for you to warm up and nurture your lukewarm leads while the hot and ready ones can be handled by your salespeople.
SIXTH ELEMENT: LEAD NURTURING STRATEGY
A major aspect of the sales side of inbound lead pursuit is your sales enablement strategy. Your lead nurturing strategy is the major marketing counterpart. Both aspects focus on your present contact database, and they share the same goal of transferring leads from the process of buying to the point where they make a purchase. Lead nurturing begins after your sales team is done. A lot of inbound leads are not ready to make purchases immediately. And even if they make purchases, they may not make another purchase till five years or more – you have to keep them interested in you.
Seventh element: Reporting process for ROI
The basic duty of the marketing team of a manufacturer is to create sales opportunities for a company. The basic duty of the sales team of the company is to close the sales opportunities created by the marketing team and convert them to paying customers. The goal of these two teams is to ensure that a business grows steadily.
How can you track the success of a company? How can you understand the result of all the time, energy and money invested in these initiatives? You can do this with the following three things:
— A sales and marketing teams meeting where both teams converse with each other
— A documented procedure written down that will be used for sharing data between sales and marketing teams
—The right analytical tools
HOW YOU CAN AUDIT THE SEVEN CORE ELEMENTS OF YOUR COMPANY?
The best way is to conduct regular audits of your marketing and sales processes. If you’re not sure how and need the help of a professional, especially one with an external point of view click here to contact us.