When you think of oil and gas marketing, do you think of huge exhibition stands, glossy brochures, flashy advertising posters and lavish corporate hospitality? This may have been the case in the (even very recent) past, but now it seems that whether temporarily or permanently, the big budgets are shrinking. High profile, conspicuous profile-building activities no longer seem appropriate. At the same time, the market is becoming more competitive, with less business to go around. So, what do you do?
Red Evolution Opinions & Musings
If you've ever run an online or offline marketing campaign or are thinking about running one in the near future, you're probably thinking about what your campaign will offer at a first glance to potential clients, but once they have landed on your campaign, how do you keep them engaged and eager to find out more?
In a recent article on the BBC website David Frew, senior programmes manager for the Internet Advertising Bureau trade body said, "Ad blocking is a threat to the whole advertising industry". He went on to say "It's possibly heralding the end of online advertising in its current form".
Following my previous blog post about why it is so important to keep on marketing in a downturn, here are some tips, in no particular order, for how to make the most of your marketing in a recession or when times are tough.
How to build a lead generation website. Well, strap yourselves in because this is going to be fun and hopefully something of a voyage of discovery!
It's quite revealing that people still ask us if we can "place links" for them as in "where do I put links for link building?" I say it's revealing because it shows they're aware, at some level, of the importance of links - but at the same time the fact they think placing links will do the trick implies it's a concept they've not quite grasped. Let's discuss.
Here in Aberdeen we dodged the worst of the recession in recent years but have now felt the force of the reduction in the oil price and the accompanying budget cuts. One of the first budgets to be slashed is usually the marketing budget, but that is a BIG mistake. Here's why.
Over the last few days, I've read a few articles about link building and it seems some people are STILL confused about this key aspect of website success. If that's you this article will provide the bridge between the sometimes impenetrable language used by people who know about this stuff and the rest of the world.
Go on - you know you want to - have a cheeky little eavesdrop on one of my phone conversations with a potential client. It wouldn't be unusual to hear me being asked if we "do" link building. The conversation starts all civilised and matey but at this point it gets a bit uncomfortable as I suggest that links should be earned - not built. I get that horrible sense of having said something really bad. My heart sinks too as I hear "I just want you to do some link building so my website can rank."
When you are looking at the benefits of online and offline tools in marketing and deciding which to use, the simple answer is, "there is no simple answer!" Each tool has its own benefits, but you have to look at them in the context of your marketing plan and your marketing objectives.
Thanks to our inbound marketing skills we're nurturing a business lead with a company in Canada. As we get to know each other they are sharing their experiences to date, in particular the things their current SEO company are telling them. Now we know people are confused about SEO from the number of people who visit our SEO explained page, but this stuff is priceless.
Social media has changed the way that marketers and business owners spend their time and their budgets. However, it is no longer enough just to "do social media".
Business to business lead generation matters because without a steady flow of leads most businesses struggle to survive. But how can a business attract potential customers in today's noisy environment where people seem to have a short attention span and far too many "screens" fighting for their eye balls? Simple, by using content marketing.
Content Marketing is about creating and sharing relevant, useful content (media) with the purpose of generating business. However you distribute this content, it must always be valuable and relevant to the person who finds it.
Once you get started in content marketing, one of your biggest challenges is likely to be committing to it and creating great content regularly. We often get asked the same question... "what should I write about?"