Improving the visibility of your website
If your oil and gas website isn’t visible, then you’re missing out on a significant amount of revenue. When people can’t find your website, it’s not generating any new leads or sales. In this article we’ll show you how to improve the visibility of your oil and gas digital marketing website.
As leaders in the oil and gas digital marketing industry, one of the most common questions we get is whether we can help an organization get more customers. The answer is a resounding yes, but it’s important to know how we do that.
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Anyone worth their salt in marketing or sales will tell you that in order to be successful, you have to maintain a long-term relationship with the customer. You can’t simply show up on their doorstep and demand for them to buy your product. That’s akin to proposing to someone on the first date — their answer will probably be “no.”
Similarly, when you want a customer to buy your product, you have to woo them, nurture them, and show them how you can meet their needs. But before you have the opportunity to do that, you have to get yourself in front of your customers’ eyes. In digital marketing, this is what we call visibility.
What does “visibility” really mean in oil and gas digital marketing?
There are many versions of the marketing funnel, but the one we follow includes four distinct stages:
- Visibility
- Engagement
- Conversion
- And Retention
In oil and gas digital marketing, visibility is all about being seen by the customer.
If you can’t get yourself in front of them, they won’t know you exist or will not consider you as the one that is going to solve their problems. That’s why visibility is the first step of the funnel, and arguably the most important.
Without visibility, you can’t move forward to any of the other stages.
Often, organizations think they can bypass visibility and engagement and go right to conversion. However, time and time again, it’s clear that strategy doesn’t work. Customers need to learn about you and trust you before they buy from you.
How to gain more visibility for your oil and gas website
When it comes to oil and gas digital marketing, the foundation of your strategy is the website. In order to increase visibility online, you will need to increase the number of people coming to your website. However, you don’t just want any people, you want the right people. Here’s how to be seen by your target audience:
Search engine optimization:
How did you land on this blog post?
In all likelihood, you probably typed in the phrase “oil and gas digital marketing” or something similar into Google, and this blog post was one of the top search results.
This is an example of how search engine optimization works. We researched key phrases our target audience searches for online and used them in various types of content on our website, from landing pages to blog posts.
When our target audience searched for the phrase, they clicked on our search result and came to our website. This is one of the best ways to increase visibility for your organization.
Search engine optimization means that your website appears high up when someone searches online for keywords that describe what you do best. The goal of SEO is not only to have a great website but also one that ranks well in search.
Social media:
When it comes to oil and gas digital marketing, social media may not be the first tactic you think of. After all, how will making videos on TikTok attract your customers?
The thing about social media marketing in oil and gas is that it can be very successful if done right.
For most oil and gas companies, LinkedIn and Facebook will be the key platforms to focus on.
You can share relevant content using hashtags that your prospects will search for, and link your content to specific pages on your website.
Trade shows and conferences:
How do in-person events factor into digital marketing?
In the oil and gas industry, which has traditionally been focused on word-of-mouth marketing, in-person marketing and digital marketing are closely linked. Attending events such as trade shows and conferences can also be a way to send traffic to your website, by using QR codes and creative URL placement on posters, flyers, and business cards.
Authority articles and podcast interviews:
With all visibility tactics, it’s important to go where your target audience is.
Submitting content — written or oral — is a great way to be seen and heard by people who you may not otherwise have a chance to get in front of.
Consider looking at industry publications and submitting content for their blog or seeing whether you can lend expertise for a podcast episode. As always, add your website URL to your content so people have a chance to learn more about your organization.
What comes after visibility in the marketing funnel?
Once your oil and gas digital marketing visibility strategy has worked and people have landed on your business website, what happens next?
It’s time to get those website visitors to engage with you in different ways.
We’ll cover just what engagement is and how to get it in another blog post, but the key aspect to remember is that it’s all about getting your target audience to trust you and recognize you as an expert in your field. Once they do that, the next step is for them to “convert,” or sign on the dotted line, and for you to work your magic to retain them as valuable long-term customers.
Feel Stuck? Definity Web can help you achieve your visibility goals — and more
If you want to get more customers for your oil and gas business, you have to start with visibility as your first marketing goal. After all, proposing to your customer on the first date won’t result in success — you have to spend time wooing them and nurturing them.
At Definity Web, we work with leaders in the oil and gas industry and help them through digital transformation in marketing so they can increase their visibility online and sign more deals.
Learn about our Web Strategy Exploration™ process to see how we work and how we can help you reach your oil and gas digital marketing goals today.
