Catering to global audiences in the B2B and B2C sector, the oil and gas industry is characterised by aggressive competition, highly fluctuating price mixes and is also governed by stringent legalities from the Government. The transformation to digital has been a paradigm shift of the past many decades. The industry has found that substantial value addition in the brand building process is possible by enhancing its digital outreach. Pathwwway services use cutting edge technology and specialized industry expertise to bring the best online strategies for upcoming businesses in the industry.
- Developing And Managing The Oil And Gas Website
Building a website for the oil and gas business requires a lot of specific considerations. The first step is the identification of the right target audience who will be visiting your website. It may be the general public, businesses, researchers as well as wholesale and retail sellers, franchisees and distributors. A website, more than a lead generation tool, is viewed by these industries as a builder of vibrant online communities using an integrated approach. The 130 year veteran of the UK oil industry, namely ExxonMobil welcomes website visitors with a simple and minimalistic layout. A neat and clutter-free arrangement of images and text and clear navigation add value to the website. With latest news feeds and tweets, engaging visitors, the unique tagline ‘energy lives here’ lends credibility and brand leadership.
- Building An SEO Strategy
Research findings have established that the keyword “oil company” generates a search count of 11500 during an average month. Being available and findable online is thus mandatory for these businesses. Pathwwway services use advanced search mechanisms to include the most relevant and traffic-generating keywords for your web content. Instead of going in for black hat techniques which do not sell well in the tight-knit community of oil and gas industry, organic techniques like writing guest articles, white papers, URL optimization for enhanced name recognition, competitive intelligence and keyword research can help in boosting the search engine rankings of your website. Making helpful content freely shareable over social media can increase lead generation and conversion.
- Brand Differentiation Using Content Marketing
There is a dearth of credible and reliable online content in the industry. Oil and Gas businesses have plugged the gap and are now stacking their web pages with well-researched content. Using Pathwwway services, businesses can curate useful content that engages online visitors. Web content must ensure that it delivers simple and action-invoking messages to the readers. The American multinational energy corporation, Conoco Phillips excels in content marketing strategies through its online publication named spiritnow that features inspiring stories, news and trends, which also gives readers a closer look into the industry. Sustainable development, stakeholder involvement and capacity building in the community are some of the generic areas around which web content is built, leading to effective brand differentiation and online reader engagement.
- Using Visual Marketing Strategies
A picture is powerful than a string of words. Using visual content is a vital part of oil and gas marketing. Ensure that your gallery is replenished with high resolution and latest pictures. It is a quality-conscious sector and incorporating a few behind-the-scenes photographs of your team in action across your international project locations will help in enhancing brand repute. The Royal Dutch Shell Company uses a user-friendly scrolling mechanism to present an array of vibrant images. Featuring the photo of the Shell CEO delivering an address in the Web Summit Technology, Lisbon on the need for ethical and transparent behaviour has helped gain mileage on the social side of the business. Another realistic illustration of visual marketing stories is the case of Australia Oil and Gas which takes the pictorial route to convey its experienced management, growth strategy and capital program. Techniques like video content, slide shares and project fly-through videos can go a long way into interactive communication with digital audiences.
- How Social Is The Oil And Gas Business ?
Social media presence is being recognized by oil and gas companies on a war footing. Catching the pulse of leading social media trends is very important, in order to stay updated with social media strategies. Many upstream oil businesses are active in social media and use various platforms like Twitter, Facebook and LinkedIn for brand-building, customer service and community involvement. Unlike an FMCG industry, the Oil and Gas industry uses the social media machinery not for promotion and publicity, but for building deep human bonds between the audiences. For educating consumers on industry trends, for recruiting talent, for securing participation to workshops, events and seminars, social media is being increasingly used. The industry uses social media, not as a branding tool but as a vehicle to create bonds, enhance brand value and secure the commitment of younger generation towards corporate social responsibilities. Maersk Drilling is one of the popular examples of how social media marketing is deployed by the energy sector, with its influential presence on multiple platforms like YouTube, Vimeo and Instagram.
- App Building To Reach The Digital Audiences
Of what use are apps in a sector so conventional as oil and gas? This is a question of the yesteryears that stands answered effectively as the smartphone population of every oil-rich economy now increases by leaps and bounds. At Pathwwway user-friendly apps are built using which oil businesses can reach customers faster and scale-up their conversion rates. Appealing apps using agile technology and cross-platform app development tools are rendered as a part of accelerating the mobile traffic.
By using concepts from artificial intelligence (AI) and machine learning, Pathwwway Ltd services ensure that creative business models and streamlined workflow management are unleashed in its marketing models. According to the findings of Oil & Gas IQ, the world’s biggest news, research and media hub for the oil and gas sector, efforts are on in the industry to integrate OT (operational technology) and IT (information technology) for better utilization of data and for innovation in the IT limits of various businesses engaged in the sector.