Welcome to the first installment of our new Dear Dale column!
In this special section, we will post a question or two from our reading audience that our Founder, CEO and fearless leader at DeanHouston+, Dale Dean will personally answer!
So, without further ado…
My company produces components for the oil & gas industry. We’ve tried a lot of things over the years and are finally ready to streamline our strategy. What are the best marketing tactics and channels we can use to consistently generate quality leads?
Dale Dean: Great question! You may have heard the old phrase that “content is king.” In your industry, and in any industry for that matter, quality, informative and relevant content can make all the difference between who invests in your components and who doesn’t. Telling your company’s story and what sets you apart from your competitors, along with strong visuals and showing how your product(s) can solve a problem should all feed into your marketing strategy. At the end of the day, people don’t really want to be sold to – they want to be helped. Showing them how your product can help them also shows that you understand what they’re going through and that you care about their business.
As for the channels, it can depend on the market or audience segment you’re wanting to target, but for informative content, an omnichannel strategy is a good approach. This could start with a well-designed email, print or social media campaign announcing a new product, service, or incentives. These are great touchpoints to drive your audience to a landing page for more information.
Perhaps there’s an educational video on the landing page where they can see the product in action, or a link to download a white paper or marketing sheet for full specs and capabilities. This gives your target audience something of value while also delivering relevant content – and that goes a long way toward converting customers. You can support these touchpoints even further with digital ads and follow-up emails to keep your company (and the product or service) top of mind to your intended buyer.
Got a question for Dale? Submit it right here and he’ll respond in a future INSPIRE issue!