Strategic Marketing Solutions for the Oil and Gas Industry

Strategy and tactics that will help your business stand out in a crowded (oil)field

The oil and gas industry is a complex, competitive niche market that requires unique marketing tactics and strategy. Today, the industry faces numerous challenges, including geopolitical issues, supply shortages, inflation and increasing regulatory pressure to meet ESG requirements. Marketing plays a critical role in ensuring that companies in the sector stay ahead of each of these curves and get in front of potential customers and partners.

Kinetic works with numerous businesses at various levels of the industry, routinely interacting with executives, engineers, field workers and support staff. We’ve developed a blend of essential tactics and strategies that can be tailored to the specific needs of any business in the oil and gas industry.

WINNING STRATEGIES FOR OIL AND GAS

When we assess a business in oil and gas, we first look at overarching strategies and develop a long term marketing plan with the aim of establishing the following:

THOUGHT LEADERSHIP

Positioning a company as a thought leader is a powerful strategy to differentiate them from the competition. By creating high-quality content, sharing industry insights and participating in industry events, companies serving the oil and gas industry can establish themselves as experts in their field. This can help build trust with potential customers, generate leads and ultimately, drive revenue.

A great example that comes to mind from our list of oil and gas clients is GTUIT, a company that has been leading the way in distributed gas treatment and monetization. GTUIT’s mobile, modular and scalable, gas processing solutions eliminate gas waste and reduce emissions, empowering companies to surpass ESG and legislative targets as well as bank lost profit.

Kinetic worked with GTUIT on a campaign to highlight their thought leadership in an industry where green solutions often take a back seat to profit. Through social media and programmatic advertising, Kinetic placed targeted ads that showcase GTUIT’s proven solutions for monetizing gas waste products, which can replace fuel to decrease operating costs and provide marketable products to boost revenues. In short, they offer “sustainability that pays.”

Showing their track record of innovation established their thought leadership, putting them top of mind with decision makers in the oil and gas industry.

PERSONALIZATION

Personalization is a strategy that involves tailoring marketing messages and campaigns to individual customers based on their specific needs and preferences. In the oil and gas industry, personalization can be especially effective, as customers often have unique and complex requirements. By understanding the needs of individual customers and tailoring your marketing efforts accordingly, companies can build stronger relationships and drive more business.

This strategy was key for our client Blue Sky Construction, which specializes in building out infrastructure for the energy industry including pipeline construction projects, pipeline maintenance and integrity assessments, stations, processing facilities and plants. Their website needed to speak to the investors and project drivers who would bring them on. Kinetic writers and graphic designers worked with Blue Sky’s managers to develop a message and look that focused on their deep experience and stellar safety record.

Personalization also played a pivotal role in the success of GTUIT’s B2B programmatic and social advertising strategy. We developed customized ad sets and audiences, delivering personalized messaging tailored to the specific roles within their target audience’s businesses. By speaking the language and addressing the specific needs of different tiers within an oil and gas company, our messaging resonated effectively. We aligned the messaging with the primary concerns of each role, showcasing how GTUIT’s services precisely address those specific issues.

INTEGRATED MARKETING

Integrated marketing involves coordinating and aligning all aspects of a company’s marketing efforts, including online and offline channels. By integrating various marketing channels such as email, social media, and search engine optimization, companies can create a cohesive marketing message that resonates with their target audience. This can help build brand awareness, generate leads and ultimately, drive revenue.

At Kinetic, we believe in the power of a full-funnel omnichannel marketing approach. It’s the ultimate strategy for streamlining messaging and achieving impactful results across both traditional and digital channels.

Synchronized Channels for GTUIT’s Success

When working with GTUIT, we seamlessly synchronized organic social, programmatic advertising, search marketing, paid social, custom photography, videography and marketing collateral development. By aligning messaging across these channels, we supported every stage of their marketing and sales funnel. It’s all about delivering a cohesive brand experience and maximizing their marketing efforts.

Integrated Marketing Strategy for Loenbro

Kinetic Marketing employed an integrated marketing strategy for Loenbro, a leading employer in Great Falls, Montana. Their approach included website design, video production, brochure development, digital internal communications and employee newsletters. By overhauling Loenbro’s website, creating a careers microsite and developing compelling print materials, Kinetic effectively showcased Loenbro’s capabilities to attract clients and secure new contracts. Through digital communications and high-quality employee newsletters, they facilitated clear and engaging communication within the company. This integrated strategy strengthened Loenbro’s brand visibility, supported employee recruitment and showcased their expertise for continued growth.

Kinetic has executed similar internal communications strategies for more than a decade for Interstate Companies, Inc., a conglomerate that serves the oil and gas industry, among other industries. We write and produce a quarterly eight-page newsletter and generate content for their intranet to keep employees updated on activity within Interstate’s five business divisions, provide education on new developments and technologies and onboard employees from acquisitions. Our support of Interstate also includes collateral for trade shows and career fairs to drive new business and recruitment.

SUCCESSFUL TACTICS FOR OIL AND GAS

We’ve talked about the strategy guiding these efforts, now let’s delve into the high-level tactics used.

CONTENT MARKETING

Content is the cornerstone of modern marketing, and the oil and gas industry is no exception. Creating high-quality, informative and engaging content such as blog posts, whitepapers and infographics can help companies establish themselves as thought leaders in their respective fields. Social media content, custom photography and video marketing play a vital role in modern content marketing to communicate brand messages, promote products or services and engage with audiences. Additionally, content marketing can help build brand awareness, drive traffic to your website and generate leads.

SEARCH ENGINE OPTIMIZATION (SEO)

Search engine optimization is the process of optimizing a website to rank higher in search engine results pages (SERPs). In the oil and gas industry, SEO is crucial for attracting potential customers searching for related products and services. By incorporating targeted keywords, building high-quality backlinks and optimizing website content, companies can significantly improve their online visibility and attract new business.

SOCIAL MEDIA MARKETING

Social media platforms such as Twitter, Facebook and, most importantly, LinkedIn, provide excellent opportunities for companies in the oil and gas industry to connect with potential customers, promote their brand and share industry insights. Creating engaging social media content that speaks to your target audience can help build brand loyalty and drive traffic to your website.Take your social media content further with social advertising, to target broad audiences in the industry to hyper-specific B2B audiences.

PROGRAMMATIC ADVERTISING

Programmatic advertising automates digital ad placements using algorithms and AI. It’s like an auction where your personal data matches the most relevant ad to the available ad space on a website. It’s efficient, cost-effective and simplifies the advertising process. For the oil and gas industry, programmatic advertising offers advanced targeting capabilities for effective online ad campaigns.

One of the key advantages of programmatic ads lies in their ability to continuously test and optimize campaigns over time. By collecting and analyzing data from your ad campaigns, you can make informed changes to your targeting, goals, budget and creative elements, ultimately leading to improved results with each subsequent campaign. This iterative approach allows for ongoing refinement and enhancement of your advertising strategy, maximizing the effectiveness of your marketing efforts.

AMPLIFYING SUCCESS: STRATEGIC MARKETING FOR ENERGY INDUSTRY GROWTH

Marketing plays a critical role in the success of companies in the oil and gas industry. By incorporating strategic approaches and essential tactics, companies can differentiate themselves from the competition, build strong relationships with customers and ultimately, drive revenue. With the right marketing strategies and tactics in place, companies in the oil and gas industry can thrive in this increasingly competitive market.

Interested in learning more about how Kinetic can help your oil and gas business develop winning strategies and execute the right tactics flawlessly? We’re here to help, reach out anytime!