Marketing Without Engagement Just Doesn’t Work!

Blogs - Energy Services

TIC-TAC-TOE Marketing TACTICS

Marketing without Engagement Just Doesn't Work! What marketing tactics are you deploying on a regular basis to inspire your prospects and existing customers to buy your products and services? Now more than ever we all have to look in the mirror to ensure we are doing everything possible to attract new customers. But that’s only half the battle! We also need to build a bigger relationship fence around existing customers to retain whatever new sales, and pending field projects that still might come your way.

So when a potential new lead or an existing customer visits your website, what’s inspiring them to pick up the phone or drop you an email? Better yet, when’s the last time you actually got an unsolicited inquiry generated from your website based solely on the strength of your page content or site structure? During busy times our websites are usually neglected, and filling the top of our sales funnels with new leads and opportunities through marketing initiatives is often ignored in favour of more immediate sales priorities. But that’s when your inbound marketing efforts and future sales begin to die!

As the industry contracts during price downturns, we come across more than a few service companies who now reluctantly admit to this folly in their ways. They are now grasping at every straw possible to make up for lost or dwindling revenues in an environment where they are also faced with the real potential of reducing some of their sales resources which they can no longer afford. Marketing gets thrown back on the table as a potential solution, which is absolutely a good thing, but certainly not the quick fix some of these companies are hoping for.

Marketing Mile Marathon

Marketing without Engagement Just Doesn't Work!

In our view, marketing is akin to a marathon versus a sprint to the finish line. Marketing has to be woven into the fabric of your business plans and customer acquisitions strategies in good times, and yes, in bad times as well. I was recently talking with one of our Oilfield HUB customers who was questioning why they were not experiencing results from the HUB they had expected.

When we dug deeper we discovered they truly were not engaged with us as much as they should have been to date. They hadn’t taken any additional marketing initiatives to drive more traffic to either their website or new HUB Microsite. In fact, they hadn’t seized the potential opportunity at all to market their expanded presence in the Oilfield HUB online business community to any of their existing clients or prospects. Prime marketing opportunities lost, but potentially not lost forever.

Commit to Content Marketing and Engagement

Effective inbound marketing to your customers is all about repetition and relevance. Hit them hard and hit them often! Give them informative, useful and fresh content on a regular basis to chew on! But you’ve got to believe it’s worth your while to invest the time to do so. If you do commit, so will your customers. If you engage with them, they will instinctively engage back with your company and your resources. Picture your marketing efforts as casting a very large net to capture as much attention as possible while also nurturing and converting leads into opportunities as you push them down or through your sales funnel. In marketing repetition is the key so you can capture their interest when they are the most receptive or available to do so. Whatever marketing you decide to do, make it relevant to their world, and important to their current and future success.

Marketing without Engagement Just Doesn't Work! It would be great if we could all just pay some money and be showered with new leads and potential sales opportunities. We all know it doesn’t work that way! You need to commit and participate on a regular basis to make your marketing initiatives a success. That takes time and engagement! When we experience our clients taking the time to engage with us, they experience success within their sales and marketing initiatives! When they pay and just let things lie, this is tantamount to build it and they will come. Again, without engagement it just doesn’t happen. Marketing always seems to be the poor cousin to sales. Sales always gets the accolades when a client is closed. Marketing works quietly and contently in the background. As the saying goes, behind every great man is a great women. Here to, behind every great sales team is an engaged marketing team helping to make it happen and look just a little bit easier!