Successful oil and gas bloggers have a wealth of knowledge and insights to offer. By utilizing blogging, these companies can cost-effectively engage with their target audience and maintain a strong presence. Discover why blog marketing aligns naturally with the unique needs of the oil and gas industry. Additionally, apart from blog marketing, there are numerous other strategies that oil and gas companies can leverage to enhance their public relations and production capabilities.
Remember, potential customers, are actively seeking your company’s services, products, and expertise. By incorporating blogging into your marketing strategy, you can effectively capture the attention of these individuals and meet their needs.
The search behavior users typically follow goes like this:
Users are actively inputting keyphrases into Google to find relevant information, for instance, “ALS products”
After reviewing search results, they click on a website that meets their needs.
To increase the likelihood of visitors returning to your site, it is essential to carefully select keyphrases and ensure your content aligns with them.
Blogs serve as extensive libraries of keyphrases, enhancing the discoverability of your website and improving the chances of attracting visitors.
A blog acts as a powerful magnet, drawing visitors to your website.
Once visitors land on your website, its primary objective is to convert them into customers.
What occurs after someone arrives on your website?
They seek answers to their queries while also evaluating the industry expertise and trustworthiness.
Websites that offer relevant content, visually appealing pages, and fast loading speeds provide superior user experiences, resulting in higher conversion rates.
But it doesn’t guarantee that every visitor will convert.
In Google, there are three main search intents:
- Informational: People looking for specific answers to a problem or query. They’re not looking to spend money.
- Transactional: Visitors that are both problem and solution-aware and they are looking for help. These are most likely to convert.
- Navigational: These visitors are basically just trying to get to a specific company website. They’re searching for a brand name but have forgotten the particular web address.
So, a successful blogging strategy should incorporate custom blog content that satisfies all three types of intent.
Blogging for Oil & Gas Companies – An Untapped Opportunity
In industries like real estate, people often subscribe to blogs for various reasons, such as finding investment opportunities, following trusted brands, or conducting research. However, for blog owners, it can be challenging to distinguish between real prospects and casual readers.
Contrastingly, in the oil industry, individuals who read articles are typically active participants in the field. This presents a valuable opportunity for companies, as visitors are already qualified and more receptive to conversion.
Surprisingly, if you visit the websites of oil companies, you’ll rarely find a dedicated blog page. This oversight means missing out on the chance to educate readers and convert them into loyal customers.
Furthermore, without a blog, companies rely solely on the keywords within their home and product pages to appear in search engine results. Unfortunately, these pages typically contain transactional content without the educational value that blogs offer.
The Return on Investment (ROI) of a Blog
Every keyword possesses a monthly search volume associated with it, which can be assessed using various SEO marketing tools, as exemplified below:
Let’s consider a scenario where you’ve managed to secure the #1 position for the keyphrase “Oil Price” in Google’s search results.
Since the #1 position typically captures around 50% of the total search volume (450k in this case), you would receive approximately 225k monthly visits to your website. If you can convert 10% of those visitors, that would result in 22,500 leads reaching your sales team inbox.
However, it’s important to note that ranking for a highly competitive keyphrase like “Oil Price” is extremely challenging, as it is dominated by major news websites with significant online authority.
Furthermore, each keyphrase is associated with a “Difficulty Rate” that indicates its level of competitiveness. As a new blog, it is advisable to start with low-difficulty keywords.
For instance, a keyphrase like “Low Cost Progressing Cavity Pumps” may have a lower search volume but a difficulty rate of only 8%, in comparison to the highly competitive “Oil Price” with a difficulty rate of 97%.
The objective is to gradually improve search rankings and attract incremental volumes of search traffic. This approach has a compounding effect as you start ranking for more key phrases, gaining authority, and subsequently targeting words with higher volume and difficulty.
In Summary
Start with simple stories, case studies, or industry analyses and delve deeper into keyword and competitive analysis.
Consider these factors when devising your blog strategy:
- Select the main topic and subtopics.
- Decide, what you should rank for.
- What is something you can share unlike anyone else?
- What are your competitors ranking for?
Including blogging in the digital marketing strategy of oil and gas companies is crucial. It enables Google to understand your website’s focus and core message.
A blog can bring numerous benefits.
- Cultivate long-term relationships with your audience by presenting your work in a professional, personal, and educational manner.
- Strengthen your online authority by providing valuable education and building your brand.
- Expect more predictable lead generation and conversions by leveraging your website as a sales funnel and knowledge hub.
- Expand your prospects list, capture emails, and develop personalized advertising, email, or social media campaigns for future targeting.
Ready to start a blog?
Let me know your thoughts in the comments section,