Digital Marketing can be extremely difficult for energy companies. Whether they don’t have the (internal) resources to effectively manage a digital marketing strategy, they don’t have the expertise, or if they don’t see marketing having a direct impact on their sales can all lead to these companies abandoning their goals. But none of the above excuses should be a reason to neglect a strategy since digital marketing is more important than ever for energy and industrial companies. This is especially key for principal-led companies who are ‘do or sell’ roles as the principals seldom have time to sell before because they are busy doing. Digital tools can accommodate this, especially for those who have options to use those tools cost effectively with ‘fractional’ expert marketing personnel.
Digital marketing needs to have a strategy in place prior to anything else. The first step in determining your strategy is to understand your target market, determine who are they, where they come from, and how they buy; the more information you can gather on your target audience (or by creating ideal customer profiles) the better you can serve your customers, and the more conversions you will generate. Being able to adequately serve your target audience will create a strong product/market fit and make sales that much easier for your team. Once your team knows how to reach someone who is looking to buy, all they need to do is present and close the deal. Even if a target customer is not ready to buy your product, you will still be able to nurture them from the top of the funnel into a sales-ready position later on. Sales can then be much like engineering, rather than a random event.
ActiveConversion is home to leading digital marketing experts who have helped hundreds of energy and industrial companies reach their goals. Find out more here: http://activeconversion.com/managed-services/