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B2B Digital Marketing Strategies & Tactics for 2022


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These translations are done via Google Translate

By Daniel King

What kind of digital marketing strategies and techniques have you seen “move the needle” for energy service businesses looking to increase leads & sales growth in 2022?

The first place to start is having a marketing strategy with digital being a centerpiece.  I’d suggest everyone work hard to develop a 2022 strategic marketing plan in the next 2 to 3  weeks. The plan should be simple, focused, make people accountable, use your team (delegate) and take advantage of technology (marketing & sales cloud based websites & apps).

marketing strat 1

If you need support, hire a 3rd party (marketing agency or expert) to support you with this critical exercise or contact [email protected] for some guidance & ideas.  80% of Energy B2B companies do not have a complete digital strategy (polled 250 companies in 2021) or marketing calendar that clearly defines what they are going to do and when.

GLJ

Seven B2B Digital Marketing Strategies & Techniques

  1. Bridge the Digital Gaps – 90% of B2B marketers believe there is no longer a meaningful distribution between online & offline marketing practices.  Ownership & Management of energy companies need to reassess their budgets and strategies to put digital tactics above all else.  The buyers are getting younger and responding to new content & new forms of distribution.  Digital content, online ads, video, email marketing, etc.
  2. Take the Reins on Data – More than half of digital initiatives fail due to a lack of customer data.  In the energy B2B landscape, marketers & owners need to have a reliable method of collecting, managing, analyzing & using client data & information to set them apart.
  3. Ramp up your Custom Content – Branded content is a hit across B2B industries.  In the US it’s estimated that branded content will go up 60% in 2022.  North American service companies need to take the time to research, create, develop & publish their own content.  My rule of thumb – spend up to 50% of your budget on content development.
  4. Shore Up Social Media – The growing trend is the build up of company LinkedIn pages, YouTube channels & other social media channels to tell your story.  It’s time to be consistent, be bold & take some social media risks.
  5. Master Mobile ASAP – an estimated 55% of energy buyers access content on smartphones & tablets daily.  All custom & branded materials and call to actions must be optimized for the on-the-go discovery.
  6. Don’t Forget Email – The long standing staple of digital marketing still plays a key role.  86% of digital strategies still rely on email as a primary channel of communications.  Service companies need to step up with frequent, personalized messages – Deliver new content, ideas & activities.  

Embrace & Upgrade Virtual Events, Presentations & Meetings – companies need to upgrade their equipment, background/location, content, visual tools & be more professional in their delivery.  It is quickly becoming the GOOD (professional events, equipment & presenters – 20%) and the BAD (poor presentations, lousy video/audio experience – 80%).  It’s time to take virtual more seriously for 2022.

marketing strat 2

What are the trends in energy services digital marketing?  Which trends do you think will explode or continue to grow – and why?

  1. Video – Video, live streaming video and more video.  This will grow exponentially for B2B companies on LinkedIn, YouTube & other channels.
  2. Social Media Marketing – this will evolve for sure, but stay consistent to build ongoing engagement. You need to be creative and interesting, don’t just post a photo of your equipment.  You need to “Show & Tell”, become a storyteller.
  3. Customer Centric Approach – upselling to current customers, marketing to other contacts at a current client, marketing to partners & alliances with the use of digital tools.  Another name for this is called “Account Based Marketing”  Know as much as you can about each of your clients – in-depth knowledge is critical.
  4. Marketing & Sales Automation (Marketing & Sales Funnels) – Landing Pages, Auto responder emails, sign-up forms, online ads, analytics.   Lead identification software, code content & tools.  These tools & platforms are growing quickly in the B2B marketing revolution.



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