It is no secret that some industries aren’t exactly thriving right now – the energy industry being one of them, specifically pertaining to oil and gas. Over the past month, gas prices have been on the rise. This is due to the polar vortex, or extreme cold temperatures that we are experiencing, which has increased the demand for gas, causing prices to skyrocket.
So how should energy companies position their marketing efforts during these times of turmoil? Here are four initiatives you can take in order to remain positive in light of the current situation:
1. Ensure clients that they are your number one priority. Exceptional service is always something to strive for, and now more than ever is a crucial time to focus on it. Respond to client questions and concerns on your website, social media channels and over the phone in a timely manner. Make sure you are catering to their needs and looking out for their best interest. In doing so, your clients will remain loyal to your brand.
2. Display credibility. Inform your clients of current industry conditions so that they remain in the know. Consider providing an information whitepaper or hosting a webinar to explain how weather conditions affect gas prices. Whitepapers and webinars are effective thought leadership initiatives that showcase credibility and build upon your client relationships, ensuring that they can trust you no matter what the condition of the industry may be.
3. Provide helpful tips for your audience to alleviate the situation. Going hand in hand with providing information about current industry conditions, it also extremely important to provide tips for your customers to alleviate the situation. For example, even though gas prices are increasing, there are ways to preserve energy, and in turn save your clients money. Providing helpful tips is another way to show your clients that you truly care about them and to display expertise.
4. Craft optimistic and humorous social media posts. Even though current conditions are not ideal, it is important to still have fun with your marketing! Don’t try to completely override the facts of the situation, but include some optimistic and humorous marketing efforts. This is especially relevant to social media marketing. Social media is all about being social and engaging with your target audience. Your audience will want to follow your brand if you are delivering fun posts such as a joke of the day or daily meme. Humor can help to alleviate stress during tough situations and shift focus away from all of the negativity. Remaining optimistic will convey that your business is hopeful for the future of the industry and give your clients a sense of reassurance.
What other tips do you have for positive marketing? Let us know in the comments below!