Integrating Web Marketing in the Energy Industry

Presented By Nate Stockard – Blue Atlas

1

Website As A Hub◦ Blog / Resources

Search Engine Optimization (SEO)

Social Media (To Use or Not to Use…)

Technologies To Consider

2

“Generation PC” Executives◦ 40 – 50 yr olds◦ Use video, mobile, and similar Internet technologies

“Generation Netscape”◦ Executives Under 40◦ Go beyond simple technology, explore Twitter, blogs, collaborative

tools

C-Suite Executives Search For Themselves◦ We think they delegate, not really true◦ 60% of C-Suite conducting more than 6 searches a day on mainstream

search engines◦ 79% of C-Suite at least start the process of research (53% do it

themselves)

Who is Using The Web in Energy?

3

Source: Forbes Insights Report (in association with Google)

Have you updated your site recently?

Website

4

When did you last update your website?

Why should anyone (especially prospects) come to your site?

What content are you actually providing?

Can the user navigate your site EASILY?

Website

5

Your website is the hub of all of your information◦ It is the one thing online you have control fully

Make your site worth visiting◦ Resources◦ Sales Support◦ Service/Product Support

Integrate Social Media (if applicable)

Post rich media, customer-focused content

Give visitors what they want, and only what they want

Convert Traffic

Website As a Resource Hub

6

Use your site to sell without selling!

Resources show you are an expert (services)

Resources show your company is credible (products)

What to share?◦ Case studies◦ Unique Product Uses◦ Product / Installation Videos (Think Customer Service)

Convert Traffic

Blog / Resources

7

Where are you ranking?

8

Search Engine Optimization (SEO)

Remember the C-Suites who do their own research?◦ 40-50 yr olds are searching◦ Under 40 are using the whole web to search

I’m on Page 3, good enough?◦ 40% of clicks on a search go to #1◦ 90% of clicks go to top 10

They are searching… Why not get found?

Only 15% of leads will buy within 30 days (short sale cycle)◦ 15% will never buy◦ 70% will buy in 12 months, but will research before the purchase

9

SEO – Does it matter?

More than just ranking… Converting◦ Create Leads◦ Nurture Leads◦ Build Credibility

Increase leads for sales staff◦ Did you know they were looking?

Support sales efforts◦ Reduce education process

10

SEO – What does it do for you?

Content•Blogs /

Resources

Optimize keywords

on site

Linkbuilding

•Build Site Credibility

Convert traffic to

leads•Forms, Signups,

etc.

Analyze Traffic and

Results

11

SEO – How do you do it?

Social Media

12

Everyone’s doing it, right?

Shouldn’t you?

Social Media For Business◦ Not Just Facebook

Anything social is social media◦ Blogs, Forums, Bookmarks

Facebook and Twitter probably are a waste of time!

Back to being resourceful while helping people find you!

Social Media – What are We Talking About?

13

Social Media

• Resourceful Content• Found in search engines• Exhibit knowledge

Presentation Sharing (Scribd, slideshare)

• Easy To Post• Many Searches• Better Than Just Text• Easy to share across website, email, etc.

Rich Media Sites (Youtube, Flikr, etc.)

• Easy to use• Content easily shared by readers• Easy to share across website, email, etc.

Blog (Wordpress, Blogspot)

14

Not A Broadcast Medium

Build Relationships

Share Resources

Extension of Other Marketing Activities

Social Media – How To Use

15

Create an online web marketing strategy◦ Coordinate with actual business goals

Update Website

Roll out resourceful content on site / blog

Consider a social media strategy

Optimize website with keywords

16

What to do from here!

nate@blueatlasmarketing.com

832-209-8856

Twitter: twitter.com/blueatlastweet

Facebook: facebook.com/blueatlasmarketing

Linkedin: linkedin.com/company/blue-atlas-marketing

Contact Information – Blue Atlas

17