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How to Grow Your Oil & Gas Coating Application Business in 2015

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Many oil and gas companies are retooling their business models to maximize their efficiency in the wake of the oil price drop. And rather than wait to see how this will affect your coating application business, conduct a large number of small, inexpensive marketing tests to ensure a positive outlook for 2015. After all, trial and error is the best teacher of success (see the TEDx video for a great example of trial and error).
 
Here are some tips to help with your efforts.
 
Discover New Coating Products, Technologies, and Applications
 
New trends pop up every season. And it’s easy to get swooped up in the excitement of it all. But if you go in with the attitude of simply copying other established trends or hopping on the bandwagon, it can be seen as disingenuous and it will not help your company stand out in the industry. The key is to ensure that you stay within your core capabilities.
 
Choose to be the first to discover, develop, or use new products, technologies, and applications.
 
Create New Case Studies
 
Review old projects you completed. Document important notes and create an easy-to-digest case study from it. You can also update your pre-existing marketing materials and add valuable content to your website and social media channels.
 
Take Better Coating Project Photos
 
A high percentage of people like to take photos of themselves as a keepsake. So why not do the same with your coating projects? Plus, documenting your project from start to finish is advantageous for these reasons:

  • Provides excellent visual material for your website, case studies, and social media
  • Provides great project documentation for quality assurance, annual reports, and applicator training

And if you need a quick brush-up on some tips to take a better photograph, click here.
 
Frac_Tank_Coating
 
Add Video to your Marketing Arsenal
 
Video content is KING. And according to Courtney Pierce, a B2B Sr. Marketing Director, pages with video attract two to three times more visitors. And don’t forget, quality matters. Video buffering is annoying and can lose a customer. Speed also matters. If your video hasn’t loaded in three seconds, no matter the content, people lose interest. Due to the decreasing cost of technology, you can make great video with a very modest budget.
 
Try Something Old
 
You know the saying, “there’s nothing new under the sun?” In this case, it’s a great thing. Dive through your old archives and bring out the best material that made your company successful during those times. Tweak the content to fit your current company guidelines.
 
Build Alliances
 
Is there a complementary business that has similar target customers as you? ie. A sand blasting company, or OEM company, or even an oil and gas supply company. If so, and when executed properly, you can exponentially grow your business. The key is to train the individual team members to be able to identify critical opportunities.
 
Target Other Industries
 
Use your already established network of oil and gas clients to pinpoint who has interests beyond oil and gas to get established into new markets. For example, do any of your oil and gas clients have water and wastewater facilities?
 
Water-and-Wastewater
 

TNphoto Tatsuya Nakagawa
Tatsuya Nakagawa is the VP of Marketing and co-founder of Castagra Products, a storage tank and wastewater coatings manufacturing company that is highly acclaimed for its sustainable coatings, cold weather tank and secondary containment coating applications, and its durable frac tank coatings. Castagra is used by the world’s top oil and gas field services companies.