And here we see the oil and gas marketing plan of a first mover.

Don’t you hate when you can’t find out how much something costs on a company’s website? Your customers don’t like it either. As you can imagine, this is not a good look for your oil and gas marketing plan.

Let’s discuss.

Oil and Gas Marketing Plan Transcript

Let’s talk about your oil and gas marketing plan and why transparency in pricing is the future.

I saw a fantastic video by Colin McClellan this week on LinkedIn. He talked about how the old-school mentality in oil and gas has to die. I could not agree more!

The old-school mentality he was speaking of was around a video he created talking about how guys can use LinkedIn to make videos, start to build a resume, attract an audience, and get jobs online. He was shocked to find so many people comment negatively on the video saying “Well, that’s just now how it’s done” or “That’s not how I do things”.

I appreciate his frustration in the video because I’ve been fighting this mentality tooth and nail for over six years in this industry. Transparency in pricing is another of these old-school mentality things I would like to see die immediately.

What do I mean?

How Much Does It Cost Already?!

When you go to a company’s website you want to buy from, what’s the most frustrating thing for you? If you’re like most people, the most frustrating thing is trying to figure out how much it costs to work with them.

You’re left wondering, “How much does this cost? Do I have the budget for this? I have no idea … Is this a premium service? Is it an entry-level or commodity service? How much is this going to cost me?”

This leads to embarrassing thoughts like, “I don’t even know if I want to fill out a lead form. Because if I fill out this form and have their salespeople contact me, is it going to create an uncomfortable situation where I have to admit I don’t have the money for it?”

You see how we are only making our problems worse by not having pricing on our websites?

You should know up-front this is some bleeding edge, way far out there, waaaay down the far end of the adoption curve stuff if you come along with me on this journey. Because I only implemented this philosophy last month thanks to — whiteboard — PetroValues.

Transparent Oil and Gas Marketing Plan: PetroValues Steps Up

PetroValues, full disclosure, is a new client of ours. But I’m not making this video because of that. I’m making this video to genuinely thank them. I’ve been waiting for several years for someone to come along and be transparent about their pricing. Because what I’m asking you here about the frustration of not being able to find prices on websites is not a new idea.

I saw Marcus Sheridan, formerly The Sales Lion and now merged with Impact Branding, ask this question in a keynote all the way back in 2014. So I’m really just stealing Marcus’s material, which he thankfully lets me do.

And I have to thank PetroValues because they finally are the first company I’ve seen step up and be 100% transparent about the pricing of their products and services.

By the way, PetroValues does online valuations for your acreage. That’s a whole other game-changing thing, but to me the transparent pricing is the real game ...

No pain, no gain! Am I headed back to health coaching, or are am I gonna learn you some oilfield sales tactics?

When prospects reach out, they don’t tell you the whole story. Let’s look at the oilfield sales tactics you need to uncover their real problems, convert more leads, and close more sales.

Oilfield Sales Tactics Transcription

Let’s talk about oilfield sales tactics and what you can do to incorporate them into your marketing approach to convert more leads and close more sales.

No Pain, No Sale

Anyone who has gotten to know me over the past four years and our approach here at Tribe Rocket knows we are very big fans of Sandler selling and the Sandler Sales approach.

Sandler Rules! No pain, no sale!

What Sandler means by no pain, no sale is that if you don’t discover or uncover the real problem, the personal problem that your prospects are dealing with, you are not going to close a sale.

Even if you’re not in sales, you already understand this intuitively. Because you have more than likely sat down with amateur sellers who listen to you for about 30 seconds and then immediately start selling you. They’re not concerned with solving a problem so much as selling you something and getting you to sign on the line that is dotted.

As important as it is to get your customers to sign on the line that is dotted, you will not get there unless you get to the level of how it personally affects them.

And I keep pointing back here so let’s just walk through the three levels of pain real quick.

The Continuum of Pain

The three levels of pain, or as Mark Lacour would say, problem. I like the way Mark focuses on problem vs. pain because problem makes it a bit more concrete. Pain is a bit, I don’t know, esoteric.

But you have the surface, the business, and the personal.

The surface is very easy to understand because that is what people tell you when they call to look for services.

Back when I worked at Quicken loans they started by asking, “What is the interest rate? I need to know the interest rate.” Thankfully, Quicken taught us how to pivot around that question and dig into the real problem.

But we’re not selling mortgages in the oil field, so let’s take an oilfield sales tactics example from a seismic services company.

Earthshattering Oilfield Sales Tactics

Let’s say you sell seismic services out in the Permian Basin. A geologist gives you call and says, “I need to understand the subsurface rock we are drilling in this acreage we just acquired. There are some raster logs and other things, but I need a much better understanding.” All right, right now we understand, we got to his surface problem.

Even an amateur seller can stumble across the business problem. Some professionals think the business pain is where you stop. But the true professional knows you need to dig deeper. You need to understand how this affects them personally.

Let’s go back to our seismic company example. This geologist called you up and you understood he needed seismic services. Now you know that he has “X” dollars and needs the work done in 30 days.

Let’s Make Things Personal

One layer deeper we get to the personal pain or the personal problem.

How is this impacting this person personally? What are the stakes for him or her? What does he or she stand to gain or lose by not taking action and solving the problem?

That is the true core of personal pain and in uncovering the personal problem.

Going back to our seismic services example. Since we already know that he has “X” budget and needs it done in 30 days, we have to dig one layer deeper. If we do so,

Whiteboards ain’t digital oilfield technology, James!

In tomorrow’s video, I’ll explain why I decided to highjack the keyword “digital oilfield technology”. Today, we use it to look at a rather unexpected and delightful turn of events from last week.

We uploaded the audio for each video to our old podcast feed thinking we’d get a few dozen downloads. Instead, we got a few hundred. Plus a couple hundred more and growing.

Here’s the story…

Digital Oilfield Technology Transcript

Let’s talk about digital oilfield technology.

To be very, blunt I’m hijacking a keyword. Because I’m not going to talk about digital oilfield technology as you think of it. But can you really be mad at me?

Because digital oilfield technology is the “Internet of Things”. Another term that’s come up recently is “Digital Transformation”. So none of these terms are really hard and fast yet. And when it comes to digital transformation and digital oilfield technology, I want to start getting thoughts around digital marketing into that mix.

I have a powerful case study to show you today.

Ever Heard of OGDMP?

Last week we looked at Oil and Gas This Week and how long it took Mark Lacour and me to build that audience. Of course, now Oil and Gas This Week is the number one oil and gas podcast in the world with, I think, over 400,000 listeners at this point.

As I mentioned last week, there’s now the Oil and Gas Industry Leaders Podcast with Paige Wilson and Patrick Pistor with the Oil and Gas HSE Podcast. They’re all on OGGN, the Oil and Gas Global Network. And there’s a reason “oil and gas” is at the front of all those titles, but you probably could guess that by now.

What a lot of people don’t know is that was not my first show. The first show we started when we started the company back in 2014 was the Oil and Gas Digital Marketing Podcast. It was quite a feat producing those shows because we had different segments. I was all fired up and sharing tips, and then interviewed people.

There are some really great interviews back in that feed.

But, we had not published an episode of Oil and Gas Digital Marketing Podcast — OGDMP — since April 21, 2015. When we started this daily video assault last week we said, “Hey, the show’s still in iTunes. Might as well export the video to audio and throw it in the podcast feed. Maybe we’ll get a handful or a dozen downloads.”

We were WAY off!

Over 4,100 Minutes And Counting

By now you know I got whiteboards, and let’s look at this here. So far in May, we’ve had 430 downloads. April, it was 113. And then before November 1, 2017, there almost 30,000 downloads.

Moving over to the downloads per day, the dots here represent one day. On April 30, which is when we published the first episode, boom! We got 100 downloads.

I was so busy with OTC and networking that I failed to publish the audio for the rest of the days, which is where this dip comes from. But then last Thursday night, I said, “Oh my goodness, 100 downloads! I better go publish the rest!

Marketers need oil and gas sales training too!

If you want to convince your boss to go all-in online, you gotta show ’em the money! But once they’re all fired up, you gotta help them understand buckets of cash don’t happen right away.

Here’s how things unfolded with Oil & Gas This Week. As you’ll see, it was no overnight success story.

Oil and Gas Sales Training Transcript

“Timing, perseverance, and 10 years of trying will eventually make you look like an overnight success.”

That’s a quote from Biz Stone. If you’re not familiar with Biz, he is the co-founder of a small social network you might’ve heard of called Twitter.

Actually, I am 9 years into my 10-year overnight success story. 2019 gonna be lit!

But, let’s talk about oil and gas sales training. Specifically, how to train your salespeople and, most importantly, the people at the top of the organization, the C-Suite.

How to train them on what to expect in playing the long game online. I should say, not only train them but how to sell them on executing and going all-in online so you can play the long game and develop relationships at scale.

Paying Your Dues

I used this metaphor in yesterday’s episode where we talked about how everyone in the industry understands you don’t expect to go to a networking event or expo and meet someone and make a sale on the spot. Or within a week.

Yes, you do run into some hot prospects here and there. But, anybody in the C-Suite in oil and gas worth their salt knows it takes time to cultivate a relationship and start to see returns and value from it. Typically, 6, 12, or 18 months. Here’s the cool thing, it takes about that long to build relationships and scale things online.

But notice the keyword I just said. Scale is the difference. Because online you’re able to you build relationships dozens, hundreds, and then eventually thousands at a time by consistently delivering content and executing properly.

The problem you’re going to have if you’re trying to convince your boss to go all-in online is they’re going to say, “Show me the money!”

And how do you show him the money?

Sales-Driven Marketing for the C-Suite

Well, you can look at yesterday’s video on LinkedIn or Facebook, or go to our website and look for “Oilfield SEO”. First, you have to learn how to do keyword research. This will give you data to show leadership.

You can say, “Okay, if we can go out there and take these keywords and rank at the top, we know we can add 1,000 website visitors a month to the site. That will translate into 200 leads. That will translate to 40 deals, and those 40 deals for us will be worth ‘X’.”

That’s the pot of gold at the end of the rainbow and they need to be able to see that. But you have to set expectations that just like any other relationship, it takes time to build an audience and to build relationships at scale.

Relentless Consistency

This oil and gas sales training would not be complete without a realistic example of this. So, here’s my smaller whiteboard. Yes, my whiteboards got whiteboards, ladies and gentlemen!

This is Oil and Gas This Week downloads. Oh my goodness, let’s try to look at this. My lights are always flashing.

Okay, the number of downloads per episode; 1K, 2K, 3K, 4K, 5K, 6K. We started back in 2015, whatever month that was. And if you look at the way things went, our first month we got 10, 25, maybe 30 downloads an episode?

“Oh, goodness. I’m stuck like this. Oil events is the keyword… somebody help!”

Do you have any LinkedIn or Facebook “friends” you’ve never met? When you’ve eventually met one or two of them, did you feel like you’d known them for years? When you do it right online, your prospects and customers feel the same way.

Here’s how to scale your oil events networking strategy and connect with old friends you’ve never met.

Scaled Networking at Oil Events Transcript

When you attend oil events, your network is your net worth.

If you listened to any of a first roughly 90 episodes Oil and Gas This Week, you probably heard me say that about 180 times. Because we all know it’s true.

Your network is your net worth. It’s all about who you know!

And you can complain about that. Or you can work with the system and get out there and get to know some people, and help some people get to know you.

So, let’s talk about oil events and how to scale your oil events networking strategy.

Offline Networking at Oil Events

First of all, let’s talk about the standard networking event. Whether it’s American Petroleum Institute, API meeting, or OTC…

Which, happy OTC Thursday, I believe…

Let’s just say you have roughly an hour. And in that hour, you meet five new people. At that point, you have to go back to the office, open your email, and start to set up a call. Or set a lunch meeting or something like that.

And then at that lunch meeting, you are starting from fresh. You don’t know each other from Adam. You don’t know anything about each other. The only thing you know is there might be some sort of fit. Either with your personalities, a good business-friend connection. Or with your businesses, being able to send deals back and forth.

That’s all well and good, there’s nothing wrong with that. Keep on doing it. And scale your relationship building at the same time.

Outbound Networking

Again, I’m gonna sound like a broken record because I say this all the time, but the beauty of the Internet is that you don’t have to physically go somewhere to make a connection. But, that’s not the only good thing about the Internet in this regard.

Not only are you able to make those connections digitally, but also it’s not an outbound activity like you’re doing at oil events. At oil events, you’re going out not only physically, but you’re also reaching out. You’re setting up appointments and it’s that struggle to start a relationship and get to know somebody.

Any time that you go to these places, you know you are not going to close any deals on the spot. As an industry, we know how long it takes to build a relationship.

Here’s the cool thing. You can shortcut all of that with scaled relationship building. With digital content you produce.

Old Friends Who’ve Never Met

Just an example, I mentioned Oil and Gas This Week, those first 90 episodes. When I go to the North American Prospects Expo or OTC, a lot of other time my calendar is full of people reaching out to me because they say they know me. Or they feel like they know me, I should say.

I’m sure you have people like that in your life, your digital life. People who you’re connected with on LinkedIn and Facebook “friends” you’ve never met. These days we all have at least one or two, maybe even a handful of people we think we are very much close with, we see them as good friends of ours, but we’ve never met in person.

That’s the beauty of doing digital content.

“We’re predicting oil and gas social media can convert leads. Story at 11.”

—

Do you have any friends or family members who call you up and only talk about themselves? Does that annoy you? Are you treating your customers and prospects the same way on social media?

Let’s talk about oil and gas social media, and what you can do online to move prospects along the buyer journey and through your marketing funnel.

Oil and Gas Social Media Transcript

Let’s talk about oil and gas social media.

Before we do that, let’s talk about your family! Everyone wants to do that! Especially, here on LinkedIn, hopefully, you’re seeing this over there or on YouTube or wherever… Facebook and so forth.

Let me ask you, do you have any family members who when you see their phone number pop up on your caller ID…

And you youngsters who don’t know what it’s like to answer a phone call and not know who’s on the other line, you just don’t know the struggle…

Do you have any family members who if you see their number on the caller ID, you know exactly what to expect? You look at the number and know if you pick up that phone, for the next 45 minutes you’re about to get an ear full of them, and nothing but them. What they have going on and how exciting all of that is until they’re bored or get another phone call and jump off the call.

Do you have any family members like that? I think you might! How about friends?

When these people show up on that caller ID of yours, are you very excited to take that call? Do you even want to hear from these people? No! Of course, you don’t.

Why?

Because all they do is talk about themselves. They’re not adding any value, they’re not building you up, they’re not asking you questions, they’re not developing a relationship. They’re just talking incessantly about themselves.

So what does any of this have to do with oil and gas social media?

Can You Spot My Target Keyword?

Well, as the title of this video says “Oil and Gas Social Media: Your Customers Really Don’t Care About You”. But, we are not quite getting that message because I went out there and I pulled up a dozen or more exhibitor’s social accounts that are coming for OTC…

And, actually, happy OTC Wednesday! If you’re seeing this next week, or in 2035…

I pulled up a handful of exhibitor Facebook, Twitter, and LinkedIn pages and wrote down the first few words on the very first status I saw. Just roll with me here and ask yourself, do you want to hear from these people?

Congratulations to our…

We are delighted…

Join us at OTC, booth number…

I saw that a lot.

Since our employees, or since “insert year” our employees have…

Congrats to our…

We are pleased to announce…

This one was pretty funny. 2012? They haven’t posted to their Facebook page since 2012 and yet they still have it linked on their website.

We aid in…

Learn more about our…

We are honored…

Our product is…

We’re celebrating…

We are now part of…

Our partners…

Ooh! You mentioned somebody else, congratulations!

Then another one from 2014. Actually, one tweet from 2014. Again, not sure why this is linked on your website. And then…

[Insert company name] is honored…

Because,

“First person to leave a comment about oilfield SEO wins a set of steak knives!”

—

Let’s keep this conversation going with one of my favorite subjects; outranking your competitors in Google Search Engine Results Pages (SERPS). It sounds painful and difficult (it’s not). And I assure you leaving piles of cash on the table is infinitely harder than saying your target keyword a few times in an article.

Oilfield SEO.

See? I already did it twice!

Oilfield SEO Transcript

Let’s talk about oilfield SEO. Please, please don’t skip this video just yet.

Yes, SEO sounds weird, Search Engine Optimization, but let’s make it very practical. Let’s go ahead and compare it to the land grab.

Everybody knows how it works in this industry when the land grab is on. When I entered the industry back in 2010, the Eagle Ford land grab was on. You had operators out here paying $10,000 per acre for lease bonuses. These days there’s a heck of a lot of interest in the Permian. Although, that’s the gift that keeps on giving so when is in their interest in the Permian?

But, the way the land grab works is you want to beat your competitors to the punch. Let’s say you have a lead on 11,000 acres out in Pecos County. It’s a $500 per acre lease bonus and you’re going to have to give the mineral owners whatever the royalty is. You’re looking at the offset wells and thinking, “Wow, this is really great production on the offsets. The leases adjacent are producing really well. I know if we can wrap up this acreage before anybody else does, we are going to be making good money off of this acreage for the next 10, 20, 30 years.”

The exact same thing applies to the Internet, it’s just digital. It’s a digital land grab driven by oilfield SEO.

How does this work?

The Great Crew Change is Changing Everything

The way that marketing has always been done in the industry is the way it’s always been done in every other industry. You did trade shows, which still have merit. You did magazine ads and so forth, which still have merit. Especially in this industry.

What you cannot do today is rely exclusively on those avenues to drive business.

Why?

You might’ve heard of something called the “Great Crew Change” or the “Big Crew Change” that’s happening right now. Obviously, the way that business has always been done in the industry is through relationships.

The CEO knew such and such, who knew such and such for 30, 20, 15 years. They trust each. There’s a lot of back-and-forth business and everybody prospers.

Here’s the problem; those guys are retiring. They’re retiring very quickly.

And over the course of the next 5 to 10 years, the gray hair is going to continue to turn over. We know this is an industry. And when that gray hair turns over, it’s going to be replaced by bald guys like me and people younger than me.

And what do those people do, the Millennials, Gen X, Gen Z and all of this other stuff? Where do they find answers when they need things? Obviously, the Internet.

You go to Google, type in what you’re looking for, and – boom – you have it. Now, the problem in the industry we have right now is nobody’s connecting the land grab in the physical world with the potential they have for a land grab in the digital world.

Practically Speaking Oilfield SEO

So I want to make this practical for you. I went ahead and did a little research. Let me just say, Google will tell you how many people – roughly, on average – search for certain terms per month.

“Did he just tell me to fire my oil and gas marketing agency?

—

In this first installment of our new daily video marketing assault, we look at why to insource your oil and gas marketing agency work.

Oil and Gas Marketing Agency Transcript

With OTC fast approaching, I find myself scraping all of the websites of all the US exhibitors – oh yeah, it’s fun stuff – and unfortunately looking at a lot of very, very unfortunate social media and digital footprints if you will.

And, I don’t know, I just gotta get this off my chest.

Here’s the thing, I’m just gonna go right into it. Let’s look at oil and gas, and let me first state my thesis; we are not doing it right. We’re doing it wrong. We’re doing it completely wrong as an industry across the board.

We made a transition from print to digital. Now, I should say some of us made a transition from print to digital. A handful of us figured out how to do it right. And then there’s everybody else. And that’s what I’m here to talk about today. The everybody else.

You who are out there searching “oil and gas marketing agency”. You who are out there looking to outsource your storytelling, to outsource your marketing.

What are you thinking?!

This opportunity that lies in front of you right now on this thing we call the Internet is unprecedented in B2B sales and marketing. And there are only two niches in this industry that understand.

First niche; oil and gas media.

You’ve got Mark LaCour and Jake over at Oil & Gas This Week. Of course, I started the show with Mark back in the day. Now you’ve got Paige Wilson with Oil and Gas Leadership Podcast, the Oil & Gas HSE podcast with Patrick Pistor. Global Energy Media, Ryan Ray, there’s a lot of great digital media that has sprung up in the last couple years.

The problem is that the people buying ads are treating these digital media channels exactly like print. Now, I’m not saying “don’t buy ads”. By all means, keep buying those ads on Oil & Gas Global Network. What I am saying is that is not a complete digital strategy.

And if you ask me, there is only one other niche that gets it. Only one that has a complete digital strategy. And that niche is oil and gas data and analytics companies led by none other than Drillinginfo.

Now, of course, this is slightly self-serving because I did start this whole inbound marketing, content marketing thing in oil and gas. But, let’s be honest. They, and everyone in that space are the only ones in this industry that get it when it comes to digital outside of Oil & Gas Global Network and everything else those guys are doing.

And, again, what they’re doing is great. It’s serving a very, very good need. But, they are able to dominate their niche, which is oil and gas new media. And over here, you’ve got Drillinginfo dominating their niche online, which is oil and gas data and analytics software.

Libya blows up tankers, Mark doubles down on $60/barrel saying crude oil oversupply can’t last, and Schlumberger brushes the dirt of its shoulder.

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#075: Crude Oil Oversupply – How Long Can it Last?

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Events On Deck

What: URTEC 2016

When: 1 – 3 August 2016

Where: Henry B. Gonzalez Convention Center – San Antonio, Texas

What: Summer NAPE

When: AUG 10-11, 2016

Where: George R. Brown Convention Center – Houston, Texas

What:

Time for another First Friday Q&A. We take your questions on oil and gas MLPs, enterprise risk assessments, surviving the downturn, and more.

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Questions

Chris Krieps, Group Executive Roper Technologies

I have two questions, one on economics and one of curiosity.

I read a couple reports from the Oil and Gas Industry for June 2016 and there is some data around Production, Demand and Storage that I wonder if you can shed some light on.

Generally, most feel demand will outstrip supply in mid 2017, +/- a quarter. Storage is at record highs and there will be an additional 800 million barrels added from 2015 to 2016 called “Extra Oil”. I like this term because there is always some storage but this is truly above and beyond.

That “Extra Oil” would take 18 months to deplete starting in mid 2017. That means 2019 until oil storage is back to reasonable levels barring any major new supplies coming on line or dropping off.

So why would oil price recover in 2016 or 17? Here is my curiosity.

The report discuss Rig counts and feet of hole. In the USA, for onshore, there will be 181 million feet of Hole drilled.

What happens to all the drill cuttings for 181 million feet at the average hole diameter? This is not an environmental concern because I see the amount of processing that it has to go through but physically, where do you stack up that much dirt and rock?

Levi Williamson, Midwest Divisional Director Miller Howard Investments

Mark,

Great show. Really appreciate all that you guys do. Question for you.

Given the recent Capex cuts that we have seen come from some in the MLP space, what can we expect from a future cashflow perspective with respects to MLPs that aren’t currently cutting Capex?

Do we have a sense for the future impact of cashflows (current distributions) and cashflow growth (distribution growth)?

I guess in addition, you hear a lot in the market (Wall Street analysts) who claim that the business model is broken. I would be curious to see your opinion as someone who has been in the space for quite some time and with that you might adhere to the mantra, “The cure for low oil prices is low oil prices.”

Regards,

Levi Williamson

Stephen Smythe Jr, Sales at Omni Water Solutions

Hey Mark,

Big fan of the show on Oil and Gas Careers. Listen to it every week.

I didn’t know you are from Louisiana. I’m originally from Lafayette. Geaux Cajuns!

Anyway, the reason for my message is I am one of the many folks in this industry that have been laid off. I worked for a respectable service company in well completions and interve...