From thriving to surviving: How oil and gas companies can keep marketing alive in tough times

Mar 2016

From thriving to surviving: How oil and gas companies can keep marketing alive in in tough times


I live in Houston, Texas. And my city is hurting.

Over the past couple of years, we’ve seen the global price of oil take tumble after tumble. And when oil prices crash, projects get canceled, jobs get lost, budgets get lean … and marketing is usually one of the first departments to feel the pain. The analysts are telling us to settle in for the long haul, so marketers need to start looking at long-term strategies for marketing on a shoestring.


Therefore, at the request of my many marketing colleagues in the oil and gas industry, allow me to offer some helpful strategies for dealing with a slashed budget while still maintaining a solid online presence:


1. Revisit Your Audience


Audiences can morph and shift over time, and now is not the time to be wasting any effort. Some teams are operating on audience profiles that are a few years old — and that may be woefully out of date.


Revisit your audience analysis and make sure your efforts continue to be laser-focused on those folks who are potential customers. You may need to look at conducting some online surveys or pulling in your sales team for their input. If you notice any incongruities in the content you publish or the location where you publish it, make adjustments as needed.


2. Cut the Chaff


Give your analytics a good hard look and determine what’s working and what’s not. Remember, even “free” methods like social media are costing you in terms of your team members’ time and effort. For those practices that aren’t delivering the goods, you can do one of two things:

  1. Pull back. For example, if you’re posting every day on Facebook and not seeing results in terms of website traffic or conversions, consider pulling back to twice a week.
  2. Call a hiatus. Some practices you may need to just put “on hold” until things get better. If you choose this tactic, make sure to let your audiences know. Create a post stating that you’re putting your activity on hiatus for now, and tell followers where they can follow you for regular updates.

Example: “We’re putting our Facebook activity on hold for now; in the meantime, feel free to follow us on LinkedIn at [URL of your LinkedIn page].” Remember to pin the post to the top of your page so that it’s the first thing visitors see.


3. Be a Helpful Advisor


If yours is a B2B brand, your audience is dealing with the same challenging market that you are. Gather your team and come up with some ways that you can help customers deal with those challenges through your content.


Maybe it’s a blog post series on new technologies that can help reduce drilling costs. Or maybe it’s a daily tip on “doing more with less” that you share on social media. Or maybe it’s a podcast episode on how to keep morale high in the face of layoffs. If you can be a hero to your potential customers during their darkest hours, they’ll remember it for years to come.


4. Don’t Sacrifice Consistency


When resources get slashed, many content marketing practices get shoved down the priority list and reduced to “whenever we get around to it” status. Even if you do need to pull back on your activity, remember that consistency is one of the key reasons that content marketing helps build relationships (tweet this). A blog post once a month is better than none at all … but only if you’re publishing it consistently.


5. Get Creative


Remember the TV show MacGyver? The long-running 80s serial revolved around a secret agent who was an improvisational genius, able to devise intricate solutions using only the everyday items he had available. When marketing teams face tough times, we need to tap into our “inner MacGyvers” and get creative with what we have.


Gather your team for a brainstorming session and collaborate on how you can achieve your goals with the resources you have available today. To foster that MacGyver-esque spirit of innovation, some teams lay out Legos or Tinkertoys and encourage creative play during your session. Remember the rules of brainstorming, and get ready to innovate!


How is your team dealing with the need to keep marketing alive in today’s tough environment? Tell us in the comments — we’d love to hear from you!

Monday Marketing Mojo: One thing you must know about B2B blogging

Want to learn more about B2B blogging? Download your free gift, Ninja Secrets of B2B Blogging, at








About the Author

Rachel Parker, Founder & CEO of Resonance Content MarketingA self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. To learn more, download our complimentary audio 5 Things You Must Know About Content Marketing.

content_marketing_50 BizSugar KredFeatured Author on Business 2 Community

Our Clients Are Saying

  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.


  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

  • Produced ROI Result needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

  • Increased website traffic, New Lead Generation

    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

  • Social Media Ranking Better Than Ever!

    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

    Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.


Free Tips
learn more...