Email lists are one of – if not the – only platforms that you fully own.
Your social followers are at the mercy of social media channels. All they have to do is decide they’re no longer in business, and all of a sudden you lose access to the modest following you spent time and effort building up.
An email list, on the other hand, is yours to keep forever.
Not only that, but email provides a far more personal and intimate way to start conversations with your audience (not to mention it’s one of the most effective marketing methods).
So, if you’re a B2B brand in the oil and gas sector and you’re not already utilizing email marketing, now’s the time to start.
But before you can start sending out emails, you need to have an email list.
Getting people to hand over their private email addresses isn’t the easiest task in the world, but there are ways you can make it far more appealing for them.
1. Offer Case Studies and White Papers in Exchange for Email Addresses
Look around B2B oil and gas websites and you’ll see very few examples of “gated” content – that is, content that can only be viewed in exchange for an email address or other important information.
White papers show your expertise on a topic and present a logical reason as to why a prospect might need your services. Case studies show how you’ve provided solutions to similar companies in the past and encourage new prospects to see that you can help them in the same way, too.
SAP, a company that provides customer management software for oil and gas companies, does exactly this. They offer a number of topic-specific whitepapers that tap into the interests of their target audience.
When a prospect clicks on the “download the whitepaper” link, they are directed to a page where they have to enter their email address in order to access the whitepaper.
Do It Yourself
If you have a compelling case study tucked up your sleeve, get it down in a document and turn it into a downloadable file. Add touch points on your product pages, homepage, and blog where users can download the files.
Alternatively, consider the biggest challenge your target audience has and think about what kind of information they would need to get past this challenge. Package that up in a whitepaper and make it downloadable from your site.
2. Create Consistently Good Content on Solution-Powered Topics
Content is the key to growing your email list.
It shows off your expertise and authority, builds credibility, and creates a deeper connection with your prospects.
B2B buyers tend to scour a lot of content when making a purchase decision – particularly large purchase decisions – and providing them with content that tackles their biggest objections and answers their most pressing questions goes a long way in nurturing them through the sales cycle.
ProWellPlan, a specialist in well planning, populates their blog with topics their audience is likely to be interested in.
When a user clicks through into one of the blog posts, they are prompted to sign up for the brand’s newsletter. As a result, the prospect gets access to more, exclusive content, and the brand gets access to a potential buyer’s email address. It’s a win-win situation.
Do It Yourself
Creating good content doesn’t have to be hard.
Take common questions your audience has and answer them with actionable advice, or scour your competitors’ blogs to see what topics get the most engagement for them. Include a link to sign up for your newsletter where you can then send across more great content.
3. Demo Requests or a Free Trial
This is usually because the buyer has to please a number of decision-makers, which means they’ll spend longer comparing possible solutions than general consumers will.
Providing free demos or offering a free trial can not only help shorten the sales cycle by giving prospects a taste of how you can help, but it also helps grow your email list.
C3, an AI software for oil and gas companies, offers users the chance to speak with an expert, request a demo, or schedule a briefing. Guess what happens when a prospect chooses any one of these options?
You guessed it – they have to hand over their email address.
This method doesn’t just give you a prospect’s email address, though – you also have a chance to create a deep and personal connection with them. Demos, free trials, and consultations are all great ways to get to know your prospect’s needs and understand the kind of solution they’re looking for. As a result, you’re better positioned to pitch them the right solution.
Do It Yourself
If you have the resources and capacity, offer prospects a free call or a demo of your product. Add a quick link on your site to a page that lets them sign up or book their demo – but make sure you ask for their email address.
Is Growing Your Email List Top of Your List?
Growing your email list should be one of your top marketing priorities. Remember, it’s one of the only methods that gives you eternal access to your contacts. Each and every email address you add to your list is a potential customer, so make sure you’re putting in the effort to get those leads, whether it’s by offering free demos, creating amazing content, or adding a selection of gated content to your site.