Harry Sinclair: Oklahoma Oil Pioneer

The website OklahomaMinerals.com has an interesting video series on “Famous Oil Men.” These are very brief—the one we’re linking to is less than three minutes long—and they are well done. This installment is on Harry Sinclair, founder of Sinclair Oil. Find it here.

Harry Sinclair – Photo: WIkicommons

As the website states, Harry Ford Sinclair (born July 6, 1876, in Benwood, W.Va. – died November 10, 1956, in Pasadena, Calif.) was an American industrialist and founder of Sinclair Oil. He was implicated in the 1920s Teapot Dome Scandal, and served six months in prison for jury tampering. Afterwards he returned to his former life and enjoyed its prosperity until his death.

The video goes into greater detail, of course. For the remainder of this post, we share with you some passages from Wikipedia.com’s webpage on Harry Sinclair.

In 1910, four businessmen: Eugene Frank Blaise, Charles J. Wrightsman, William Connelly, and Harry F. Sinclair bought the failed Farmers National Bank in Tulsa. They created a new entity, Exchange National Bank, and named Sinclair as President. This bank, later renamed as the National Bank of Tulsa, was a forerunner of the present Bank of Oklahoma.

On May 1, 1916, the highly successful Sinclair formed Sinclair Oil from the assets of 11 small petroleum companies. In the same year, he bought the Cudahy Refining Company of Chicago, owner of several oil pipelines and refineries. By the end of the 1920s, Sinclair Oil refineries had a production capacity of 80,000 barrels a day and had built almost 900 miles of oil pipelines. The company was ranked as the seventh largest oil company in the United States and the largest in the Midwest. Harry Sinclair’s business acumen made him an important member of the local business community and he helped organize the State Bank of Commerce, which later was acquired by the First National Bank of Independence, of which Sinclair served on the board of directors.

Sinclair Oil Sign
His brother, Earle W. Sinclair, served as president of Sinclair Refining Company until his death at age 70 of heart disease on September 21, 1944.

Harry Sinclair’s high-profile image as a reputable American business leader and sportsman came into question in April 1922 when the Wall Street Journal reported that United States Secretary of the Interior Albert B. Fall had granted an oil lease to Sinclair Oil without competitive bidding. The oil field lease was for government land in Wyoming that had been created as an emergency reserve for the United States Navy. What became known as the Teapot Dome scandal ultimately led to the United States Senate establishing a Committee on Public Lands and Surveys to conduct hearings into the circumstances surrounding the government oil lease. The result was a finding of fraud and corruption that led to a number of civil lawsuits and criminal charges against Harry Sinclair and others. In 1927 the United States Supreme Court declared the Sinclair oil lease had been corruptly obtained and ordered it canceled.

Two weeks after Harry Sinclair’s trial began in October 1927, it abruptly ended when the judge declared a mistrial following evidence presented by the government prosecutors showing that Sinclair had hired a detective agency to shadow each member of the jury. Sinclair was charged with contempt of court, the case eventually winding up before the United States Supreme Court who, on June 3, 1929, upheld Sinclair’s conviction. He was fined and sentenced to six and a half months in prison, which he served as prisoner #10,520, at the District of Columbia jail.

While in prison, Sinclair was allowed to work as both pharmacist and physician’s assistant, and it was while working within these capacities that he was allowed to be taken by car to attend to the prisoners assigned to work details at the city wharfs. Public attention and perceived favoritism prompted George S. Wilson, District Director of Public Welfare, to order an end to these rides, but rumors of Sinclair’s preferential treatment continued.

After serving his short prison term Sinclair returned to his successful business. He had owned a luxurious French Renaissance-style château on the southeast corner of Fifth Avenue and 79th Street in New York City. His reputation destroyed there, Sinclair sold the property in 1930. Located in the same area as several major museums, it was eventually acquired by the Ukrainian Institute of America and is now open to the public.

Harry Ford Sinclair retired as president of Sinclair Oil and Gas Company in January 1949. He died a wealthy man in Pasadena, Calif., in 1956 and was interred in the Roman Catholic Calvary Cemetery, East Los Angeles.

Social Media for Oil & Gas Related Companies

Jemully Media social media for oil and gas related companies

Social Media, A Broad View

Before we jump into the reasons for social media and touch on the application of social media for the oil and gas related businesses, let’s look out over the horizon of social media with a little bit broader view. Let’s start with Instagram. Instagram is one of the fastest growing social media networks, is known for a lot of things – like being a place for showcasing beautiful photography, being the second most used social media platform in the United States (behind Facebook), and being a good place to build a brand and a reputation.

On Instagram, some high achievers are just everyday folks who have been successful in earning the title of “influencers,” even achieving virtual celebrity by using the digital photography platform to brand themselves and garner an audience.

Instagram offers such good opportunities for this type of brand development that lots of people seek the fame and fortune Instagram can deliver. Some “Insta” users will go so far as to do photo shoots in exotic locations in dangerous situations in order to gain notoriety.

EYES ON THE SPIES

Seeking a different kind of brand attention, in April [2019], the Central Intelligence Agency (CIA) of the United States executed their first Instagram post with a cleverly staged photo that was captioned, “I spy with my little eye…“.

Why would the CIA be on Instagram? The primary objective for this particular social media mission was to collect, evaluate, and disseminate information, all in an effort aimed at recruiting talented Americans to serve. The CIA joined Instagram as a place to scope out potential new recruits.

BASIC SOCIAL MEDIA TACTICS FOR OIL & GAS

In this article, we will hit the highlights of some basic tactics. We invite you to apply these tactics to your own social media practices. In addition to a few hows, we want you to understand the reason why your energy sector company should use social media. So, if you are standing at the crossroads of making a decision on whether or not to use social media, we hope this will tilt you in favor of a yes.

THE COMMON GOOD

Beyond Instagram, all businesses, benefit from the development of a solid social media presence. But to reap the benefits, you must post strategically and in keeping with the social media trends. In each of the major social media networks – Facebook, Instagram, Twitter, Pinterest, and LinkedIn – you find a different audience with different expectations. And, while they are all unique, there are common aspects as well. Some of the more obvious commonalities include:
    • Users – Each network has millions of daily users. Therefore, social media is a great place to find a new audience.
    • Like-minded Interests – Users tend to associate with like-minded people around a particular interest or group. People with an interest in the oil & gas sector will connect on social media.
    • Conversations – People participate in conversations around the things they find important and enjoyable. Your business has the opportunity to join in and be a part of their conversations.
To underscore the value of conversational interactions on social media, SmartInsights released an enlightening report earlier this year entitled, Global social media research summary 2019. In the study, the researchers asked the question, “How do social users interact with brands on social?” The researchers inquired about positive responses to social media, and negative responses as well. When the question came to positive responses, the data showed that 48 percent of respondents are prompted to purchase when the brand is responsive with its social following. In addition, forty-two percent are prompted to purchase from the brand because of what they found in the educational content published by the brand.

The Common Not-So-Good

It is easy to see how this happens on many oil and gas company Facebook pages. The common not-so-good scenario plays out like this.

    • Employee Assignment – An employee is tasked with building and maintaining a social media account for the company.
    • Passive Posts
      • He posts repeatedly about the company’s services.
      • He posts “happy holiday” as the occasions arise.
    • Few Followers – He gets very few followers (other than his family members).
    • Effort Abandoned – The social media is deemed unfruitful and abandoned.

HOW TO TURN YOUR SOCIAL MEDIA AROUND

Let’s turn it around. Now that we see what doesn’t work for oil-related marketing, let’s focus on what does work. We’ll begin with the basic terminology – “social media.” The wise marketer understands that the business must perform in both capacities. The business must be “social” and they must serve as their own “media.” Those two logical but often overlooked concepts contain the secret of being successful as a business on social media, for oil and gas, as well as for any business..

THE SOCIAL ASPECT

Be mindful that people participate on social media for two main reasons: to keep up those they care about and to stay in the loop of what’s going on. Social media is predominately a conversational experience. By definition, a conversation is an exchange of sentiments, observations, opinions, or ideas. It’s a discussion. It includes interaction. So, you can see how broadcasting a one-way message of the virtues and benefits of your company does not elicit a response nor encourage a dialogue. Be social with your business page.

THE MEDIA ASPECT

The media aspect of social media is focused on the publication of news, helpful information, stories, and opinions that your community will be interested in. Think of yourself as being media, not just being a business with something to sell. An entity that is trying to “be” the media, or at least to be somewhat like media, is one that freely educates and invites discussion amongst the followers on its page and beyond. This aspect of social media marketing is driven by content marketing. Development of meaningful, useful, and shareable content is much more attractive to your audience than a simple post saying – “Hey, it’s Wednesday. We made it to ‘Hump Day!'” Too many of these quick and easy posts that have no real substance will lead you to the same pit of wasted social media presence as will the path of constant self-promotion.

1 – BRANDING

Today, branding is centered around building trust. Branding your company with personalized experiences builds trust with those who follow your page. There is an expectation that companies will be transparent and accurate. Those who are successful will gain positive recognition and appreciation.

At least 58 percent of U.S. consumers use social media to follow brands. (MarketingSherpa)

Bonus – Employee Participation – It’s a good practice to encourage your employees to be involved with your social media. Set out some guidelines regarding what is appropriate for them to communicate as representatives of the company. Then, enlist your team to comment, share, and engage with your social content. Set an expectation for your social media practice that presents the company with its “best foot forward.” The return on investment (ROI) for positive branding is not exactly measurable by analytics, but it is observable through the loyalty that your following shows.

2 – FOLLOWING

In keeping the focus on positive branding for your company, resist the impulse to amass a large, disconnected audience, and set out instead to develop an active, dedicated community. Interact with followers who engage, comment, and share your content. Create a company hashtag around your brand that brings you all together with a common interest.

3 – SEO (SEARCH ENGINE OPTIMIZATION)

One of the key benefits of an active social media business page is the positive impact it can have on your website’s SEO (search engine optimization). Of the many factors that are calculated to give a business an SEO score, one of the most important is your social media connections. (Yes, Google and other search engines examine and measure your “social” standing.) Search engines monitor whether or not people comment on and share your posts (the social part). Likewise, they monitor how much activity you generate of people clicking links that take them from your social media account to your website to read your content (the media part).

4 – REVIEWS

Once you have built a loyal following, there is another benefit you can derive. Reviews. Online reviews, like the ones on Facebook, have supplanted word-of-mouth referrals. Potential customers and potential hires will trust the comments that others share about your company more than what you say about yourself. Their comments are viewed as objective. Such reviews by your loyal followers elevate your company’s branding and expand your potential reach.

5 – RECRUITING

After you have done some work to brand your oil and gas related company on social media, and you have worked to build a loyal, active following, you will find social media a good recruiting environment.

As you publish words and pictures on your social media site, don’t neglect to incorporate stories and testimonials from current employees that relate what is it really like to work at your company day-to-day. These posts exhibit your company’s values. And, if you are hiring, the reviews that you’ve racked up will also work in your favor towards attracting quality employees.

Potential employees will learn about your company culture when they peruse your social accounts. There’s no better way to get on their radar than to get your following to network with you on social media. Social media gives you the opportunity to reach the person who is looking for the job. Many times it is enough simply to get on the radar of that job hunter’s friends or family members, most of who will likely know that that person is job hunting. They’ll share your content with that prospect and the connection is made.

We created and posted a “job opportunities” message for one of our oil and gas clients on Facebook a month ago, and the response was huge. The account itself had fewer than a thousand followers, but the post received 27 comments, 32 shares, and 2,341 engagements, all culminating in a reach of 8,807 people – more than eight times the following of the account. Social works!

SOME STATS ON RECRUITING WITH SOCIAL MEDIA

These recruiting stats underscore the opportunities that are available to employers who utilize social media to identify job seekers.
    • 79 percent of job applicants use social media in their job search. (Glassdoor)
    • Job seekers rank social media and professional networks as the most useful job search resource, as compared to job boards, job ads, recruiting agencies, and recruiting events. (CareerArc)
    • A study from the Aberdeen Group revealed that millennials are changing social recruitment practices: 73 percent of millennials (18-34 age group) found their last position through a social platform. (CareerProfiles)
    • 70 percent of hiring managers say they’ve successfully hired with social media. (Betterteam)

IF YOU DON’T DO ANYTHING ELSE

Social Media can and should be an effective marketing tool. It builds your company’s brand recognition, gains you a loyal following, lifts your SEO page rank, elicits good company reviews, and provides healthy opportunities for hiring your next employees. If you don’t do anything else, make a plan and get active on one network this quarter. You’ll be glad you did.

For further reading on oil and gas marketing

Here are some of our most popular content on marketing for the oil and gas sector.

Refine Your Oil & Gas Hiring to Attract Top Talent

How to Find the Best Oil & Gas Job Candidates

Hiring is everybody’s problem in oil and gas. For those who are working in the SCOOP/STACK, the situation is not any different. The problem for oil and gas is two-fold. One, when times are good in the industry, qualified applicants are in short supply, and job poaching is rampant. So, competition is tough. Two, the industry’s workforce is heavily skewed to senior, late-career workers and youthful entrants, with relatively few workers falling in-between.

This condition makes for an oil & gas hiring challenge in that many Baby Boomers are retiring out of the industry, and leaving a void of experience, not to mention a void of bodies, in their wake.

Shifting Priorities

Young people did flock to oil and gas over a short timeframe. Between about 2009 and 2014, many young people entered the O&G workforce. But since then, young people have not been so enthusiastic about a career in the industry. As recently as five years ago, oil opportunities were dwindling and those entering the workforce looked elsewhere to establish their careers.

Today, as the United States has re-ignited as a world leader in oil and gas production, your industry finds it is not well-prepared. And your outfit might be in that very same tight spot. Maybe you didn’t attract your share of new folks to replace the Baby Boomers who are outbound.

Consequently, this somewhat sudden leap to international leadership has created a vacuum in a workforce pipeline that needs to be filled.

How can you reach today's job seekers?

The generation of folks who are roughly 22 – 38 are the Millennials. Born in the 1980s and ’90s, these potential hires have grown up with computers, and are daily dependent on the Internet that they carry with them. They would rather text than talk. These individuals “check in” instead of dropping by. They “face time” instead of having real honest-to-goodness face-to-face time. (Learn more from the “Workforce of the Future Survey.”)

Digital Dependence

Because they are dependent on digital dialogue, you need to make certain that your company has an opportunity to be a part of the conversation when it comes time to fill a position with your outfit. And if you want the top notch hands out there, you need to at least speak their language.

5 Steps to Whip Your Website into Shape for Job Seekers

Start by making sure your website reflects the heart of your company. Are you old school and out of date? If so, it’ll show in your website. Are you using modern technology to accomplish your oil & gas hiring needs? Your website needs to look modern and appealing enough to outshine the competition.

  1. Make sure your company has a website. Many oil-related companies do not have a website at all, but this is changing rapidly. Don’t get left behind. (Learn more about O&G Websites.)
  2. Make sure your website can be found on search. Of the companies that do have a website, most are not optimized for search nor optimized for mobile viewing.
  3. Make sure your website can be found on social media. Of the Millennials – those 22-38 year olds – 73% found that last position through a social media platform. And Twitter is by far the most effective platform. Linking the job seekers back to your website to fill out the application further strengthens your company’s messaging to the recruits.
  4. Make sure your website tells that job candidate what is different about your company. As an example, Devon Energy does a fantastic job of enticing candidates to want to work for their company.
    1. Why should he/she choose to apply for your job instead of another job at “Oil Company X” down the road?
    2. What are your benefits?
    3. What is your company culture? Is it a place where you would want your son or daughter to work? Then let the candidates know that.
    4. Are you involved in the community? What are your company values? What is your safety record?
  5. Make it easy to apply. Integrate a job board into your website and an online application into your site.

PUT A JOB BOARD ON YOUR WEBSITE

Since you are making a case on your website for why that quality candidate should apply for your open job, why would you want to link them off of your website to a 3rd party job listing? Give them the tools to apply for the job right on your website with an online job application built in.

While a very few may want the option to download the job application, print it out, fill it out by hand, and mail it back in to you, remember, you are trying reach the Millennials. Now that you have done a good job of convincing them why they want to work for you, they will want to take the easy step of spending just 3-4 minutes to fill out the application online and submit it you immediately.

Insofar as you are concerned, it’s good customer service. Where they are concerned, you’ve just sent them a message that you value efficiency.

Easy-to-Use for the Employer

With your own custom job board, you can easily manage all your oil & gas hiring steps right on your own website.
  • Add new job listings
  • Place job listings into categories such as by location or by skill set
  • Search and filter your job listings
  • Mark job listings as “filled”
  • Delete job listings as necessary

Simple Form - Add a New Job Listing

As the employer, you, or your HR manager, can easily submit and manage job listings.
  • Job Details – The form allows you to input job details, including job description, job location, and details about your company.
  • Email Address – Each listing can be assigned an email address that job seekers can use to apply to the job.
  • Preview Listing – You can preview the listing before it goes live. The preview matches the appearance of a live job listing. After preview, you can publish the listing or edit it further.

Easy-to-Use for the Job Seeker

Each job listing shows the job description and company information in a clean format.
  • Google Map – The job location can link through to a Google map
  • Company Info –  The company information section can show your company tagline or link to your Twitter account.
  • Online Application – Job seekers can quickly and easily fill out your customized job application while on your website
  • “Apply Now” Button – An “Apply Now” button is shown beneath the job listing and can be clicked to reveal your online application or your email address.

Search and Filter Oil & Gas Job Listings

Job seekers can search your job listings by:
  • Category
  • Job type
  • Keywords
  • Location

Job Seekers Stay Connected

Our search feature allows job seekers to stay informed when you post new job openings. They can subscribe to a feed containing new jobs that match their search criteria, and they will be automatically notified when you post a new job listing.

In the end, you are ahead of the game when you use your website as a recruiting tool. Your content will build a strong case to job searchers as to why your company is the best place to work. Then, your job will be to choose the best from the pack of top-notch job seekers who apply for your open positions.

Let’s talk about how to turn your website into a recruiting tool for your oil & gas hiring needs.

Request more information or give us a shout.

Which Social Media Platform Matches Your Enneagram Type?

The Enneagram Personality Model is a psychological self-analysis that identifies any individual as to what personality type that person exhibits, from among nine different types. Just like people, social media platforms have grown personalities of their own that distinguish them each from one another. Although social media users find it necessary to utilize most if not all social platforms to keep their marketing machine running smoothly, those same users will show a definite preference for one specific social media platform over another, based on that user’s Enneagram profile. Therefore, a social media enneagram just might be a thing.

The Enneagram Test reveals not just your basic personality traits but also your basic fears and desires. If you would like to learn more about the Enneagram system or take the test to learn your type, you can do so here!

The Enneagram is a dynamic, growth-oriented inventory that aims to pinpoint one’s basic fears and motivations, in order to facilitate personal growth through a specific trajectory.

Enneagram graphic

So we ask, what social media platform are you based on your Enneagram type?

 

Social Media Enneagram: LinkedIn – Types 1,3,5,8

For business not pleasure. Educational and informative content pertaining to business, work, and careers. More serious and purposeful.

Content you might find on on the social media enneagram of Linkedin:

  • Articles from businesses and industry outlets
  • Resumes
  • Job postings
  • Blog posts

Explanation:

If you’re a Reformer, Achiever, Investigator, or Challenger, you probably identify most with Linkedin. Whether you’re a rational perfectionist or someone who is purposefully principled, intensely innovative, or willfully self-confident, you probably find yourself sharing articles from Forbes or promoting your companies latest blog post. You are a thought leader and you may also be taking advantage of Linkedin targeting capabilities to grow connections within your industry.

 

Social Media Enneagram: Facebook – Types 2,6,9

The melting pot of social media. A wide variety of interests and shareable content. Entertaining, social, sharing feelings.

Content you might find on Facebook:

  • Memes
  • GIFs
  • Animal videos
  • Political views
  • Vacation albums
  • Family/kid albums

Explanation:

If you’re a Helper, a Loyalist, or a Peacemaker, you probably identify most with Facebook as your social media enneagram.  Whether you’re interpersonally pleasing, engagingly committed, or receptively easy going, you probably find yourself posting photos from your family vacation, sharing one (or 10) of those cute animal videos, and liking and commenting on all of your friends’ posts. You like to share your own thoughts and feelings while creating and engaging in meaningful interactions.

 

Social Media Enneagram: Instagram – Types 4,7

Have a clever caption or don’t have one at all. Showing one’s day-to-day moods in a self-reflective and aesthetic fashion. Aesthetics are very important to this platform. People create an image on Instagram.

Content you might find on the ‘Gram:

  • Outfit of the days
  • Food/drink
  • Flat lays
  • Memes
  • Workouts
  • Play by plays via Stories

Explanation:

If you’re an Individualist or an Enthusiast, you probably identify most with Instagram. If you strive to express individuality, and avoid missing out on experiences, then you probably find yourself posting your favorite outfits, food, beverages, and music choices while keeping your stories constantly updated on what you’re up to. Aesthetics and captions are important to you, and these, when expressed to best advantage, help with maintaining a certain image that you can portray through the platform that is your social media enneagram.

So mix it up and level it out

Because these platforms are differentiated by their own personalities, it is vital that you utilize all of them to keep yourself and your business well rounded. Different types and personalities level each other out. Therefore just as you wouldn’t want a company made up of only achievers or only enthusiasts, you don’t want all of your content to go through ONLY Linkedin or ONLY Instagram. A healthy mix is the key to success!

The Lowdown on the Marketing Budget for Oil & Gas

Jemully Media the lowdown on the oil and gas online marketing budget

THE LOWDOWN ON THE MARKETING BUDGET FOR OIL AND GAS: HOW TO BREAK IT DOWN

It’s your job to figure out how to get your phone to ring. For weeks you have been trying to figure this out. You lean forward and tap your keyboard to wake up your computer.”Maybe I’ll just Google it.”

Getting a website to show up on Google search results is a lifeline to any business today. As we visit with folks in the industry, we hear a couple of common refrains. First, there’s a shortage in the workforce in O&G. On top of that, your good guys get poached. You lose ’em because they are hired away by your competition.

And, second, if you are an oilfield service company, you gotta keep getting new business to keep the doors open, or the trucks running, or the guys busy.

GOOD TIMING

As for the first need, finding the people you need to connect with is not as hard as you might think. In fact, as the workforce in the oil and natural gas industry continues to get younger, reaching out will just get easier. According to a recent study by the American Petroleum Institute, millennials (those roughly 22 – 38 years old) are already well represented in the oil and gas industry. Today they are one third of the workforce, and performing in every role. From managers to engineers to procurement specialists, these guys (and gals) who have grown up online are rapidly becoming the people you need to reach. And the API study predicts that by 2025 this group will constitute 41 percent of a company’s payroll.

What does that mean for you? You just need to show up in the places where the millennials are. And, that’s online because they carry the Internet in their pockets.

Fortunately, this is a really good time to develop your online presence. Because, honestly, most of your competitors have not. (See our recent report on the digital footprint of 100 oil and gas companies working in Oklahoma.) They have ignored their websites and not used their social media. Maybe the web wasn’t important before. But, that’s not the case today. Now, it is not only important, a web presence is vital. The good news is – the neglect by your competitors is your opportunity. Jump ahead of them and get out front. Beat the competition and position your company as the leader. Let them be the ones to play catchup to you.

HOW TO DIVVY UP THE MARKETING SPEND: TRADITIONAL THOUGHTS

Okay, now you know why the web is important – because more than 1/3 of the workforce eats, sleeps, and lives with their mobile devices in hand. How should you spend a marketing budget to reach them?

As a start, we do not recommend that you totally reject traditional advertising. Let’s look at a few. The phone book? No, that’s last century. But, what about trade shows? Yes, trade shows still bring you some value by getting your team face-to-face with folks. Then, what about advertising in trade publications? We are still a fan of trade pubs. Ads can deliver you exposure to your targeted audience. And ads can build your brand with them.

THE DIGITAL DEMAND

So, what about digital? This is where you need to put your biggest investment because there is more long-lasting value for your promotional spending. We’ll explain that a little later.

Do you need a website? Yes, without a doubt. A website is your hub. It’s the place where you are in total control of the branding and message about your company. Go deep here. What about social media? Yes, millennials (and their spouses) are on social media every single day. You want to show up where they are. Paid digital advertising? Yes, you will need to do some paid digital advertising on Google and on social media to help your content be displayed to the right people.

Now, here is our the recommended overview of how you should break out your marketing spend:
  • 30% – Website/SEO/Content Marketing
  • 30% – Social media management
  • 20% – Trade shows
  • 10% – Trade publications
  • 10% – Paid digital advertising

BREAKING DOWN THE DETAILS

WEBSITES – 30%

The biggest portion of your marketing budget should be devoted to building your website and promoting it “organically.” This means that you want to develop strategies that will get people to come to your site “naturally” rather than through “artificial” methods, these latter being paid advertisements.

Organic marketing encompasses a variety of practices that flip the right switches so your website content shows up on Google’s search results page. These practices include SEO, adding content regularly to your website, building links back to your website, and good social media engagement. All of the “organic” marketing practices offer a strong payoff over time.

Social media management – 30%

Next, an equivalent amount of your marketing budget should be spent on social media. Here you want to develop a following on three different social media platforms. Your following consists of employees, potential employees, stakeholders, business partners and relations, and others interested in the oil and gas sector.

Gineers Now magazine’s article about marketing for oil and gas recommended utilizing these social networks for the industry:

Linkedin is best avenue for brand building and lead generation. There’s a gamut of oil and gas engineers, managers, and leaders who are frequently browsing on their news feed. Twitter is the best medium for spreading your latest news while Facebook is your best medium to engage with your stakeholders and employees.

A consistent presence on social media is an important ingredient in a successful digital campaign. Depending on your company’s needs, the platforms you concentrate on may differ slightly from others in the industry. However, for the progressive in mind, consider Instagram. Especially consider Instagram if your audience is Millennials. Many in the 22- 38 age group prefer a daily dose of Instagram over some of the other social media platforms.

How frequently should you post on social media? Daily is optimal. Posting every day with a variety of content types will keep your followers interested and engaged. If you hire a content marketing team to take care of your content development, they can manage the regular releases on your website and your posts to social media. Moreover, they can build momentum on your networks and deliver a solid return from an ever-growing loyal audience.

Read this article for more information about social media for companies serving in the oil and gas industry.

TRADE SHOWS – 20%

Where traditional marketing is concerned, setting up a booth at a trade show is still a good way to get your name out in front of industry-related people. It allows you to get acquainted with new folks – especially business connections. The trade show expense is encountered in the cost of booth space, booth branding/signage, manpower, travel, food, collateral, and swag. After the event, about the only thing of value that continues to promote your business is your beer koozie, multi-tool, or keychain. The greatest value of trade shows lie in the connections made during the show.

TRADE PUBLICATIONS – 10%

Like trade shows, trade pubs are another opportunity to reach a targeted niche. The optimal value here comes when you run advertising consistently in the publication. Notably, there are some traditional advertising stats that say potential customers need to see an ad seven times before they buy. Some research takes that point even further and indicates that you have to see an ad seven times before the ad is even noticed. Whichever stat is correct, the key takeaway is that consistency and frequency in your advertising is important.

PAID DIGITAL ADVERTISING – 10%

Google Adwords and paid social media ads are the counterpoints to the organic marketing mentioned earlier. Organic marketing requires time. It takes time to build a repertoire of content that answers pertinent Google queries. Content must be well-woven with industry-related keywords and phrases so Google knows when to show your webpage (as opposed to your competitor’s webpage) to answer someone’s search question.

Paid ads are the “artificial” (as in not “organic”) way to get in front of your search audience. They give you the opportunity to buy your position on the Google results page. Your Google ads will target your audience using your industry keywords and phrases so you can jump ahead of your competition.

Similarly, to get your name and your content in front of your audience on social media, these days you have to “pay to play.” Most of the social media sites force businesses to pay for ads that boost those businesses’ content so it will show up in their followers’ news feeds. With some social media sites – notably Facebook – one might be obliged to pay just to reach more of the news feeds of one’s own followers. Or the effort might get you into non-followers’ news feeds. Either way, you’re helped. But you’ve “paid to play.” And, while there is an on-going expense involved, social media ads allow you to rifle-shot-target your audience so you don’t waste advertising budget by delivering your ad to people who are not interested. Social advertising is sophisticated and can get you in front of the right audience on LinkedIn, Twitter, and Facebook.

MAPPING OUT THE BEST PLAY

The investment in a website, content marketing, and social media keeps on delivering results. Unlike the paid advertisements that stop working when the ads stop running, the content that you put on your website and social media is a valuable resource that can be viewed weeks, months, and years after it is posted. In fact, as your content development increases your digital footprint, it increases the value of your business in the eyes of Google and in the eyes of your consumers.

For further reading on oil and gas marketing

Here are some of our most popular content on marketing for the oil and gas sector.

Cleared for Takeoff: Jemully Goes Wheels Up on Airport Website

Abilene Regional Airport has a new website

Abilene Regional Airport went live with its new website on Tuesday, Jan. 15, making available a selection of new features not previously available to local air passengers accessing the former website.

Airport Marketing and Development Manager Kate Alvarez, the client representative who contracted with site developer Jemully Media, sought a mobile-friendly approach. Using fresh graphics and streamlined navigation, Kate’s goal was to serve up a fuller array of services, information, and benefits.

The website, found at iflyabi.com, is a secure site and accomplished the mobile-friendly goal. In addition, passengers and visitors who are on-the-go have ready access to all the site’s features.

Good Afternoon and Welcome Aboard…

It’s a happy, welcoming feeling that the website projects. The site, in its new iteration, is intended to serve more than just the airport itself. Content on the site also celebrates the beauty and uniqueness of Abilene and the Big Country. Similarly, many of the area’s resources, facilities, events, travel opportunities, and community spirit are highlighted.

As before, the site carries flight information and links to car rentals, passenger services, airport tenants, airport directions, and other aids. The new version adds such features as weather alerts that impact flights at “ABI” and an expanded treatment of the airport’s VIP Rewards program.

Your Flight Crew Today is…

Jemully Media staff was happy to be the team to get the airport’s website off the ground.

“We’re excited about the launch of the new site, which employs better graphics and content and also functionality that was not available on the previous website,” said Kit Mullins, owner of Jemully Media LLC, the Abilene-based digital marketing agency that created the new site. “For many people visiting Abilene for the first time, the airport’s website could be the city’s opportunity to make a good first impression.

“The airport’s Kate Alvarez was one of my favorite clients to work with, ever,” Mullins added. “She is gracious, professional, and organized, and she has a heart to serve the community and Abilene visitors. Kate ensured that the site’s content reaches and addresses multiple audiences for the airport. And with the site’s mobile friendliness, fliers will find it easy to find what they need, whether they are at home on their desktop or en route on their mobile device.”

Jemully Media has done websites and web development for more than 100 clients over its eight years of existence.

“During our first year, we would have been a bit stretched to deliver a site of this sophistication and functionality,” Mullins said. “But now, with our experienced staff, we compete with bigger shops in bigger markets. Our Abilene-based work has won us clients from across the nation.”

You are Now Free to Move About the Website…

And here is your live link to it: iflyabi.com

Meanwhile, we’ll be passing over some points of interest. These would be other clients of Jemully Media. We give you a partial list.

Besides such local (Abilene-based) clients as Cadco Engineering, Integrity Wireline, VFW’s Southern Conference, and the Carl Spain Center at ACU, Jemully Media has created sites for law firms Wagstaff LLP and McMahan Surovik Suttle PC. Other, more wide-ranging clients include Yaggi Engineering in Arlington, Texas; Heritage Christian College Foundation in Frisco, Texas; Simply Essentials in Iowa.; and Scott O’Hara Consulting in Martinez, Calif.

Besides web development, the company concentrates on content marketing, social media management, consulting and digital marketing strategy. They are headquartered on the fourth floor of the Compass Bank Building, downtown at Third and Cypress, in Abilene, Texas.

LinkedIn Do’s and Don’ts

LinkedIn is a service that individuals use to find jobs and also seek out employers, but did you know there are many services LinkedIn offers that you might be using wrong? By reading our LinkedIn Do’s and Don’ts, you are bound to find a few ways to improve your profile!

DO

Choose a great profile photo.

First impressions are essential. By creating a good first impression, you will establish the baseline for all thoughts and opinions a potential employer will make of you. Did you know how long it takes to make up for and eventually reverse a bad first impression? By having a clear, professional photo, your chances of making a good first impression automatically increase.

“A photo can go a long way to convey passion, energy, charisma, empathy, and other soft skills that are hard to write about.” The Muse

Keep your page up-to-date.

There are many different functions on LinkedIn that allow you to keep followers updated on your professional career. One of the most important sections to keep updated is your profile section, which is located at the top of your profile. Keeping your profile section up-to-date is important because it is the first section viewers see when they open your page and can give potential employers a quick synopsis of who you are. In this section, you can include where you currently work (with your position title), your education, and a short summary about yourself. Another vital section on your page to keep updated is your ‘experience’ section. Showcasing past jobs and responsibilities you’ve had is important as, for some readers, this section can be viewed essentially as a resume.

Take advantage of the Summary section.

The Summary section is crucial because it allows you to tell viewers about yourself in your own words. Show off your personality, touch on your professional experiences and skills, and tailor it all exactly the way you want it to be presented. According to Career Horizons, “your summary should be around 3–5 short paragraphs long, preferably with a bulleted section in the middle.” Don’t miss an opportunity to showcase your writing skills and personality for potential viewers.

Include multimedia

When given the chance to show off your expertise through work you have produced, do it! Having multimedia on your page will likely help you stand out when compared to competition. Including any multimedia work you have done on your page gives employers an accessible showcase of your skills. You can include multimedia In your ‘Summary’ and ‘Experience’ sections on your profile.

DON’T

Don’t add people you don’t know.

Although it is important to have many connections on LinkedIn, it is not professional to add people that you do not know. Did you know that if enough people deny your invitation, LinkedIn can shut down your account? White it is important to have at least 50 connections, it is essential you know who you are connecting with.

Don’t forget to add your contact information.

Although it seems like a common thing to remember, many people look over the ‘Contact Info’ portion of their LinkedIn profile without realizing it. You can find this section under your profile settings. If you do not list any contact information, it makes it difficult for a company to reach out to you.

Don’t forget to be social.

LinkedIn is meant for many things, but one of its most important functions is to be social with others—this is social media after all. Sharing recent news and staying active on LinkedIn shows others that you are comfortable on LinkedIn and know how to use it effectively. It is easy to make a profile and then leave it dormant, but it is important to use LinkedIn fully, especially when you are in job search mode.

We hope these do’s and don’ts help you to improve your presence on LinkedIn and the overall impact of your profile. Whether you are seeking employment, or simply looking to get the absolute most of social media, these best practices will get you moving in the right direction.

Do you know of any other LinkedIn practices that weren’t included here? We’d love to know them!

Influencer Marketing

Influencer Marketing

Influencer:

The individual whose effect on the purchase decision is in some way significant or authoritative (Cambridge English Dictionary)

How influencing works:

Influencers on social media, as vessels for advertising and marketing, have become a phenomenon that many brands have turned to. Influencer marketing benefits the brand by  exposing it to a large number of people in their target audience. This exposure is secured through compensation paid to the influencer. Successful influencer marketing often requires a great deal of coordination and planning between parties. A brand must identify and establish a relationship with an individual who matches their target audience. Depending on the arrangement, the influencer might also receive free products. The influencer must then post about the brand in a creative way for the purpose of engaging their followers. Influencers are effective because their followers look up to them are more likely to receptive to the products they recommend.

Types of influencers:

Mega-influencers:

Mega-influencers are individuals who have more than one million followers on their platform. These influencers are mainly celebrities, such as musicians, actors, athletes, etc. Mainstream brands often reach out to celebrities for advertising purposes, as bigger celebrities often have the greater ability to influence their fans and followings. Mega-influencers are able to reach a broad audience, which is why brands spend the extra money for their endorsements. Some of the most expensive celebrity influencers include Beyonce, Kylie Jenner, Khloe Kardashian and Selena Gomez. Although celebrities are not the ideal influencer for every brand, research can help brands identify when a celebrity will work best for for them.

Khloe Kardashian

Khloe Kardashian’s primary social media platform is Instagram, where she has more than 76 million followers. Khloe has been an influencer for brands such as Amazon and Calvin Klein. It is rumored that Khloe makes around $250,000 per post.

Jonathan Morrison

Jonathan is an influencer in the tech and business world. Jonathan’s main platform is his Youtube channel where he has over 2 million followers. In many of his Youtube videos, he is giving paid reviews for gadgets and also giving away free products to viewers.

Carly Waddell

Carly first gained media attention by being a contestant on The Bachelor in 2015. Since then, she has reappeared on the show and gained many followers. Today, she is a social media influencer for health products, baby products, and everyday usage products.

Macro-influencers:

Macro-influencers are individuals who have between 10,000 and one million followers. These influencers mainly post about everyday lifestyle or business matters. Pet influencers, beauty influencers, food influencers, and travel influencers are just a few of the kinds of individuals who are considered to be macro-influencers.

Lindsay Arnold 

Lindsay Arnold is a professional dancer on Dancing with the Stars. Lindsay’s following includes a large number of younger females and she has partnerships with many food, health and travel companies.

Tuna 

In 2011, Tuna’s owners created an Instagram account for their dog, who became famous online. Tuna has over 80 thousand followers and has been featured by Cosmopolitan, The New York Times and many other sites. Tuna’s posts feature the partnerships with many pet-friendly hotels around the world.

Micro-influencers:

Micro-influencers are individuals who have fewer than 500,000 followers. These influencers are individuals who partake in an everyday work-life, who relate with their followers through real-life authenticity. These influencers can create a relationships and develop trust with their followers.

The Planet D  

Dave Bouskill and Debra Corbeil are a husband-and-wife travel influencing team. They have traveled to over 100 countries and have partnerships with American Express Canada, Intrepid Travel, and Expedia. Their main source of blogging is on their personal website and Facebook account.

Tina Jui

Tina Jui is a breakfast food blogger via Instagram, and her website known as The Work Top. Tina has over 50,000 followers and is an influencer for all things cooking. She makes sponsored posts for food brands, specific cookware items, and also does sponsored giveaways.

Why influencer marketing works:

Influencers create a personal level of trust between themselves and their followers through relating to them and having similar interests. Followers value an influencer’s opinion because they are ‘fans’ of the influencer, and often feel a personal connection to them or aspire to their lifestyle. Big brands have taken notice that having an influencer mention their brand can be one of the best ways to inspire consumer trust.  Some followers even rely on influencers to learn about new brands and products, which can make influencer marketing a cost-effective method of getting the word out under the right circumstances.

Instagram Do’s and Don’ts

Do’s and Don’ts of Instagram for Business

In the current era of marketing, businesses have begun to rely fully on online exposure. Being on Instagram since 2010, I have witnessed firsthand the changing trends in profiles and lifestyles, as opportunities to be creative have taken over and allowed room for more compelling ideas and posts. Instagram has allowed individuals and businesses to take their presence to the next level through the many creative aspects that are offered. When managing your business’s Instagram, there are certain things to consider in order to exceed in the realm of online presence. Consider this list of “do’s and don’ts” to be our Instagram best practices guide.

DO

Have a Plan

When creating an Instagram page and wanting to take your online businesses presence to the next level, creating a social media marketing strategy is essential. The plan that is created will be the foundation for all future posts to come. When coming up with a plan, it is important to identify who your target audience is, and research what would attract them to your businesses Instagram. Once you have created your social media marketing strategy, stick to it!

Create an Aesthetic

I find myself attracted to businesses on Instagram that maintain an appealing grid pattern. To achieve an engaging Instagram account, consistency is key. Once you create an aesthetic, don’t let one post ruin it. Keep up the aesthetic by planning posts ahead of time and by using high quality images. Followers and potential customers pay attention to consistency and are attracted to a brand that can upkeep and manage it.

Use Instagram Stories

Stories has been one of Instagrams most impactful changes to date. Businesses that take advantage can really thrive on this platform. Through Instagram stories, businesses have many opportunities to take their brand to the next level. By implementing Instagram stories in your social media plan and posting relevant content, you can establish a connection and build trust between your brand and your followers.

Audience Engagement

It is important to make your brand personable, rather than an automated account that’s just going through the motions. There are many ways for a brand to engaged with its social audience. Replying back to comments is one of the most effective methods that customers appreciate. You can also create audience engagement by posting giveaways or also asking for customer feedback. My favorite way to connect to a brand is through Instagram story polls. Asking for opinion and giving customers the chance to help you out by providing input helps create a feeling of involvement and trust.

Use Instagram Ads

There is nothing wrong with spending a little extra money to boost a post. I cannot tell you how many times I have been sidetracked by an Instagram ad (that was successfully targeted to me) and ended up making a purchase. Instagram ads can help you reach your brand goals, whether that means increasing sales or just boosting brand awareness. Instagram allows you to hone in on your target audience and plan out how much you want to spend. By putting in the extra effort and money, exposure and sales will have great opportunities to grow.

DON’T

Over-post

DO NOT OVER-POST. Do not be that annoying brand that posts 10 times in one hour. By over-posting, your followers will feel spammed and over-loaded with content. Set a schedule, and stick to it. Consistency is key.

Let Your Branding Stray

Being inconsistent with your brand message can lead to miscommunication and confusion for your followers. One of the biggest mistakes that businesses make on Instagram is posting irrelevant content just so they can post. To avoid this happening, plan posts out in advance so you aren’t scrambling to come up with filler content.

Lie or Mislead

Posting content that is partially true will mislead followers into thinking the post is 100% true. Misleading followers into incorrect information will weaken the trust they have in you, as a business and as a brand.

Delete Negative Comments or Reviews

Never, never, never (did I say never?) delete negative comments that are posted by customers. It will come back to haunt you. React to negative comments by taking the feedback into consideration and use the opportunity to respond back in a positive manner.

Forget About Analytics

Keeping track of your Instagram analytics allows you to track your progress and gives you the insights you need to make necessary changes. To forget about analytics is to forgo these opportunities. By viewing analytics, you can track followers and engagement that your brand has attracted. Taking advantage of the many analytical tools at your disposal will give your social campaigns the ability to stay nimble and continue growing.

Do you have any other Instagram rules you swear by? We’d love to hear them!

The Do’s And Don’ts Of SEO

dos dont's seo best practices

Search engines are constantly evolving, which means optimizing for them is always in a state of flux. This article amounts to a best practices guide to SEO for 2018. Read on for our SEO Do’s and Don’ts, and be on your way to glorious SERP performance.

DO

Test Your Search Performance On Multiple Devices

Searchers use many different devices to find our websites, and different browsers on different devices can yield different results. Each business will have it’s own distribution of referrals, but it’s always a good idea to check your search performance for your top keywords on multiple devices to make sure devoted users of specific devices aren’t missing out on your content.

Optimize For Your Target Market

“Know your target market,” an oldie, but a goodie. Tailor your content and pick your keywords with your ideal target market in mind. Each demographic has characteristics that we need to be aware of as marketers. If you’re going after the college crowd, make sure your content and keywords are relevant to what’s on the typical student’s radar. Beyond the subject matter, do your homework so you can tap into the phraseology, language, and style of content that your target audience favors.

Strive For Content With Quality Editorial And Quality Structure

Quality content can mean a few different things. First, it definitely helps if your content is well-written, and capably edited. Finding an engaging tone can be even more important, still. Structure is another highly visible aspect of your content that can make or break you. For example, if your target market likes list-icles or infographics, then giving them the type of content they want can be just as important as how well it’s written. Put equal thought into all of the elements that make for quality content.

Craft A Frequently Asked Questions Page (FAQ)

If you have a business, then people probably ask you questions about it from time to time. Any question about your industry that you are sick of being asked in real life is probably the right kind of thing to provide on your FAQ page. These kinds of insights, basic as they might seem to the business owner, are the kinds of things that can build credibility and a sense of engagement in your web visitors. If you’re looking to take your FAQ game to the next level, try weaving your most important keywords into your questions and answers. Even if nobody’s actually asking these questions, FAQs can be the perfect devices for presenting your company’s unique qualities.

Optimize For SERP Feature Friendiness

Rich Snippets, Knowledge Panels, Featured Snippets, Answer Boxes; the list of features that a given SERP may incorporate is long. Optimizing various pieces of content throughout your site for an appropriate SERP feature can give you a boost to be displayed more prominently. Here is a quick guide that can get you started.

Link Your Social Efforts To Your Website

At Jemully, we treat a client’s website as the primary hub of their digital presence. Social media is also extremely important, but it should serve the purpose of promoting your website, which is the best platform for fully leveraging your brand. Another way to think about a website is like a city, which makes various social sites the outlying smaller towns and suburbs. The city will always have the most roads leading in and out. The smaller towns will have some, but these roads ultimately lead to the city. The “roads in and out” concept, or links, is an indicator of the size and influence of a site. Ensuring that your website is your greatest presence, and directing searchers to it from other platforms will increase the profile and visibility of your site over time.

Know Your SEO Tools

There are a lot of great free SEO tools out there. They can help you up your game whether you are a neophyte or a seasoned pro. I’ve been writing about SEO for a few years now, and hadn’t even heard of these, but they’re worth checking out for those needing a boost.

Hone Your PR Game

This one takes some expertise, but is well worth doing if you can manage it. Searchers do not always want branded content, but companies (or experts, preferably) can insert themselves into a farther reaching context through public relations initiatives. Is there a trend sweeping your industry? Is there regional, national, or even global issue that pertains to your expertise? Finding a way to put your company in a larger context, and even juxtaposing your comments with those of other recognizable experts, is a neat way to puff up your brand in a way that is not strictly self-serving. This tip is more of an advanced content marketing strategy than an SEO hack, but if done well, it can put you in front of more eyes.

DON’T

Neglect Your Metadata

Headings. Alt tags. Custom URLs. Snippets. All the little things we pay attention to when entering content into our CMS that generally go unseen by the end-readers. Unseen by them, maybe, but most definitely seen by Google (or your search engine of choice). Mind your metadata.

Forget About Voice Search

As searchers continue to use voice commands on their phones, and as smart speakers find their way into a greater number of households, voice search is becoming less of a novelty, and more of the way things are done. Anecdotal evidence suggests that younger audiences, ones who have grown up with voice-tech, are using more naturalistic and conversational search terms. Keep this trend in mind, and as always, know your target market when optimizing.

Test queries and keywords using as many different technologies as you have access to. Keeping an eye on the differing results from device to device will lend additional perspective. And remember:

  • Google Home uses Google data
  • Siri uses Bing data
  • Alexa uses Bing and Amazon data

Only Target The Keywords You Aspire To

Sure, every company wants to be at the top of their search-engine results page (SERP), but that’s not always realistic. The more competitive your field, the harder it is to conquer the search results. If you are struggling, it’s OK! Start smaller by making sure you at least own the SERPs for keywords that are specifically relevant to your individual company. Make sure you dominate searches for your company name, and maybe even searches for your industry plus your city. Start small, carve out your niche, and with strong content marketing, you can make a dent in the broader SERPS in time.

Create A Keyword-Optimized Page And Call It A Day

While each page on your site should be optimized for its own unique keyword, one page is not generally going to be enough for Google to create a strong association between your site and that word. It sounds like a catch-22, but think about it like this: you must convince Google that your site is relevant to a particular keyword. A single content-rich page devoted to a key word is a nice start, but if you only mention that keyword on that one page, then that’s not going to be enough to convince Google. Think of a keyword-devoted page as that keyword’s house. That keyword is still going to want to hang out with other keywords. Each keyword has its own “house,” but that doesn’t mean they can’t visit another keyword’s house. Intermingling a keyword throughout your site will help demonstrate that the keyword in question is of integral value to the site, and vice versa. Make sure all of your best keywords have their own house, but let them visit their friends too.

Forget That Different SERPs Have Different Quirks

Some highly contested SERPs feature paid ads, others don’t. Some have a fancy knowledge panel on the right hand side. Some have space reserved for e-shopping listings. There are many variations, and recognizing the features that pop up on your desired SERPs can lend insight into the type of content that can improve your standing, and maybe even reveal some opportunities.

Let Your Page Load Time Creep Too High

“Three seconds or bust!” is a guideline offered by many SEO websites as a maximum page load time. If you page takes longer than three seconds to load, it might seriously hinder your SERP performance. Whether it is a major ranking factor for Google searches or not, think of it as a facet of UX (user experience). Slower sites are going to provide a less satisfying experience to searchers, which is something that Google ultimately does respond to. There are plenty of free tools (here is one from Google), so try a few of them out to be sure that you’re pages aren’t loading too slowly.

Scoff At Mobile-Friendliness

We’ve written several pieces about the importance of optimizing for mobile. You may read them here. Pertaining specifically to search, SERPs had, in the past, been organized and delivered based on the device used by the searcher. Mobile users would see results that were optimized for mobile, while desktop users would potentially see a less-filtered SERP. For more than a year, Google has switched to mobile-first indexing for ALL devices. Sites not optimized for mobile are still indexed, but if there is a mobile version of a site, then that is the one indexed. It’s just another indication of how search engine queries are handled. Mobile is important. It should be considered in all website matters.

Thanks to a number of great sources of SEO news and content including: Chief Content Officer, Search Engine Land.