First of all, having an asset and keeping it for yourself does no good for you or your customers. Marketing materials developed about your product need to be distributed and shared with the target audience to bring in returns. You need to invest in content distribution, aka advertisement (either paid or free).
And it becomes even easier to assess that data needed for effective distribution in the digital world. With keyword research tools, you are able to see numerous search inquiries by keywords and phrases. For instance, in June, there were 90 Google searches or requests for "coil tubing services midland tx." With investments at $1.75 per paid click (at minimum) and by properly optimizing your online presence, you can easily make those searchers your leads and convert them to customers enjoying a high ROI. Those were hot leads at the bottom of the funnel (ready to make a purchase). And knowing one fundamental piece of information—when coil tubing is needed, it's needed right now
—you have every possible chance to convert
. The same applies to most products and services offered by OEM and service companies in the oilfield.
We will also just briefly mention the power of lookalike targeted advertisement: basically, when you target people similar to your existing customers, on any digital platform, you can reach exactly whom you need on the lookout for a company just like yours. Know the search volume, establish the advertisement budget, and invest wisely.
The worst part is when a company invests in the development of video content or graphic material—for example, for a trade show or presentation—saves it in the cloud, and forgets about it. Basically, the asset was purchased and put in a box without letting it do the work. Post such content on websites and social media channels. Repurpose it if needed. And let it do its job—attracting eyeballs and promoting your brand and services.