B2B Video marketing : 8 unique ideas for Oil and gas companies

The demand for video content is ever-increasing and so is the scope of video marketing. You would say it’s true only for B2C or consumer companies but it’s not true. Research has shown that more than 54% of consumers prefer to watch video content rather than read long emails. And this doesn’t change for oil and energy EPC companies.

B2B marketers are discovering the power of video marketing and starting to implement it as a key part of their inbound marketing strategy. And reports confirm that video drives important business impact. Let’s take a look at incredible ROI marketers are driving with video:

93% share video has helped grow brand awareness
81% say video has contributed to directly increasing sales
94% say video has helped increased their product/service understanding
87% and 82% say video grew their traffic and increased dwell time, respectively

These numbers make a strong case for video as one of the proven B2B marketing strategies to try in 2022.

Communication managers and marketers are always on the lookout for interesting B2B video marketing ideas. And believe it or not, there’s no lack of creative ideas to utilise videos in oil and gas companies, both for internal as well as external communication. This is what your competitors are doing, and you can too.

In this blog, we will show you 8 different ways you can use videos (with examples) to boost engagement for your brand. Read on to get inspired.

External Communication

To describe projects & challenges

Building oil refineries is already an arduous task, add extreme weather to the mix and the challenge increases ten-fold. Naturally, there will be obstacles in any such project. Use them to your benefit. If something makes a project one of its kind, talk about it, demonstrate your strengths, and woo the viewers. You get to showcase the effort, expertise, and determination of your company. A voice-over driven, project explainer video is what you need. This way, you can not only explain how you solved the problems that arose along the way but also influence your brand perception.

Observe how Fluor talks about one of their projects in this video.

Redwater Refinery video:

To explain what you do

Explainer videos are pretty common across all industries. But that doesn’t mean you can’t experiment with different styles. Your clients already know what services they can expect from you. But they won’t be aware of what it takes to do what you do. They aren’t there throughout the process. You can fill them in with a video! Show them your approach to doing things, the advanced machinery you use and so on.

Patrick Series:

Through their brilliant video, TechnipFMC casually explains the history, evolution and challenges of offshore oil wells. Integrating 2D animation while talking about the offshore structures helps viewers understand better. They have also subtly communicated the values of TechnipFMC. With an over-the-top conversational style, the video works really well by grabbing the audience’s attention right from the beginning.

As short press releases

You keep updating your stakeholders on celebratory occasions, formal occasions, and other announcements through press releases. So, how about repurposing them as videos to share on social media? Your press releases can be an inexhaustible source of content. You can use it to transform the news into short videos which can make it easy for your stakeholders to consume. This is a win-win situation as you get to post relevant content and viewers save time by watching the videos.

Baker Hughes uses videos to give a glimpse of their announcements and guides the viewers towards the press release by linking the article in the caption. The bite-sized videos themselves are not too complicated or detailed, just text animation overlaid on photographs. But they are useful as they give the cream of the crop to the viewers even if they don’t click on the link.

To appear more accessible

The oil and gas industry attracts many employees with the promise of a fulfilling career. In recent years, companies have started to open themselves and reach out to their potential applicants, the people who want to work under them. You can talk about the work culture to attract applicants, or about your approach towards research, you can also bring up technologies you would like to integrate in the future like AI, and much more. Such videos are very important as they communicate your desire for new employees, friendliness and enhance your brand image.

Recruitment Tips:

To be more welcoming, Wood has created a video which gives insight into the company’s recruitment process. The video consists of vox pops with several employees who give tips to prepare job applicants. Receiving tips and tricks from people who have passed through the process adds to the credibility of the video compared to the advice given by anyone else.

Internal Communication

As a means of employee engagement

Your employees are your greatest asset. Make them feel valued. Short videos featuring employees has become a trend lately. So why not follow suit? You can add your own twist to it. Interview your staff, let them show their personalities, relay their experiences. It’s up to you to make it professional or light-hearted, or maybe something in between.

My 60 Seconds series:

L&T Group has a division of Hydrocarbon Engineering called LTHE. The L&T group has created an extensive series using this style of videos. In each episode of their My Sixty Seconds series, they ask employees professional and personal questions.

Similarly in Bechtel Corporation’s ‘We build rail’ series the people who worked on rail projects describe how challenging but professionally fulfilling their job has been.

As a memento of events:

Companies regularly host celebratory events, and workshops to keep enhancing the skills of their staff. Generally, all such occasions are filmed and shared with the employees. You can also share the highlight reels on social media.

Here’s one such dynamic video produced by us for Linde Engineering India.

Digitalization:

To ensure safety

As an EPC company for oil and gas, you are not new to the extremely high stakes of building and managing oil rigs. You can’t leave any stone unturned to ensure the safety of your workforce. Videos are critical in propagating a safe and secure work environment. Now, these can be simply listed out safety protocols everyone must follow or give instructions about proper handling of equipment or carrying out a critical process.

Life-saving rules:

In their safety video, Saipem has used a character-driven narrative, very story-like narrative to warn of the dangers of careless work routines and highlight the importance of following safety rules. To know how safety videos can save you millions, click here.

To promote ethical conduct

Videos can also be helpful to communicate updates in the company policy or introducing new systems. Compared to written notices which use complicated jargon, the audio and visual mediums help you set the tone of the message, leaving no room for misinterpretation.

Ethics Helpline:

Bechtel Corporation created a video to orient the employees to their Ethics helpline. Using 2-D animation instead of live-shoot eases the viewers into the seriousness of the video. It works towards reducing the anxieties of the staff which comes in the way of reporting ethical violations.

EPC companies have been using video marketing for a long time now. Various forms of videos build the crux of their digital marketing strategy. Videos don’t just help them create an emotional connection with their customers but also allows them to communicate effectively with their employees and stakeholders.

Which means if your business isn’t utilising video marketing, youre in danger of falling behind your competition. With the right video production partner, you too can leverage the power of video for your brand. Contact us