Cameo Hanlon, the Owner and Director of Strategy for Best Marketing Co., shares her expertise on why industries like oil & gas, agriculture, and law deserve a more thoughtful and impactful marketing presence. Passionate about helping these essential yet often overlooked sectors improve their public perception and connect more meaningfully with their audiences, Cameo brings a unique perspective to the table.
Her passion for marketing extends to all areas where quality storytelling and strategic branding can make a difference. In this article, she explores how these "under-the-radar" industries can harness the power of innovative marketing to stand out in a crowded digital landscape and why it matters more than ever.
Growing Up with Industry Roots
Growing up in Sparwood, a small town where the coal mine and forestry industries ruled the landscape. When I say "ruled," I mean they were everything—our economy, our community, our identity. From an early age, I understood the power of optics and communication, even if I didn’t know those were the words for it. How these industries presented themselves to the greater public directly impacted our lives, from funding for local schools to attracting new residents. The story these industries told—or didn’t tell—about themselves shaped my town's future.
As I transitioned from small-town life to the big city, diving into marketing studies at the University of Alberta and later founding my own company, I began to notice a gap. Industries like oil & gas, agriculture, and even law seemed to lag behind others when it came to their marketing game. Over the past five years, I’ve seen them struggle to keep pace in terms of online presence, branding, and strategic communication. Now, I’m not under the illusion that social media alone will move the needle on sales for these sectors. These industries aren't like retail or hospitality, where a strong Instagram game equates to more sales. The deals in these fields are far bigger and more complex, but public perception, corporate responsibility, and even employee advocacy were hurting because they weren’t telling their stories effectively online.
Why These Industries Lag Behind (and Why We Care)
So why do these less glamorized industries seem to fall short when it comes to marketing and branding? In my experience, there are a few reasons.
First, there’s often a perception that a polished online presence isn't necessary. After all, a social media post isn’t going to close a multimillion-dollar oil deal, right? But here’s the thing: it’s not just about sales. It’s about optics. It’s about public perception. It’s about creating a corporate identity that reflects your values, demonstrates corporate responsibility, and attracts top-tier talent who care about the company they work for. Your online presence is your brand’s first impression. And let's be real—first impressions matter.
Secondly, there’s sometimes a mindset of “If it’s not broken, why fix it?” Many companies in these sectors have been around for decades, even centuries, and they’re used to doing things a certain way. But in today’s digital age, standing still is moving backward. An outdated website or a lack of social media presence can signal stagnation or, worse, irrelevance. And trust me, nobody wants to look irrelevant.
Our Journey: Specializing in Less Glamorous Industries
This realization led us to dive headfirst into the oil & gas, law, resource, and agriculture sectors. We wanted to be the marketing company that finally gives these industries the thoughtful, high-quality presence they deserve. Over time, we’ve developed some core philosophies that shape our approach:
1. Corporate Social Responsibility (CSR) Matters: CSR isn’t just a buzzword. It’s a powerful tool that, when leveraged correctly, can set your company apart as an industry leader. We help our clients create authentic, meaningful CSR campaigns that go beyond the standard "greenwashing" tactics. We’re talking real impact—supporting local communities, committing to sustainable practices, and sharing those stories in ways that resonate.
2. Positioning Through Resource and Knowledge Sharing: In many of these industries, there’s a treasure trove of expertise just waiting to be shared. From white papers to webinars, sharing your knowledge can position your company as a thought leader. And let's be honest, who doesn’t want to be seen as the smartest person in the room?
3. Optics: Creating a Cohesive Look and Feel: A cohesive, modernized brand presence isn’t just for tech startups or trendy coffee shops. It’s for everyone. A strong, consistent brand identity across all platforms (yes, even on LinkedIn!) can significantly impact how the public, potential employees, and even competitors view your company. We help companies build a brand presence that’s polished, professional, and perfectly aligned with their values.
Our Framework for Marketing Less Glamorous Industries
Marketing these industries isn’t a one-size-fits-all situation. It requires a nuanced, strategic approach. Here’s a sneak peek at the framework we’ve developed to tackle these unique challenges:
Discovery & Audit: We start by getting to know your company inside and out. What are your values? Who are your stakeholders? What are your long-term goals? We then conduct a comprehensive audit of your current online presence, identifying strengths, weaknesses, and opportunities for growth.
Strategy Development: Based on our findings, we craft a tailored marketing strategy that aligns with your company’s objectives. This includes everything from content planning and social media strategy to SEO, website optimization, and beyond.
Implementation & Optimization: We don’t just hand you a plan and wish you luck. We’re in the trenches with you, implementing the strategy and continuously optimizing based on data and feedback.
Reporting & Refinement: We believe in full transparency. Our clients receive regular reports that detail what’s working, what’s not, and where we can improve. This iterative process ensures that our strategies are always evolving and improving.
So, Why Should You Care?
Because it’s not just about the bottom line; it’s about the bigger picture. It’s about positioning your company as an industry leader, not just in terms of revenue, but also in terms of innovation, corporate responsibility, and public perception. It’s about creating a brand that your employees are proud to work for and your stakeholders are proud to be associated with.
Wrapping Up: Let's Elevate Your Industry Together
At Best Marketing Co., we specialize in helping industries that might not traditionally prioritize marketing—like oil & gas, agriculture, engineering, and other essential sectors—stand out in a crowded digital space. We believe that every industry deserves a thoughtful, high-quality presence that reflects its true value and potential. Ready to give your industry the attention it deserves?
Let’s connect and start shaping the future of your brand today!
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