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FV 18: LinkedIn Ads & Social Content Strategies for Oil and Gas Professionals | @TheOilFieldLeader‬‬

Will Martin welcomes Christian Lombardini, founder and host of The Oilfield Leader Podcast, and Bailey Midkiff, Oil City Chapter President of the Oil & Gas Workers Association. Together, they explore key themes like safety in the oil and gas industry, the power of LinkedIn for B2B marketing, and how companies can evolve their approach to content and customer engagement.

Will shares insights into how FounderVideo leverages video content on LinkedIn to create impactful thought leader ads and social campaigns. He points out the major shift from static website content to dynamic social content, especially the importance of being customer-centric and authentic. The conversation also goes into strategies for gaining traction on LinkedIn, including engaging with the right people, speaking your audience’s language, and creating content that resonates with their needs and interests.

The discussion further goes on the balance between organic growth and paid advertising on LinkedIn, the ROI of LinkedIn ads, and how guided interviews can help you generate high-quality content efficiently and easily. Will also gives some practical tips on building a personal brand and providing valuable content consistently to drive engagement.

Takeaways:

  • Safety remkains a top priority in the oil and gas industry and should be central to discussions and initiatives.
  • LinkedIn is a powerful tool for B2B marketing and advertising, especially in industries like oil and gas.
  • Shifting to social content requires a customer-first approach but provides value and authenticity to connect with audiences.
  • Document your journey and stay genuine, audiences are drawn to authentic, relatable stories.
  • Engage with your audience’s world on LinkedIn, follow their influencers, use their language to connect.
  • Organic LinkedIn growth takes time, while paid ads provide a faster way to target the right audience.
  • Guided interviews are a smart content strategy, helping leaders create multiple video pieces in one session.
  • LinkedIn ads offer precise tracking and attribution but require the proper systems to measure ROI effectively.
  • Building a personal brand on LinkedIn takes consistent, high-quality content and active engagement with others.‍

TIMESTAMPS:

00:00 Introduction

00:14 The Importance of Safety in the Oil and Gas Industry

02:11 Introduction to Will Martin and FounderVideo

05:46 The Shift from Website to Social Content

07:02 Understanding Dark Social and Customer-Centric Marketing

09:15 The Power of LinkedIn Ads and Thought Leader Ads

21:34 The Importance of Authenticity in Social Media

32:58 Time vs. Money: Organic vs. Paid Strategies

34:06 The Power of Guided Interviews

35:36 Mastering LinkedIn Ads

37:02 Audience Engagement and Content Strategy

45:24 Building a Personal Brand on LinkedIn

45:59 Tracking ROI and Attribution

59:11 LinkedIn vs. X: Which Platform is Better?

01:01:37 Conclusion and Future Plans

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