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Bringing jobs back: The power of Internet

How does a small MOV-based organization get in front of over 17 million people around the world in a single week? We all know that the answer is “the internet.” This isn’t the first time Shale Crescent USA has had these kinds of numbers.

We were able to get an article published in World Oil online discussing Shale Crescent USA’s IHS Study results showing that this is the most profitable region in the world to locate a petrochemical plant. Once it was published in World Oil, multiple publications picked it up including “Yahoo Finance.” We know of at least 12 online publications last week that picked up the entire article or used key parts of it with our name and data. Two of the publications were foreign. The internet articles reached over 17 million people according to the analytics we received. They even added their own headline. “Shale Boom Creates New Petrochemical Hub.”

We know that some of the best prospects to locate here are companies in Asia and Europe. Our goal is to create a global awareness of the Shale Crescent USA Region. People and companies first need to know we exist before they even think about locating or expanding here. A guideline I learned from my many years in sales is that it takes at least 7 touches to make a sale. These can be in person, by phone, by email, or using a webinar or conference. I also learned that most sales people quit after 2 touches. A prospect reading an article about Shale Crescent USA on the web is a touch. Selling this region as THE PLACE to locate a manufacturing or petrochemical facility is not the same as selling glassware or a roofing job. It will take a lot more than 7 touches.

The Shale Crescent USA organization has met a number of foreign companies at conferences like the World Petrochemical Conference in Houston. We had some very positive meetings on our Japan trip in January. The more times companies hear our branding and messaging on the Shale Crescent USA Region the more likely they are to consider us. The internet is an important tool because of its global reach. The internet is also capable of focused marketing.

To reach 17 million people just 15 years ago would have been difficult and expensive, costing hundreds of thousands of dollars. To reach the specific types of companies we are looking for would have been very expensive and time consuming. To find those specific companies that are looking to expand would have been extremely difficult and time consuming. The internet in conjunction with other tools like conferences, traditional print media and direct meetings with prospects can shorten the process. It can put us in contact with prospects that really need and want to be here and will bring the high wage, career oriented jobs that will raise the standard of living for the people of the MOV.

Today as small business owners we all have the internet. We can learn to improve our internet marketing skills and grow our business. Your website and social media presence is critical. All of these tools need to work together. You have the capability to reach the world if you choose. My neighbor, Ted, builds guitars and does great work. He sold them in West Virginia only until he set up his website and built his social media presence. Ted now has customers around the country including a sale to a well- known country music performer. Recently Ted got an email from France for an order. The person in France saw the country music performer with Ted’s guitar and then found Ted on the internet. Ted thought the email was a joke until half of the price of a guitar showed up in his PayPal account. A small sole proprietor like Ted could not have this kind of global reach and success without the internet. The internet is a powerful tool. It is working for Shale Crescent USA. It can work for you and your business. Consider the possibilities and then do the work it takes it learn to use it effectively. Thoughts to ponder.

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Greg Kozera is the Director of Marketing for Shale Crescent USA www.shalecrescentusa.com . He has over 40 years of experience in the energy industry. Greg is a leadership expert with a Masters in Environmental Engineering and the author of four books and numerous published articles.

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