Why Your Propane Gas Sales Team Needs a Marketing Budget

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Why Your Propane Sales Team Needs a Marketing Budget

As a local propane gas company, creating a marketing budget probably isn't the first thing on your to-do list. But, your sales team is thirsty.

The well of leads has dried up. The sales team is sitting around waiting for the phone to ring.

What sales needs is a marketing budget. Here’s why...

Today’s buying process begins with a search engine

The reality is - more people will Google your business before they make a purchase. This means a shift in the buyer process.

Before your sales team can have a conversation with the prospect, your local propane company must first stand out in the search results crowd.

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You want to be found easily online. To do this, your website needs to be optimized, you need to have content, and you need to stand out from the competition.

For these reasons, your propane sales team needs a marketing budget.

How a marketing budget will support Sales

Give Sales Educated Leads That are Easy to Close

Truth be told, your sales team wants an educated buyer.

The more educated a buyer is, the closer they are to making a decision. Your sales team will have an easier time closing the deal on a new propane gas installation and delivery schedule.

Before a prospective propane customer reaches the sales team, they are searching online for basic information about tanks, tank sizes, and how to switch vendors.

It’s your sales team’s responsibility to respond to the things they’ve learned online and add more value. Sales must be ready go one step further and show what makes your company different from other gas companies in the region.

Prospects want to know how your specific offers and services will help them best.

What information does the prospect still need in regards to your propane delivery service? What company-specific offers can your sales team point out?

Deliver Sales More Leads by Improving Your Search Engine Ranking

If you can rank higher in search engines, you can increase the quantity of leads being channeled to your sales team.

Over 70% of searchers click on one of the first 10 results, but less than 6% of searchers make it to the second page. Therefore, a high search engine ranking increases the likelihood that prospects will find your propane gas company online.

A marketing budget can improve your local search engine ranking through tactics like website optimizations, a review strategy, online NAP improvements, and more.

Making sure your business information is consistent across online directories like Yelp and Google is one way you can improve your search engine ranking.

Create Content that Helps Sales Differentiate Your Company from Competitors

On the surface, most propane gas delivery companies look the same. But as a leader of a propane company, you know that there are important differentiators that set you apart from your competition.

Targeted messaging and supplemental content can differentiate your brand and help sales make the final push to close more deals.  

Marketing can hand your sales team content that:

  • Shows how your propane company has better prices, better services, and/or better offers than your competitors
  • Demonstrates what makes your propane company unique
  • Attracts the type of leads your company is targeting
    • For example, marketing can help you produce local content that draws in leads from specific neighborhoods

Here’s a sample of a couple of fun, relevant blog posts by a propane company. The school district post can even connect with specific local prospects.

Relevant and informative content not only pushes a prospect through the buying process through education, it can also can help increase the quantity and quality of leads in the sales pipeline.

Aligning Sales and Marketing

Local propane gas companies need to understand and encourage the increasing role of marketing in the sales process.

Marketing not only needs the budget to deliver, but it also needs the cultural support within your company. As prospects do more research on local propane companies, marketing’s role will become more important in making your company visible and appealing.

If you don’t have a marketing team, consider outsourcing and hiring a professional marketing firm. A local propane company can’t be expected to be an expert on marketing on top of scheduling deliveries, keeping in touch with customers, organizing team members, etc.

With help from a marketing firm, your propane company can increase lead flow and grow revenue.

20-Minute Strategy Session: Increase Revenue for Your Propane Gas Company Through Online Marketing

About the Author
is the Lead Strategist of Bright Orange Thread. Reach him at hfrancke@brightorangethread.com
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