October 31, 2020  
 
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Marketing a Drilling Contractors Business

Marketing plays a central role in any company. But when it comes to a drilling contractors business, your ability to market your brand can be the deciding factor between barely making it and achieving stellar industry success.

Marketing is not a siloed business function. It's a cross-organizational discipline with ramifications for your balance sheet and earnings statement.

When done effectively, marketing is a coordinated and comprehensive strategy that raises the visibility of your drilling contractors business through a diverse range of marketing channels and mediums.

Bundling

Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. Most drilling contractors businesses can leverage bundling to improve sales and attract new customers to the brand. Since the bundling concept is based on discounts, consumers expect to pay less for the bundle than they would if they were to buy the products separately, so you'll need to make sure your bundle offers real value to buyers.

Niche Marketing

Small organizations lack the scale to command a large segment of the general marketplace. However, niche marketing meets the needs of drilling contractors businesses trying to establish a larger footprint in a targeted market segment. Niche marketing isn't new. It's been around for years and has proven to be most effective for firms that understand their key strengths and core audience.

Furthermore, niche marketing means tailoring resource acquisitions to the needs of your market segment. For example, top providers can focus mailing lists to the specific requirements of your market niche.

Hiring A Marketing Firm

Eventually nearly all drilling contractors business operations turn to marketing firms for guidance. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Does a marketing firm cost money? Sure, but not as much as you may think. When it's time to look for a marketing firm to represent your drilling contractors business, experience should trump other considerations. Avoid young marketing firms staffed exclusively with inexperienced hot shots. Novice marketers bring a lot of passion to the table, but they also tend to embrace high-risk marketing strategies that lack the payoff you'll get from an established firm.

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