While many customers receive product and service information from advertising, trade shows, sales calls, and personal and professional networks, 80 per cent of Australians use the internet regularly, according to reports from Nielsen. This has a great impact on the strategies used in marketing.

Pipeline Industry Marketing Solutions Manager Jacinta Hannaford says that this creates an exciting opportunity for pipeline businesses.

“Properly blending traditional marketing tactics, such as advertising, with new tactics, such as producing online educational resources and articles, can produce strong sales leads and growth results,” says Ms Hannaford.

“However, companies in the pipeline industry don’t always use these new tools, either due to being unable to keep up with rapid changes in marketing, or lack of resources.”

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To help pipeline businesses of all sizes understand the how, what and why of advertising and marketing, Pipeline Industry Marketing Solutions has produced a whitepaper called ‘How to effectively market your business in the pipeline industry’.

Ms Hannaford said that this resource helps businesses in the industry understand how to create strategic plans, and select sound tactics and promotional channels.

The whitepaper includes:

  • The marketing fundamentals
  • Planning your marketing
  • Ten strategies for marketing
  • The most effective marketing channels
  • The importance of research and measurement
  • Marketing plan template
    • .

Subscribers to The Australian Pipeliner can receive the whitepaper by emailing jhannaford@gs-press.com.au.