From having a logo on F1 uniforms to having its signs on petrol pumps, everyone knows and is aware of the brand 'Shell,' which features a yellow shell with a red border. Shell is one of the biggest multinational oil and gas companies, with over 87,000 employees and operations in 70 countries.
They are one of the biggest sources of fuels, lubricants, and petrochemicals in the world. They have gained funding of approximately US$750 million post-IPO equity and have spent around $100 million on marketing itself.
But you must be wondering how Shell uses its marketing budget to create brand awareness and loyalty on various digital marketing platforms.
So, in this blog, we are here to tell you the secrets of Shell's marketing strategies, which you can also implement in your company. From Instagram to SEO, we have got it all covered. So why wait? Let's hop on and start reading!
Shell Instagram
Followers: 446K users
Engagement Rate: 0.62%
Target Audience: Ages 24-40
Active Engagement: Approximately 90%
Through a combination of informative posts and reels, Shell creates an inviting atmosphere, showcasing company activities and initiatives. Utilizing animated videos in its brand's colour scheme, Shell effectively communicates its message, making content both informative and entertaining. By featuring various individuals and their contributions, Shell educates its audience on its endeavours, often using statistical data to highlight its environmental efforts. Key themes include green-renewable energy and achieving zero net emissions.
Shell Youtube
Subscribers: 603K
Notable Content: Features historical archives such as "Shell Film Unit - Historic Archive"
Shell's strategy emphasizes sustainability through initiatives like the Industrial Electrification Technology Programme and the Hydrogen Technology Programme. Leveraging Formula 1, Shell enhances brand visibility by placing its logo on the uniforms of players like Charles Leclerc and Carlos Sainz. Additionally, relatable content featuring bikers riding worldwide fosters audience connection, aligning with Shell's objective to boost brand awareness.
Shell Twitter ( currently known as X)
Followers: 574.2K
Engagement Rate: 0.05%
Average Tweets: 128
Shell effectively engages its audience in the oil and gas industry through real-time news updates, enhancing credibility and positioning. These updates serve as reliable sources of information, keeping followers informed about Shell's latest developments. With a substantial follower base and a moderate engagement rate, Shell maintains a consistent presence on social media platforms, fostering meaningful interactions with its audience. Additionally, Shell showcases historical archives, highlights sustainability efforts, and aligns with influential platforms like Formula 1, contributing to its success in engaging its audience and solidifying its position as an industry leader.
Shell LinkedIn
Followers on LinkedIn: 6 million
Shell effectively utilizes the latest trends to curate compelling social media content that resonates with its audience. Leveraging the carousel post format, Shell seamlessly shares diverse content, fostering a meaningful connection with consumers. By showcasing support for disability inclusion and the LGBTQ community and promoting an open brand ethos, Shell establishes itself as a welcoming entity. Additionally, Shell prioritizes high-resolution imagery and strategic keyword placement to optimize content visibility. Through informative blog posts and event details, Shell enhances audience engagement.
Furthermore, on LinkedIn, Shell actively engages its extensive follower base of 6 million professionals. Beyond showcasing brand values, Shell utilizes LinkedIn for job postings, attracting top talent. By leveraging social media effectively, Shell strengthens its brand presence and fosters meaningful connections with its diverse audience.
SEO Strategies
Organic Traffic: Approximately 285.7K
High-Quality Backlinks: Millions
Shell implements a robust marketing strategy to rank higher in search terms like "shell" and "petrol pump near me," resulting in approximately 909,580 monthly SEO clicks. Their website offers convenient inquiry forms for petrol pumps and opportunities for students and graduates, indicating a focus on both fuel customers and educational outreach.
Additionally, Shell's website provides up-to-date news on India and the company, with sections covering customer experiences, business inquiries, energy, and innovation.
Furthermore, Shell targets specific paid keywords such as "shell career login" and "shell recruitment 2024," along with variations like "shell login careers" and "ssml recruitment 2024," indicating a focus on recruitment and career opportunities.
Paid Campaigns
Shell promotes its Shell Card across various platforms, such as Google, Instagram, Facebook, and LinkedIn. Their campaigns predominantly focus on product-centric positioning, emphasizing the accumulation of points with card usage, which can be redeemed for business benefits. Leveraging brand loyalty, Shell effectively communicates the value proposition of the card. Additionally, they employ their brand colours and target specific regional areas to enhance campaign effectiveness.
Let's recap our key takeaways thus far. Here's a compilation of the insights we've gained:
- Embrace social media platforms such as Instagram, YouTube, Twitter, and LinkedIn to connect with a diverse audience.
- Utilize informative posts, reels, and diverse content formats to showcase sustainability initiatives and innovative positioning.
- Leverage partnerships with influential platforms and organizations to enhance brand visibility and reach.
- Maintain a consistent presence on social media platforms with a moderate posting frequency to foster meaningful interactions with the audience.
- Showcase support for diversity, inclusivity, and social responsibility to establish an open and welcoming brand ethos.
- Optimize content visibility and engagement through strategic keyword placement and high-resolution imagery.
- Utilize real-time news updates and informative content to enhance credibility and maintain engagement with followers.
- Leverage social media platforms for job postings and recruitment efforts to attract top talent and expand the company's workforce.
- Stay informed about the latest trends and adapt strategies accordingly to maintain relevance and drive positive impact in the industry.
Conclusion
To sum up, Shell's all-encompassing marketing approaches, which span a variety of digital channels like Instagram, YouTube, Twitter, LinkedIn, and SEO, demonstrate a dedication to successfully interacting with its audience and building brand loyalty. Shell maintains a strong online presence while establishing itself as a leader in the oil and gas sector through the use of educational content, sustainability efforts, and inclusive messages.
Shell displays a proactive approach to connecting with its audience and generating business growth through various channels such as real-time news updates, engaging social media campaigns, and optimized website content. Get in touch with Mohite Digital Services right now to find out more about how you can improve the online visibility of your oil and gas business and foster success.