Page 14 - sept-oct 2021

...continued from page 13 engagement They are also not taking advantage of
all the ways you can pay Facebook to advertise your
showing up in many towns they service when someone brand and services in amazingly targeted ways This
types in keywords like ‘propane company near me,’ advertising capability is why Facebook is one of the
‘quality oil deliveries,’ or ‘water heater options ’ They most profitable companies in human history, and fuel
think their ‘web guy’ is doing the ongoing work needed companies are completely missing the boat on this
to win the ranking competition, and it’s just not hap- tactic ”
pening ” 4. Generate positive reviews.
Lindsey emphasized the importance of gen-
3. Make Social Media Your Ally erating positive reviews as an approach for attracting
Lindsey highlighted dealerships’ use of social new customers The automotive industry was likely
media as a way to connect with customers “I had the first to master the process of generating positive
one dealership with a YouTube channel that had over reviews Think back to the last time you bought a car:
160,000 followers and another dealership with 80,000 Did the salesperson ask you to write them a review or
followers on Facebook,” he said “They also posted respond to a survey? This positive experience is cultivat-
about topics that were related to cars but not self-pro- ed from the moment the customer expresses interest
motional ” through to the close of the sale—and beyond
It’s a strategy that propane and oil compa- His dealerships were hyper focused on calling
nies can incorporate as well Social media, particularly prospects, following up on questions, making appoint-
Facebook, are phenomenal ways to build and expand ments, emailing, and performing other outreach as
your brand, in the same way that traditional TV adver- needed According to a 2020 survey, 87% of customers
tising used to work Unfortunately, most fuel companies read on-line reviews for local businesses and 92% said
make serious mistakes that undermine their social effec- negative reviews make them less likely to use a busi-
tiveness ness
“When I look at fuel company efforts, too often “Many fuel companies have not structured an
I see missed opportunities They either post too infre- approach for regularly recruiting five-star customer re-
quently for Facebook to serve them up to followers, or views, even though the overwhelming majority of their
they do too much pure business, not enough fun and customers really like them,” he said. “This is a significant
missed opportunity ”
The good news,
Looking for a reliable, according to Lindsey, is that
many of the same issues he
customized supply plan? sees in the delivered-fuels in-
dustry are things that plagued
auto dealers less than 10 years
Crestwood offers experienced NGL professionals committed to ago, and the auto dealers
creating reliable, yet flexible supply plans that meet your needs. have turned that around
Things you may not know “There are absolutely ways to
help fuel companies catch up
about Crestwood: on the digital front,” he said
Assets include Hattiesburg, MS and Tirzah, SC both equipped with “If anything, the pandemic
storage, truck rack and rail rack as well as multiple rail terminals has made this even more of
in the Southeastern US. a priority, as a larger share
Manage over 300,000 bbls/day of propane across the country with of the older population has
assets connected to major supply hubs. also grown more comfortable
One of the largest truck and rail propane fleets in the country, with engaging on-line for business
over 250 trucks and 2000 rail cars. services ”
Offer flexible price risk management solutions. “I look forward to
helping connect the dots for
Want to know more? fuel companies, and open-
Call today for help with supply programs, index ing up some exciting doors
pricing agreements, fixed price and option hedges or for them to grow and de-
our transportation and storage capabilities. fend their businesses Warm
Thoughts is excellent at all of
Max Johnson the approaches I’ve seen as
Senior Supply and Asset Manager — Southeast best practices, and our do-
Max.Johnson@crestwoodlp.com main expertise in the propane
D: (816) 329.5316 and oil space is unmatched ”■
C: (913) 972.5721
ICE ID: mjohnson31

14 Alabama Propane Gas Association | September / October 2021