When it comes to marketing your geospatial business, there are three types of marketing to consider:
1️⃣ Growth marketing
2️⃣ Product marketing
3️⃣ Brand marketing
Each of which encompasses a number of activities and functions.
So there’s A LOT to consider when you’re putting together your marketing strategy 😮💨
And many early stage companies try to tackle too much at once without the manpower or budget to execute properly.
Which leads to disjointed, haphazard efforts, like:
😱 Creating content without nailing their messaging first
😱 Spending $ on SEO before optimising their website for conversion
😱 Running paid ads (PPC) and pushing traffic to their home page
What to do instead?
𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴
Rather than thinking of “product marketing” as the act of marketing your product, think of it as deeply understanding your audience and effectively communicating the value of your product (or service) to them.
This includes specific tasks like:
💡 Conducting deep audience research
💡 Developing clear positioning and messaging
💡 Determining your product-market fit
💡 Setting your GTM strategy incl. packaging & pricing
💡 Providing sales enablement content
💡 Developing partner marketing strategies
All of which build a bridge between your product (or service) and the needs of your audience.
Only once you’ve nailed this foundation does it make sense to pursue other marketing activities.
𝗡𝗲𝘅𝘁, 𝘁𝗵𝗶𝗻𝗸 𝗮𝗯𝗼𝘂𝘁 𝗯𝗿𝗮𝗻𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴
Specifically, content marketing.
Remember the messaging and foundations you’ve just developed? Content is the way you communicate those with the world.
Because unlike what many #geospatial brands (still) think, content marketing ≠ writing blog posts.
Instead:
Content marketing = fuelling your entire marketing engine by driving brand awareness and nurturing your ICP throughout the funnel and lifecycle.
So instead of seeing the role of content marketing in your overall marketing strategy as writing blog posts, and perhaps dabbling in social media, see it as telling the story of your brand in order to engage prospects, customers, stakeholders and partners. In different ways, across different channels.
Which includes the following marketing tasks:
💥 Demand Gen Content
Research, strategise, and create content designed to meet ICP needs throughout the funnel and lifecycle
💥 SEO Content
Conduct keyword research across search and social, create and execute your SEO content strategy
💥 Social Media Content
Drive brand awareness through social media with educational, inspirational, and entertaining brand content
💥 Copywriting
Create conversion focussed sales messages for your website, sales collateral, and other conversion-focussed brand assets
𝗧𝗵𝗲𝗻 𝘁𝗵𝗶𝗻𝗸 𝗮𝗯𝗼𝘂𝘁 𝗴𝗿𝗼𝘄𝘁𝗵 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴
To build an effective Growth marketing function, you need to define your growth goals, and then select the right mix of channels and campaigns to move your prospects and customers down the funnel.
This includes things like:
- Selecting and maintaining your distribution channels (social media, outbound email, etc.)
- Owning and optimising the website (SEO, CRO, A/B testing, landing pages, forms, etc.)
- Driving qualified leads to sales through large, outbound efforts (demand gen, PPC, ABM, etc.)
- Tracking marketing ops & analytics (KPIs, attribution, ad budgets, etc.)
Not all of this ☝️ is going to be relevant for most geospatial companies.
If you have a 1-3 person marketing team, you’re unlikely to be running split tests or launching large scale email campaigns.
So the best way you can leverage growth marketing for growth is to pick your most relevant tools and channels, and focus heavily on fuelling them well.
That means having a clear understanding of your customer journey so you know which role each channel plays in your overall strategy, and then crafting appropriate content that conveys your message (fuel).
If you combine the right content with the right channels, you’ll grow much quicker than if you try to do ALL. THE. THINGS.
Want to nail your positioning and messaging? Check out our Brand Workshop.
Want to nail your content across the funnel? Check out our Content Marketing Services.