Your geospatial sales and marketing strategy explains how you will build an audience within your niche, by publishing regular content which is interesting to your target audience, and moves them through the sales funnel. But, too often we find organizations jump into content generation without a plan.

In many cases the goal of sales and marketing content is to drive sales. The process we often observe (and help correct) is as follows:

  • Write a long form articles or blog post.
  • Add keywords.
  • Post on a company blog or LinkedIn

The result?

Too often crickets!

There are 4 critical steps to success with geospatial sales and marketing content.

1. Preparation

When we engage with customers around content and content marketing, we often start with a review: Where have you been, and where are you today?

Stepping back is important. Much can be learned about what did and did not work in the past. Key questions to consider include:

– As a business where are you today?
– What are your current sales and marketing processes?
– How successful is your lead generation and conversion?

2. Market/Audience

Too often organizations guess at their audience, that is they assume, instead of actually knowing. Often that is a result of an ‘if we build it they will come’ mentality. When it comes to your market and audience, can you answer these two critical questions?

– Have you defined your beachhead/niche (market/audience)?
– How well do you know your audience?

It is by having a clear target or niche and an understanding of those in that niche that you can know the who and the what for your sales and marketing content.

3. Value Proposition

Much is written about go-to-market strategies, but fundamentally can you answer the following questions?

– Can you clearly articulate your customer’s problem?
– Can you clearly articulate your solution to your customer’s problem?
– Can you summarize clearly your offerings value (benefit) to customers?

Sales and marketing planning and execution will only be successful if you have a clear understanding of the problem, solution, results and have customer validation.

4. Sales and Marketing Content Strategy

Your strategy explains how you will build an audience by publishing regular content which is interesting to your target niche and moves them through the five levels of the sales funnel. Key questions include:

– What are your goals (thought leadership, customer engagement, lead generation, lead conversion)?
– Who is your audience (buyer persona)?
– What content will you create, for each of the sales funnel levels?
– What form(s) of content will you create (written, images, video)?
– What is your Call-to-Action (CTA) strategy?
– How often will you create content?
– How will you distribute your content?
– How will you measure the results?

When we work with customers, before we dive into content creation, we carefully walk through each of these steps. We put great emphasis on the importance of understanding and working closely with customer’s both current and potential.

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