A Guide to Digital Marketing for Geospatial Technology Companies
If you’re a geospatial technology company, chances are you’ve thought more than once about how to market simply and effectively. After all, location-based tools and services can be complicated, and explaining them in a way that resonates with potential customers is an art in itself. Here’s the thing, though – it’s not hard to get into geospatial technology marketing when you know what you’re doing.
With the right approach, you can take the intricacies of your service or technology and turn them into compelling stories that will bring customers to your doorstep. In this article, we’ll detail how to craft a strategy to tell your story in a way that wins new business (or at least makes people want to know more).
1. Define your target market
The first step in developing a better geospatial technology marketing strategy is to define your target market. Defining your target market depends on the size and scope of your business. This can be done by geography, industry, technology, or any combination thereof. In some cases, it may even be advantageous to define the number of employees or projects in order to reduce the scope.
For example: if you are looking for new customers in San Francisco who work for an architectural firm and use Esri products for their mapping needs, it would be a good idea to focus on companies that have between 50 and 100 employees (with a average annual revenue over $50 million).
2. Do your research
Before you do anything, it’s important to understand who you’re targeting or what kind of clientele you’re looking for. What are your market demographics? What are their pain points? How much are they likely to spend on geospatial technology products and services in the coming years?
It may seem obvious, but defining your target market is essential for marketing strategy development, and it can be difficult! To help refine this process, we recommend using social media as a way to gather information about your audience – what kind of content do they share with each other online, what websites do they visit most often, and on what are blogs subscribed, etc.
This type of data can help determine the best way to reach them through different channels, such as email newsletters and blog posts. Once this research is done, share it with others so everyone working together has the same understanding of who our audience is (and isn’t).
3. Define your email strategy
Before you can develop a good marketing strategy, you need to define your company’s Unique Selling Proposition (USP). What problem are you solving for your customers? What value do you bring them? Who is the target market for your geospatial technologies and services? How are you different from other companies in the sector? You can use these responses to determine the best way to communicate with potential customers.
Your messaging strategy should be based on four elements:
- Understand who your customers are and what they expect from their relationship with the company.
- An understanding of what competitors are offering in terms of service, technology or price.
- A description of why customers should choose this service over other options available today.
- A description of how this product or service offers an improvement over existing offerings in the market today (if applicable).
4. Create a very visual and modern website
Your website is your main selling tool, so it should be visually appealing and easy to navigate. You’re probably thinking, “Of course, I want a visually appealing website!”
But how do you make sure your site looks modern? How can you make it easier to navigate and update? How will your potential customers find you if they don’t know where to look? And how can they read your content if it’s not well written or formatted correctly?
These are all important questions, but the answers are simple – just ask a web design expert! A good designer will help create a beautiful online space where customers can learn about your business and products seamlessly.
You can also hire someone to write content for the site or even set up a blog on the site so people have a place other than social media where they can go to find information about what’s happening in your industry.
5. Create and distribute valuable content
Content is king. It’s the foundation of your SEO strategy, and that’s what you create, post and share online. Content is what your audience consumes to learn about your business and its offerings. And the content will drive traffic to your website, which ultimately increases brand awareness – all things necessary for building a successful geospatial technology business!
Geospatial content can take many forms: blog posts, white papers, webinars, case studies, infographics, podcasts, videos, and more. The important thing is to know exactly what type(s) of content will help you achieve your goals most effectively.
6. Get a big boost from customer referrals
One of the most important ways to get more customers is through referrals. It’s a simple concept and one you may already be doing, but it bears repeating: if you want more business, ask for it!
You can get referrals in several different ways:
- Ask your existing customers how they heard about you and if they would recommend you to others. You can even offer incentives such as discounts or free services as an incentive to recommend others.
- Create a referral program so that anyone who refers someone else receives some kind of benefit (eg, money or a gift card).
7. Build a meaningful social media presence
One of the best ways to drive traffic to a website is to share relevant and interesting content on social media platforms such as Twitter and Facebook. The most important thing you can do when promoting yourself online is to engage with other people in your industry, especially those who already follow you on social media like LinkedIn or Twitter!
Although the above lessons are specific to geospatial technology marketing, there is a broader lesson here – one more effective inbound marketing strategy does not necessarily mean creating new content from scratch. In fact, improving your existing content can have as much impact as creating something entirely new.
This is especially true if you start by understanding your audience and how they are consuming your message. Based on this data, you can create content that is more likely to resonate, whether by changing its format or making it more engaging.