Ready to create an unfair competitive advantage for your geospatial brand in a saturated digital market? Then ‘Marketing Geospatial’ is for you! Hosted by the seasoned voice of MapScaping, Daniel O’Donoghue, and joined by Helena Merschdorf, CEO of Tales Consulting, this show dives deep into the unique marketing challenges and opportunities for geospatial brands. We unpack the secrets to standing out and becoming the go-to choice in the geospatial sector. From practical insights to real-world examples, ’Marketing Geospatial’ is your blueprint for marketing success in this specialized field. Join us for a journey of transforming your brand into a market leader
What you’re doing wrong when it comes to thought leadership
What you’re doing wrong when it comes to thought leadership
As a geospatial leader, you have a wealth of knowledge to share: Experiences, unique POVs, hard-earned insights… you name it.
And you know that effective thought leadership content is the key to building and monetising your personal brand on LinkedIn. Yet most leaders struggle to create consistent high-quality content.
In today’s episode, Daniel and Helena break down the 4 most common issues that get in the way of effective thought leadership.
Topics include:
Why a lack of time is probably the least of your issues
How to create a thought-leadership content strategy
Why you need accountability and what that looks like
How to create a content dissemination process that works
And more.
Links:
Thought leadership in a box: https://www.tales.co.nz/thought-leadership/
Marketing approaches we’ve STOPPED doing (and why)
If you’ve been in business for a while, chances are you’ve tried out several different marketing approaches to see what works for your business. Thing is, what works changes drastically over time.
In today’s episode, Daniel and Helena chat about marketing approaches they’ve STOPPED doing, and what they’re doing instead.
Topics include:
How social media has changed and what has stopped working
Why unsubscribes on your email list can be a good thing
Different (effective) ways of doing content marketing
The current state and future role of SEO
And more
15 Aug 2024
The 6 most common website conversion mistakes and how to fix them
Most geospatial websites don’t perform as well as they could (should!) Why? Because they haven’t been optimised for conversion.
In today’s episode, Daniel and Helena break down the 6 most common website mistakes that stop your customers in their tracks and kill your conversions.
Topics include:
What is your conversion rate, and how does it impact ROI?
How increasing your conversion rate helps you acquire more market share
The 6 most common conversion roadblocks (and how to fix them)
And more!
Connect with the hosts!
Daniel - MapScaping.com
Helene - Tales.co.nz
9 Jul 2024
When you should (and shouldn’t) outsource your content production
Have you ever thought about hiring a freelancer to create content for you? Many brands do, with mixed results.
Especially in the age of Chat GPT, outsourcing content can seem redundant. And - in many cases - it is. However, it can also be hugely beneficial to your business.
In today’s episode, Daniel and Helena talk about when outsourcing content is a good idea, and what to look for in a freelancer to give you the best results.
Topics include:
When does it make sense to engage a freelancer versus use AI
Understanding whether you need an order taker or a specialist (and how to tell the difference)
Where to find good people and how to quickly gauge if they are the right fit
and more.
18 Jun 2024
The Ins and Outs of Influencer Marketing for the Geospatial World
The Ins and Outs of Influencer Marketing for the Geospatial World
Although “influencer marketing” might make you think of cringey Instagram posts pushing B2C products, it can also be a lucrative marketing avenue for Geospatial products and services.
In today’s episode, Daniel and Helena discuss what B2B influencer marketing looks like in the geospatial world based on Daniel’s own experience with the MapScaping podcast.
Topics include:
Which business goals influencer marketing can be good for
How to choose the right channels and success metrics
How to find the right people to work with and what a good relationship looks like
And more!
12 Jun 2024
How to Build Your 3D Customer Persona
How to Build Your 3D Customer Persona (Geospatial Edition)
We all know the importance of “knowing your audience”, yet most customer personas completely miss the mark.
In today’s episode, Daniel and Helena break down what an actually useful customer persona looks like, and how you can go about creating one.
Topics include:
Why most geospatial customer personas suck
How a proper persona helps you nail your brand message
The exact process of building an effective persona using a real-world geospatial example
And more.
Connect with the hosts!
Daniel - MapScaping.com (https://mapscaping.com/)
Helene - Tales.co.nz (https://www.tales.co.nz/)
5 Jun 2024
Our Biggest Business Mistakes (And How to Fix Them)
Our Biggest Business Mistakes (And How to Fix Them)
Starting a business is hard in any industry, and the Geospatial industry is no exception.
What are you offering? Who are your customers? How do you find them and - more importantly - reach them? How do you set yourself apart? And what about pricing?
These (and more) are all things to consider before you set out as an independent consultant or launch your own business. Unless you want to learn the hard way, like Daniel with MapScaping or Helena with Tales Consulting.
In this episode, we chat about the biggest mistakes we made when starting our respective businesses, and what it took to ultimately go from idea to success.
Connect with the hosts!
Daniel - MapScaping.com (https://mapscaping.com/)
Helene - Tales.co.nz (https://www.tales.co.nz/)
15 May 2024
What it Takes to Build a Profitable Geospatial Side-Hustle
What it Takes to Build a Profitable Geospatial Side-Hustle
Although everyone loves the idea of “passive income,” it’s usually not as passive as you’d hope. Plus, it takes a lot of planning and careful consideration to set your side hustle up for success.
In today’s episode, Daniel and Helena discuss how to build a profitable side hustle in the geospatial world using Daniel’s latest project - Quickmaptools.com (http://quickmaptools.com/) - as an example.
Topics include:
How to ensure people actually want and need what you’re selling
Understanding how to (competitively) position yourself in the marketplace
What to consider in terms of your business model and marketing strategy
How to monetise your side-hustle in different ways for multiple income streams
and more.
Connect with the hosts!
Daniel - MapScaping.com (https://mapscaping.com/)
Helene - Tales.co.nz (https://www.tales.co.nz/)
7 May 2024
Why People Don’t Care When You Talk About Your Brand (And How to Change That)
Why People Don’t Care When You Talk About Your Brand (And How to Change That)
Find it hard to talk about your brand in a way that makes people care? You’re not alone! But regardless if you’re pitching to investors, raising brand awareness on a podcast, or delivering a keynote, how you package your information matters - a lot!
In today’s episode, Daniel and Helena break down the anatomy of a memorable talk, including how to integrate brand storytelling to keep people engaged from the get go.
Topics include:
How to craft an engaging origin story
How to deliver information packaged as an experience
How to use the Hero’s Journey framework to talk about your brand
The anatomy of a TED talk, and how you can steal this formula for your pitches, keynotes, etc.
And more.
Connect with the hosts!
Daniel - MapScaping.com (https://mapscaping.com/)
Helene - Tales.co.nz (https://www.tales.co.nz/)
1 May 2024
Your 2024 marketing AI tech stack
AI can accelerate many of your marketing tasks and workflows, but - used wrong - it can quickly destroy your brand image.
In this episode, Daniel and Helena discuss their favourite AI tools for various marketing tasks, and give you a rundown of the right (and wrong) way to use them.
Topics include:
How to use Chat GPT as your marketing team’s workhorse without ending up with boring, fluffy, or generic content
How to leverage AI video clipping tools to accelerate your content production and maintain a human touch
Which AI SEO tools can help you outrank your competition and grow your organic traffic
Which other GenAI, No-Code and automation tools are out there to improve your marketing workflows
Connect with the hosts!
Daniel - MapScaping.com (https://mapscaping.com/)
Helene - Tales.co.nz (https://www.tales.co.nz/)
17 Apr 2024
Brand Marketing Explained
Brand Marketing Explained [Part 3/3 of How to Build Your Geospatial Marketing Engine]
What exactly is brand marketing? And how do you create a geospatial brand your customers love? These questions are at the heart of today’s episode, where Daniel and Helena break down the four key avenues of brand marketing in the geospatial domain.
This is part 3 of our mini series, “How to build your B2B marketing engine”, which outlines all the different marketing channels and avenues out there, and guides you in choosing what’s most appropriate for your brand.
Topics include:
What sets brand marketing apart in the geospatial sector and why it's crucial for your company's growth.
How to create a unique and powerful brand by understanding the role of feelings, associations, and the customer's journey in brand perception
The strategies behind effective content marketing, SEO, and the significance of maintaining a consistent tone of voice.
9 Apr 2024
Product Marketing Explained
Product Marketing Explained [Part 2/3 of How to Build Your Geospatial Marketing Engine]
You’ve got a cool product; but how do you make people care? (AKA buy). That’s where product marketing comes into play. In today’s episode, Daniel and Helena explore what’s involved in B2B product marketing, and outline everything to consider when it comes to packaging, pitching, and selling your Geospatial product or idea.
This is part 2 of our mini series, “How to build your B2B marketing engine”, which outlines all the different marketing channels and avenues out there, and guides you in choosing what’s most appropriate for your brand.
Topics include:
The importance of audience research and how to effectively segment and understand your target market
Strategies for positioning and messaging that resonate with your specific audience
How to ensure a good product-market fit, including choosing the right go-to-market strategies and packaging your offerings
The role of sales enablement in bridging the gap between marketing efforts and sales success
How partner marketing can amplify your reach and influence within the geospatial industry
Connect with the hosts!
Daniel - MapScaping.com (https://mapscaping.com/)
Helene - Tales.co.nz (https://www.tales.co.nz/)
3 Apr 2024
Growth Marketing Explained
Growth Marketing Explained [Part 1/3 of How to Build Your Geospatial Marketing Engine]
This is part 1 of our mini-series, “How to build your geospatial marketing engine”, which outlines all the different marketing channels and avenues geospatial brands could be leveraging, and guides you in choosing what’s most appropriate for you.
In this episode, Daniel and Helena break down the Growth Marketing vertical, and look at which specific marketing roles and activities it involves.
Topics include:
How growth marketing fits into the overall B2B marketing picture
Which growth marketing activities are appropriate for you depending on your brand’s maturity
Which growth marketing roles should be done in house and which are best outsourced
Best practice for fundamental growth marketing activities, including SEO, CRO, Email, and PPC
Connect with the hosts!
Daniel - MapScaping.com (https://mapscaping.com/)
Helene - Tales.co.nz (https://www.tales.co.nz/)
27 Mar 2024
How to Boost Your Organic Traffic with Best-Practice SEO Tools and Concepts
How to Boost Your Organic Traffic with Best-Practice SEO Tools and Concepts
SEO is still one of the biggest drivers of organic traffic, yet most geospatial companies aren’t leveraging its full potential.
In this episode, Daniel and Helena discuss how SEO works in 2024, including core concepts, best practice workflows, and modern tools to help you win the game.
Topics include:
How to find and select relevant keywords, and how to integrate them into your content for best organic discoverability
Which SEO metrics to consider when creating your content, including search volume, keyword difficulty, domain authority, and search intent
The step-by-step process for intentionally outranking your competition and becoming the go-to source
Our favourite “traditional” SEO tools, and promising AI-powered newcomers
Connect with the hosts!
Daniel - MapScaping.com (https://mapscaping.com/)
Helene - Tales.co.nz (https://www.tales.co.nz/)
19 Mar 2024
Why Fuzzy Messaging is Ruining Your Marketing (And How to Fix It)
Why Fuzzy Messaging is Ruining Your Marketing (And How to Fix It)
The biggest downfall of most marketing strategies? Poor messaging. Because if you fail to articulate what really matters to your audience, even the best marketing will fall flat.
In this episode, Daniel and Helena discuss the curse of fuzzy messaging in the Geospatial industry, and show you how to escape it for a powerful leading edge.
Topics include:
How a fear of niching down paradoxically leads to a smaller audience
How jargon and technical language can create barriers in understanding
How to make your message clear, compelling, and universally understandable
How to structure your website for multiple audiences, industries, or customer needs
Connect with the hosts!
Daniel - MapScaping.com (https://mapscaping.com/)
Helene - Tales.co.nz (https://www.tales.co.nz/)
12 Mar 2024
How Treating Content as a Product Helps You Build a Stronger Brand
The no. 1 way to make your content stand out in a saturated digital landscape? Treating it the same as you would a product. From your content pillars, to clear positioning and messaging, your content should be based on audience research and solve the problems of your target market.
In this episode, Daniel and Helena show you how to use the “content as a product” approach to innovate your content strategy, build a stronger brand presence, and make a lasting impact in the geospatial community.
Topics include:
Strategic Content Creation: Discover the importance of a methodical approach to content creation, mirroring product development processes, to ensure your content effectively reaches and resonates with your target audience.
Identifying and Solving Root Problems: Gain insights into diagnosing the underlying issues your potential clients face and how to position your content as the go-to solution, enhancing your authority and credibility in the geospatial field.
Expanding Your Content's Reach: Learn strategies for distributing your content beyond your immediate network, tapping into larger ecosystems to amplify your message and draw in a broader audience.
Connect with the hosts!
Daniel - MapScaping.com (https://mapscaping.com/)
Helene - Tales.co.nz (https://www.tales.co.nz/)
5 Mar 2024
Scaling Your Geospatial Brand with Thought Leadership Content
What exactly is “thought leadership” content, and how can you leverage it to scale your brand?
In today’s episode, Daniel and Helena discuss the ins and outs of creating, distributing, and leveraging thought leadership content to build brand awareness, authority, and trust.
Topics include:
How to identify your thought leadership content pillars and generate impactful ideas that are strategically aligned with your audience's needs
How to maximize your content’s impact by repurposing it across different formats and channels
Which modern tools and platforms can help you streamline your content creation and distribution process
Connect with the hosts!
Daniel - MapScaping.com (https://mapscaping.com/)
Helene - Tales.co.nz (https://www.tales.co.nz/)
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