Perched on the tip top of a peninsula and on 315 islands lies Helsinki. It boasts the largest lake district in Europe (the Finnish Lake) and more than 60 fish species with 11,000 boat berths.
Whether because of its striking beauty or the city’s favorable geographic location, this “Daughter of the Baltic” embraces its place in the archipelago. Helsinki is a brand – the king of saunas, holiday cottages, and cold weather with more than 200 words to say “snow”.
In your own business waters, how can you form your own place in the marketing archipelago – is your organization scattered, surrounded by islands of competition, or remotely cast out by your own ship mates?
Taking advantage of the marketing archipelago can add value to your businesses. From navigating through stormy seas to finding the hidden gems within your vast island network, marketers can sail successfully through unchartered waters.
Small Islands Unite. Does it seem like you’re in an island by yourself? However, you’re not – partake in your business archipelago, either as part of an industry network, local meetup, or chamber group. Take a firm hold of your mast and sail not alone but toward your other similar network islands. Join an association or give an expert talk on your subject. Via networking groups, such as EventBrite, Facebook groups and more, you’ll find persons who are focused on solving core customer issues, just like you. Unite for the power of collective brainstorming.
Treasure Maps. Finding new customers can often feel like a marketer is on his or her own treasure quest, often without a compass, a guide, or any other tools. How does one find the ideal customer base in the seemingly endless string of isles that exist? Know that the customer isn’t like finding buried treasure. Rather, your customer is not hidden from view. From your CRM, your email list, your sales force, and your current customers, you’re able to derive quite a bit of information about your customers. The jewels are the customers and the key to unlocking your treasure map is the listening that you do. From tools, such as SpredFast, Nuvi, and Meltwater that specialize in social voice, you’ll know much more about your customers and can tailor the right journey for them.
Hey Matey – It’s Your Oars. Your crew are your oars. They are the ones who are steering your ship, right or wrong to your destination. Off course? Look to your team to right size the boat. True, any organization needs a strong captain. Your ship’s excellence lies in the motivation of your fellow teammates who through their own ingenuity and hard work will determine how speedy you’ll make your way through the cross winds of competition. Get to know what lies within your employee’s minds, especially during murky times. Tools, such as Qualtrics specialize in employee experience management.
What are your unchartered waters? I would love to hear from you. Join me on my 20-day blogging challenge. Follow this blog site and let’s engage together! Tweet me at @circledotmktg. Visit www.circledotmarketing.com.