Welcome to the Laboratory of Experiments. Here, strange beakers bubble with volatile liquids, client names float aimlessly inside sealed jars and the Mad Scientist works in a frenzy.
He recklessly throws random campaigns into a boiling cauldron, hoping that if he mixes enough ingredients together, gold will appear.
The Mad Scientist is the reason so many survey firms burn through their budget on ideas that sound good in the moment but explode in their faces later.
The Mad Scientist thrives on impulse. He convinces you that any action is better than strategy, encouraging you to “just try it and see what happens” without any hypothesis or control.
You are trapped in his lab when:
Unfocused campaigns do more than just drain your bank account, they drain your confidence. When “experiments” fail repeatedly, survey business owners become sceptical of marketing entirely, believing it “doesn’t work” for their industry.
The Mad Scientist wins when you mistake activity for accomplishment. He keeps you busy mixing potions that never cure the problem of inconsistent revenue.
It’s time to stop guessing and start engineering your success. Marketing shouldn’t be a volatile experiment. It only works as a calculated process.
Here is how to sanitise the chaos:
👉 In Phase 7 of The Academy 2.0, we reveal the campaign formula that stops the wild experimentation.
We teach you how to create predictable revenue by building campaigns based on proven formulas, not mad science.
Explore the rest of the Haunted Academy!
Or book a call with Elaine to see if GMA 2.0 is the right fit for you.
In the ghastly Dungeon of Data, rusty chains of spreadsheets hang from the ceiling and charts flicker in the dim light. A cackle echoes from the damp dingy depths. Behold, the Analytics Anarchist. Dancing amidst the chaos, he thrives on confusion, tangling your numbers until nothing makes sense.
He is the reason you feel like you are driving your business blindfolded, never quite sure what’s working, or what’s a waste of time.
The Analytics Anarchist doesn’t steal your data; he scrambles it. He loves it when survey firms operate on “gut feeling” rather than cold, hard facts. He whispers that tracking is “too complicated” or “boring,” ensuring you stay locked in the dark.
You know you’re trapped in his dungeon when:
The golden rule of growth is simple: you can’t improve what you don’t measure.
When the Anarchist wins, you make business decisions based on panic or assumptions.
You might cut the one marketing activity that was actually bringing in leads because you didn’t have the data to prove its value. Or worse, you might double down on a strategy that bleeds money, simply because you are too overwhelmed by the numbers to notice.
You don’t need a degree in data science to bring order to this dungeon. You just need to shine a light on the metrics that actually matter. Taming the Anarchist is about stripping away the noise and focusing on the signals.
Here is how to break the chains:
👉 In Phase 6 of The Academy 2.0, we teach surveyors how to measure success with confidence.
We help you escape the dungeon so you can make smarter, sharper decisions grounded in data, not ghosts.
Explore the rest of the Haunted Academy!
Or book a call with Elaine to see if GMA 2.0 is the right fit for you.
Welcome to the Library of Lost Lead Magnets. Here, deep beneath the surface, rows of glowing books rest on underwater shelves, untouched and unread.
An enchanting melody drifts through the water… but all is not as it seems. Beware, the haunting song of the Sales-Conversion Siren. She hums softly as lead after lead slips silently beneath the waves, never to be seen again.
She is the reason your website traffic never turns into actual conversations. The siren lures interested prospects in, but without a lifeline to hold onto, they drift away into the abyss.
The Sales-Conversion Siren doesn’t chase your clients away, she simply lets them drown in a sea of inaction. She convinces you that “visiting your website” is enough, while she quietly ensures they leave without a trace.
You are under her spell when:
In the vast ocean of the internet, attention is fleeting. Without a lead magnet or a nurture system, your leads may never surface again.
If a prospect lands on your site, likes what they see, but isn’t ready to pick up the phone right this second, they will leave. And without a hook (something to keep you connected to them) the Siren ensures they forget you the moment they close the tab.
You are losing business simply because you aren’t offering a hand to pull them aboard.
You can break the spell of her mesmerising song. The way to defeat the Siren is to stop relying on passive hope and start building active bridges that guide your prospects safely to shore.
Here’s how to keep your leads afloat:
👉 In Phase 5 of The Academy 2.0, we show you how to build the lifelines that save your leads.
We teach you how to attract, nurture and guide potential clients so they don’t drift away, instead coming to you, ready to buy.
Explore the rest of the Haunted Academy!
Or book a call with Elaine to see if GMA 2.0 is the right fit for you.
In the Crypt of Consistency, solitary posts echo off cold stone walls, before fading into weeks of absolute silence. The air is stale with the dust of abandoned LinkedIn profiles, and in the corner, the Social Media Skeleton grins.
He thrives in the gaps. He waits for those long stretches when you vanish from the digital world, burying your brand alive while you’re busy out on site.
The Social Media Skeleton doesn’t attack with noise and clever tricks; he attacks with neglect. He convinces you that marketing is something you only do when you have “spare time”, which, in the surveying world, is basically never.
You’ll hear his rattling bones when:
The Skeleton cackles as your competitors take the spotlight.
In the modern market, inconsistent visibility = inconsistent trust = inconsistent pipeline.
When a potential client hears your name, the first thing they do is check you out online. If they arrive at your LinkedIn profile only to find digital cobwebs and a last post dated six months ago, doubt creeps in. They wonder if you are still active, still relevant, or even still in business.
The Skeleton makes you look smaller than you are. He strips the flesh off your reputation until there’s nothing left to engage with. Mwa ha ha ha!
You don’t need to be a content machine to banish this monster. You just need a pulse. Defeating the Skeleton is about replacing “random” with “reliable.”
Here’s how to put meat back on the bones:
👉 In Phase 4 of The Academy 2.0, we give survey firms the strong bones of a repeatable workflow.
We show you how to build a system where your reputation continues to grow and your message keeps working, even on your busiest days.
Explore the rest of the Haunted Academy!
Or book a call with Elaine to see if GMA 2.0 is the right fit for you.
Welcome to The Hall of Invisible Buyers. Within these shadowed corridors, some of your most valuable clients slip by unseen, leaving no trace until it’s too late. These are the Shadow Clients.
Prospects who stalk your content, research in silence and then vanish without ever reaching out.
Most survey buyers won’t pick up the phone immediately. They linger in the background, quietly:
By the time a Shadow Client makes contact, they’ve already made their decision. Or, more likely, chosen a competitor whose content guided them in the darkness. If your insights aren’t shining a torch in those hidden corners, you’ll never even know they passed you by.
The modern buying journey has changed. Research shows that B2B buyers self-educate, consuming up to a dozen pieces of content before ever calling a provider.
What does that mean for survey businesses?
👉 In Phase 3 of The Academy 2.0, we shine a torch on these hidden buyers and show you how to win them before they ever knock.
Win business before competitors even know a deal was in play. Illuminate the path, and make every Shadow Client choose you.
Explore the rest of the Haunted Academy!
Or book a call with Elaine to see if GMA 2.0 is the right fit for you.
Every survey business owner knows the feeling. One month you’re flat out – quotes, site work and reports piling high. The next, silence. The phone doesn’t ring. The inbox feels like a graveyard.
That silence is the dreaded Pipeline Phantom at work.
This ghostly figure feeds on missed opportunities, half-finished proposals and over-reliance on word of mouth. He lurks whenever your business depends on luck, instead of a system. If you’ve ever wondered why projects don’t flow-in consistently, you’ve already heard his rattling chains.
It’s not that you’re bad at what you do. Far from it. Most survey businesses we meet are brilliant on site, delivering quality work that keeps clients coming back. But marketing? That often gets pushed to the back burner, until the pipeline runs dry, and the Phantom thrives.
A weak or inconsistent pipeline doesn’t just hurt cash flow. It adds pressure to every decision. Staff hours become a gamble. Equipment upgrades feel risky. Growth plans stall.
The truth is, the Pipeline Phantom isn’t some fairytale. He’s the very real cost of not controlling your visibility.
There is a way to put him back in the ground. A way to build a pipeline that doesn’t vanish at the worst possible moment. But it’s not found in random ads, guesswork on LinkedIn, or yet another dusty brochure.
That answer lives inside The Geospatial Marketing Academy 2.0, where we’ll show you how to banish the Phantom and replace him with a system that brings in clients even while you’re out on site.
👉 Step through the Academy Gate at GeoWeek 2026, or join GMA 2.0 to learn how to silence the Phantom for good.
Explore the rest of the Haunted Academy!
Or book a call with Elaine to see if GMA 2.0 is the right fit for you.
In the dark corridors of Geospatial marketing, survey firms cry out for clients, yet their message vanishes into the mist. This is where the Brand Banshee takes control, screaming your services so loudly that your real value gets lost in the noise.
Survey businesses often try to reach everyone: developers, architects, government, utilities, you name it! Casting a wide net and hoping someone bites. But when your positioning is blurred, the only thing prospects hear is chaos.
This noise means:
The Banshee thrives when your brand signals are muddled. Until you clarify who you serve and why your business is unique, she keeps howling and your expertise goes unnoticed.
Ask yourself: What do you really want to do? Set your business vision so everyone in the firm knows the destination – no more haunted hallways.
Integrate your “why” into everything you do. Purpose is your brand’s ghost-light, guiding clients straight to you.
Stop shouting to everyone. Identify your best-fit clients and craft a message just for them. Suddenly, the Banshee falls silent and only the right buyers enter your chamber.
With your message sharpened, clients finally hear you (and the Brand Banshee is banished from the building).
Inside GMA 2.0, Phase 1 will reveal the tools survey businesses need to silence confusion for good, so clients trust your voice and your pipeline fills with the right work.
Here’s how you’ll transform your business:
Explore the rest of the Haunted Academy!
Or book a call with Elaine to see if GMA 2.0 is the right fit for you.
🎥Prefer to watch? Find the full video here.
Picture this: You’re running a surveying company, frantically plugging holes, running out of fingers and toes, but the cracks just keep on coming.
That’s exactly how Christopher Juliano, a licensed land surveyor and professional engineer from Connecticut, described what life was like before joining the Geospatial Marketing Academy (GMA). Running from one emergency to the next, wearing multiple hats in his six-person firm with no receptionist or administrative assistant – it was organised chaos at its finest.
Like many surveyors, Christopher had tried marketing before. He’d worked with a marketing consultant about 20 years ago, and subsequently carried out client surveys and gained some pretty good insights. But there was no roadmap, no follow-up and no strategic direction.
That all changed when he discovered GMA through his involvement with NSPS (National Society of Professional Surveyors). What started as support for the “Get Kids Into Survey” campaign snowballed into something much bigger.
Six months into GMA, Christopher is already seeing tangible results:
“Whether it’s due to the economy or GMA, we’re ahead of where we were last year both in number of jobs we do in a year and we have seen an increase in revenue.”
“Without GMA, I’d probably still be fumbling and stumbling my way through each and every day,” Christopher admits. “You’ve given me focus.”
One of the first (and biggest) game-changers? The 90-day planning system that GMA teaches.
“You introduced us to 90-day plans, which is great because we have small chunks to look at and focus on,” Christopher shares. “It gives us a strategy so that we can see progress.”
And here’s some of that progress they’ve seen so far:
But perhaps the most meaningful transformation was involving his entire team in the decision-making process. Before GMA, Christopher tried to do everything on his own. Now? His team is actively engaged in shaping the company’s future.
Now here’s where it gets really interesting. Christopher went from being completely anti-AI to using it almost daily.
“I never thought I would be an AI fanboy,” he laughs. “When people started talking about AI, I’m like, okay, it can’t replace actual survey work, so it’s never going to happen. But you got me into ChatGPT and Perplexity, and I use them both almost on a daily basis.”
“Those two tools are amazing. I don’t think I would have ever really found them or used them on my own without a little nudge.”
Get usage tips and AI Advice specifically for Geospatialers from Elaine Ball on our blog.
Another surprising change? Christopher’s relationship with social media, particularly LinkedIn.
“I really didn’t go on LinkedIn much. I always felt it was the professional Facebook and I just really didn’t care about it. Now I’m checking it a couple times a week and not just to lurk. I’m posting or commenting a lot more.”
The confidence to share opinions and engage professionally has opened new doors and connections in the geospatial community.
The buyer persona work in GMA completely shifted how Christopher approaches client relationships. He’s gained confidence to follow up with customers and find out what he needs to know, even when it feels tough or awkward. “I’m not shying away from asking those hard questions anymore.”
Christopher has no problems asking:
This approach has led to valuable feedback and stronger relationships. In one case, a client honestly explained they went with a competitor due to a 20-year relationship and local connections, information Christopher respected and used to maintain a positive ongoing relationship.
When asked what he’d miss most if GMA disappeared tomorrow, Christopher doesn’t hesitate: “The one-on-ones. That’s the easiest question.”
These weekly accountability sessions provide:
“You’re holding us accountable. It’s easy to use you as a sounding board for where we are. Yes, you give us homework, and I think that’s why some other people don’t show up as regularly – they don’t want to do these extra things. But it’s all for a purpose.”
For Christopher, the ROI is clear. Compared to hiring a traditional marketing company at two to three times the cost, GMA offers:
What started as a small investment in marketing education has opened doors Christopher never expected.
When describing GMA to skeptical friends, Christopher positions it as “business consulting, marketing and a sounding board all rolled into one fun, high-energy person that has our best interest at heart.”
“I don’t see myself abandoning GMA. I really don’t. I’ve definitely drank the Kool-Aid,” he admits with a laugh.
Christopher’s story isn’t unique. Across the geospatial industry, surveyors are discovering that marketing isn’t just about pretty brochures and newspaper Ads. It’s about strategic business growth: increasing sales and prospective customers by understanding your buyers and building systems that create sustainable success.
I.e. NOT just ‘colouring in’!
If you’re tired of plugging holes in the dyke and ready to build something bigger, GMA might just be the transformation you and your business need.
The sixth in a series of blogs based on our awesome Geospatial Marketing Trading Cards.
Paid ads put your proposition in front of exactly the right people, at just the right moment.
For geospatial pros, every impression needs to count – whether it’s Google Ads targeting city planners, or LinkedIn posts catching the eye of drone deployment managers.
Welcome to Trading Card #6 (of 20): Paid Ad Ace!
Learn the steps to kickstart your pipeline, get found by serious buyers and own your corner of the geospatial universe.
So you’re a geospatialer, maybe a surveyor, mapping maven or GIS tech hero. Perhaps organic reach alone isn’t cutting it. But you keep seeing the big players showing up at the top of Google and LinkedIn feeds, time and time again.
The only difference is that they know where their audience is hanging out, and how to target them. It’s not because they’re better at marketing. It’s because they’re paying to be there.
Ready to go from hidden gem to high-visibility ace?
Here’s what to do.
If you’ve dipped a toe into paid ads before, this is your blueprint to even better paid marketing campaigns for the geospatial industry. If not, perfect! Here’s your cheat sheet:
Pick Your Platform
Google Ads for broad reach, LinkedIn Ads for B2B laser-targeting
Target Like a Pro
Use job titles, interests and niche keywords (think “geospatial analyst,” “land survey tender”)
Write to WOW
Headlines that demand attention (“Cut Survey Time by 80%!”), clear call-to-actions and crisp visuals
Track & Refine
The magic’s in the metrics. Monitor clicks, conversions and cost-per-lead to guide your tweaks
Ever had a dream lead visit your site, poke around, then disappear forever? Retargeting brings them back. Set up display campaigns to pop up in front of those almost-buyers, whether they’re reading industry news or scrolling LinkedIn.
Real, on-the-ground ideas to get you started with running your first campaign right now.
If you remember one thing from this blog, let it be Elaine’s rally cry…
“Being visible is about SHOWING UP wherever your prospects search, scroll or ask… especially as AI and algorithms decide who gets seen (and who stays invisible).
Paid ads don’t just buy you clicks; they buy you attention. That’s gold in the age of AI-driven search, where being on page 7 equals being on no page at all.“
For more hot takes on AI and geospatial sales, take a look at Elaine’s killer blog on how AI is changing the sales-generating game for surveying companies.
Who can I follow for more expert ad advice?
Richard van der Blom is a top pick for actionable LinkedIn ad tips tailored for B2B and geospatial audiences. Follow and learn something new each week, he’s a legend in the field.
Paid ad campaigns are for action-takers ready to speed up lead gen, drive brand awareness and get those juicy, sales-ready clicks without burning cash in the bonfire of bad advertising.
Paid ad success in geospatial isn’t about huge spends. It’s about smart targeting, relentless testing and (yes!) believing every click is a step closer to a new mapping contract or software license.
Here are the main takeaways and steps to remember:
Go forth and campaign with confidence. The next geo-legend could be you.
Stay tuned for Trading Card #7… and remember, there are 20 to collect!
Inspired by the Geospatial Marketing Academy’s Trading Card Series.
For more marketing magic, check out our guides on social media, content calendars, and testimonials!
Q: Why should geospatial businesses use paid ads?
A: Paid ads get your brand in front of exactly the right buyers – surveyors, city planners, land managers, at the precise moment they’re searching for solutions. It’s faster than waiting for organic reach and ideal for those ready to accelerate lead generation.
Q: Should I choose Google Ads or LinkedIn Ads for my campaign?
A: Google Ads is best for broad visibility and capturing active searchers (think “GIS consultant near me”). LinkedIn Ads is laser-targeted for B2B connections, letting you reach very specific decision makers by job title, industry or company size.
Q: How do I avoid wasting money on paid ads?
A: Start with a small, controlled budget. Monitor everything – clicks, conversions and cost-per-lead. Trim what doesn’t work, double down on what does and refine your targeting as you learn.
Q: What’s the single most important thing to remember about paid ads?
A: Never “set and forget.” Smart geospatial marketers continually track, test, tweak, and improve their campaigns, because every click counts on your way to becoming a Paid Ad Ace!
Q: How do I know my paid ads are working?
A: Check campaign dashboards for metrics like click-through rate (CTR), conversion rate, and actual leads or sales. A successful campaign brings qualified inquiries, not just clicks.
The fifth in a series of blogs based on our awesome Geospatial Marketing Trading Cards.
Alright, fellow Geospatialers, ready to turn your website visits into real geospatial business leads? Stop crossing your fingers and hoping for clicks. Because let’s get real… wishful thinking does not deliver quality leads.
If your website’s “Contact Us” page is gathering cobwebs, it’s time to put on your hard hat.
But don’t worry. In this short blog, I’ll tell you exactly how to create a landing page so irresistible, your prospects will be itching to hand over their details!
Your homepage is your digital billboard, great. But a landing page? That’s where the action happens. Think of it as your one-on-one handshake with your dream client, made laser-focused and distraction-free.
Whether you’re a surveyor, GIS consultant or mapping tech wizard, your landing page is the digital shopfront where deals begin. But with so many sites blending into the backdrop, how do you make yours stand out and generate real action?
Step 1. Go Minimal or Go Home
Less is always more in my book. Ditch the clutter: I’m talking menus, sub-menus, random calls to action. You want your visitor doing one thing, not pondering the meaning of life.
Pick a single outcome. One. For geospatial, this could be:
“Download our ‘5 Survey Pitfalls’ PDF”
“Book a live GIS demo”
“Snag our UAV Checklist”
Landing Page Essentials:
Step 2. Make Your CTA Sizzle
A beige “Learn More” button won’t cut it. It’s fine… but we’re aiming for magnetic.
You need a CTA that’s warmer than a cup of Yorkshire tea and practically jumps off the page:
“Send Me the Free Guide”
“Show Me the ROI Calculator”
“Get My UAV Depot Checklist”
Add value! Bonus marks for something genuinely useful. Think lead magnet: a white paper, quick-start video or checklist that fixes a real pain point.
Step 3. A/B Test Like a Boss
Not sure if “Download Now” or “Get the Guide” grabs more geospatial clicks? Neither are we, yet! Test both. Colour counts too. Orange, green or blue button? Only your audience knows for sure. Don’t rely on your gut. Let’s use facts, not guesswork!
Test different CTA button colours or text to see what actually makes people click:
Step 4. Add Social Proof Front and Centre
Even minimalist landing pages need trust signals. Drop in a customer testimonial (“GMA’s Lead Gen Blueprint landed us 12 new surveying RFPs in a month!”), a quick stat or a client logo strip. Social proof nips scepticism in the bud. Would you hand over your email to just anyone? Nope. Neither will your customers.
Plaster on that social proof:
Step 5. Mobile-First or Bust
Most geospatial decision-makers are actioning emails on the move. If your landing page pinches, squeezes or loads at glacial speed on mobile, you’re losing business. Test it everywhere.
Don’t forget to track everything with Google Analytics or your tool of choice. Know exactly where you’re winning and where you can do better.
Headline that grabs your audience by the collar
One action, clear as day (ditch the distractions)
Cosy, value-packed CTA
Trust builders: testimonial or client logos
Minimalist, snappy design
Picture-perfect on every device
A/B testing switched on
Analytics plugged in and ready
Next time you catch yourself entering your card details on a website, go back and take a long, hard look at the landing page you just came from. What made you decide it was worth your money? What can you take away and implement into your own landing pages?
I’ve seen geospatialers spend thousands on ads, only to send traffic to a page that’s dull as dishwater. Don’t be that person! Every click is a precious opportunity. Architect your landing page like a pro, and those leads will roll in.
Want the easy button? Use GMA’s plug-and-play templates, or join our masterminds for hands-on guidance. Remember, sometimes all it takes is a single, purposeful page to create your biggest win yet.
Let’s get converting!
Inspired by the Geospatial Marketing Academy’s Trading Card Series.
For more marketing magic, check out our guides on social media, content calendars, and testimonials!