Month: March 2016

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How to move from push to pull marketing, by utilising emotional intelligence

How to move from push to pull marketing, by utilising emotional intelligence

We are living in a world of constant streams of information. There’s the physical world, where we are constantly exposed to various messaging via billboards, outdoor advertisements, radio, TV and so on, and there’s the virtual world (internet) where we’re connected 24/7.

We are bombarded with messages from all directions, and this is where the challenge lies when looking at the scenario from a marketer’s point of view.

We should not make our consumers feel they are being bombarded

Long gone are the days when we used to ‘push’ marketing messages to the masses and they would accept it all without complaints. Long gone are the days when they would buy what we told them to buy. Times have changed.

As the world evolves, so do people. We find new ways of consuming products and services, we discover alternative ways of connecting with the companies and brands behind products and services – and in the midst of the much talked about digital revolution, we have become more demanding consumers than ever.

As marketers, we need to move away from ‘push’ to ‘pull’ marketing

We need to bring more emotional intelligence and empathy to the strategies we utilise to deploy our marketing campaigns, in order to make them stand out and drive effective results and traction amongst our desired target market.
We need to invest more time and thought in thoroughly understanding our target audiences and our consumers. We need to get into the mind-set of our customers, and we need to provide solutions to their problems.

We need to realise it’s all about ‘me-marketing’ which can be fuelled by ‘re-targeting’.

Currently the marketing industry is still focusing too much on ‘push’ marketing. Sure, the methods of targeting the correct audiences have got more sophisticated than they were at the start of the millennium; however we are still implementing tactics that are not in-line with the fast evolving savvy consumer.

As a digital marketing agency, or indeed as a marketer in an in-house team, we strive to drive relevant visitors to our or our client’s websites, social media pages and other properties that can be tagged and tracked online. We target and we re-target.

We are still pushing too much

We need to take a step back. Do we truly know how our customers behave, what their wants and needs are, and indeed – are we the ones to fulfil those needs?

Let’s take a look at why we are doing what we are doing:

  • We want to sell
  • We want to engage
  • We want to create communities
  • We want repeat business

How we do this, is still not granular or good enough for the savvy consumer of today. We need to dive deeper. We need to know our consumer inside out (without being creepy) and we need to be there for them when they need our products or services.

Transforming statistics into individuals

We need to transform numbers and statistics within our reporting dashboards into people and pools of intentions. We need to understand that we are dealing with individual personalities, views, opinions, experiences and cultures.

Perhaps this sounds like an impossible and time-consuming task to do, however as the consumers and ways of practising business evolve, we as marketers need to find better, more powerful and efficient ways of delivering to this ‘me’ conscious, savvy consumer.

Make your customer your brand ambassador

Now that we know we are here to serve (yes, serve) our customers in a more in-depth manner, we need to ensure we continue to know our customer profiles:

  • Listen to your customer

Execute a comprehensive market research piece on where your potential customers spend their time, which online platforms they use on a regular basis and what needs and wants they need fulfilled (by you).

  • Add value

Ensure the products and services you are selling, are actually enhancing and improving your customer’s life (whether professional or personal). It’s not just about selling a product or service anymore; it’s being part of the solution.

  • The law of attraction

Rather than ranting and raving about how good and great your products and services are, try to attract the customer towards you, because you stand for something bigger than just a brand name. Define your values, mission and purpose.

  • Respect your customer

Always keep your customers at the core of everything you do. Don’t go overboard with re-targeting, upselling or getting over-confident in thinking they will always come back to you. It’s a relationship that goes both ways. Just like a marriage, you need to work on your customer relationships – continuously, with empathy and emotion in mind.



Stories that our customers belong to

Stories that our customers belong to


Since being kids, we love hearing exciting stories don’t we? As youngsters, our lives are filled with fairy tales, cartoons, comics and kids movies. Nothing much seems to change after we enter into adulthood – we still love stories.

We continue to read books, novels and other publications. We go to theatre to enjoy a play; we consume movies at home and at the cinema. As emotional and visual beings, we love to be entertained. We love to feel, we love to experience and be part of an experience.

We love to belong to something.

Creating a sense of purpose

As companies and brands, our main aim is to entertain, establish an emotional connection with our specific target audience, and most of all – ensure our customers feel that they are a part of our brand story.

We exist for the benefit of our customers, we make their lives easier, provide solutions to their challenges – and overall make our customers feel happier in their daily lives. Meaningful connections last a long time. Sense of purpose makes us tick and stick.

How to build a great brand story?

In order to create an amazing brand story that will catch people’s attention and get them to listen in a highly crowded market place, it’s important that business owners dedicate proper time to plan and build a brand story.

It is imperative to realise what brand storytelling is about and what it’s not about. As mentioned previously, key concept to a great brand story is to make your customers part of it. Have them at the core of it if you can.

Let’s take a look at what brand storytelling is:

  • The reason why your company was launched in the first place
  • What motivates you and your team
  • How your products or services came to be
  • Why do your customers value your company, products and services
  • Who is behind the company, who’s the team behind the name
  • Transparent, honest and direct

Let’s also take a look at what brand storytelling is not:

  • A blog post
  • Power point presentation about the company
  • A PR stunt
  • A viral video
  • Boring

Unify your message across all channels

Once you have your brand story nailed; knowing what your company stands for, realising your long term vision and values – ensure that your message gets across to your target audience and customers in a unified manner.

Keep your message strong across your advertising and marketing campaigns, website copy, social media and other channels of communication.

Consistent brand story can give your company a powerful voice, regardless of your company size. Memorable, meaningful and integrated approach to brand storytelling will ensure you are enabling your customers to experience your company journey with you.

There’s nothing more enticing than being emotionally appealing.



Finding FIMO (Financials, Marketing and Operations)

Finding FIMO (Financials, Marketing and Operations)



As entrepreneurs, no matter how our journeys started, it’s crucially important that we are aware of our overall journey, what our future roadmap looks like in terms of achieving our dreams and goals in order for us to actually reach those dreams and goals without getting (too) stuck on the way there. We need to keep the bigger picture in mind at all times.

Driven by passion, backed by Financials

We all start our entrepreneurial journey because we are passionate about something. We are passionate about a hobby that may turn into a profession; we are passionate about solving a problem, which turns into a business. We are driven by passion.

However that passion will only take us so far. We need to ensure our passion can be turned into ROI (return on investment). No business can run without financial backing (not even charities) and no matter how much we may want to just ‘do what we love to do’, we need money to keep on doing it.

The first and most important aspect about running your business is financials. Your P&L sheet (profit and loss) in other words – what you spend vs what you bring in. We need to keep on top of the numbers at all times, every day, no matter how tedious it may sound. If we are not on the pulse with our financials – we cannot forecast, we cannot guarantee a sustainable business model and most of all, we cannot ensure we have a business the following day. Keep your finances at the core of your business.

Never forget the power of Marketing

In the midst of developing and growing your business, it’s very easy to forget the actual marketing of your precious idea. There’s already a multitude of other matters to focus on, such as financials, development, team matters – never mind daily admin tasks and paper work.

It’s no surprise that sometimes we forget to market ourselves, our brand and business – and this gets left on the back burner.

We need to however remind ourselves that marketing is indeed the back bone of our businesses, and not to be ignored. Marketing is something that can take us to the next level if done right. Marketing can make us market leaders.

So how to start planning your marketing strategy? Let’s take a look at a few elements to consider:

  • Market research

ensure you know where your target market can be reached and engaged with (online vs offline environments)

  • Strategy

how are your marketing efforts maximised and optimised, what KPI’s (key performance indicators) are tied into the objectives of your marketing strategy and how can these be achieved and exceeded

  • Tracking and measuring results

there’s absolutely no point in investing budget in marketing unless you know where the money is going to, why and what the results are. And indeed, how further activities can be amended, enhanced and improved based on results. Once again, it’s all about effective ROI.


Operations are the heart and soul of your business


As an entrepreneur, you are driven by passion. However as soon as your business starts to grow it will demand operational organisation. You need to spare some though as to how your business is developed in the most effective way, what kind of methods will be used to get there, what processes, policies and growth strategies need to be in place and in implementation in order to make it all happen. Operations are the heart and soul of your growing business. And heart and soul is very closely connected to the already explored other imperative areas of the business such as financials and marketing.


Without sounding too religious, we need to think about these elements as the holy trinity: Financials, Marketing and Operations. Without these a business cannot survive and grow.

Ensure you find your perfectly balanced FIMO.





As an entrepreneur, I’ve come across several challenges, failures and successes. The journey to success can be complex, and as such – it’s important that we share our experiences with others.

I have obtained a wide range of speaking opportunities, whether it’s directly linked to my professional knowledge, or indeed to the lifestyle of an entrepreneur.

Please contact me if you’d like me to come and speak at your event. I can cover the following topics:

  • Entrepreneurship
  • Women in business
  • Leadership
  • Digital Marketing
  • Starting in business
  • How to build a profitable business with no capital


As an official mentor for Girls in Tech London, Girls in Tech Helsinki and Smarta London – I also mentor private individuals who wish to get ahead in their budding entrepreneur’s career and lifestyle.

I am available to mentor individuals and small groups as per specific needs. I will always have an initial consultation ahead of any mentoring activity taking place in order to identify the comprehensive needs of the individual / individuals.

Sessions are recommended to be booked an hour or two at a time.
(languages available: English and Finnish)

Please get in touch –

Consultation and training

Consultation and training

Whether you are looking to starting out in business, or need to fine-tune your current skills as an entrepreneur and / or a marketer – I would be happy to help.

I can tailor specific consultation and training sessions based on your specific needs. The following topics can be covered:

  • Online marketing basics
  • Search engine optimisation (SEO) basics / advanced
  • Biddable media basics / advanced (Google, Bing, Facebook, Twitter, LinkedIn, Instagram PPC programmes)
  • Social media optimisation basics / advanced
  • Content marketing
  • Blogging
  • Online marketing strategy planning

Please get in touch.

Sessions can be booked hourly and materials will be provided.

All enquiries: