Positioning in marketing is the set of elements that will allow your company to distinguish itself on the market, to be perceived uniquely by your customers. By analyzing your market and adopting a specific marketing positioning, you can differentiate yourself from your competitors. Marketing positioning can concern an entire company or a particular product when different product lines are proposed.
What is positioning in marketing
Benefits of marketing positioning
Implementing positioning tactics into your marketing strategy can enhance the effectiveness of promotional messages, structure pricing plans accordingly and cater your services toward your audiences needs. Common benefits of implementing a marketing positioning strategy include:
What is positioning in marketing?
Positioning in marketing is the process of making an impression on an audience and convincing them to perceive a product or brand in a certain way. Many brands use market positioning to establish a brands identity or image to differentiate it from competitors. Developing a comprehensive positioning strategy allows you to map out goals for how you plan to stand out from the competition and add value to consumers. Common types of marketing positioning strategies include:
How to develop your marketing positioning strategy
Take time to build a strategy that works for your audiences preferences and the companys goals. You may undergo different tests and attempts until you find the positioning strategy thats right for you. Follow these steps to develop an effective marketing positioning strategy:
1. Analyze your competitors
Research your competitors to establish any key differences between their products and the ones you sell. It can help you identify your companys strengths and the qualities your products hold over the competitors. Knowing the efforts and results of your competition helps you more accurately determine ways to make the brand stand out from others. Elements to analyze when researching your competitors include:
2. Create a unique position
Knowing your competition helps you better understand the status of your company, how it fits into the current competitive landscape and which positive attributes you can highlight. Develop a unique position that demonstrates what makes the company or its products different from others. Try to use the research you conducted to compare and contrast your business with theirs. This helps you identify your strong points that other businesses may lack.
3. Develop a positioning statement
Meet with your team to create a positioning statement, which is how youd like your audience to identify and interpret the brand. The positioning statement is similar to a mission statement, as it defines what the brand is and what it aims to achieve. From there, you can also mention the target audience, any challenges your audience typically faces in their work or personal lives and how the product or service can effectively solve those problems.
4. Create a tagline
Use your positioning statement to craft a simplified tagline. A tagline is the slogan you can use to describe a brands purpose and value to the audience in simple and short wording. You can use an engaging and compelling tagline in your marketing messaging and other promotional materials. Its a quick and effective way for customers to recognize and understand your brand.
5. Launch your positioning in your marketing materials
Once you have a positioning statement and strategy developed, you can implement efforts to launch it. Include a value statement, design and messaging in your marketing materials that communicates your marketing position and what makes the company or product more valuable than the rest. Use materials and content that other companies arent currently using to help you stand out.
Try to release materials and communication efforts that benefit and relate directly to your target audience. This helps you closely appeal to your target audience and makes them more easily picture themselves using the product or service.
6. Test the success of your marketing positioning
After youve decided on potential concepts to release in your marketing materials, test several different kinds. Closely review and compare the results of each marketing piece to determine which are gaining the best results, including high revenue numbers and customer engagement rates. Take notes of the more successful campaigns and consider applying these efforts and changes toward future marketing materials. Try to regularly test out your ideas to ensure youre consistently appealing to your target audience.