How do you attract customers and candidates? With the right marketing positioning!
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Marketing positioning January 25, 2022
6 min.
It’s no secret: your products or services are unrivalled on the market! But are your potential customers aware and convinced of their benefits? Are they aware of what sets you apart from your competitors – your after-sales service, your reputation in the industry or your green commitment?
At a time when we’re bombarded with information on a daily basis, having your brand stand out from the surrounding noise and making an impression on your targets is quite a challenge – even more so on the web!
Your marketing positioning: a significant asset to stand out from the crowd
How is what you offer different from your neighbour’s? Who would benefit most from the products and services your brand has to offer? What you do, how you do it and for whom you do it: these are the three ingredients of your brand positioning.
Let’s start with the basics: What is the definition of marketing positioning?
According to Hubspot, “Marketing positioning is the position occupied by a brand in the minds of its consumers, enabling it to differentiate itself in its market. It is based on the brand’s objectives, characteristics (such as product price) and image.
In concrete terms, this means two axes: objective (products, price, technical excellence) and subjective (customer experience, inspiration, innovation).
This process determines your unique position in the market. It also aims to influence your customers’ and prospects’ perceptions of your product or service in relation to the competition.
At the junction of your definition and your targets’ perception, your positioning makes them choose you over your competitors.
This strategy has an even greater impact in B2B since competitors’ products and services can be very similar. In these conditions, a company’s personality and reputation (which influence your positioning!) weigh in the decision-making balance over and above price alone.
The importance of positioning in marketing – Why occupy a unique position in the marketplace:
- To stand out from the competition and the noise.
- To sell more efficiently by helping you find compelling value propositions.
- To justify your prices, since your potential customers understand why your offer is exceptional.
- To attract the right business partners and qualified prospects.
- To promote the success of your recruitment campaigns: With a clear brand identity, you’ll know who to hire to build a team in tune with your values.
- To reinforce brand consistency a key ingredient in building trust in your company.
- To make a marketing game plan with greater ease so you can optimize your resources and maximize your ROI.
But how do you define (or choose) the market position for your company?
Defining your marketing positioning is essential in shaping your company’s identity and perception. But with so many factors to consider, how do you define and choose the right one? Here are a few pointers to help you list the main elements to consider in finding the marketing positioning that will set you apart in the marketplace.
What is a positioning strategy? A 5-step exercise to make the right choice
Your potential customers already have an idea of your brand, even before you’ve thought about where you stand in their minds. Clarify your marketing positioning to rectify the situation or take advantage of its many benefits.
1. Validate your company’s raison d’être.
Positioning your brand goes far beyond simply choosing attractive colours and a logo. It’s an opportunity to give your company a unique identity, an essence that sets it apart in the competitive landscape. To achieve this, it’s essential to validate and clarify the fundamental pillars of your branding: mission, vision and values. These elements will help you build and maintain loyalty and an emotional bond with your prospects and consumers. A transparent and authentic raison d’être will guide your marketing positioning, enabling you to stand out and attract the right people to your company.
2. Get to know your target audience.
A thorough understanding of your target audiences is an essential element in the process of defining your marketing positioning. Take the time to carefully study the needs, aspirations and irritants of the organizations and individuals you want to do business with. The more you know about your customers’ expectations, the more you can adapt your positioning to meet them. In the B2B context, where customers are often segmented and specific, don’t hesitate to delve into the details to identify precisely what makes you unique and how your product and services can bring real added value to your potential customers. You’ll earn their trust and preference by positioning yourself as the ideal partner who understands their specific needs and challenges.
3. Map your industry and competitors, and their market positioning.
Conduct a competitive analysis to get a complete picture. Using qualitative research, you could also ask your customers why they chose your company over another. Knowing where you stand and what you’re up against will make solidifying and validating your market positioning easier.
Our tip: visit your competitors’ websites and look at the titles and outlines of their home and About pages. You’ll get a taste of how they want to stand out to the consumers!
4. Convey your brand positioning with a compelling value proposition.
You should now be able to express your positioning concisely and engagingly. Give it shape with a corporate value proposition identifying your concrete customer benefits.
What are the tangible results of your offer? How have you helped other similar companies in the past? (This is an excellent opportunity to polish up your case studies, those heavyweights of B2B marketing!)
In your value proposition, address your prospects’ issues and use their language (not overly technical terms!) to present how your products or services can make their lives easier. Ideally, it should be understandable in a matter of seconds.
5. Spread the word about what sets you apart.
The tactics are numerous: partnerships with expert influencers, campaigns, content strategy, and more!
To occupy a unique place in the landscape of your sector (and win SEO points!), you could, for example, create original content on your blog or social media.
The important thing is to pique your target audience’s curiosity and make a case for your products or services in an exciting way. It’s good that no industry is too boring for content marketing!
Need to know how to write your positioning? Let us help you!
As you can see, defining your marketing positioning strategy is crucial to establishing your company’s unique identity and standing out in a competitive marketplace. By validating your company’s purpose and aligning it with your brand strategy pillars of mission, vision and values, you can create a solid foundation for your marketing positioning. Understanding your target audience’s specific needs and weaknesses enables you to tailor your positioning strategy to meet their needs effectively. Remember, your marketing positioning must be authentic and convincing and resonate with your audience; otherwise, they won’t be interested in your products and services – and you’ll lose your competitive edge.
It’s not just about choosing the right colours or logo; it’s about crafting a distinct narrative that communicates your value proposition and creates emotional connections with your prospects and customers. So take the time to define your marketing positioning thoughtfully and strategically, and watch how it becomes a powerful tool for attracting and engaging your target market. With a well-defined marketing positioning, your company can confidently navigate the market, differentiate itself and succeed.
Our team is here if you want to check yours before a new product launch, align your strategy with your sales, or get a hand with your value propositions. Just give us a call.
