How to Effectively Position Your Startup’s Content Strategy
- Strengthen your use of content marketing.
- Take advantage of burgeoning media.
- Optimize your content for other platforms.
- Personalize as much as possible.
- Focus on distribution.
- Venture into new media.
How do you organize a content strategy?
Here are seven steps that are essential to developing a solid content strategy:
- Set Your Goal(s)
- Determine Your Target Audience.
- Work the SEO Angle and Do Keyword Research.
- Analyze the Competition.
- Choose Your Distribution Channels.
- Create Content for the Entire Customer Journey.
- Develop an Editorial Calendar.
- Mix It Up.
How do you map a content strategy?
How to develop a content strategy (15 steps)
- Establish your content goals.
- Define your audience segments and buyer personas.
- Conduct a content audit and gap analysis.
- Map content needs throughout the customer journey.
- Conduct keyword research.
How do you create a strong digital content strategy?
The 6 Essential Steps to Build a Digital Content Strategy
- Understand the Key Fundamentals and Foundations of Digital Content Strategy.
- Understand Your Audience.
- Know How SEO Fits In.
- Build and Solidify Your Online Authority on Your Website.
- Create Content the Right Way.
- Set Up Processes to Manage & Maintain Your Content.
How do you create a killer content strategy?
Test, test, test!
- Set Goals. Start by identifying what is reasonable to achieve in a set amount of time.
- Know Your Audience. Defining your audience is the key to a successful content strategy framework.
- Do Your Research.
- Be Relevant.
- Create A Voice.
- Experiment With Different Formats.
- Make It Shareable.
- Test, Test, Test!
How do you execute a content strategy?
Identify Content Resources and Planning – First, conduct an inventory of the roles and responsibility for creating content in your organization today. Next, measure how much of that content is utilized in any external activity and how well it performs. Map the content to your customer buying cycle.
What makes a good content strategist?
Content strategists need experience planning, delivering and executing marketing campaigns, as well as analyzing metrics and developing creative strategy to earn a position.
How do I create a content strategy blog?
Five Steps to Craft a Blog Content Strategy
- Define your goals.
- Perform some target market research.
- Come up with topic ideas and keywords to target.
- Create a content calendar.
- Build amazing content.
What is one way to measure the effectiveness of your content marketing strategy?
Here are some of them:
- Consumption Metrics. Consumption metrics tell you how many people view and consume your content and how much time they’re spending delving in.
- Website Engagement Metrics.
- Retention Metrics.
- Social Metrics.
- Content Production Metrics.
- Email Metrics.
- Cost Metrics.
- Sales Metrics.
How do I create a content roadmap?
Roadmap for Creating Engaging and Effective Content
- Step 1: Start with Business Strategy AND Audience Needs.
- Step 2: Identify Key Metrics.
- Step 3: Develop Content Marketing Editorial Mission Statement.
- Step 4: Create an Editorial Calendar.
- Step 5: Adopt a Data Collection and Reporting Schedule.
What makes digital content successful?
There are three key goals that a content strategy should be looking to achieve: Engage your current audience, promoting brand advocacy and loyalty. Reach new users, driving brand awareness. Ensuring your existing content conveys the correct message and aligns with what your personas want to read and see.
How do you promote digital content?
7 Content Promotion Tactics to Help You Get Noticed
- Send an email broadcast.
- Engage with your community.
- Pay to promote.
- Reach out on social media.
- Connect with influencers outside of social.
- Ask to include your content.
- Write for others.
What makes a good digital content?
Good content should inform about your products or services, communicate the benefits of doing business with your company, add credibility to your company, or answer questions that many existing and potential customers may have regarding your business.
How do I create a content strategy framework?
Key components of an effective content framework are:
- Clear cut target audience.
- Understanding user behavior, touchpoints, and flow.
- Funnel stages.
- Different content types to match all of that!
What is killer content?
At its core, killer content is anything you create that’s well executed, relevant and engages your visitors. If that killer content is also search engine optimized then your business is way ahead of the pack!
The 12-Month Content Marketing Strategy for Startups
When you start a business, you have a lot on your mind: how to fund all of the equipment you’ll need, how to keep track of revenue and expenses, how to produce your goods and services at a low enough cost to turn a profit, and how to get the word out about what you have to offer to potential customers. Is there a content marketing plan in place? You want to give me a break, you say. You could, for example, spend hundreds of thousands of dollars on a glitzy advertising agency to run commercials that no one will see because you cannot afford prime-time airtime.
You’re a start-up company.
Content marketing is the most effective method of accomplishing this — and statistics support this claim.
According to the Content Marketing Institute, businesses that rely solely on outbound marketing, such as television, radio, and print advertisements, can see a threefold increase in their lead generation.
Listed below are some suggestions for putting it to use for your new firm.
- Using content marketing to spread the word about your company is the most cost-effective method of doing so. Take it one month at a time to develop your new content marketing plan to avoid being overwhelmed. Maintain your emphasis on your consumers and their requirements, rather than on your firm. Make regular checks on your content strategy to ensure that you’re reaching the proper audience and communicating effectively with them.
January: Customer Focus Is the Secret of a Powerful Content Marketing Strategy
In order to spread the word about your firm, content marketing is the most cost-effective method. To avoid feeling overwhelmed, plan your new content marketing strategy one month at a time. Maintain your attention on your consumers and their requirements, rather than on your firm; and Make frequent checks on your content strategy to ensure that you’re targeting the proper audience and communicating effectively with them;
February: Find Economical Content Production Tools and Start Posting
The most advantageous aspect of content marketing is that it is extremely cost-effective. It is possible to hire a content marketing agency such as us to create the material, but there are several content marketing technologies that can be used to make the content more effective for your business. There are a plethora of free or low-cost tools available to assist you in getting your content strategy off to a good start. The following are a few resources we’ve found useful, particularly for startups on a tight budget:
- When you have a Gmail account, you may use Google Docs, which eliminates the need to purchase a separate word processor. This free word processor offers many of the same capabilities as commercial word processors, but it has one edge over them all: it allows you to interact in real time with members of your team whose input you desire.
- Google Keyword Planner: This free tool assists you in identifying the most relevant keywords to use as the basis for your article. Once you have entered your products and services, the tool will provide a long list of similar words, as well as information on the number of searches that have been conducted for those phrases.
- WordPress: To get started, you may use one of the free website names provided by WordPress to host your blog. With increasing traction and consumers, you may convert your material to their hosted premium version, which includes a personalised URL with your company’s branding on it.
- Google Analytics: Learn all you need to know about the people who visit your blog or website, as well as the actions they perform while on your site. The more you understand about your target audience, the more you can personalize your content to meet their needs.
- Use your smartphone and/or camera to capture the following images: Despite the fact that it is not quite free, you most likely already have one. Create how-to movies and photographs that demonstrate your products or services with this tool.
- Using this useful tool, you may send tailored emails and newsletters to different client categories, as well as to serious prospects, all at the same time. Keep up to date on new postings as well as special offerings, such as e-books or white papers, that you make available solely to newsletter subscribers
- DivvyHQ: In partnership with our customers, we utilize Divvy, a content planning and workflow collaboration tool, to manage our annual content plans, coordinate across our team, and get material produced and disseminated to the appropriate social media channels.
- Using social networking platforms to promote your blog entries, podcasts, and videos is simple. Just create a profile and start posting. Make sure to include your chosen keywords in your postings in order to attract more attention.
- No longer need to be concerned about your fourth-grade English teacher seeing your postings thanks to Grammarly. In fact, even the free edition of our grammar and spelling checker detects the majority of your mistakes.
March: Create a Content Calendar
Create a content calendar to help you plan the remainder of the year’s articles, films, and images now that you’ve released a few articles, videos, and photographs. Fill in the blanks with concepts you haven’t explored yet. Plan to upload these when the timing is appropriate for the season. For example, if you offer exercise equipment, you might want to prepare to upload an article or video later this month or early April that instructs potential consumers on how to get their bodies in shape for the next summer.
Just bear in mind that perceived body-shaming should be avoided at all costs.
Make use of the content calendar to reuse previous material for a rising new audience that is always expanding. In January, you could have written an article on getting ready for tax season. You could recycle some of that content for an early summer reminder video about tax benefits.
April: Give Them an “Easter Egg” They Can Use All Year Long
Children all throughout the country are anticipating the traditional neighborhood Easter egg hunt, which takes place this time of year in the spring. There’s no need to confine the sweets to children. Don’t forget to provide your email subscribers and regular customers with a resource they can use throughout the year. Giving away a resource that your target customers can use in the coming months, whether it’s an e-book that provides details about key industry suppliers for your B2B customers or a guide on how to write a memoir for your book self-publishing business, will help you build goodwill among your target customers.
May: Publish a Case Study or Two
Your products and services can influence the purchasing decisions of other consumers who are in a similar circumstance to those you have served. That is true not only for businesses that sell to consumers (B2C), but it is even more true for businesses that sell to other businesses (B2B). In fact, according to Ryan Erskine in an article on Forbes, 73 percent of all B2B consumers rely on case studies to help them make purchasing decisions. Client success stories are succinct, to-the-point narratives that describe how your goods or services have assisted clients in solving some of their most difficult situations.
June: Take a Good, Hard Look at Your Analytics
Mid-year is an excellent opportunity to take stock of your accomplishments thus far. With Google Analytics and the analytics tools provided by your social media sites, you can see how your social media and blog pieces have fared. Those that bring in the most traffic to your website, make the most conversions, and generate the most purchases are deserving of a second chance. Always keep track of the results of your digital marketing efforts throughout the year. Promote your top performers while making adjustments to those who are falling behind.
In the case of a video on how to replace the oil in a car, for example, produce a step-by-step set of instructions on the same topic that you can put on your blog as a follow-up.
July: Take a Deep Dive into Your Analytics and Adjust Your Strategy Accordingly
You’ve had your blog up and running for a few months, and you’ve started linking the pieces to your social media profiles to promote them. It’s time to dig into the figures and see if there are any new possible client categories that appear promising – as well as to examine your existing customer segments in order to get fresh insights. The most important factor in achieving content marketing success is getting to know your consumers (and future customers). With content marketing, you may establish yourself as a respected authority in your sector by assisting others in overcoming their own issues, whether they are related to company or personal life.
- Surveys, as well as checking Google Statistics and your social media analytics, may all be beneficial.
- If they spend the majority of their time on Pinterest but your primary focus has been on Facebook, you should devote more time and effort to improving your Pinterest postings.
- Consider the following scenario: you own and operate an automotive repair business.
- However, according to the statistics, several of your DIY how-to videos that you’ve uploaded on Pinterest and YouTube have attracted a large number of female followers.
Grab hold of that new segment with new information that is specifically targeted to them. This demographic is particularly responsive to YouTube live events, such as “DIY Car Repair 101 for Women,” and new Pinterest boards with a similar theme may be beneficial for increasing your visibility.
August: Back-to-School Time!
I can already hear the moans. There is no requirement for you to enroll in an MBA program or anything even somewhat similar to that. Taking advantage of seasonal shifts to develop fresh content perspectives, on the other hand, is always a solid strategy. Is it possible for you to conceive of a method to relate what your company does back to whatever the season is? In order to demonstrate how you may apply this technique to your own situation, let’s revisit our hypothetical vehicle repair firm from before.
Perhaps a “Car Repair 101 for Students” or “Students: Learn How Not to Get Ripped Off by Shady Auto Repair Companies” course would be appropriate.
September: Create Long-Form Content
We played a joke on you! After a lengthy summer break, it’s time for you to go back to work on your content marketing strategy. I recommend creating a larger piece of content, such as this 4500-word monster I produced this year on how content marketing provides ROI. If you have lengthy form information, you may transform it into a white paper, a webinar, or a lengthier, more extensive video. But don’t give up hope. It is no longer necessary to do a huge project on your own if you don’t have the necessary time.
Calculating how much money your company generates per hour is a smart technique to determine whether or not outsourcing will provide you with greater value for your money.
If it would be more expensive for your company to develop that material in-house than it would be to outsource, outsource.
October: Don’t Let Fear Keep You from Reaching Out to Influencers
It may be the season that sends shivers down your spine, but don’t let that stop you from reaching out to industry leaders that can help you reach a larger audience with your content. Influencers do not have to be well-known people. They must be well-known individuals who are well-respected by your target audience. Consider the following scenario: you are a manufacturer of equestrian equipment for show riders. Even if Lady Gaga is one of the world’s most famous people, you won’t get much traction with her endorsement — no matter how successful she is.
A race driver’s endorsement may be able to persuade car enthusiasts that electric vehicles can perform on par with gasoline-powered vehicles if you make electric automobiles and are having difficulty persuading car enthusiasts that they can perform on par with gasoline-powered vehicles.
Simply said, don’t be terrified of the word “no.” If your products and services are truly world-class, you’ll ultimately come across an influencer or two who will be delighted to share how your products and services have assisted them in solving a vexing problem or two of their own.
For one thing, roughly three-fourths of all consumers, according to Rohan Ayyar, check social media to help them make their purchasing decisions.
Its purpose is to present your company as a problem-solving superhero. Make certain that your products and services achieve this goal, and you’ll quickly discover that industry leaders realize the benefits of doing business with you and will seek out opportunities to collaborate with you.
November: Review Your Reviews – And Be Thankful for Constructive Criticism
You’ve been implementing your content marketing plan for more than 10 months at this point. It’s time to take a look back at all of the feedback you’ve received over the past 10 months. First and foremost, be grateful for any evaluations that point out areas in which you may make enhancements. After all, it is just a few days before Thanksgiving! Unless the unfavorable evaluations are coming from “trolls” who are simply looking for attention, you should work to strengthen any areas where you are lacking.
Then, provide material that explains how you’ve enhanced your products and services with your audience.
Make it a point to read and answer to serious evaluations throughout the year so that your consumers understand that you’re engaging in a two-way discussion rather than a monologue about your business.
December: Time to Set Your Content Strategy for Next Year
Get your company among the top 40 percent of firms that have a well-documented content strategy by following these steps. Examine which material did the best and make plans to incorporate more of the same type of content in the following year. Create rough sketches of content ideas for each month. If you have employees or contract workers, consult with them about your plans. Employees with particular experience are frequently able to give the level of detail and technical understanding that encourages clients to place their faith in your organization.
- These figures might assist you in fine-tuning your content so that it generates an even larger return on your investment in the future year.
- Identify attainable, quantifiable objectives, and make it a New Year’s commitment to keep track of your progress toward achieving those objectives.
- If you want to increase the amount of visitors to your website by publishing high-quality material on a continuous basis, have a look at our Content Builder Service.
- Get started right away and see how much more traffic and leads your company receives.
6 steps to create a content strategy for your Startup
The content is useful for a variety of commercial objectives. A high-quality, relevant piece of content may assist potential consumers in finding a solution to their problem while also raising company recognition. Reaching our target audience is challenging, it is becoming more demanding, and there are an increasing number of channels available to do it. Consumers want to be well-informed before making a purchase decision, and in the case of digital marketing, higher-quality information is becoming increasingly important in order to be seen.
We’ve outlined six critical measures to take when developing a content strategy that will assist your firm establish its position:
- Define your objectives
- Determine who your target audience is. Make a clear statement about your message. Select your preferred formats. Resources should be evaluated, and a content calendar should be developed.
1- Define the objectives of your content
It is critical to clearly define the content marketing objectives of your enterprise before you begin creating content for them. What do you want to accomplish or what do you need to accomplish in the short and medium term? At the very least, list two or three objectives. With this knowledge, you can create content that is in line with the business plan and specify the metrics that will be used to determine success or failure.
2- Identify your audience
Recognizing and understanding your target audience is an essential component of every successful marketing or advertising campaign. When you understand your target audience, including their strengths and limitations, you can develop an effective strategy to suit their requirements. As soon as you’ve determined who your target audience is, start thinking about what they could be lacking. To figure out what those points may be, conduct some keyword investigation. What is the first thing you do as a consumer when you encounter an issue and need to find a solution?
The search engines are used by consumers to discover answers, and understanding the phrases they use in their searches that are linked to your organization, product, or service may help you identify the issues they are having.
3- Defines the message very well
Create an enticing message that will win over your target audience. Adapt it as much as you can to their needs, speak in their language and use their lingo, get as near to them as you can and make yourself known, but most importantly, talk to them about areas of their lives that interest them. You know you have something that he is interested in -otherwise, you would not have picked him as a possible buyer or user-, and all you need to know is how to communicate that desire to him so that he realizes that your product is the one he is looking for.
4- Choose the diffusion channels
Keep in mind that being present on every channel is not always the best strategy. In reality, having a physical presence in the areas where your potential clients congregate is what matters. Here, knowing your audience (age, gender, and demographics) as well as investigating which channels your audience typically interacts with is critical, as this will allow you to concentrate your efforts on those social networks that will allow you to develop a strategy that will yield positive results. It is preferable to concentrate on two or three accounts rather than attempting to manage more than four at the same time.
5- Evaluates resources for the creation
If you believe that you lack the capacity to develop all of the material you require or at the level of quality that it deserves, don’t be afraid to allocate a portion of your budget to this endeavor. To be sure, providing excellent content that is useful to your consumers, provides them with information, and does it in a visually appealing and engaging manner is an essential part of building a successful plan and executing it correctly.
It is considerably more difficult to get conversions and revenues without making a significant investment in content. It is not enough to have a good content marketing strategy; you must also be willing to put it into action.
6- Create a content calendar
Create a weekly and daily schedule in which you outline how much core material you will include and how it will be generated into social media pieces for each day of the week. There are a variety of systems available for organizing and automating the distribution of your material. To maintain organization within your firm, provide particular duties to each employee so that they each feel accountable for a certain aspect of the content marketing strategy. Content methods help your startup become more knowledgeable.
To begin developing a content strategy, you must first establish goals and assess your target audiences.
StartupNation and Innokabi are two of the sources.
Brand Positioning Strategy For Startups (Analysis and Examples Included)
We live in a world that is full with noise. There are three things that can be done in 60 seconds:
- 156 million emails were written
- 16 million SMS were received
- 4.1 million YouTube videos were watched
- 3.5 million Google searches were conducted
- 1.8 million Snaps were made
- And $751,522 was spent in online retailers. 452,000 tweets were sent
- 95,890 WordPress articles were created
- 70,017 hours were spent watching Netflix
- 46,200 Instagram posts were posted
The question is how to rise above the din so that your business receives the attention it deserves. (Source) By strategically placing your brand. As a result, when a consumer has a specific problem, they know who to turn to for help.
What Is Brand Positioning? A Simple Definition.
The position that your brand occupies in the mind of your consumer is referred to as brand positioning. Even more essential, it is the discipline of differentiating your offering from the products of your competition. Entrepreneurs that are astute understand that their logo is simply one element of the positioning jigsaw. Proper posture necessitates the following characteristics in order to obtain the most possible benefit:
- A positioning statement will provide you with insight into how to distinguish your brand from the competition
- It is necessary to have a thorough awareness of the points of parity between your product and its competitors in its specific category. A straightforward method of communicating your value proposition to customers
- Clarity regarding your competitive advantages in order to maximize your differences in a lucrative manner
- And Having a grasp of how to differentiate your product in a way that results in more sales This enables you to establish a distinct position for your goods in order to better distinguish your brand from the competitors. A methodical approach to transforming your distinction into a distinctive selling proposition that attracts buyers to your company
- Consistent brand messaging should reflect your company’s competitive positioning
Let’s start by taking a closer look at your brand positioning approach. You will be able to optimize the value of your brand positioning statement as a result of this.
Brand Positioning Strategies to Dominate Your Market
Positioning Strategy is the main article. It is true that “all men can see the tactics by which I conquer, but none can see the strategy out of which success is born.” Sun Tzu’s The Art of War is a classic work. Every brand, in order to be effective, can only occupy one notion in the mind of your target audience. Volvo was the best-selling automobile brand in terms of “safety.” Apart from 1977, Volvo was the most popular imported luxury vehicle from 1975 to 1992, with the exception of the XC90.
Volvo, on the other hand, was the first to tell this tale, and he said it over and over.
Volvo, on the other hand, made a mistake.
- With the Volvo V70, you might call it “The Sportswagon with Attitude.” With the Volvo XC70, you could call it “Unsurpassed elegance and thoughtful comforts abound.”
- “Experience 5 Star Luxury,” according to the Volvo S80’s advertising campaign.
The list might go on forever. Some of Volvo’s latest slogans have only served to exacerbate the uncertainty. “Life is better lived together,” “Volvo your life,” and more phrases are included. What exactly does the phrase “Volvo your life” mean? An successful brand positioning strategy is centered on a single central stance or position statement. The concept is then reproduced in many forms across the company’s merchandise.
Depending on your plan, the manner in which you express your basic perspective may differ. The position, on the other hand, will remain unchanged. What should your company’s brand positioning strategy look like? Three questions you should ask yourself are listed below.
Is it possible to become1 in the market?
It sounds like becoming1 is a profitable endeavor, and it is. However, saying it is easier than doing it. Consider the fact that MySpace, Friendster, Hi-5, SixDegrees, and even LinkedIn were all established prior to the launch of Facebook. Despite this, none of them remained in their positions indefinitely.
Is it possible to become2 in the market?
Many entrepreneurs fail to see the importance of becoming2 in their industry. It is deeply entrenched in Western society to be1. “If you’re not first, you’re last,” as the saying goes. However, in many markets, the 1st and 2nd place finishers take home the majority of the gains. McDonald’s and Burger King are two of the most popular fast food restaurants. Pepsi and Coca Cola are two of the most popular beverages in the world. Monster Energy and Red Bull. And if you can maintain the second place, you will be within striking distance of the first.
Can you create a new category?
If you are unable to be first or second in a given category, you may try developing a new category altogether. Last but not least, marketers refer to this as “building a blue ocean,” a term made popular by the book “Blue Ocean Strategy.” These chances are frequently created by providing better service to new clients. Walmart was not the first department store to open its doors. However, they took advantage of a gap in the market at the lower end of the spectrum. The same could be said about Whole Foods Market, which is located at the upper end of the grocery market.
How to Create a Magnetic Brand Positioning Statement in 4 Simple Steps
A successful brand positioning statement is not something that can be conjured up out of thin air. Instead, you require information. Your positioning statement will become a magnet for attracting the right customers if you use data to support it. The following is a straightforward formula that you can use to develop your brand positioning statement:helpsby. Filling in your brand positioning formula is easy if you follow the steps listed below:
1. Talk to your customers.
Identify the particular terms that clients use to define themselves in their own words. This will assist you in developing your first client persona, which you can then exploit and benefit from. Additionally, speak with those that interact with your consumers. This encompasses everyone from individuals within your organization to those outside of your organization. Some excellent individuals to speak with our sales representatives, customer service representatives, influencers, and media.
2. Identify your competitors.
Knowing how they position their brand can help you determine what you need to do in order to stand out from the competition. If you look at their meta title in Google and the main header on their home page, you will be able to figure this out.
3. Compare your competitors to your customer feedback.
What are the themes that keep coming up in your client feedback? What exactly is this point of distinction as compared to what the competitor has to offer?
4. Craft your brand positioning statement.
All that is required is that you place the parts of the puzzle together! Its positioning statement is as follows: “Growth Ramp is on a mission to assist 1,000 entrepreneurs in taking their businesses from idea to scale.” Bonus: Create your own unique selling proposal based on the information you have gathered. Consider the following scenario: you discover from your study that your clients like your prompt customer service. You now require certain information in order to explain this advantage.
You may now provide your consumers with statistics to support the claim that you provide quick customer service. Let’s take a closer look at the first of these four steps, which is how to do a brand analysis.
How to Do A Brand Analysis to Better Position Your Brand
Not sure about you, but the term analysis doesn’t really excite me in the least bit. (“Audit” is another term that should be avoided). Content audits, SEO audits, and other marketing audits don’t sound like they’ll make a significant difference in your bottom line. However, developing a brand strategy without doing a thorough study is like to building a house without a blueprint. It’s a formula for catastrophe, to say the least. A brand analysis should be carried out prior to beginning the process of designing your brand strategy.
A wise man named Sun Tzu once remarked, “The enlightened ruler plans ahead of time; the excellent commander cultivates his resources.” To study a brand and define its positioning, we use a specific procedure, which we call the Growth Ramp Gap AnalysisTM.
1. Talk to your customers.
Not sure about you, but the word “analysis” doesn’t really excite me in the slightest. Also, the term “audit” is mispronounced. Auditors aren’t convinced that content audits, search engine optimization audits, or other marketing audits will make a difference. Brand strategy without analysis, on the other hand, is equivalent to construction without blueprints. The situation is doomed to failure. A brand analysis should be conducted prior to the development of your brand strategy. Making the most of your resources requires careful planning.
- In the past, have you worked with any other (category providers) vendors? Please provide us with their names. What was it about (competitor) that you liked the most? What was your most significant complaint when utilizing (competitor)? Please tell us the top three reasons why you picked (our product) over a competitor’s offering. What do you think makes (our product) unique in comparison to other items on the market
Are you interested in positioning your price such that it may guide your pricing strategy? You might inquire about the following four points:
- If the product were to be sold at a higher price, at what point would you consider it to be too expensive to consider purchasing it? If a product is priced so cheap that you believe the quality cannot be very good, at what point do you believe it is priced too low? What price would you consider the product to be starting to get pricey, to the point where purchasing it is no longer a possibility, but you would have to give it some serious consideration
- Exactly at what price would you consider a good deal, or an excellent value for the money
Do you need to enhance your client personas in order to develop a go-to-market plan for your company? You might want to inquire about the following:
- What is your gender identity? What are your age qualifications
- What city do you reside in? Which adjectives would you choose to describe yourself
- What are your current professional ambitions and aspirations?
Is it your objective to make the purchase process for your customers more efficient? You might inquire about the following:
- Is there anything that almost prevented you from making a purchase from us
- Or Tell us about the most significant worry or concern you had before making your purchase from us. Can you tell us what else we could have done to make your decision easier? What factors were most significant to you while evaluating this product
Hundreds of possible questions are available for you to consider. However, asking a consumer more than 20 questions would typically result in the customer feeling overwhelmed. As a consequence, they will want to wrap up the interview as soon as possible. When this occurs, you may frequently receive replies that are brief and of low quality. Do you need assistance figuring out how to reach out to your customers? Check out our email outreach campaign for more information. This is the first in a six-part series of articles on how to enhance your email outreach efforts.
As a result, you need contact at least 50 clients in order to get sufficient qualitative information.
2. Organize Your Interviews Into a Spreadsheet.
Later on, you’ll want to make a short reference to something someone else said.
It will be simpler to find the information if it is included in a single spreadsheet rather than having to dig through a slew of Google Documents. Make a new column for each question you have. Copy and paste your answers into the spreadsheet once you’ve completed it.
3. Find and Analyze Your Competitors.
Competitive Intelligence is the focus of this article. Product alternatives can be found on review websites such as G2 and Capterra. Use the list of rivals that your clients have provided you with as well. Don’t forget about rivals who provide a component of your solution. Customers may be utilizing a substandard product alternative since they are unaware of a superior alternative. Investigate the positioning of your rivals’ businesses to have a better understanding of their strategies. What methods do they use to promote themselves on their website?
- In their “about us” section?
- What do they say in their commercials?
- After that, group them according to market segment.
- There are email service providers such as MailChimp, Klaviyo, and ConvertKit that you may use.
4. Brainstorm possible brand positioning statements.
The objective here is to generate as many potential positioning statements as possible. This will enable you to experiment with different positioning statements until you discover one that resonates with you. To begin, what is the purpose of your company’s existence? Being clear about what you want to achieve can help you to craft your positioning statement with better clarity and precision. You might find it useful to ask yourself the following question: “If you had $5 million in the bank, what would your organization prioritize doing?” Second, decide which market you want to visit first and when time of day.
- You will have an easier time attracting consumers.
- Which market do you think you should start with?
- Making the transition to a new solution for these clients will be less difficult.
- What is it about your company that people find appealing?
- What would they like to see improved?
- Fourth, make advantage of the brand positioning formula that I already described.
- Come up with a minimum of 20 positioning statements.
- Once you’ve narrowed your list down to the top five statements, choose the one that resonates the best with your team.
- What is the significance of a unique selling proposition?
- The company claims that you may save 15% or more on your insurance premiums by switching to Geico in only 15 minutes.
- Finally, take your new positioning statement and incorporate it into the language on your website.
The more times you repeat your message, the more likely it is that others will understand what you are advocating for. Do you require some motivation? Here are some samples of positioning statements to consider while writing your own.
3 Brand Positioning Statement Examples for Your Inspiration
Having a conversation with clients is the most effective method of developing a positioning statement. Once you have this information, it might be difficult to find the exact words to use in your writing. Here are a few examples of brand positioning statements to offer you an additional creative edge while developing your own positioning statement.
Coca-Cola’s Brand Positioning Statement
Providing “the genuine thing” is how Coca-Cola motivates people to be happy. Coca-Cola was one of the first beverages to hit the market. It is one of their primary positioning strategies to emphasize that they are genuine because they were the first to market. Every other soft drink manufacturer is a knockoff. It’s an advantageous situation. However, it is difficult to avoid coming off as antiquated and out of date at the same time. Coke was hit directly in the gut by Pepsi, who responded with slogans like:
- Among the television commercials are “Come Alive, You’re in the Pepsi Generation” (1964–1967), “Pepsi. The Choice of a New Generation” (1984–1988 and 1990–1991), “Pepsi. A Generation Ahead” (1989), “Be Young, Have Fun, Drink Pepsi” (1992–1993), “Generation Next” (1997–1998), and “Taste the one that’s forever young”
This is an amazing example of how to position a market leader in a competitive environment. This is why having a compelling unique selling proposition can help you establish a defensive moat before your competitors approach.
Nike’s Brand Positioning Statement
Nike assists athletes in becoming champions by providing them with high-quality sports apparel and investing in the most up-to-date technologies. Victory. What athlete does not desire to be victorious? Indeed, winning is not limited to athletes. Gamers, business owners, and real estate investors all want to be victorious. Who doesn’t want to be the victor? Nike personifies the will to succeed. With a drive to become a champion as its name, slogan, and devotion, it is on its way to success. Nike is a Greek word that literally translates as “victory.” Nike was a goddess of triumph who was worshipped by the Greeks.
However, when you take the time to reflect on it, you will realize that winning begins with action.
Athletes are always looking for a competitive advantage.
In order to move from 211°F to boiling at 212°F, sportsmen are prepared to invest in the most up-to-date technologies available.
Apple’s Brand Positioning Statement
Apple provides you with the tools to question the current quo. They accomplish this by developing technological goods that are original, attractively designed, and easy to use. According to many marketers, Apple is the gold standard. They are always developing a high-end, inventive product that appeals to those who are still youthful at heart. The execution of their contrast advertisements, which included the phrase “I’m a Mac, and I’m a PC,” was immaculate. First and foremost, they positioned all other computer brands as if they were PCs.
After that, there was Mac.
Do you want to be perceived as youthful, trendy, and laid-back?
A growing number of SaaS businesses are using comparison advertising into their content marketing campaigns.
Furthermore, these pages may be able to rank for the brand keyword of your competitor: To prove that this is not an isolated incident, consider what occurs when someone Googles Thinkific: According to Advanced Web Ranking, branded keywords frequently have click-through rates that are 50-100 percent greater than unbranded terms.
For example: That represents a significant amount of traffic with a great conversion rate! Apple also avoided falling into the trap of expanding its product portfolio. Almost every Apple product has been given a unique and memorable name:
- The Macintosh, the iPod, the iPhone, the iPad, and the MacBook are all examples of technological advances.
Hewlett-Packard (HP) is yet another well-known computer manufacturer. Can you name any of the goods manufactured by HP? You may be aware that they are a retailer of printers, cameras, and calculators. However, only a small percentage of the population can recall which items they have. These case studies should provide you with a taste of how to develop a brand positioning plan for your business.
How to Position Your Startup: Process + Advice From Positioning Expert Hema Padhu
When I started working at Maze in early 2020, we were about to introduce a new product called Maze Discovery, which would allow customers to perform tests without having to import a prototype into the system. This represented a significant shift in the direction of our organization. The company Maze had discovered product-market fit as a prototype testing tool for product design teams up to that point. After learning that the launch date was approaching, we began to hold discussions regarding our positioning and rapidly found that things were no longer so straightforward.
This was the point at which we decided to put resources into establishing our posture.
Marketing, pricing, and product development should all be guided by your company’s positioning strategy, which should influence all strategic decisions that you make as a business.
An in-depth look at how we determined our positioning, as well as insights from positioning expert Hema Padhu, are presented in this post step by step.
So, what exactly is positioning and why does it matter?
In the words of Hema, “Positioning, as Al Ries put it thirty-something years ago, is a struggle for the consumer’s attention.” Once an end-user has assigned a certain position in her mind to your product, it is extremely difficult to change her thinking about it. We understand this as marketers because perception is reality. When it comes to SaaS, a consumer has a plethora of options that are always expanding. The majority of us navigate between six to twelve different browser windows during the course of a day in order to complete our tasks.
Positioning your product and its benefits in relation to other players in your industry, as well as explaining how it differs from them, are all crucial.” Positioning is the purposeful process of identifying how you are the greatest at something that a specified market cares a great deal about.
- April Dunford is an American actress and singer.
- As a result, you can better define your market positioning, which is essential for long-term success.
- It serves as a guide for product strategy, providing the team with a clear knowledge of who they are working for and which product differentiators they should emphasize.
- In a nutshell, it is a critical component of every organization’s success.
And, if done well, it may be quite profitable. Consider the following examples: Drift, HubSpot, Slack, and MailChimp. They are all unquestionably tops in their respective categories, and this is not by coincidence. Later on, I’ll go into more detail on category creation.
How we defined our positioning: a step-by-step overview
We, like many early-stage businesses, have a never-ending list of goals that include everything from introducing new products to kicking off long-term acquisition plans to driving short-term growth—all while laying the groundwork for the company’s future success. In light of this, we decided to bring Hema on board as a member of our leadership team to assist them. While we chose Hema to join our team, we did so not just because she came highly recommended, but also because we understood that bringing in someone from outside the organization would provide a fresh perspective to the group while also freeing up time for us to concentrate on short-term objectives.
You may use this overview to guide you through the process of creating your product positioning.
Step 1: Forming our positioning team
To get things started, we selected the members of our positioning team. As part of the process, we wanted to make certain that important stakeholders were involved and had a say in the final conclusion. To do this, we built a team that included Jonathan, the CEO and co-founder, Thomas, the CTO and co-founder, Arjen, the Head of Product, and Bozena, the Director of Marketing (all of whom were recruited from within the company). A distinct point of view on how consumers perceive and experience the product may be brought to the table by each team, from sales to marketing to customer success to customer service.
As a starting point, we went through the definition of product positioning, as well as what it isn’t and why it’s essential.
Finally, we came to an agreement on the overall process, which included everything from critical milestones to weekly feedback meetings.
I realized that positioning is not just about you and what you want to develop, but it is also about where you stand in the market and how you convey your position to your customers and potential customers.
Step 2: Speaking to our power users
Conversations with some of our most influential customers got things started. Users from various user groups, including various personalities and different organization sizes, were shortlisted by our Customer Success team, and we conducted in-depth interviews with customers in our Customer Advisory Board to finalize the list (CAB). Your best-fit clients are the ones who have the most in-depth grasp of what your product is. April Dunford is an American actress and singer. Here are a few examples of questions we posed to participants:
- Could you please outline the extent of your responsibilities at the company in a few words? I’m curious how you learned about Maze. What is the difficulty that Maze is resolving for you
- What would you say about Maze if you were to describe it to someone who had never heard of it before? What would you do if Maze was no longer available to you
- What would you do instead
- Please help me by completing this phrase. I would have a terrible time completing without Maze’s assistance
- Do you believe there are alternative ways that tackle the same problem
Using the interviews, we were able to gain a thorough insight of what our consumers value the most and the least, how they use the product, why they picked Maze over alternatives, what their purchasing process looked like, and most importantly, what problem Maze addresses for them. The consumer interviews confirmed the hypotheses we had already formed.
In my perspective, it was fascinating to observe how various individuals described Maze using the same vocabulary that we were using. This was quite beneficial in developing our positioning. Jonathan Widawski, the CEO and co-founder of the company
Step 3: Establishing our unique differentiators
Following that, we began to delve further into the value we bring to our users. As a first stage, we identified Maze’s core value elements, which are the things that our consumers find most valuable, as well as the ways in which our product’s features support these. In order to guarantee that we caught all relevant values, we not only evaluated “visible” data, but also values that may not be immediately apparent at first glance—the things that are under the hood yet are essential to the operation of the engine.
- These principles are the most important reasons why consumers pick Maze above competing solutions, and they serve as the cornerstone for our positioning and communications strategy.
- We created a flowchart of the product development process, from inspiration through manufacturing, and identified areas where our rivals were good and areas where we were great.
- Finally, we were interested in learning about the values that our consumers had in common.
- These were the categories we created:
- Culture focused on the customer (high, low)
- Product complexity (high, low)
- Team size (50,5)
- Release cycle (quick, infrequent)
- And more. Data-driven (to a considerable degree, but not excessively)
We were able to identify commonalities amongst the clients who had the greatest adoption rates as a result of this. As a result, we were able to gain a deeper understanding of how our values aligned with the internal business values of our users.
Step 4: Analyzing the competitive landscape
Having gained insight into the problem that Maze was attempting to solve for our consumers, we wanted to gain a deeper knowledge of how others were attempting to solve this same problem in the market place. This was accomplished by an investigation of important companies to determine their product offering, positioning, message, target audience, and price. Following an analysis of the market, the most important conclusions were that the vast majority of teams depend on qualitative in-person research, video recordings, or post-development analytics to get information.
- Making a decision is key to positioning.
- Avoid the urge to enumerate every feature and function your product has.
- Concentrate on it.
- It was now our turn to make a decision; we needed to determine what we wanted to put our energy into.
- This was accomplished by categorizing our value pieces into three categories: must-haves, nice-to-haves, and one-of-a-kind hooks.
We polished our list over and over again, always questioning whether or not it was actually one-of-a-kind in any way. In the end, we were able to pinpoint what we feel distinguishes Maze from other similar products: the ability for anybody to test and learn quickly.
Step 5: Creating our positioning statement
Finally, but certainly not least, we developed our positioning statement. There are a variety of positioning statement templates available, however we choose the following: (Name of Company) provides a (product/app/category) that enables (statement of major advantage) for (target audience) who require (need or opportunity). In contrast to (your competing alternatives), (name of business) (has these downsides) (name of company) (name of company) (statement of primary differentiation). Eventually, after several iterations, we came up with a statement that we were quite pleased with.
- Positioning provided us with a guiding North Star to follow.
- It was critical for us to work together since we each had a little different idea of where the North was located.
- With our positioning, we’ve been able to direct our product strategy, establish our market entry strategies, and even create the look of our new brand.
- Decide on the one thing that you can guarantee and keep delivering on time and time again, no matter what happens.
- “Because we are expanding our aperture from user research to enable anybody to test and learn quickly, we now have an obligation to follow through on our ambition,” says Jonathan, Maze’s CEO and co-founder.
- We’re also considering ways to make the construction process more efficient and user-friendly for everyone by utilizing professional templates that have been vetted.
- If you label yourself a Conversational Marketing Platform but do not provide different means for your customers to speak and engage with you, or do not collect customer journeys and use that data wisely, you are not living up to your promise.
- Choose one item that you can promise and deliver on time and time again, no matter what,” Hema advises.
How to effectively position your product: 4 pieces of advice from Hema
To conclude, we asked Hema to discuss some of the most frequent mistakes she sees startups make when thinking about positioning, as well as some tips on how to avoid making them. Here’s what she had to say:
1. Don’t position yourself too late
Many entrepreneurs, in their quest to improve product-market fit, hone in on a certain audience group or a specific component of their product and try selling into that segment or functionality. It is possible to lose sight of the forest for the trees in this situation. Even if the startup’s concept is larger and more expansive, your target audience may place you in a certain category. And you can’t hold it against the crowd! You never explained to them, in a clear and convincing manner, why your vision is important and how your perspective of the world, and, by extension, your product, is fundamentally different from all the other choices available.
“Position or be positioned,” as the writers of Play Biggerwarn, is their motto.
2. Solve a meaningful problem
On occasion, founders can become overly focused on the creation of a category at the expense of ensuring that they are solving a meaningful problem for someone. If you can’t convince your end users that you are solving a significant pain for them that they would be willing to pay for someday and that you are doing so in a completely unique and different way than your competitors, it’s impossible to establish yourself as a category leader. This is why having some evidence of product-market fit is critical before concentrating on positioning a product in the market.
3. Make a choice
Product positioning that works is all about giving customers what they want. It is your choice to be something particular for a target customer or a group of people, which implies that you are also choosing not to be a whole lot of other things to those customers or group of people. This is the point at which I engage in a “difficult choices” discussion with the founders. “You can’t be everything to everyone, but you can be something wonderful for someone,” says one of my favorite quotations.
It seems easy, but navigating those options intelligently and finding that zone where your vision is neither too wide nor too limited that it is neither inspirational nor appealing is where the hard work has to be done.
4. Be strategic about building a product category
We live in a world where the winner takes it all. To that end, as so many successful businesses such as HubSpot, Salesforce, and Slack have demonstrated via their dominance of a market, there are significant advantages to doing so. In addition, while category development is a very planned and intentional process, the founders of these firms formed categories because they viewed the world in a way that most others did not. “Wait, why are we doing things this way?” they wondered as they examined the current situation.
So that’s the first step: do you have a new perspective on the world?
Typically, these early adopters serve as your evangelists, and their support is vital to your company’s growth.
Take, for example, Mailchimp.
Email and surveys were already in use prior to the establishment of these firms.
Her email address is [email protected], and she welcomes your correspondence.