Positioning strategies in marketing are brand strategies through which a brand differentiates itself from competitors and targets a specific niche of users.
Marketing and communication strategies depend on this choice.
Positioning forces the brand to target only some people and not all, and this is precisely the factor that allows companies to win in the market.
Positioning strategies in marketing and customers
“This strategy allows the brand to position itself in the minds of the people it targets,” explains Factory CEO Donato Cremonesi.
“One positions oneself by making clear choices to meet the needs of the brand’s ideal customers. So you position yourself by offering specific products or services, but also by embracing causes and values that the customer community reflects in.”
“To do this, you have to know thoroughly the people you are addressing.
One technique is to profile ideal customers(buyer personas) and target all marketing and communication strategy to them.
As interactions between the brand and the lead increase on the one hand, more data are acquired to enrich these profiles.
On the other hand, thanks to marketing automation, we can make personalized proposals to each contact: lead or customer.”
Communicate comprehensively
“Comprehensively communicating all services, values and levels of customer support is also an important part of the positioning strategy.
If people are aware of everything a company does, they are also more aware of what differentiates it from its competitors.”
“But communicating is not a one-way relationship: it is also essential to know what the feedback of leads and customers is to us.
Only from this active listening does the company understand whether it is really helping its people. Today, the experience of users at every touchpoint with the brand is crucial in convincing them to buy.”
“A final aspect in positioning strategies relates to possible brand-user interactions.
How many opportunities do customers have to contact our company? Phone, WhatsApp, inbox, chatbot, newsletter and email multiply the opportunities for contact and interaction.
So on the one hand it improves the user experience, but on the other hand it increases business opportunities.”
How does Factory Communication study positioning strategies
“At Factory we place a lot of emphasis on one aspect of positioning strategies, which is identifying the right niche audience.
You cannot sell everything to everyone, and an undifferentiated proposal is counterproductive.
That’s why when we support companies with positioning, we start here. The goal is to identify who the people are that our customers want to-and need to-target.”
” Marketing and communication strategies depend on this first niche choice. We study Buyer Personas to understand what an ideal customer expects.
Understanding people is essential(desires, needs, fears, factors that may lead to purchase or conversely may lead to failure).”
“Only after carefully planning a broader brand strategy do we go into the details of the marketing and communication strategy. We then work on branding, identifying the most appropriate tools for each case.
What are these tools?
- SEO (Search Engine Optimization) Strategy
- Social Media Marketing
- Adv Campaigns
- Content marketing
- Inbound marketing.
We have gained all the skills over the years that enable us to provide the client with an effective, tailored strategy.”
Find out how we can help you by looking at one of the 4 marketing and business objectives.
