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MARKETING BRAND POSITIONING
Everything you need to know to gain value in your small business
If you own a small business your brand positioning statement should identify what separates your business from the rest. What makes your business unique?
Your brand’s positioning statement is a specific message of purpose for the work that is being done.
Getting your positioning correct will support your effort to optimize your small business growth with impressive results.
We put together a quick Brand Positioning Playbook as a guide to help you gain valuable insights.
The overall performance of your business can be translated into a statement that will resonate best with your products/service and target customers.
“Our goal is to exceed our clients expectations, one marketing campaign at a time by only focusing on top performing marketing tactics that will take their businesses to next level.“
— Nia Pearson, CEO/Senior Consultant
Work smarter by staying on task
Keeping your business content organized all year with a content marketing calendar is a great way to stay organized.
Using a Content Marketing Strategy tool can help execute your content marketing strategy in an efficient and timely manner. With so much going on, it can be difficult to stay on track. Having a clear mind and precise schedule will help aide in the process of building your business.
This is a calendar-based plan that provides an overview of what marketing messages will be shared across multiple social media channels or blog pages to promote your product/services. This allows you to be on top of daily responsibilities that will not only help elevate your business to the next level, but it will also alleviate the stress of being unorganized.
Work smarter by understanding SEO
If someone is searching online (using a keyboard) for a product or service that you have optimized in your content strategy, that “key word or phrase” will be aligned to your business and ranked on search engine results. Meaning, the more activity linked to your page from a key word online will create more engagement onto your website.
This process is SEO; Search Engine Optimization, which takes a consistent amount of content to establish a high authority online for this search term.
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Your business will land on the first page of the search engine results over time. This is not a quick solution for driving traffic, instead an organic search ranking strategy that can take months to years to establish.
Once your content marketing strategy is rolling your target audience will look forward to your delivery of valuable, relevant, and consistent content.
Prospect should walk away feeling like they’ve learned something.
Your content must address consumers’ wants, needs, and interests.
Effective content, delivered over a period of time.
TAKE YOUR BUSINESS TO THE NEXT LEVEL
At Marketing 4 Real Results, we often speak to entrepreneurs and small business owners who sometimes feel overwhelmed about the steps needed to improve business processes, gain market share, increase their bottom line and take their business to the next level.
Due to the passion and love we have for the process of marketing, we like to use data to make decisions. This allows us to create an informative and effective road map for your business. We start each conversation by noting that marketing exists because of market demand and focus all marketing efforts to identify the true meaning of that statement. With our help, you can develop a plan that will elevate your business.
Learn More about Marketing Plans, and Get Our FREE Marketing Plan Template
Are you Prepared?
Understanding your target market is important to all businesses B2B and B2C.
To keep your marketing on track and get to the next level, you must build on success stories. Every time your business has success with a marketing campaign, replicate it! Remember the steps you used and try to have the same success.
The most important aspects of this process are to ensure you understand who your target audience is. The more the target audience is identified, the easier it is to target.
B2B Marketing – Marketing of products or services to other businesses and organizations. B2B purchases are based more on logic and sometimes require a lengthy marketing message to maintain engagement.
- Highlight your biggest success stories and what caused them.
- Highlight your biggest failures and what caused them.
- Highlight your best performing customers and compare them to your least active customers and get an understanding of the differences.
- Highlight your worst performing customers and determine the cost to keep them and if it makes sense.
- Ensure your sales, marketing and customer service teams are aligned.
- Review your distributors and partners and their position in the market.
- Continually evaluate your website to optimize for SEO of top performing keywords to drive more traffic and maximize sales potential.
- Modify your content marketing strategy by ensuring that the top performing services are included.
- Ensure your communication across all platforms continues to expand with top performing keywords.
By posting relevant industry content your prospects and customers will view you as a source to fill their need when the time is right.
Stay on track to ensure you take the proper steps to elevate your business to the next level and download the below Marketing Checklist.
Most common B2B Marketing
Social Media / LinkedIn
B2C Marketing – Marketing of products and services to individuals for personal use. B2C purchase is based on emotions. Consumers also demand a variety of distribution channels and want you to be direct.
Most common B2C Marketing
Website Landing Pages
Social Media/Instagram/FB Advertising
- Overall for both B2B and B2C, marketing has a focus on the benefits and features of your product/service.
Customers and prospects will always be key to your business health past, present and future growth. By analyzing how your audience changes over the years you are able to understand the position your product/service holds year over year. This will help you determine whether it’s still relevant to continue to target the same audience or identify a new and more profitable target audience.
In the current digital marketing environment, it’s critical to understand how your target audience has purchased and will purchase from your business.
Since 95 percent of all business searches start with online research, it is important for your website to speak to the needs of your target audience. Remember the process of marketing involve steps:
Awareness – is the process to get customers to recall or recognize a brand.
Consideration – This is where you want to increase your marketing push. Consumers now recognize your brand and may choice to buy your product/service. This is not a full commitment and marketing should continue to be consistent to sustain their attention.
Conversion – Once a person has awareness and consideration they are a strong lead that is ready to complete your desired goal. Either purchase something or do something.
Stay on track to ensure you take the proper steps to elevate your business to the next level and download our Marketing Checklist
New Business Forecasting
Answers to the below questions will give you a competitive advance in your target areas.
Since marketing continually becomes one of the most technology dependent functions in business, information and data is powerful.
- How different are your products/services? (Refer to swat analysis)
- What value does your products/services create for the market?
- Survey your customers and prospects. Audit results to improve your impact. If something is not right, try your best to fix it. Believe in your brand. Inspire others to feel your passion. Reposition your brand if needed, based on customer feedback and possibly explore a new target audience.