When your customers or prospective customers think about you and your company, what is their impression? What would you like them to think about? How do they perceive you compared to the competition? Is there a keyword or phrase by which you want your company to be known? Do your customers think of that when they think of you? Essentially, your marketing techniques determine your market positioning within your industry. Therefore, you must take active strides to keep it strong or to make it stronger.
You see, you’re playing a figurative chess game with one of your competitors. One of you will “checkmate” the other in the marketing battle. So within this game of business, are you on the offensive or the defensive? Do you know the caliber of your opponent? Have you surveyed that business’s strengths and weaknesses? Have you surveyed your own? To determine your marketing position in comparison to other companies, you must take two types of surveys.
First, you want to look internally. Start with the leaders of your company.
What about your rank and file employees?
After you perform a self-assessment of your company and its employees, it’s time to get feedback from your team members and your customers. Let others tell you what they value about your business. Survey customers.
Send out actual surveys to your customers to find out what customers think about when they think of your company. Read the testimonials left on Google and in social media. Positive reviews can suggest the strengths you can build on. Negative reviews can offer you ways your company needs improvement.
Ultimately, you are surveying others to determine what they think about your company and to figure out how you are positioned within your marketplace. What makes you stand out from amidst your competition? Do team members and customers think about you the way you want them to think about you? Do you have a solid footing within your marketplace, or are customers still trying to figure out what you do best?
If you’re not sure where you stand within your marketplace, you can take steps to fix that. You can make your current position stronger, or you can claim a position by doing the following things:
So with that, let me ask you – have you defined the exact experience you want your customers to have? Start by writing it out in story form. Remember, market positioning is a proactive process. It’s not a defensive mechanism or position. In order to set yourself apart in the marketplace, you must create your image. You are responsible for how others see you, and that all goes back to marketing. Your customers’ view of your company directly relates to your company’s sales.
For more information on this topic, be sure to subscribe to all the Business Growth content on podcast! You can find it on iTunes, Stitcher, Spotify, and all other major channels. And don’t miss our next article in the Marketing series: The Four C’s – Branding for Small Businesses