Positioning by Perception

You’ve worked hard to develop your company’s message and build your brand. Now, in order to grow sustainably, you have to make sure your message aligns with your target market—or that your various messages align the different segments of your target market.

Here’s a guide to ensuring that your message is getting through to the people who need to hear it.

• Define the group(s) you’re trying to reach. The more specific about defining your target market  (or markets), the better you can design marketing materials that resonate with them. For each of your products or services, describe your ideal clients, focusing on their needs, desires, and values so that you can appeal to those in your marketing materials.

• Develop an overall marketing strategy. The content of your targeted materials should be part of an overall strategy. Some target audiences, for example, will only make a purchase once they’ve established a relationship with your business. So your overall marketing plan will include long-term techniques for building those relationships, in addition to specific plans for eventually converting each prospect into a paying customer.

• Create multiple versions of marketing materials. Be smart about reaching multiple target markets. Learn the art of tweaking marketing materials (i.e. introducing slight variations into them) so they appeal to different groups. This will save you time and energy by allowing you to tailor your larger message to the various types of people you want to reach.

• Communicate through the right channel(s). Even if you have the perfect message for your target audience, they won’t buy from you if you’re positioning that message in the wrong forum. Know where your marketing materials will have the biggest impact, but don’t neglect “lesser” channels. One key element of many successful marketing campaigns is connecting with prospects through multiple channels (e.g. email, social media, face-to-face conversations, etc.

• Reevaluate on a regular basis. Don’t assume that your super-targeted message from two years ago will work today. Schedule time to reevaluate your audience’s needs and wants, your products’ or services’ benefits, and your strategies for conveying your message.

Even the best products in the world won’t earn you money or help your potential clients if you aren’t positioning them in front of the right audience. Make sure you’re able to achieve you business goals by devoting sufficient resources to your marketing efforts.

How have you modified your message to reach various segments of your target market?

 

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1. The First Step to Increasing Business? Get Specific on Your Target Market.