Product positioning is a key marketing technique. Without it, you may find yourself with a product that doesn’t seem to meet any real needs, doesn’t compare well to the competition, and simply doesn’t serve any purpose or purpose.
If you have a product that you simply think is great but you don’t know how to put it on the market or no one is buying it, you could have a problem with product positioning. So let’s take a closer look at what it is and how you need to use it to increase sales.
What is product positioning?
The words “product positioning” may conjure up images of supermarket employees placing candy at children’s eye level or presenting great deals right next to the cashier. However, that’s not the style of product positioning we’ll discuss in this text.
Product positioning, as we understand it, is a marketing strategy – one that influences how a product is perceived by its audience. The goal is to convey to the public how a specific product can solve a problem that the consumer is struggling with, and in a higher way than its competitors.
How is your product different from your competitors? How is it higher? That’s what you would like to convey.
By positioning we mean positioning your product on the market, positioning it in relation to the competition and positioning it in relation to the needs of shoppers.
Benefits of product positioning
There are many advantages to product positioning – let’s look at some of them.
1. Better understanding of the product
The work that goes into positioning a product for your audience naturally involves learning a lot about the product in the process. You need to learn why your product is higher than others on the market so you may communicate that to your audience.
You also need to find out how it is used to discover why people would want it and how to position the product in their lives. This knowledge may be passed on to sales teams to help them sell and help customers – which ultimately helps you gather your team.
2. Better customer experience
If a customer understands the value of your product, why it is higher than other products on the market and the way it meets their needs, they may use it more and your brand will make a higher impression on them.
This translates into more positive experiences and building greater brand trust.
3. Competitive advantage
Product positioning, by communicating the value of your product to your audience, helps you get ahead of the competition. Do other blenders only have two modes? Well, perhaps yours has 4!
Make one other one e-commerce platforms you have a great customer support team? Maybe that is something you may pass on to the public. Helping customers see these advantages gives you an advantage.
4. Saving money
What is product positioning if not a money-saving tool. By making the most of your product through smart marketing, you may save a lot of dollars. Instead of using less effective marketing methods, you may get monetary savings by investing smarter and putting your product on the radar of your audience.
How to position your products
Let’s take a closer look at how you may position your products to increase the performance of your sales team!
1. Know the competition
Competitive intelligence consists of a series of research efforts that assist you higher understand the strengths and weaknesses of your competitors, in addition to their market position. More specifically, you would like to:
- Determine who your competitors are by creating a list of direct and indirect competitors in your industry.
- Analyze their products to understand what they provide, what features they have, their prices and quality.
- Research their marketing strategies, comparable to product positioning, messaging, branding, and promotional methods.
- Check them out presence on the Internetcomparable to website, social media and customer reviews, in addition to online fame.
- Get to know your audience – their demographics, preferences, and even purchasing behavior.
- Find their strengths and weaknesses, discover what they do well and what they lack compared to your products.
- Identify gaps in the market – opportunities where you may fill a need that your competitors are not meeting.
A comprehensive overview of your sales coaching platform competitors can, for example, provide you with worthwhile information that may allow you to differentiate yourself and strategically position your products in that exact market.
2. Understand your customer on a deeper level
A deeper understanding of shoppers is key to understanding what product positioning is, in addition to to learning (*5*)sales questions that close the sale for this audience. You want to discover what their motivations are, in addition to their preferences and pain points, in order to position your products in the market. Specifically, you would like to:
- Identify your customers’ needs, what problems or challenges they face that your product can solve. This will assist you position your product as a solution to their specific needs.
- Develop customer personas that are more specific than segments and include things like customer goals, preferences, values, and purchasing behaviors. This will assist you create messages that resonate with each persona.
- Observe customer behavior, how they interact with your products, website, and marketing campaign. This will assist you discover trends that may impact your search engine marketing strategy.
- Stay customer-centric, i.e. meet customer needs and deliver value, fairly than simply promote.
3. Define your unique selling proposition
Defining your unique selling proposition (USP) will assist you differentiate your products from your competitors and also convey their value to your customers. Here are some key points to consider in this regard:
- Be clear and concise so that your USP is easy to understand and remember. Vague and general statements must be avoided at all costs. Be specific.
- Show how your USP is a solution to the problems your goal customers experience. How can your product make their lives easier, higher, or more enjoyable?
- Make sure your USP is consistent with your brand valuesWith consistent messaging, you may build trust and credibility among your customers.
A powerful and compelling USP will allow you to communicate the unique value of your product and stand out in a crowded marketplace.
4. Develop a search engine marketing Summary
Developing a positioning summary allows you to succinctly express your unique selling proposition (USP). Here are some suggestions:
- Start by clearly defining what sets your product apart from the competition – your USP – and why customers should select it.
- Define your goal group for whom your product is intended. Summarize the specific needs that it satisfies in your goal group.
- Highlight the key advantages and explain how this solution improves customers’ lives higher than other solutions available on the market.
- To capture the essence of your product, keep it concise and compelling, and avoid jargon and technical language.
- Reflect your brand identity
5. Create a messaging strategy
A messaging strategy will keep your actions consistent and fluid, and will help generate incomeHere are some key suggestions to consider when working this out:
- Understand your audience and tailor your message to meet their needs and motivations. Use language that feels familiar and comprehensible.
- Make sure your message reflects and reinforces your unique selling proposition (USP) and positioning in the market. You want to increase the sense of trust and familiarity and emphasize what is great about your product.
- Highlight the key advantages of your product, its features and the solutions it offers using clear and persuasive language.
- Use clear and concise language to avoid confusing or alienating your audience.
- Adapt your messaging to different channels. Your website, social media channels, promoting, and customer support must be consistent, but also use messaging that is tailored to the medium. Your tone must be consistent throughout.
Final thoughts
So what is product positioning? To summarize, product positioning involves several key steps. These include researching the competition, understanding customers, and defining a unique selling proposition (USP).
You also want to write a positioning summary, in addition to create a messaging strategy. With these steps, you’ll hopefully have the opportunity to position your products to increase sales performance and stand out in your market.