Aashish Sharma — June 5, 2018 If you are looking to improve the visibility of your brand both online and in the minds of your consumers, you should bet on positioning strategies that allow you to differentiate yourself from your competitors. With the right positioning on the internet, you will be able to appear in the top positions of Google and project the desired image among your consumers.
If you want to know what a positioning strategy is, how to choose the best positioning strategies and some types and examples of brand strategies, you are in the right place. Keep reading and leave doubts!
What is a Positioning Strategy?
A positioning strategy is the set of actions and processes to improve the image and visibility of our brand, company or product. That is the place that our brand occupies in the mind of a consumer, or what is the same, the perception that we have of a brand or product when compared with those of the competition.
Positioning in Google allows us to attract visitors to our website, but what is the use of attracting visitors to our website if, when they visit us, we do not transmit strength and differential values concerning our competitors? If Google sees that we receive many visits to our website thanks to a good SEO strategy, but that most visits go quickly, we will not get to the top positions of the search engines, since the bounce rate is one of the metrics that Google takes into account when evaluating a web page.
For this reason, when developing a positioning strategy, we must take into account the following factors:
- Defer from your main competitors and look for competitive advantages.
- Offer benefits to your main consumers and adapt to your target audience.
- Keep in mind your main objectives when developing your positioning strategy.
By applying the appropriate web positioning strategies, the brand will become stronger, and consumers will interact with your company in a more personal and emotional way. It will increase sales and profits for your company.
How to Choose the Best Positioning Strategies?
Now that you know what a positioning strategy is, it is time to develop them and choose the most appropriate ones to position your brand.
For this, we recommend you consider these aspects:
- Analyze your target audience and your main consumers. Identify what is most interesting to them and what their profile is. What needs do your customers have? What are your problems and desires? Segmenting the market is essential to achieve proper positioning.
- Study your current situation. Analyze the current positioning of your company, brand or product and do a SWOT analysis (Weaknesses, Threats, Strengths, and Opportunities)
- Analyze your main competitors. Which brands compete with yours and what positioning strategies are they employing?
- Identify your competitive advantages. In what aspects do you differentiate yourself from your main competitors? What can you do that others do not? What do your competitors fail?
- Define your value proposition. Now that you know your main competitors and your target audience, you must define a value proposition. This should show why your customers should work with you and not with your competitors.
In this way, with a defined approach, you will know what positioning strategy you must follow so that your brand has more and more value and visibility.
What Positioning Strategies to Follow?
If you are looking to improve the positioning of a product, a company or a specific brand, we propose the following actions:
Positioning in Social Networks
The positioning in social networks also known as SMO (Social Media Optimization) refers to the set of actions that are carried out in social media (social platforms, forums …) to achieve the stipulated marketing objectives. These objectives can be to generate traffic to the web, improve the brand image, position our page in social networks …
The primary actions of positioning in social networks are based on creating contents, sharing them in various channels and formats, promoting virality and generating conversation in social networks.
SEO positioning
SEO positioning, search engine optimization or search engine optimization; is the set of techniques to improve and increase the visibility of a website in the organic results of the different search engines.
SEO can be of two types:
→ SEO on the page: Actions carried out on our website to improve optimization.
→ SEO off the page: Actions are taken on our website to enhance your visibility and traffic.
The results of SEO positioning are obtained in the medium / long term.
Positioning SEM
The SEM positioning (Search Engine Marketing) refers to techniques for promoting a website on search engines by using paid ads through AdWords advertising platforms like Google or Bing Ads.
The results of the SEM positioning are practically immediate.
Content Marketing
Content Marketing or content marketing is a technique that consists of creating relevant, useful, attractive and valuable content to attract the target audience to our website.
Monitor your reputation and your results
What cannot be measured cannot be improved. Surely you have ever heard this famous phrase by Peter Drucker that highlights the importance of measurement. Moreover, it is of no use to improve the positioning of our brand, but we know if we are doing well.
By measuring and analyzing the results obtained and our brand image, we can know that we are doing well and that we fail. Based on this we will make the corresponding decisions.
Types of Brand Positioning Strategies
As we have previously commented, in order to achieve a good web positioning, in addition to needing a correct SEO positioning strategy, we need a correct brand positioning strategy. There are different types overbrand positioning that can be classified as follows:
1-According to the characteristics or attributes of the product or service
Depending on the characteristics of our product or services, we can position ourselves by highlighting this differential aspect in front of our competitors. For example, a Marketing Agency that is positioned or different from the rest by some type of exclusive certification or marketing award received.
2- According to the benefits offered by the product or service
Depending on the advantages and benefits offered by the product or service that we try to sell, we can position ourselves to build customer loyalty. For example, an SEM Agency that does not require a minimum time of permanence to its clients, will stand out above other agencies that do.
3- Depending on the competition
Taking into account that consumers tend to compare before launching to buy a product or hire a service, we can highlight our product compared to our competitors. For example, we can position ourselves as leaders in a sector or stand out for our economic prices.
4-Depending on the quality of our products or services and the price
This positioning strategy is based on highlighting the quality of our products or services and, consequently, the price of them. For example, luxury brands.
5- Depending on the consumer
Positioning made by consumers themselves by word of mouth. These products or services hardly need advertising because they are made known by the experiences of the consumers themselves with them.
6- For temporality
Positioning according to the time of year in which we are. For example, the sale of nougat at Christmas.
Examples of Brand Positioning Strategies
The primary objective of a positioning strategy is for consumers to remember our brand when it comes to thinking about a product or service they need, and to associate it in a certain way based on our positioning strategy.
Here are some examples of brands that have managed to position themselves reasonably well in the minds of consumers:
Manzana
Apple is a brand that we all know, and that has managed to develop a good brand strategy with precise positioning. Clean design, simplicity, innovation, and usability are its primary values. This strategy has allowed it to differentiate itself from its main competitors such as Microsoft.
Also, these attributes that characterize not only used in their products, but on their website, in their ads, or even in Apple Stores.
Coca-Cola
It is another brand with strong positioning in the market. It has positioned itself as a leading drink in the category of soft drinks with outstanding values associated with happiness, emotions, and fun.
All of Coca Cola’s positioning strategy is based on feelings, and this is how it has managed to enter the minds of consumers.
Mercedes Benz
Another brand with proper product positioning. It is one of the best brands in the automotive world, standing out for the quality of its products and exclusivity. The brand differs from its main competitors by offering high-quality products, safety, and luxury aesthetics.
In short, a proper positioning as these brands have will help us to retain our customers and, consequently, to give value to our brand, product or service.
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