In the marketing craze of social media, it seems that there’s one thing that many new marketers forget: the art of the product positioning.
Maybe it’s because with multiple social media platforms and instantaneous web posting, it’s easy to get carried away by the thought of the moment.
But taking the time to craft the right positioning platform and then staying consistent can make a huge difference in the ultimate success and failure of a company.
Here’s how to craft the perfect positioning:
- Interrogate a Product or Service until it Confesses to its Strengths. Spend the time to understand the process, what it does to solve the customer’s needs, how it’s manufactured or delivered, and how it’s different.
- Look at the Competitive Landscape. Take the time do a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). When was the last time somebody actually did this?
- Come Up with the Big Idea. The big idea transcends mediocrity. It looks different. It feels different. It resonates. The big idea is what’s missing from most marketing. Mediocre marketing looks good but stands for nothing. Make sure the bid idea differentiates.
- Execute Flawlessly. If you need photography, consider a traditional shoot instead of stock. Photographers have actually come down in price, and it sure beats seeing the same photography in other uses.
- Stay Consistent. There’s an old saying that companies get sick of their positioning and platform a lot sooner than their customers and prospects. That’s because you’re seeing it everyday while others aren’t.
Only after you come up with the ideal positioning should you look at how to roll it out. Because almost all big ideas can cross multiple platforms, including today’s online, social media, mobile and web platforms.
But if you miss the art of positioning and discount the big idea, you’re going to be in for a very fickle experience.