You’ve started a new business: congratulations. The time, energy and effort that go into taking an idea and turning it into something with the potential for profit are great. You’ve taken a giant first step. Once the right paperwork is in order, and you’ve decided on business basics – your purpose, your products or services, your vision, and mission – it’s time to move on. It’s time to position your new business for success.
Positioning your business can be a challenge. It involves ensuring you stand out in your market and among your competitors; it’s how you attract attention and how you go from being “just another business” to being a top choice for customers looking for what you have to offer. Read on to learn a few steps to get started.
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1. Define your target and focus on it
You might have a variety of products or services that could be beneficial to large groups of people. This isn’t a negative. However, if you try to target all of those groups, your messaging is likely to be ineffective or to get lost entirely.
To position your brand, defining a target market and focusing your strategy – your content, keywords, marketing, and message – on that market is critical. To define your target market, consider:
- Narrowing down your product or service offering if it’s too diverse.
- Thinking about who will gain the most value from what you have to offer.
- Creating a customer persona. Think about the demographics that your target market members fall into, including age, sex, location, interests, and other defining factors. Then turn them into an actual person that you can think of when creating marketing plans.
Once you’ve defined your target market, consider that market carefully in all future efforts, including product creation. Learn where they spend their time to learn the best places to advertise and what they’re searching for to enhance SEO efforts. Understanding your target market is critical for effective brand positioning.
2. Utilize storytelling
You might offer the same set of products or services that hundreds of other brands offer. Your pricing structure might be similar and you might be able to make the same promises and offers that your more established competitors do.
This doesn’t mean that you can’t set yourself apart. Instead of trying to compete, start by sharing your brand’s story. What made you get started? Who makes up your team? What success stories can you share? One brand that takes storytelling to the next level is Nike: their campaigns are aimed at allowing customers to connect with more than products but with the brand itself.
By telling your brand’s story through a combination of imagery and text, you draw attention to your brand. You allow your visitors to forge connections that could lead to conversions. Brand storytelling is essential, especially for new business. Think about your story and tell it today.
3. Optimize your site through long-form content
Having a solid product or service is an excellent starting point, but that’s all it is. To draw repeat visitors that lead to conversions, you’ve got to bring something more to the table, something deeper.
Long-form content enables this by setting your brand apart as a trusted resource. It takes information that’s useful to customers in a certain industry and breaks it down; it provides resourceful information to ensure visitors are educated and that trust is built. When there’s trust, there’s more of a possibility of a sale.
To enhance your long-form content strategy, think outside of your own products and consider investing into a content marketing strategy to be sure you do it right from the start. One brand that did just this is the Towel Supercenter. By looking outside of their products and to real customer concerns – like eliminating germs in places where towels are used – the brand was able to provide helpful content that was relevant to their audience and engaging. When you follow this lead and provide customers with content that is actionable and helpful, you’ll build loyalty and trust in a way that almost no other method can match.
Positioning your new business for success can be a challenge, but it doesn’t have to be an insurmountable one. Start small with the steps listed above and put continual effort into setting yourself apart. By doing so, you’ll attract traffic, increase conversions and build brand awareness in no time.