How to gain a strong position in your dream customer's mind.
Want to survive and even thrive in the upcoming recession?
Ensure you hold a strong position in your dream customer's mind.
Position your company to be the best person to solve their problems.
I'll be honest, this isn't an easy task. But it's well worth the effort.
And this is something you can get started on today! It's not too late to work on this and to be well-positioned during 2023.
So, how does our business gain this strong position?
You're in luck...
Last week, on our live show ( Bitesize B2B Marketing ), we talked with Founder, Oliver Duffy-Lee .
He's helped us work on our positioning this year at Spaced Digital and in our chat, he served up a host of actionable insights for B2B companies to improve their own positioning.
I've broken this down into 07 key insights that I learnt from that session...
01. Customers don't just want a service; they want expertise
This is one of my favourite points from our chat.
Not only do you need to be an expert in your field but you need to be expert in your target customer's industry too.
If I can work with a great automation company, or I can work with a great automation company that specialises in working with marketing agencies, I'll pick the latter.
By positioning yourself as the go to expert in an industry for the service you offer, your target customer will be more likely to work with you.
02. Change slowly but surely; carve and chip away
In this clip, Olie explains how companies should approach their repositioning efforts.
One of my favourite anologies, that you should approach it like carving wood. Chipping away at the services or customers you no longer want to target until you're left with Version.1 of your positioning.
03. Genuiene industry expertise lets you charge more
One of the biggest benefits of being the best in an industry is you can charge more. Not only that, you will have a laser focus that will ripple throughout the company.
Other benefits include...
04. How can I convince stakeholders this is important?
You might be sold on repositioning but do you need to convince others in your company?
This video is for you...
Olie and I explain how a laser focused position can help you move from a scarcity mindset to an abundance one. Which will help to convince other stakeholders to get onboard.
05. Stop making promises to prospects, articulate their problems
Everyone makes promises to prospects "we'll make you more money", "we'll grow your business" etc.
But if you truly understand prospect's pain points and then articulate them in your messaging, you'll stand out from other brands.
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06. Positioning is a spectrum; stop looking for perfection
Olie speaks about his own experience with positioning marketing agencies, but this applies to all businesses.
You can start repositioning today, it doesn't need to be a big reveal. See point 02, you can chip and carve away at this.
Still afraid to make the jump? This video is for you...
07. How a strong position will benefit you during a recession?
There's a recession coming. We're all aware of this and I hate to bring it up, but...
Here's a great clip on the benefits of a strong position and why it'll help you get through 2023.
Summary
The biggest takeaway for me?
Repositioning a brand is scary. You feel that by going after a certain position in a prospect's mind, that you're missing out on other opportunities.
But as Olie mentioned, there's an abundance of opportunity out there.
And when you focus in on serving one type of industry and a specific set of customers, you'll start to see and benefit from this abundance.
And a big thank you to Oliver Duffy-Lee for being our guest.
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Pssst... want more B2B marketing goodness?
For those of you that don't know me, I'm Steve and I run a B2B marketing agency.
Optimising websites for B2B companies so they can convert high-quality leads.
If that sounds like something you want, here are two ways I can help you:
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(2) Book a free B2B Website Quality Audit
Looking to move faster?
You can book a B2B Website Quality Audit with me using the link below.
It's quick, free, and I'll help you figure out what's restricting your website from generating more leads and show you what's possible in the next 90 days.
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And finally, if you have any questions for me, please send me a DM and I'll get back to you asap.
Thanks for being part of the journey!
Steve