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Growing Your Business through Marketing and a Strong Positioning Statement
  • 27 February 2018
  • Daniel Vahab

Growing Your Business through Marketing and a Strong Positioning Statement

Who are you trying to reach with your marketing? What message are you conveying?

Let’s take a step back. Both of these questions – and answers – should be baked into a well-crafted positioning statement for your business and your brand. Your positioning statement tells customers and prospective customers how you want to be perceived in the marketplace. Essentially defining your business, your positioning statement is more about the purpose and value proposition that your company provides vs. a tagline or slogan.

How does a well-executed marketing strategy benefit your bottom line?

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1. Marketing creates deeper customer connections and positive sentiment

Today’s most effective marketing campaigns do a great job of establishing an emotional connection with customers. When putting your brand out there in a promotional message, you need to think of how it impacts your customers’ lives. What does your company do for customers? How does your company help them?

Take a look at retail giant Walmart's primary tagline "Save Money. Live Better." This slogan is very focused on the value the company brings to the customer and how their lives can be impacted. Conversely, their tagline for 19 years prior to this was “Always Low Prices”. While practical, this earlier motto doesn’t convey the same sense of care or connectivity with a customer.

Another example from Healthcare provider, Kaiser Permanente, with their award-winning “Thrive” campaigns. If you’ve seen or heard any of the “Together We Thrive” messages, they’re very inspirational and promote a collaborative approach to healthcare. Consider the difference between “Thrive” and one of Kaiser’s previous campaigns, “Good people. Good medicine.” The latter is much more internally-focused and not as customer-centric.

2. Marketing ties into promotions, pricing, and product selections

Slogans aren’t just words. They’re involved in everything from product innovation to selection and promotion. Refer back to your positioning statement – evaluating how your company/product/service provides value, who your target customer is, what the competitive landscape looks like, and what promises you make. These foundational questions should help steer the products you offer, the pricing that you go to market with, and the promotions that you run.

This cohesive approach to sales and marketing helps your company establish reliability and trust with customers.

As Marc Benioff, founder of Salesforce, famously said: "To be truly successful, companies need to have a corporate mission that is bigger than making a profit." And like Starbucks founder Howard Schultz noted, "When you're surrounded by people who share a passionate commitment around a common purpose, anything is possible."

3. Marketing separates you from the competition

Your marketing messaging should also help you distinguish your brand from competitors. With today’s digitally-connected world, you likely have more competition. While other companies may offer similar products or services, you have to differentiate your offering from the competition. Whether it’s through pricing, location, or the compelling messaging, your marketing should make customers want to buy from you.

4. Marketing leads to greater consumer trust

According to a recent study by Trinity Mirror, "Consumers are increasingly cynical and untrusting of brands and advertising, with big business scandals and arrogance around brand purpose to blame." In this environment, it’s important that brands have that clearly defined purpose and that they actually live up to it.

Think of the things that help convey credibility to customers. Do you have any noteworthy professional business affiliations? Maybe your company has been featured in news articles or publications? Have you won any awards or received recognition for a product or service that you offer?

Don’t discredit customer reviews and testimonials either. These can be powerful signals to customers on the validity and trustworthiness of a company.

When you’re doing marketing well, you’re conveying an authentic brand message in a clear, consistent and compelling manner, which helps build loyalty and strengthen relationships with your target audience. Fit the marketing pieces together, and you can foster trust with customers, and in turn, increase your customer counts and sales revenue.

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