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A successful internet marketing strategy is a complex system comprised of design elements, marketing copy, targets, objectives, and many other vital components all blending seamlessly with one another. One of those components with a key role to play in every online marketing plan is the positioning statement. A well-written positioning statement can have a positive impact on the lead generation capability of your business and help to determine how well your products, services or brand will be received by potential customers.
The definition for positioning statement: “A positioning statement is a sentence or series of sentences that define what the marketed entity is, what makes it unique, and why it is relevant to the audience.”
The positioning statement is typically constructed after an initial consultation. Here, an expert internet marketing firm first learns several important pieces of information from the business owner, such as:
- Who the primary competitors are
- How those competitors position their business
- An understanding of the distinguishing values provided by the client’s products and services
- Who the client’s ideal customers are
In simple terms, the positioning statement is a phrase that is used internally to help your organization understand the benefits your products or services provide to your target customers. It also states how you are different from your competitors. Once the positioning statement has been created, it is possible to use the psychology behind it to shape multiple other components of the internet marketing campaign. Everything from the website page copy, SEM ad copy, supporting web images, calls to action, and slogans are all ultimately based on the positioning statement.
Slogans and Taglines
Sometimes people confuse a tagline or slogan for a positioning statement. A tagline or slogan is a short and easily memorable message used in ads, and is often formed after the positioning statement. The best slogans are based on positioning statements. Here are a few of the most memorable slogans of all time, upon hearing any one of these taglines you immediately recognize the company it belongs to:
- Have it Your Way
- Don’t Leave Home Without It
- Breakfast of Champions
- Just Do It
Slogans such as these are perfect examples of taglines built on great positioning statements. In the case of Wheaties, for example, their slogan is “Breakfast of Champions.” And is used on television advertisements, their website, their packaging, and everywhere the product is mentioned. To construct this slogan, their internal positioning statement could very well have looked something like this: “To anyone aspiring to be a champion in life, Wheaties is the best choice for breakfast. Wheaties provides all of the nutrition your body needs during breakfast and allows your body to perform at the highest possible levels. It’s so much better than the competition that Olympic athletes choose Wheaties cereal as part of their regular diet.”
Keep in mind the above is not the official Wheaties positioning statement, but could be! It describes what it is (breakfast cereal), why you’d want to use it (great nutrition), and what separates it from the competition (It’s so good that top athletes use it). A well-written positioning statement that is put to use as part of a comprehensive internet marketing plan will have a tremendous impact on your business and can carry through into other advertisements as well, including brochures, flyers, letterheads, business cards, etc.
Creating the Best Positioning Statement
Creating the best possible positioning statement for your business, brand or product can be tough. The best positioning statements are written only after a good understanding of the industry where it will be applied and the psychology of the target customers. Always keep in mind that the ultimate goal of your positioning statement is to influence customers and establish yourself as a distinct entity in their mind.
If your business is looking for help standing alone in a crowd of competitors online, seek out the help of an experienced internet marketing firm. The best online marketing companies will provide you with an expert that will sit down with you, learn about your business, and help you to:
- Identify your target clients
- Define your values that most appeals to them
- Identify your top competitors
- Define the values that separate you from them
- Write a good positioning statement
- Develop a slogan from it
- Tie the psychology from your new positioning statement throughout all SEM ad copy, social media campaigns, landing pages, and design
seenBEST in Phoenix, Arizona is one such company. We can help you position your company achieve success and earn new clients by positioning you to stand out in your industry. Contact us today for a free consultation!
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