Three Ways to Improve Your Market Positioning
In our last post, we took the concept of market positioning and broke it down into three general scenarios, arguing that just one of them is ideal for organic growth and value-for-dollar marketing.
If you’re looking for ways to improve your market positioning, it can be helpful to consider your options in a similarly simple way. Below are the three basic steps you can take to make a meaningful difference in your organic growth strategies.
- Change your market.
If your target market is too broad, or if it’s misaligned with your natural market (read our post on that here), then any attempt to market yourself to this group could be an uphill battle. By changing who it is you’re targeting, you can narrow the field and craft a more relevant message for an audience that is used to tuning out generic mass marketing.
- Change your message.
Maybe you are targeting a niche that aligns with your firm’s strengths and opportunities, but the full value of what you can do for those potential clients is not clear. Changing your message means defining what makes your service relevant to that group, and communicating it in a highly professional manner. Make it easy for new introductions to see exactly what makes you well-equipped to serve their particular needs.
- Change your visibility.
The last change you should consider, once you’ve settled on a clear target market and strong value proposition, is your visibility. Think about how and how often you’re getting in front of the people you want to reach—are you using multiple prospecting channels? Do you have tools to engage and advance the relationship at each touch point? Are you able to stay top of mind with new introductions?
While these three strategies are broad and will likely lead to more questions and considerations, they can help provide a framework that keeps you moving in the right direction—because the first strategy can help shrink your competition, the second gives you relevance, and the third allows you to be seen.
