The Positioning Journey Never Ends
When was the last time your positioning was tested?
Does your positioning still resonate with your audience?
Here’s the thing: positioning has to be fluid, dynamic and evolving.
It’s not a set-it-and-forget-it proposition.
Positioning has to change because:
- Customers have different needs. Sometimes, they’re focused on growth. Sometimes, it’s about productivity and saving money.
- The competitive landscape shifts. A new player emerges with an exciting customer story, or a well-known rival shifts directions.
- Your customer story becomes tired and boring. It’s stale rather than fresh and interesting.
The signs of ineffectiveness positioning include:
- Higher bounce rates on your website
- Advertising campaigns with lower conversion
- Sales decks and demos that don’t excite prospects.
- New product features that customers see as “meh.”
Outdated positioning can also be a gut-feel thing. You know it when you know it.
It’s like telling your go-to joke at a cocktail party and discovering that people find it less funny.
Bottom line: Test your positioning regularly.
Ask your customers what they think.
Listen to sales customers to see if prospects are confused and uninspired.
Use services like Sense Check and Wynter to get third-party perspectives.
Ask your employees, particularly those who talk to customers and prospects.
Be proactive with positioning, not complacent and satisfied.
At the very least, always be looking to tweak the dials.
