Developing the right strategy for brand positioning is a crucial step in any Marketing Strategy. When the economy change scenario and move into recession, brands that have correctly identify their key audiences and crafted the recipe to print their brand into their customer minds, are those who usually thrive in such harsh conditions.
Malle London is an excellent example of how to target and position your products properly. This clothing brand has found the perfect niche for their adventure-wear products and developed a set of marketing actions that hits the bulls-eye. Their online and offline efforts combine holistically to deliver potential customers a fantastic experience. Events like The Great Malle Rally and The Malle Mile, gather customers and influencers on activities that really matches the lifestyle their products are made for. This has a clear impact on brand recognition levels and sales. Conversion on the website is then enhanced with contents and product selections that complete the experience from the live events. This goes beyond the classic eCommerce generation based on listing products by attributes like colours and brands, to deliver product listings tied with experiences. If customers love a moto rally, why not preparing a custom selection of products which are perfect for that type of adventure?
Generating content pieces where the content takes users through a complementary experience, and tailoring the products included on such pages can have a very positive impact on conversion levels, which is at the end of the day what generates return.
Is not only about what you are doing
Generating the right targeting is very important, however, identifying competitors and what they offer to position your brand uniquely, is key to increase your chances of success. Malle’s marketing efforts focus on remarking these differentiating attributes, their tagline “Prepared to Get Lost”, perfectly communicates what their offer is about.
Individuals who love to embark on exciting adventure trips by any means, motorcycle, car, flying, unique experiences in which Malle’s durable products are your loyal companions.
This very specific targeting together with delivering valuable experiences that culminate on your website is no doubt an interesting formula for success.
Educational content which reinforces the concepts delivered during offline experiences, and finally presenting product selections matching those will increase your chances for success.
Materialising your positioning efforts
For any brand using their websites to sell their products, making the last stages of the buying process culminate on revenue generation, is obviously our final goal, however, and despite our efforts on targeting and differentiation, is not seldom finding brands who despite doing an amazing job offline, fail to generate the right feeling on those crucial final stages of the sales funnel.
Fortunately, there is a way of discovering why things aren’t working out as expected. Web tracking tools like Google Analytics, include a whole set of information about the different personas visiting your website. We have asked Joaquin Morales Search Director at New Horizon, how brands selling their products online, can identify problems with alignment between our website content and our ideal prospects.
There is a straightforward way to find out this, we need to mine the information included in Web tracking tools like Google Analytics, to define the different user profiles landing on our website, and check the demographic and psychographic attributes of those, if the proportion of users not matching your ideal profile of visitors is relatively high, you probably need to rethink your content strategy.
Positioning your brand is not limited to entities outside your website, it is necessary, as mentioned before, deliver content that not only adds value for users who already had learned about you, from actions taken through third parties, like offline events and online paid advertising.
We also need to be prepared for those users whose first touchpoint happens through search engines’ organic results. The information about users who are converting, and their preferences when expending time online, is available in Google Analytics, this data is perfect not only to improve your content, but also to help you decide the type of third party websites where your users will be expending time, making those sites the ideal candidates for promoting your offer.
“If you are still having a hard time to figure out how to position your brand, ask yourself these questions – what you want your brand to be known for? And what things you’ll do differently than other competitors in your industry to gain trust of your users. Answer this and you’ll have a clearer view of what your brand will be” says David Sanchez of Digitalis Medical.
Positioning your brand to thrive through turbulent times, requires delivering experiences for people whose initial touchpoint, could have happened either offline and online. It is necessary threfore, that your website provides content and experiences which fulfil your brand tagline promises and customers expectations for a variety of buying journeys.
If you are having problems to convert despite delivering amazing positioning strategies for your clients, the process described in this article will hopefully help you to find new ideas to update your content and boost not only brand awareness but also conversion.