What Is Positioning? Most Internet Marketers Have No Clue…
Posted on April 25, 2008
Filed Under Internet Marketing |
If you are an internet marketer, with very little off line marketing or advertising background, you probably don’t know what positioning means. Positioning is where your product or service lies in the mind of the consumer. If your consumer doesn’t know about your product or service, you have about a 100% chance that they aren’t going to buy your product. For instance, I have been obsessing over Mario Kart Wii for the last two months. It finally comes out on Sunday and I will be at the front doors of F.Y.E. at 10 am Sunday morning to pick up my copy. Mario Kart Wii is positioned in my mind as something that I cannot live without, sad as that may seem 
On the other hand, my brother, who is a Wii fanatic as well will not be there to get the game. He said he will get it when it becomes more readily available. So there, two examples of how a product is positioned in two different individuals minds.
I first learned about positioning in a principles of marketing class at Utah Valley University. As I sat in class and thought about positioning in the marketing world, I wondered what ways you can position a product through internet marketing. The same principles apply whether you market online or off line so it shouldn’t be that difficult, right? I currently use these techniques for my own projects and for our clients to help position ourselves in the mind of our consumers.
- Have a strong internet marketing mix (I will go into marketing mix more in depth in another post). Mix things up and have your product or service coming at your customer from all angles and directions. The rule of thumb is, if a customer hears or sees your product or service at least three times from three different sources, they are probably going to at least look into it and possibly buy it.
- Promote your product or service through a press release. Nothing sounds more official and legitimate than a press release.
- Product or service reviews, this is HUGE and is called social proof. Contact blog owners, website owners, forum owners in your particular niche and ask them if they would mind trying or testing your product for free and write a nice review about it on their website. You would either deliver the product or service electronically or through the mail. When doing this, make sure that the particular website or blog has enough traffic to create a good amount of awareness or you will be wasting your and the owners time.
- Gather testimonials about your products and services and put them on your website. This is also known as social proof. If others support it, your potential customers will consider trying it, therefore it is positioned in their mind.
In internet marketing, positioning is something that is vital to your success. You need to know what it is and how to do it. Put yourself in the consumers shoes and figure out why they would want to purchase what you have to offer. Once you know that, then work on ways to inform them and create awareness. Create social proof so that they know others are loving your stuff and at that point you should have them hooked.
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