The first thing you need to know about positioning is: it doesn’t matter how you put yourself in the market, the only thing that matters is how your readers or customers see you!
There is no point in saying that you have the best culinary blog, for example, if your readers don’t even consider your work as something relevant to your niche.
The perfect positioning strategy is the one in which an image that you want to have before your reader/consumer is passed on to a point your audience agrees with you not only because of your brand.
Do you know when your market position is being successful?
When your customers, potential consumers, and readers know exactly what differentiates you from the other players of the market.
Positioning is the promise in the consumer’s mind
sClassic scene: you go to a restaurant and order a Coke. The waiter, a little gawky, asks: There's only Pepsi, is thats ok?
Pepsi is aware that this is the normal behavior of Brazilian people in relation to its brand, so they opted for a change in its positioning.
Instead of insisting on toppling Coca-Cola from the top spot by claiming to be better, the brand invited consumers to try their soda when they did not have Coke at their disposal.
"Try it, you might be surprised ..."
Instead of trying to take place in the consumers routine, Pepsi has positioned itself as the second best option in the market.
And with this well-defined positioning, it works with lower prices and many promotions, thus increasing its market share.
By using an image already established in the mind of the consumer, the brand of soft drinks has been able to increase its sales.
It has been remembered by its target audience.
What Pepsi's positioning has to do with blogs and websites?
If you want to be remembered in your niche, you must have a memorable blog for your readers and also occupy a place in which you can’t be replaced, choosing your positioning strategy is your obligation.
What is the best way to do this? By producing memorable content.
Keep reading this article where we will teach you, step by step, how to put together your positioning strategy that will differentiate your band from the other competitors.
I hope you did not get the impression that the choice of your positioning is in the hands of the customer and not of yours.
The image of your blog/website will be formed in the mind of your reader from the message you convey, whether through your content, your personal image or even the visual elements that make up your brand, such as a logo, colors and the template of your blog.
Then, do not use this information as an excuse to introduce yourself to the market in a sloppy way.
Do it and your audience will drop to zero.
Be clear about how you want your blog to be perceived by your audience.
But, how to choose the place you will occupy in the market?
Keep this simple concept:
Positioning = Segmentation + Differentiation
Before thinking about the ideal positioning, we need to segment the audience we want to reach.
According to one of the biggest names in marketing, Philip Kotler, the concept of segmentation is:
You must identify and profile different groups of buyers that differ in their needs and preferences
Your blog or website will not be able of producing a type of content that meets the expectations of all readers belonging to different groups.
Writing about relationships and expecting to reach both old ladies and teenage boys using the same content and the same language, is simply utopia.
You can use the following targeting criteria for your audience:
Targeting is a good way to start organizing the audience with whom you want to connect with.
However, if you want to be successful in an extremely competitive market, the secret is seeking your place in a niche.
In general, if you need to identify a market niche, a segment is divided into several sub-segments, with people who have needs and desires very similar to each other but different from the other segments or niches.
How is it applied to everyone who already owns a website or to the people who are still thinking about having one?
If you want to turn your blog into a profitable business, with a growing income throughout the month in your account and even working from home, you need clarity on which content you will produce.
You might like soccer, traveling, gastronomy and fashion, but when you decide to write about all of this subjects, in the same space, you just fend off the people who are interested in specific contents.
You are not willing to consume other materials outside your personal interest. In addition to causing confusion in your audience.
After all, what is this blog about?
In other words, you need to define in which niche you want to work on.
And I'm not just referring to a large mass market, like Finance or Relationships.
This is not a very smart strategy for anyone who is starting their online business now, especially in a market with many established competitors.
Be honest: what is your chance to stand out in such a wide territory? The more comprehensive, the more competitors.
You need to choose a niche or a specific part of this large market if you want to be successful.
Automatically, with fewer blogs or websites supplying a niche content need, your chances of becoming known for your work are greater.
If you know your audience well, your chances of creating a creative and innovative offer that is irresistible to your audience are huge.
But it does not mean that a small niche is a good choice.
On the contrary.
If there are not many businesses, or even none, the chances of this niche end up not being profitable are high.
Large (and competitive!) markets easily support thousands upon thousands of entrepreneurs.
If you still need to convince yourself that the best you can do for your blog, website or business is to choose a niche market, I will present you a few more arguments:
A niche market is a slice of a large market, in which people have problems in common.
Let's say you're excited about writing about welfare.
You have identified the great interest of people on the subject, and you believe that this can be the best bet to the success.
The only problem is a multi-million dollar industry and heavyweight competitors battling their space in this field.
It is not easy to get into this scenario expecting to become the next success.
It is not impossible, but it would be very difficult.
Instead, if you choose to talk about health care for diabetics, your chances of success are greater (as long as there is an audience interested in this niche)
The biggest markets and their respective niches are these:
The more specific a niche is, the greater the chances of success are. Let's look at some examples of well-sought niche sites on the internet:
You will surely find the niche or even a perfect sub-niche market for your blog/website in which you can start making money online.
But, how do you do that?
Before investing time, energy and even money on business, website or blog, ask yourself a few questions:
How much do you know about this specific market?
Is this subject/niche your passion?
Is it connected to your purpose? Or just a passing, recent interest?
Are you in this niche or are you thinking about entering just because it is a lucrative market?
Remember that: if you want to be successful in a niche market you need a lot of dedication and effort.
Will financial motivation be enough for you to maintain the same energy level as at the beginning of the journey?
Of course, it is possible, but passion is the great motivational factor for you to produce epic content for your audience.
Beyond passion, you can choose to write about your greatest fears and what you did to overcome them so that your readers can also get or offer solutions to the biggest problems of your target audience.
If you intend to be an authority and succeed with your blog or website, you need to master the art of persuasion and increase your power of influencing people. Learn more about this subject in this article.
In short, your ideal niche market brings together:
I really hope you are convinced to choose a niche market.
Access this article to learn an easy step-by-step to identify if your niche market is profitable and promising.
I have even introduced some of the most profitable niche markets.
But do you know who is the potential consumer of your niche?
Your readers are not the same readers of other blogs.
So why should you produce equal content to everyone? Why do you try to cater to all needs and desires?
Do you know who is your "target audience" is? That group of people with similar characteristics and who could consume your content?
A good example of target audience:
"Men, between 40 and 50 years, residents of the North and Northeast region with an average income of 2 thousand dollars."
This may be your audience. A group that is already segmented by demographic and geographic criteria.
But is that sufficient to know, with certainty, the kind of content these men would want to consume? What is the subject of your interest, what is the best way to communicate with this segment.
It's a start, but it is still vague ...
If you imagine "the perfect customer" who identifies with you and with your brand and who likes to consume what you produce. Have you ever thought what he would be like?
How about start thinking about setting an "avatar" for your blog/website?
The avatar is not a real person; it is a concept. The meeting of several characteristics of a segment or niche in an ideal client description.
Answer some of these questions to begin defining who your audience is:
How does he behave?
How does he/she consumes information?
And even just that demographic, geographic and behavioural data are not enough for you to find out what makes your audience buy from you and not from your competitor.
If you want to define the perfect customer profile, ask some of the following questions for your audience or look for information to discover it.
The more specific, the greater the value of the definition of the persona is for your business.
Assemble your avatar and give him or her a name then build the story of hisher life, then answer a few more questions:
The more detailed this search is, the better!
It does not mean that all the people in your niche will have exactly these same particularities.
The better you understand your audience, the greater the chances of creating memorable content and products that meet the expectations of your audience are.
The best way to get this data is by doing research with your followers if you already have an audience.
If you don’t have an audience yet, do your own research in your market to readers of other blogs of the same niche and its comments.
Use your imagination to supplement data that you can’t collect.
The greater the understanding of what is driving your audience to seek solutions, the greater the arsenal of issues to be addressed in your blog are (such as ideas for your products).
By doing it, your positioning in the market will be better.
Knowing your audience, knowing what they look for and exactly matching their expectations will make your blog/site go halfway to the perfect positioning.
However, if you are just another one, who does not present anything that differentiates you from your competitors, your content will be lost in the plethora of internet texts.
But you must know that content and products are extremely easy to copy and replicate.
For example, how many brands of pens do you know? Many of them, don’t you?
The products themselves serve the same purpose, and they are endowed with similar characteristics.
But how many pen brands can generate value, increase status and be a symbol of elegance like Mont Blanc?
Why do some women spend fortunes on Louis Vuitton purses, if there are similar replicas in product terms?
Or why do some people buy only Fiat cars but never Renault cars?
Simple: they identify themselves with the brand values, which are different from other companies in the market.
Different, neither better nor worse.
But they end up being the best in the minds of their consumers.
This set of characteristics is what differs the offer from one company to another, and it will never be copied.
Your blog, website, and business are extensions of your personal brand.
Transmitting your values, beliefs, and ideals into your content will make other people, with similar interests, identify themselves with your message.
Even if you want to connect with your reader, let him know a little more of your story through a well-crafted "About" page.
And what are the most used differentiation strategies?
In the beginning, ‘’Blog is my life’’ adopted a strategy of differentiation: its content format and its design.
While most Digital Marketing blogs were following the standard of daily publications, with short articles with no more than 500 words and no depth, I decided to invest in weekly, but deep publications.
Complete true guides.
I also realized that it was rare to find infographics in this niche and I decided to invest in that content format.
As it was a very different and useful mean of communication, with several tips and data on digital marketing, people related the blog to this differential content.
My differentiation strategy was aligned with what my target audience wanted so the position of ‘’Blog is my life’’ began being "printed" in my readers’ mind.
In addition to the differentiated content, you need to show mastery in your area of expertise.
In other words, if you position yourself as an authority in your niche, you must cast trends, always be aware of everything and deliver quality in everything you do.
We returned to the concept: positioning = segmentation + differentiation
By now you should know to whom you want to produce content and what will be the differentiating factor that you will use on your blog or website.
To recap, to get perfect positioning in your audience’s mind, you need to know:
The more you work on the position you want to occupy in the marketplace through your content, the greater the chances of that actually happening are.
Just as ‘’Blog is my life’’ came to be recognized as a blog with an awesome design and content, I became a blogging authority inside my niche.
Well-crafted content marketing will generate more traffic, more audience, and more conversions.
Despite the great importance of implementing a marketing strategy, it may not be that simple, having a step-by-step approach when setting up your Digital Marketing Plan is essential to your blog's success.
But most importantly: it will generate value for your brand, for your business or your website.
This can’t be bought, and no competitor can steal.
Because this is your positioning or unique value proposition.
There could be other blogs and websites better than yours, but they will never be able to conquer the space that you have captured in the minds of your audience.
Your blog will not be able to produce a type of content that meets the expectations of all readers belonging to different groups.
A niche market is a slice of a large market, in which the people who compose it have problems in common.
The better you understand your audience, the greater the chances of creating memorable content are.
Your blog, website or business are extensions of your personal brand.
Positioning = Segmentation + Differentiation
A blog or website with its well-defined and inspirational positioning makes its readers want to come back, keep up with the content updates and even contribute in some way.
Show the world what your real value is.
Show that you want to transform people's lives.
Show them that you know how to make it happen.
The road is long and full of detours, but when we learn to enjoy the journey we discover the true meaning of happiness.
Every man can turn a world of monotony and darkness into a world of excitement and adventure. "- Irving Wallace
Tell us in the comments here what is your niche.
How do you intend to explore your unique ability and share your message with the world?
How can we help you on this memorable journey?
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Paulo Ribeiro teaches workshops and webinars for entrepreneurs and bloggers who want to grow an audience, start an online business and change the life of many. 10 years have passed since he began working online. During that time he crafted a solid experience in the Internet Market industry.
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