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WHY IS POSITIONING
IMPORTANT?
WHAT IS POSITIONING?
Imagine youre
planning your
wedding.
Positioning requires
focus, it means that
youre saying no
to things.
Positioning
provides direction.
There will be no question about what
you do, whom you do it for, and how
you do it.
Positioning provides a
borderless market.
By determining a focus and building
this up as a core part of your service,
clients will want to work with you
regardless of your location or size.
Positioning provides a
clear target audience.
Strong positioning helps you understand
the unique pain points of your target
audience, what they need and want,
and how they buy.
Positioning drives
premium pricing.
With profound expertise,
comes premium pricing.
BUT IT IS NECESSARY
POSITIONING STRATEGY
CREATION NOTES
Pick a position
STEP 1:
Assess your
current
positioning.
STEP 2:
Define your
agencys
purpose.
STEP 3:
Identify your
agencys
best client.
STEP 4:
Identify your
agencys core
competencies.
STEP 5:
Define your
agencys
culture.
STEP 6:
Create your
positioning
statement.
STEP 1:
Assess your
current
positioning.
STEP 2:
Define your
agencys
purpose.
STEP 3:
Identify your
agencys
best client.
STEP 4:
Identify your
agencys core
competencies.
STEP 5:
Define your
agencys
culture.
STEP 6:
Create your
positioning
statement.
A MISSION STATEMENT IS
NOT A POSITIONING
STATEMENT.
QUESTIONS TO ASK
Write down in one or two sentences what you stand for and what
differentiates you.
STEP 1:
Assess your
current
positioning.
STEP 2:
Define your
agencys
purpose.
STEP 3:
Identify your
agencys
best client.
STEP 4:
Identify your
agencys core
competencies.
STEP 5:
Define your
agencys
culture.
STEP 6:
Create your
positioning
statement.
Understanding why
is essential to
knowing how to
communicate how
and what you do.
QUESTIONS TO ASK
DEFINING YOUR PURPOSE
Write it in stone,
figuratively or literally,
and share it internally
and externally.
STEP 1:
Assess your
current
positioning.
STEP 2:
Define your
agencys
purpose.
STEP 3:
Identify your
agencys
best client.
STEP 4:
Identify your
agencys core
competencies.
STEP 5:
Define your
agencys
culture.
STEP 6:
Create your
positioning
statement.
72%
SPECIALIZE AROUND A
SPECIFIC INDUSTRY.
EXAMPLE: GORILLA 76
SPECIALIZE AROUND A
SPECIFIC AUDIENCE.
QUESTIONS TO ASK
What type of clients have you been most successful with in the past?
STEP 1:
Assess your
current
positioning.
STEP 2:
Define your
agencys
purpose.
STEP 3:
Identify your
agencys
best client.
STEP 4:
Identify your
agencys core
competencies.
STEP 5:
Define your
agencys
culture.
STEP 6:
Create your
positioning
statement.
EXAMPLE: CONCENTRIC
QUESTIONS TO ASK
What do you do particularly well, better, or more efficiently than other agencies?
Which of your capabilities and services provide the most value to your clients?
If you could only provide one service, what would that be? What services would
you give up to have that focus?
What are the things that your clients cant do on their own if they chose to invest
internally?
Where does HubSpot and inbound fit in here: do you call yourself an inbound
marketing agency or do you offer inbound as one of your services?
STEP 1:
Assess your
current
positioning.
STEP 2:
Define your
agencys
purpose.
STEP 3:
Identify your
agencys
best client.
STEP 4:
Identify your
agencys core
competencies.
STEP 5:
Define your
agencys
culture.
STEP 6:
Create your
positioning
statement.
The culture of
your agency is
your companys
way of life.
QUESTIONS TO ASK
What are the philosophies and methods you follow to service clients?
What is the one thing that you would never change about your agency?
Will you say "no" to a prospective client because of your values and culture?
If so, what are some of the reasons that would cause you to say no?
Regardless of role, what does it take for someone to truly succeed at your
agency?
STEP 1:
Assess your
current
positioning.
STEP 2:
Define your
agencys
purpose.
STEP 3:
Identify your
agencys
best client.
STEP 4:
Identify your
agencys core
competencies.
STEP 5:
Define your
agencys
culture.
STEP 6:
Create your
positioning
statement.
Schedule a meeting
with the involved
team members.
Share and discuss the results of each
previous step.
THE WHAT
THE WHO
because
why
THE WHY
STEP 1:
Assess your
current
positioning.
STEP 2:
Define your
agencys
purpose.
STEP 3:
Identify your
agencys
best client.
STEP 4:
Identify your
agencys core
competencies.
STEP 5:
Define your
agencys
culture.
STEP 6:
Create your
positioning
statement.
EXAMPLE
POSITIONING
STATEMENT
by
for
THE WHO
THE HOW
because
.
THE WHY
for
B2B companies
THE WHO
by
THE HOW
because
.
THE WHY
for
B2B companies
THE WHO
by
because
.
THE WHY
for
B2B companies
THE WHO
because
by
STEP 1:
Assess your
current
positioning.
STEP 2:
Define your
agencys
purpose.
STEP 3:
Identify your
agencys
best client.
STEP 4:
Identify your
agencys core
competencies.
STEP 5:
Define your
agencys
culture.
STEP 6:
Create your
positioning
statement.
POSITIONING IS AN
ONGOING PROCESS.
ALWAYS ADAPT
AND ADJUST.
HOW DOES
POSITIONING IMPACT
YOUR MARKETING?
A POSITIONING
STRATEGY IS NOTHING
WITHOUT EXECUTION.
EXECUTE YOUR
POSITIONING STRATEGY
WEBSITE
CONTENT CREATION
STRATEGY
LEAD
QUALIFICATION
EXECUTE YOUR
POSITIONING STRATEGY
WEBSITE
CONTENT CREATION
STRATEGY
LEAD
QUALIFICATION
Add testimonials.
It will help visitors to connect with your current clients and add credibility for your agency.
EXECUTE YOUR
POSITIONING STRATEGY
WEBSITE
CONTENT CREATION
STRATEGY
LEAD
QUALIFICATION
ULTIMATE
Universities
Take a look at
your blog.
By creating a blog that aligns with
your positioning, you will establish
your company as the authority and
attract potential clients.
EXECUTE YOUR
POSITIONING STRATEGY
WEBSITE
CONTENT CREATION
STRATEGY
LEAD
QUALIFICATION
EXECUTE YOUR
POSITIONING STRATEGY
WEBSITE
CONTENT CREATION
STRATEGY
LEAD
QUALIFICATION
THANK YOU.