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Attracting targeted clients who need your expertise and are willing to pay a premium for your services is often the most significant challenge associated with running a business.

There are hundreds of marketing channels available, so most business owners try to throw money at every approach in a desperate attempt to keep the lights on.

To make matters worse, most of the traditional marketing channels that are easily accessible, such as newspaper or billboard advertising, tend to attract clients who are difficult to work with and eager to put you in a bidding war with competitors.

In today’s world, the key to attracting the most profitable clients is to develop a strong market position online so that prospective buyers perceive your business as a MARKET LEADER.

Case Study: Market Positioning for a Contractor Business

Let me start with a quick case study. A contractor once came to me with a plan to focus on residential projects. He had formerly worked on commercial projects, and hired my agency, Coastline Marketing Group, to position him as an expert in the residential market.

We started by defining the demographics of his ideal client, and then tailored his website to the needs of his target customers. The messaging was updated to encourage readers to take action, and content was developed, including videos and blog posts, to demonstrate his expertise with the help of professional photographs and videos.

Once the contractor’s digital presence was built to perfection, we began driving leads to free offerings with the help of social media ads. In the contractor’s case, we used a “free checklist” to get the best results. The checklist answered common questions that homeowners have, and it positioned the client as an expert in his field. Within just six months, the contractor was enjoying the highest volume of inbound leads in the history of his business.

Most importantly, the results that the client realized were sustainable. The client also enjoyed additional revenue in the long run since clients could easily refer his business by telling other people to search for his content online. The contractor’s business was transformed with the help of effective market positioning, and any business can realize the same results with a tailored approach.

What Is Market Positioning?

With a decade of experience in digital marketing, my agency has proven through over 500 projects that market positioning is the key to success in the Internet age. 94 percent of clients research a business online before making a purchase, and this rate is even higher among the sophisticated buyers who are willing and able to pay for qualified expertise.

To achieve success, it is critical for businesses to establish a prominent digital presence that demonstrates competency, credibility, and social proof.

Prospective clients who compare providers are substantially more willing to do business with your company when your digital presence seems to prove your ability to render exceptional services. With the help of social media and testimonials, you can offer prospective customers proof that your business has achieved success in previous projects.

Content posted on third-party sources online, such as news websites or industry blogs, can also give your business a credibility boost. Customers who discover the high-quality information you publish online will enter the buying process as warm leads eager to make a purchase and willing to pay a premium for the same results you have achieved in the past.

How Market Positioning Gets Results

My agency gets results with market positioning by developing a custom digital marketing strategy for each client. Most businesses do best by building their digital presence around their website, but the most successful cases I have witnessed relied on a highly customized website.

Professional images, targeted service pages, and content that establishes credibility are critical elements for achieving results with a business website. An exceptional website positions a business to stand out against the vast majority of competitors who have either a poor digital presence or no digital presence at all.

Next, I generally focus on getting information about a business on third-party websites, such as social media platforms, industry blogs, and even YouTube. I also encourage businesses to add additional value by providing inexpensive or free offerings, such as webinars or books, that attract targeted clients while proving expertise.

Once a digital presence has been established, the final step is to promote the business online using a data-driven approach that primarily relies on paid social media ads.

My clients who establish a strong digital presence and utilize a targeted approach to advertising enjoy a sustainable stream of high-quality clients and long-term growth through referrals.

Channels for Market Positioning

It is critical to recognize that there is no single digital marketing channel that works best for all businesses. The mix of channels utilized by my most successful clients has varied widely. Some businesses do best by getting featured in national industry blogs while other businesses may need to rely on local sources.

The most desirable mix of social media channels also varies depending on the nature of the customers a business seeks to attract. In business-to-business selling environments, information-rich social media channels, such as LinkedIn and Twitter, tend to yield the best results. Facebook is profitable in most cases due to its size, and the platform’s paid advertising tools enable precise targeting.

To discover the ideal way to position a business for success, I work closely with my clients to understand their unique approach to adding value and the nature of their customer base.

Content Marketing

The cornerstone of success in digital marketing is leveraging a content strategy to attract customers searching for information online. You can use search engine optimization to rank for keywords that imply interest in making a purchase and a willingness to pay a premium for your services.

Content marketing boosts the credibility of your business when you get your content featured in leading blogs and credible industry websites. Most importantly, content marketing can increase inbound traffic when readers follow links to your website and search engines rank your website higher on results pages.

Some businesses can realize success by doing content marketing on their own website, but most situations require a mix of both on-site content and off-site content to achieve the most effective results.

Video Marketing

In recent years, I have seen many businesses realize a high return on investment by incorporating a video campaign into their marketing strategy. Producing videos has become inexpensive due to widespread smartphone use and rapid advancements in camera technology.

Businesses can capitalize on recent technology trends by producing high-quality videos to promote their products and services.

Customers who search for solutions on YouTube will find their way to the videos that a business posts, and they will often reach out to content producers to purchase a solution to their problems.

Additionally, prospective customers who find their way to other online channels used by your business, such as your website or social media accounts, will develop an improved perception of your brand and offerings when they see you demonstrating how you add value in high-quality videos.

Webinars and Workshops

You can use webinars and workshops to attract and nurture new leads. People will attend your webinars to learn from your expertise, and many of them will be prospective buyers looking to purchase a solution that you can provide. Webinars can also be used as part of an existing campaign to generate more interest among new leads that enter your purchasing funnel.

Overall, I have found webinars and workshops to be one of the most effective channels available for attracting high-paying clients in the contemporary world.

Website Messaging

Your digital marketing campaign will struggle to get results unless you have an excellent website. Although a majority of businesses still have no online presence, the market leaders in your industry are sure to have at least an acceptable website to advertise their services.

Positioning yourself as a market leader will require you to build a great website to show the world what you have to offer. For businesses that are willing to invest in a multi-channel digital marketing strategy, I have found putting money into in a high-quality website to yield an extraordinary return on investment.

Offline Marketing

Most selling situations require business owners and sales representatives to meet with clients on a personal basis. Digital marketing starts relationships with clients off on the right foot, but the personal relationships you develop with clients yield the most lasting results. You can also leverage your digital presence to increase your success with prospective buyers who you meet offline, such as at trade shows or at industry group meetings.

Prospective buyers who get your business card are substantially more likely to give you a call when they can verify your credibility and expertise online after meeting you.

Social Media Advertising

Businesses that establish a strong market position through their digital presence get maximum value from investing in an online ad campaign. Prospective buyers who enter your purchasing funnel through social media ads can be nurtured into high-quality leads when your digital presence can prove your capabilities and credibility. I often see clients realize substantial success by directing social media ads to free offerings, such as webinars, books, or training courses.

I can determine the specific social media ad campaign that will work best for your business by working with you personally to understand what your buyers need.

If you’d like to learn more about how to position your business for success, send me a quick message here.

A little about me – I help professional service providers attract high quality leads through market positioning and guiding them through my 5 step process; Determining Market Position, Defining their Audience, Fine Tuning their Message, Building out their Content Marketing Strategy and of course, Driving High Quality Traffic.

 

digital marketing consultant phil fisk

 

Phil Fisk
Digital Marketing Consultant
Agency Owner
CoastlineMarketingGroup.com

Contact Me