I’m a huge advocate of positioning. It’s where I start with most of my marketing clients.
But after you’ve developed what you think is amazing new positioning, then what? How do drive ROI from positioning rather than having it collect dust?
There are five things that you need to do.
First, you need to get buy-in from key stakeholders.
I’m not talking “yeah, it’s fine”. I’m talking “We love it. Let’s move forward now!”
You want everyone to be excited, aligned, and enthusiastic.
You want them to believe the new positioning will accelerate the business.
Step #2: Pollinate the new positioning across the board: sales decks, social media profiles, marketing collateral, email signatures, the Website, etc.
It needs to be everywhere. There’s one and only one version of the truth.
Step #3: Make the new positioning an integral part of your product roadmap.
If you’re going to talk the talk (positioning), you need to walk the walk (product). Say what you do, do what you say.
Sometimes, positioning will guide the product roadmap. Sometimes, it’s the other way around.
In either case, positioning and product are coordinated and move forward in lock-step.
Step #4: Ensure that everyone within the organization is aware of the new positioning and understands how and why it will be used.
Employees need to drink the Kool-Aid. They need to truly believe in the positioning.
Step #5: Review your positioning on a regular basis – every quarter or every six months.
The competitive landscape changes. Your product improves. Your customers ask for new and different features.
Positioning is fluid and dynamic, not static. The shelf life can be long or short. But the only way to know is by checking and testing.
Read – 24 examples of storytelling in marketing [link]