Positioning isn't a set-it-and-forget-it proposition.
The same goes for messaging.
They're both fluid, dynamic, and evolving.
- Economic conditions change, which impacts customers' needs and interests.
In 2021 and early-2022, B2B companies were super-focused on growth. Now the focus is about productivity and doing more with the same or less.
You're selling the same product to the same people but their priorities have been turned upside down.
- The competitive landscape fluctuates. New rivals emerge with a product that's innovative and meets customers' needs in different ways.
This is one of the biggest reasons why competitive monitoring and intelligence needs to be part of the marketing mix. If anyone tells you to ignore competitors, they're giving you bad advice.
- Your product improves, or customers use it differently and maybe unexpectedly.
One of the best ways to discover how customers are using your product is simple: ask them. Far too often, companies ignore their customers and, as a result, fail to gain the valuable insight.
If your positioning and messaging don't change, they're not aligned with the macro-economy, customers and the competitive landscape.
It is a dangerous place that leaves you vulnerable and exposed.
When was the last time that your positioning and messaging were updated or even scrutinized?
If your answer is "rarely" or "never", that's a strategic redflag.
Want to improve your positioning and messaging? I'm doing a virtual (and free) workshop on April 7 at 10 a.m. EST.