Home / Internet Marketing News / Making Market Forces Work for You: A Q&A With Product Positioning Pro April Dunford

Making Market Forces Work for You: A Q&A With Product Positioning Pro April Dunford

There are only a few instances when I wish I could travel back in time. One is when I’m reading the kid’s menu. One is when I stumble upon Bill and Ted’s Excellent Adventure on TBS. And one is after I’ve launched a new product or campaign.

You and I may share that last one.

Though we typically know the T’s are crossed and I’s are dotted, it’s the pesky unknowns us marketers wrestle with before a new product launch that keep us up at night. Things like: Is the product’s name right? Is the copy clear, but boring? Clever, but convoluted? Is the value as obvious as it should be?

Beyond messaging, most often, it comes down to whether your product’s positioning is right from the start; whether you set the product up in the right conditions and market category in the first place.

We all know the market is more saturated than ever. But what if, instead of fighting it, we used that momentum to our advantage?

April Dunford is the Founder of Rocket Launch Marketing, the former VP of Marketing for a series of high-growth startups and previous executive at big-wig companies like IBM and Nortel. She’s also a speaker, author and in-demand consultant specializing in product positioning. Advising companies on go-to-market strategy and messaging, she ensures they’re going after the right category and communicating their offering in a way that grabs prospects’ attention and makes its value crystal clear.

Basically, April knows her stuff. And she’ll be bringing her smarts to the CTAConf stage in August! But we have the patience of a toddler waiting for an iPad to charge, so we peppered her with some burning questions in anticipation of her talk. She was the top-rated speaker at last year’s conference, so we know this year’s gonna be good. You can enjoy a little time traveling to 2017 via the clip below:


Check out our Q&A with April below and keep your eyes peeled for the exclusive-to-everyone-who-reads-this-post discount code to see her in person.

First thing’s first: What exactly is product positioning and how does it differ from brand positioning?

April: You might say “Positioning” has its own positioning problem! It’s such a misunderstood concept. For some folks it’s mainly a messaging exercise, while others associate it very closely with branding. But positioning is much, much broader than either of those things.

Product positioning describes the specific market you intend to win and why you are uniquely qualified to win it. It’s the underpinning of your go-to-market strategy and impacts everything from marketing to sales, to customer success and the product itself.

What’s the first thing a client asks when you sit down with them?

April: Most CEOs don’t know it’s a product positioning problem they have. They know their customers have a hard time understanding what their product is all about and why they should care. That confusion results in long sales cycles, low close rates and poor marketing campaign performance.

A lot of the work I do is centered around teaching folks how to create context for their products by focusing on making value obvious to customers. Positioning as a concept isn’t new but, until now, we’ve all been pretty terrible at actually doing the work it requires. I teach companies a process for finding and delivering the best position for their products.

What’s the most common mistake you’ve seen businesses make with their go-to-market strategy?

April: Hands down, the most common mistake I see is companies trying to market to a set of customers that is much too broad. The reasoning is that, by going after a massive market, it will be easier to claim a small piece of it.

In reality, the opposite is true. Broad targeting puts your offering in direct competition with established market leaders that can both out-market and out-sell you. Beyond that, it leads to diluted messaging that waters down your best features and differentiators.

The easier—and far more effective thing to do—is target a smaller slice of customers who are highly suited to your product’s key features and the distinct value they can deliver.

Customers who most acutely feel the pain you address will be the most excited about your solution to that pain. They’ll pay you more, close faster and love your product so much they’ll end up marketing it for you. (Editor’s note: AKA the Holy Grail of marketing.)

Once you’ve established yourself with these highly suitable customers, you can build on your strengths and start to expand your targets to larger markets.

Can you tell us about the most challenging product positioning case you’ve worked on?

April: At IBM, I led the launch of a family of products that demanded an entirely new market category built from scratch. We had to convince customers, experts and analysts that certain market forces existed and would inevitably redraw the lines around existing market categories. On top of that, I had to convince them that IBM was the only company capable of drawing those lines.

There was also a catch: The products we had in that family weren’t particularly innovative on their own, at least not at the beginning. So the story itself hinged on convincing people that all of this revolutionary change was going to be sparked by the innovative combination of some pretty ho-hum products.

We managed to pull it off through sheer guts, a sprinkling of good luck and the deep marketing talent of my team at the time. But mainly, guts.

Your upcoming talk at CTAConf is about how to turn “marketing headwinds into tailwinds.” What do you mean by that?

April: In any market category, you’ll encounter extremely powerful forces that can either work for you or against you.

We often position our products in markets with strong competitors who are already perceived as leaders. Like swimming upstream, or fighting headwinds, we have to work extra hard to win in that environment.

Luckily, most products can be positioned in many different markets that offer greater chances of success. We just have to find ones where that inherent force is pushing us forward, like a tailwind, instead of pushing back on us.

In my talk, I’m going to outline exactly how you can use existing market forces to your advantage and grow revenue faster.

Want to hear this talk at CTAConf 2018? Get 10% off all Early Bird tickets ($80 off for General Attendees) by using the code “AprilCTAConf2018” at checkout.

What should marketers consider, before anything else, when launching a new product?

April: The success of a launch depends on how well you understand three things:

  1. The problem your product solves and the competition it faces.
  2. The true value your product delivers for customers.
  3. Which types of customers care the most about that value and, most importantly, why?

If you’ve got these down, you’ll know exactly who you need to reach, the channels you need to use to reach those people and the value proposition you need to communicate.

What should marketers be doing differently now in terms of product positioning vs. five years ago?

April: We should start doing it! Most companies don’t deliberately position their product. They assume a default positioning based on how they first thought about it.

For example, say you’ve built a new email client. But after you got it into the market, you got some feedback, added or removed features and continued to iterate on it. Now you may have a solution that’s best positioned as a “group chat” or “social network” or “team collaboration tool” instead of focusing on email capabilities.

The market frame of reference you choose will completely change the way customers perceive your product and their expectations around pricing, features, support and your competitors.

Because the markets are more crowded, more competitive and shifting faster than they ever have before, we can’t get away with ignoring product positioning if we want our products to be successful.

Get every actionable detail of April’s positioning framework and go-to-market guide in her upcoming talk at Call to Action Conference, this August 27-29. Use the code “AprilCTAConf2018” at checkout for 10% off single, group and customer rates (that’s on top of the Early Bird discount, ending May 31st)! Want more reasons to go? Click here for a bunch of ‘em.

Click Here For Original Source Of The Article

Ads by WOW TRK

About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

5 SEO Mistakes Killing Your Content Performance and a Fix for Each

Common SEO Mistakes

Common SEO Mistakes

Even the most seasoned content marketers make mistakes. In the world of SEO-driven content, with constant algorithm tweaks and changing search patterns, it’s nearly unavoidable. However, those same mistakes can often lead to discoveries that enable even better content performance.

The key is being able to recognize those easy-to-fix SEO mistakes and address them. As a result, your content will become an optimized, integrated network of metaphorical highways, leading searchers to best-answer content in a strategic and purposeful way.

So, what are the most common SEO mistakes, and how can they be addressed? Below, I’ve singled out the ‘usual suspects’ along with guidance on how to fix them while setting yourself up for long-term SEO success.

SEO Mistake #1 - Choosing Target Keywords Based on Volume vs. Relevance

How Keywords Affect Content Marketers: Great content isn't great unless people see it. But when content marketers overemphasize high-volume keywords, they miss out on meaningful engagement.

It’s tempting to plug into your keyword research tool of choice and select keywords with the highest search volume as your focuses for new content. But if the content you’re creating doesn’t match the search intent for that high-volume keyword, it’s unlikely to perform to your expectations.

The Fix: Google it! All jokes aside, evaluating the first ten search results for your target keywords can help you understand what searchers are trying to find, and what supporting content you should provide to truly be the best answer for that query.

While you’re analyzing those top results, pay attention to key factors that will shape your content creation and promotion strategy:

  1. What type of information is NOT included in top content, but is topically related? This can help you inform how you differentiate your content.
  2. What’s the content demand for that keyword? For example, are mostly top of funnel blog posts ranking, or are you seeing mostly product or service pages?
  3. How many backlinks and referring domains are pointing to the top search results? This can help you understand how competitive the first page of results is, and whether or not ongoing link building should be part of your content promotion strategy.
  4. How long is the top-ranking content for that keyword? This will help you determine ideal content length for your own post.

SEO Mistake #2 - Targeting the Same Keyword with Multiple Pages or Posts

How Same-Topic Targeting Affects Content Marketers: Pressure to create comprehensive content on a topic can actually result in dilution within search.

The conventional wisdom that more is better doesn’t apply universally — especially when it comes to SEO-driven content. Creating multiple pieces of content that target the exact same keyword is a surefire way to stand in your own way of success. There’s enough competition out there for B2B marketers without having to compete with your own content.

For example, a B2B technology company that wants to rank for B2B software consulting should optimize their service page for that term based on what is currently being served in search results. But, if they also create a series of blogs or resources that are targeting that specific term, search engine bots will be confused about which page is the best answer for that query. This could result in none of the content appearing in the top 10 results, in favor of competing sites with a more clear ‘answer’ to that query.

The Fix: Determine which of your pages or posts is the best answer for that particular query by analyzing ranking and analytics data. Which post or page sees the greatest amount of engaged organic traffic for your target keyword, and most closely matches the associated search intent?

Once you’ve determined your target page, it’s time to evaluate the remaining content targeting that keyword. Look for opportunities to:

  1. Remove or prune low-value or outdated content. Is there a blog post full of stats from 2009 that’s hindering your priority page’s chances of ranking? It might be time to consider removing that post and implementing the proper redirects.
  2. Optimize existing content for related, but different, keyword targets. For example, if you have a priority post for Chocolate Chip Cookies, and another post that more closely relates to ‘Crunchy Chocolate Chip Cookies’, consider optimizing that post for the latter and implementing internal links back to your priority cookies post.
  3. Combine closely related content. For example, if you have several blog posts around your targeted keyword(s), consider combining those posts into a longer, more robust piece of content.

SEO Mistake #3 - Ignoring Internal Link Structure

How Internal Linking Affects Content Marketers: Links are like electricity on the web, lighting up content for people and search engines alike.

Content is discovered by links. Your site’s internal linking structure tells bots (and users) which pages are most important, and which pages are most relevant to specific keywords. If you link to several pages from the same anchor text, for example, there will be some confusion about which page is truly ‘about’ that topic. Other times, you could have pages or posts on your site that are orphaned, with no internal links directing users or bots their way. This can confuse your site users, search engine bots, and even your own team. Confusion is not a ranking factor!

The Fix: Make sure you develop and continue to update your site’s keyword map. It can be as simple as a spreadsheet that lists your page’s URL and associated target keyword(s). This keyword map will help you determine what anchor text should be used to link to your target pages.

Next, conduct a site audit to determine:

  1. If there are orphaned pages that need internal links
  2. If you are linking to multiple pages with the same keyword-rich anchor text
  3. Where there are opportunities to create additional supporting content
  4. Where you might have opportunities to reduce and prune existing supporting content

Next, you’re going to want to crawl your site to find any orphaned pages. Then, map those into your overall keyword strategy and implement internal links.

SEO Mistake #4 - Ignoring Data from Other Digital Tactics

How Marketing Data Affects Content Marketers: Inspiration often drives ideation for many content marketers, but data drives optimization for ideal content performance. Marketing performance data can provide both.

Any data you can collect about how your audience engages with your content has the potential to be an SEO gold mine. For example, analyzing the keywords from your paid search campaigns can give you insight into which keywords are your best converters, and what content best suits searchers for those terms. Social posts that get the greatest amount of engagement can tell you which topics your audience is most interested in. Ignoring data from your other marketing and sales channels means missing out on an opportunity to better engage your prospects.

The Fix: Meet with different teams or departments to find out what kind of content performs best on their channels. Look at the data each platform or channel provides and compare that with your site analytics data for a full picture. And, be sure to share your channel performance data with the rest of your marketing team. The more information available related to content and marketing performance, the better equipped you are to optimize.

SEO Mistake #5 - Giving Up

How Persistence Affects Content Marketers: Content performance in search is a long game and persistence is essential for success.

SEO is a marathon, not a sprint. Sometimes a lack of results can feel demoralizing, but giving up is simply not an option. You wouldn’t stop building your house just because the nearest lumber yard ran out of wood, right? You’d find another lumber yard and keep plugging along.

The Fix: Take a step back. Re-evaluate the search landscape, your competitor’s organic presence, and your site’s overall health. Being able to remove yourself from the frustration can help you find opportunities you may have missed and additional whitespace to tackle.

Next, seek out advice from other SEOs. Ask questions on social media, in specific groups or forums, or send a question to your favorite SEO blog. If budget permits, enlist the help of a consultant or SEO agency that can help you break through your roadblocks.

Finally, we have two big SEO bummers that are tougher to fix, but absolutely necessary to address.

Bonus SEO Mistake: Migrating Your Site with No SEO Plan

How Migrating Without a Plan Affects Content Marketers: A bad migration can effectively undo your hard work, reducing content visibility and creating more user friction.

If you listen closely, you can hear the sound of SEOs cringing around the globe. A botched site migration can wreak havoc on your organic positioning and torpedo your results. It can take months, even years to recuperate organic visibility to pre-migration levels.

The Fix: Always, always consult your in-house SEO team or SEO agency when you’re considering a website migration. Before you move forward, it’s imperative you have a plan for technical, on-page, and off-page factors.

If you’ve already migrated your site and have experienced a loss of organic traffic and rankings, start with a site audit. Check for the basics, like whether or not your site is being indexed, first. Then start to evaluate technical factors like broken links, crawl errors, and duplicate content.

When in doubt, don’t hesitate to reach out for help. Recovering from a site migration is a challenge for even the best of SEOs, and sometimes those big challenges call for a little teamwork.

Bonus SEO Mistake: Not Optimizing for Mobile

How Not Optimizing for Mobile Affects Content Marketers: Even the greatest content can’t stand up to a bad mobile experience. Users will bounce, reducing engagement and sending negative signals to search engines.

Mobile accounts for about half of web traffic worldwide. Knowing this, in March 2018 Google started migrating sites to mobile-first indexing. Providing a seamless mobile experience is no longer optional, especially when you’re living in the wild world of search.

Sites that didn’t properly prepare for this can and will likely see some declines in organic search traffic and rankings as a result. And, as more sites follow mobile best practices, more users will notice and become frustrated by poor mobile experiences. This leads to declines in other pivotal ranking factors like on-page engagement. In short, if not properly addressed, a poor mobile experience can wreak havoc on your search visibility.

The Fix: The first thing to do is to conduct a mobile audit on your site. Understanding your site’s mobile performance is step one toward making improvements. Look for things like:

  1. Mobile site speed. A couple great tools for this are Google Page Speed Insights and Pingdom. These tools can tell you where to look for issues like slow-loading code, images that aren’t optimized, and other technical issues.
  2. Mobile experience. Visit your site on your phone. Ask someone who doesn’t use your site regularly to do the same. Record your experience, take notes on where you get stuck and why. Click on everything. Turn your phone into horizontal mode. Try to think of every single way a user could browse your site. And, don’t forget to try a site search on mobile.
  3. Look at mobile analytics. This will tell you key metrics like mobile bounce rate, mobile time on page and pages per session.

These steps will help you build a hypothesis to test against. Is your mobile bounce rate crazy high? Does your site take a long time to load? Is your time on page way out of line with desktop traffic? Then, use A/B testing to root out the discrepancy. Use these same metrics to test if the fix is working. Then, repeat with another element.

So, What Does This All Mean for You?

Ultimately, following SEO best practices as a content marketer can reduce performance-related headaches and set you up for long-term success.

For example, when Innovatech Labs decided it was time to make major changes to their website, they worked with our team at TopRank Marketing to implement a safe website transition strategy, minimizing their risk of reduced content visibility on Google. This assessment involved avoiding many of the big risks mentioned above, including linking, use of data and keyword research which allowed us to act quickly post-migration to combat organic traffic declines. The result? Double- and triple-digit increases in organic traffic (and increased conversions, too!).

A best-answer content strategy focused on creating content with the most relevance to their audience was the ticket to better marketing performance for a martech SaaS company. Working with the team at TopRank Marketing, long-tail and hyper-relevant keywords were researched for a comprehensive content strategy to help the brand content become the best answer for those queries. The “best answer” approach and topics were applied across organic and paid efforts. As a result, the volume of both paid and organic MQLs increased, leading to better content performance and spontaneous proclamations of love from the client’s sales team.

Fixing these big SEO mistakes aren’t only for short-term wins. Our longtime partner Antea Group USA has achieved amazing triple-digit growth over three years by avoiding these big mistakes and implementing an ongoing commitment to SEO-driven, best answer content.

As I mentioned earlier, even the most experienced content marketers can make these common SEO mistakes. But, with the right SEO strategy driven by diligent execution and monitoring of results, you can get back on track. The key is to be intentional about your site’s architecture, as well as the content you create, and to never, ever give up.

Still feeling stuck? Or maybe your team doesn’t have the resources to take on this battle alone? Check out our SEO services, tweet us your thoughts @toprank, or drop me a line in the comments. We are here to help!

The post 5 SEO Mistakes Killing Your Content Performance and a Fix for Each appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

css.php