Market Positioning: Focusing on Fewer Products
Once you’ve signed up for а reseller hosting program, you may find yourself in a situation where you don’t know how to approach your clients-to-be, or even who they are. This is the exact reason you need some type of market positioning. Taking care of that will help you if you are creating a brand. That way, you’ll easily identify who your clients are, and how to talk to them.
Market positioning is something that nearly every business needs to do, or better yet – start with. It will make all of your marketing efforts easier, and well targeted. Most of all, taking care of your marketing positioning will attract the customers that you want, and put off the ones that you don’t.
Wait! What does ‘the clients I don’t want’ mean? I am a small business owner, I need all the clients I can get. – may go through your head.
And that’s a reasonable thought.
Every business needs clients. Period. But it may not be that smart to try to appeal to everyone. That is why you need some type of market positioning.
When you decide that you’ll enter the market (any market), you have to find out what, how, and to whom you will sell. It is a process which helps both sides of the sale.
First, it will prevent you from most of the possible marketing confusion that may occur in your communication. And once you’ve created the right messages, for the right audience, all of the other people that may see it, will understand that the product is not created for them. Thus, you won’t have to split your attention to both people that will buy, and those who just haven’t figured out that what you sell is not for them.
You may wonder what is positioning in marketing by definition, and that is a fair question. To answer that question, let’s take the definition, given by Strategic CFO, and analyze it.
Marketing Positioning Definition
In marketing and business strategy, market position refers to the consumer’s perception of a brand or product in relation to competing brands or products. Market positioning refers to the process of establishing the image or identity of a brand or product so that consumers perceive it in a certain way.
We, humans, are wired in such a way that we conceptualize everything that we’ve stumbled upon. Thus, we build some kind of perception about it. Meaning, everyone that sees your logo, website, products/services, or gets to know your brand in another way, will have a perception about it. People will naturally like or dislike something, will feel like they’ve found the product they’ve always wanted or one that is just not for them.
Let’s take a look at the example that Strategic CFO has suggested:
For example, a car maker may position itself as a luxury status symbol. Whereas a battery maker may position its batteries as the most reliable and long-lasting. And a fast-food restaurant chain may position itself as a provider of cheap and quick standardized meals. A coffee company may position itself as a source of premium upscale coffee beverages. Then a retailer might position itself as a place to buy household necessities at low prices. And a computer company may position itself as offering hip, innovative, and user-friendly technology products.
As you can see there are a lot of ways to position your business. And not only that, even if you consider a specific market position, there are a lot of ways to achieve that perception in people’s minds.
Establish Market Position by Focusing on Fewer Products
You know who has the perfect market positioning? Apple Inc.
It is not only that they’ve positioned their products as a high-end technology that ‘just works’. Everyone that has ever seen any of the products of Apple will naturally perceive them as something that works smoothly, it is nice to touch, nice to look at, and overall something that you just want to have.
Maybe their products became way too mainstream, but at least with their pricing, Apple has stated clearly not everyone should have an iPhone. It is a special phone, for special people.
It was the same in the early 2000’s with the release of the first iPod. Back then the company made sure that everyone around you will know that you own an iPod. How? By adding the (back then) outstanding white headphones.
Nowadays, there are a lot of companies that are also creating products, which are capable to make you feel like the Apple products do. Yet again, almost all of them are creating products for every market segment. Where the market positioning of Apple is specific and clear. As if they say ‘we know who our clients are, and we sell to them. We don’t need for everyone to have an iPhone’. Although that made the product so desired that in reality a lot of people do have an Apple product.
To establish their market position Apple is using mainly the pricing (and of course the quality of their products). But the way they’ve established the prices of their products is possible mainly because of the number of products they release and offer.
If Apple had an iPhone for every market segment, what would make them stand out? Probably nothing.
How to Position Your Reseller Hosting Business
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When building your reseller hosting business, you should consider the task of market positioning as the first thing you have to do.
We know that for some of our customers it is important to find a way to distinguish themselves on the market. That is why we figured that you may want to add or remove products. And yes, you can do that.
If you that is what you want, you can offer only free hosting service. Or use it as a competitive advantage. Because yes, it is a competitive advantage. It is a way to establish a market position. And it is one worth considering.
Yet again, you may want to offer a more premium service, and to avoid the free, and shared hosting costumers. Which is again, perfectly fine.
In order to position your reseller hosting website, you definitely should find a way to distinguish your brand from all the others.
You may do so by an all-inclusive service. Meaning, you’ll offer web hosting, web development, digital marketing, maintenance…
On the other hand, you may decide to offer just one of each plan.
Well, you have options to play with.
Market positioning is art all by itself. You may or may not like it, but in order for your business to make a statement, and for your brand to be one that people recognize, you need to make it obvious what you are offering, and to whom you are eager to sell.
There are a lot of market positions that may serve you. And serve you well. It is all about how good are you at making a difference, and, of course, exactly where you want to be in people’s minds.
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About the Author
A writer by avocation, web enthusiast by choice. In love with almost every type of art.