Results-Focused Online Marketing Strategies

Do you still think in terms of how to “position” your company? In the past, companies had the luxury of making a decision as to the “face” that they would put forward to the public and they carefully managed this facade in hopes that they would be able to control public perception of their company.

This does not work anymore.

Repeat, this does not work anymore.

With the transparency of the web, the rise of ratings systems, and the brutal honesty of the blogosphere, superficial attempts at “positioning” simply do not resonate and become a liability to your brand.

So what to do? Start by understanding that the ONLY long term route to success is to replace the idea of positioning with the idea of “communicating the essence of your company.” What is your company all about – what does it do better than anyone and what are its values?

To “position” your company in any way except the answer to the above questions will simply cause unmet customer expectations, which the world will hear about in very short order.

Stop trying to make lofty statements that don’t resonate and start portraying your company exactly as it is and you’ll do a great job of attracting and satisfying the type of customers that will make your business thrive.

Note: Can you tell this post is the product of a debate I recently had with someone about positioning?