Market positioning is a critical strategy for all WooCommerce businesses looking to establish a foothold and grow their customer base. It refers to a strong brand image that resonates with the target audience and the value proposition that a business comes up with to set itself apart from its competitors.
Starting a business is always competitive, whether you are a business owner in the online or offline market. You might be confident that your products can provide a solution for customers, but how you can occupy their minds is quite a challenge.
That’s why it’s so important for businesses to work tirelessly to create a unique selling proposition that sets their products and services apart from the competition.
This may look like a lot of labor, but it’s not that difficult. Companies that employ effective positioning strategies see increased brand awareness, customer retention, and sales.
In this post, we’ll dive deep into market positioning tactics, highlight the importance of WooCommerce market positioning, and provide advice for building a thriving WooCommerce company that will be there long after 2023.
So what are we waiting for? Let’s get started.
Understanding the eCommerce Market (WooCommerce)
One of the most crucial aspects of building a successful market positioning strategy is determining who your target customer is for your WooCommerce store. Successful product creation, marketing strategy, and communication all hinge on having a firm grasp on who is buying your product.
Look for patterns in your present consumer base’s age, gender, and income to help you determine who you should be marketing to. Customer personas, fictional representations of your ideal customers, can be crafted using this information.
Developing a winning market positioning strategy also requires a thorough examination of relevant market trends and the level of competition. Here, you’ll investigate the WooCommerce environment extensively to learn who your rivals are and how they stack up.
Doing so will allow you to spot opportunities for your brand to fill a void in the market. You can learn about new developments and changes in customer behavior by studying the market. You may use this data to fine-tune your marketing campaigns & strategies and provide a better experience for your intended consumers.
An effective market positioning strategy cannot be formulated without first conducting thorough market research. This process requires listening to current and potential customers, as well as researching demographic and market trends.
You can find out more about your target audience’s likes, dislikes, difficulties, and habits by conducting surveys, focus groups, and other sorts of research.
Types of Market Positioning
The following are examples of characteristics or methods that many contemporary businesses employ, and which can be used to create a “signature” that sets a product or brand apart from the competition.
Product Attributes and Benefits
This method of brand positioning in the marketplace emphasizes the product’s superiority over competitors by emphasizing its unique qualities and advantages. The goods are said to improve one’s mental and bodily health.
The product’s physical characteristics can only be put to use if it has unique qualities that set it apart from competitors and appeal to the target market. In most cases, this is achievable through novel approaches.
When competition among items of a similar type seems to be unwavering, successful brands will zero in on one or two differentiating characteristics and bolster them with persuasive emotional appeal.
Businesses can achieve this by paying closer attention to the ways in which their products can improve their customers’ lives and perspectives, as well as by conducting in-depth studies of their customers’ wants, likes, and objections.
Customers’ willingness to pay is an important consideration when making a purchase choice, alongside the product’s quality and functionality. Several companies employ this method to make a statement about the competitiveness of their prices in three distinct ways.
The first is to charge more for the product, which will lead potential buyers to believe that it is of higher quality. The second strategy is to reduce the price, making the product more accessible to consumers on restricted budgets.
These tactics call for a deep understanding of your customers. They would anticipate higher quality and be willing to pay more for the former. In contrast, with the latter, they would be more concerned with finding solutions to their problems at a lower cost.
The third approach is a middle ground, where brands still provide extra value but do it at a reduced cost. The goal is to better compete with premium rivals and win over customers looking to maximize their payments. The most common methods used by businesses are special discounts and sales.
The proper consumers to target have the intention of paying a higher price for things of superior quality, regardless of whether or not that excellence is actual.
This method is successful in the luxury market because luxury firms promote their products by highlighting their exceptional durability, high quality, unique origin, limited distribution, connection with influential endorsements, and greater status.
This method influences the thoughts of customers by making direct comparisons to showcase the uniqueness of the product or service. Instead of focusing on the problems or requirements that they have, you will focus on what you can give that is superior to that of others.
Instead of emphasizing the benefits that speedy delivery would provide to customers, an online retailer will emphasize how much faster their shipping services are compared to those of other businesses to make it easier to imagine what they are doing.
Attempting to dominate a niche market by focusing on a specific subset of customers.
There is no difference between how offline and online companies position themselves in the market. Make an effort to stand out from the crowd and establish yourself as the obvious best option for your target audience.
Nonetheless, specific website techniques are required because of their digital and technological features. Range, convenience, and the ability to compare prices are the three most important factors in making a purchase decision while shopping online.
This allows online retailers to concentrate on the strengths of their sites and give “better” service to customers.
Benefits of Good Market Positioning in eCommerce (WooCommerce)
There is no denying the explosive growth of online shopping. eCommerce is quickly becoming commonplace as a result of the widespread availability of the Internet and a large number of smartphone users, providing stores with a valuable opportunity to expand their consumer base and boost sales.
In addition to the development of B2B eCommerce, wholesale eCommerce is also moving online. Almost 25 million firms are already operating online, with thousands of eCommerce sites. In addition, the number of internet shoppers has skyrocketed over the years, with consumers of all ages making the switch.
Because of this, WooCommerce has become oversaturated, creating a difficult problem for companies: how to differentiate themselves from the pack.
So, strategic placement in the market is useful for:
Win Your Customer’s Interest and Advocacy
When you and your customers share a specific value or you can address your customers’ pain points, you certainly make a good impression.
Especially through quality and feeling strategies, your business will develop an intangible bond with your customers and becomes more preferential. Customers also feel somehow intimately connected and loyal to you.
Stand Out from Your Competitors
With so many competitors on the market, buyers have so many great options to choose from. You cannot lose your potential customers to others, even though you are capable of providing what they need.
Customers tend to remember the distinctive ones and who comes to offer the solution first. Therefore, identify what your competitors don’t have, whether it is price, uniqueness, quality, etc., then capture it and make it a competitive edge to stand out from them.
Increase Product Sales
When a brand succeeds in creating a unique market position that drives customers’ perception, trust, and favor, it can expect a bigger volume of buyers (and maybe their friends too via recommendations).
Therefore, a boost in sales is assertive.
Enable Better Decision-Making
A clear positioning means extensive research of the customer base and the market segment. It gives a clear direction to your marketing plans and brand activation.
You can expect better outcomes from your tweaks and new plans if you learn more.
Less Effort to Introduce New Products or Added Features
Launching a new product and breaking into the market is simpler for a business that has already established its position in the industry.
Also, with a competitive base, changes in the existing products’ qualities and/or features can be used to position them against competitors. This would save you a lot of money and effort.
Developing a Unique Selling Proposition (USP)
Understanding the concept of USP, or Unique Selling Proposition, is crucial in developing a market positioning strategy that differentiates your WooCommerce business from competitors. Simply put, the USP is what makes your brand or product unique and stand out in the market.
A USP is either found in your product’s nature or created by adding other valuable benefits. It’s something that you offer that cannot be found elsewhere. However, a USP should also be valued by your target audience and should be consistently delivered.
The USP can be a feature, a benefit, or a combination of both, that is not offered by competitors. Having a strong USP not only helps you attract customers but also creates brand loyalty and increases customer retention.
Identifying The Unique Features and Benefits of Your Brand or Products
Identifying the unique features and benefits of your brand or products is the next step in developing a market positioning strategy. This involves analyzing your product offerings and identifying what sets them apart from competitors.
Consider what unique features your products have, and what benefits they offer your target audience. These could be related to quality, design, functionality, price, customer support, or any other relevant factor that helps differentiate your product offering.
You may create a compelling USP that will appeal to your customer base by zeroing in on these distinctive qualities.
Communicating Your USP to The Target Audience Effectively
Communicating your USP to the target audience effectively is also critical in delivering a successful market positioning strategy. Your USP should be communicated in a clear and concise way that highlights the unique features and benefits of your brand or product.
It should be included in marketing messages, product descriptions, and other communication efforts across all channels, including social media platforms, email marketing platforms, and advertising.
The key is to create a consistent messaging strategy that aligns with your USP and communicates your brand’s unique value proposition effectively.
Ultimately, understanding the concept of USP, identifying your unique features and benefits, and communicating your USP effectively are all key components of developing a successful market positioning strategy for your WooCommerce business in 2023.
Consistent Branding and Messaging
Developing a brand identity that resonates with your target audience is crucial in creating a successful market positioning strategy. Your brand identity encompasses the visual elements, messaging, and values that define your brand and differentiate it from competitors.
Developing a strong brand identity requires understanding your target audience and what resonates with them, and creating a consistent look and feel that aligns with your brand’s values and goals.
Through careful consideration of design, color scheme, messaging, and tone, you can create a brand identity that speaks to your target audience and sets your WooCommerce business apart.
Creating a Consistent Messaging Strategy Across All Channels
Creating a consistent messaging strategy across all channels is equally important in delivering a successful market positioning strategy. Consistent messaging helps create brand recognition and strengthens your brand’s overall image.
To create a consistent messaging strategy, start by defining your key brand messaging and USP. This messaging should be reflected in all marketing materials, customer communications, and visual branding elements.
You may create a compelling USP that will appeal to your customer base by zeroing in on these distinctive qualities.
Aligning Your Messaging with Your USP and Brand Values
Aligning your messaging with your USP and brand values is critical in delivering a market positioning strategy that resonates with your target audience. Your messaging should be clear, concise, and focused on the unique benefits and features of your brand or products.
Aligning your messaging with your USP and brand values in all communication efforts can help you build trust and establish your brand as a leader in your industry.
This consistency will also help your audience recognize your brand and products more easily, which can lead to increased customer loyalty and higher sales.
Creating Exceptional Customer Experience
Understanding the importance of exceptional customer service in WooCommerce is crucial in building a successful market positioning strategy.
Customer service is the foundation of any WooCommerce business as happy customers are more likely to recommend your products or services to others, which can increase sales and revenue.
Exceptional customer service means going above and beyond to meet customer expectations by providing personalized support, prompt replies, and solutions to their needs.
Your WooCommerce store may stand out from the crowd and win loyal patronage by focusing on offering exceptional service to its customers. You may check out our blog for enhancing the customer experience for your WooCommerce store.
Developing a Customer-Centric Culture within Your Organization
Developing a customer-centric culture within your organization is also key to creating a successful market positioning strategy. This means making customer satisfaction a top priority in all aspects of the business.
From product development to marketing to customer support, all employees should be focused on meeting the needs and expectations of the target audience.
Creating a customer-centric culture requires a mindset shift that places the customer at the center of everything you do. By doing so, you can create a positive and memorable experience that can help drive customer loyalty and retention.
Leveraging Customer Feedback and Reviews to Improve the Customer Experience
Leveraging customer feedback and reviews to improve the customer experience is equally important in developing an effective market positioning strategy.
Feedback and reviews from customers can provide insight into their experiences with your brand or products and help you identify areas where improvements can be made.
Leveraging this feedback can help improve customer satisfaction and drive positive word-of-mouth marketing, which can ultimately increase sales and revenue.
You may show your customers that their opinions matter by keeping an eye on reviews and feedback and reacting to any concerns they may have.
Leveraging Technology and Innovation
Staying up-to-date with the latest technology and trends in WooCommerce is crucial in developing a successful market positioning strategy for your WooCommerce business in 2023.
Technology is constantly evolving and staying informed about the latest trends and innovations can give your business a competitive edge over others in the market.
If you are up-to-date on the latest WooCommerce technologies and trends, you can use them to boost productivity, delight customers, and grow your business.
Leveraging Technology to Enhance the Customer Experience
Leveraging technology to enhance the customer experience is one way to gain a competitive advantage in the WooCommerce industry.
There are a variety of technologies available, including artificial intelligence, machine learning, and chatbots, that can help improve the customer experience through personalized communication, 24/7 support, and streamlined processes.
Leveraging technology can make the customer experience more efficient while also providing a higher level of support that aligns with customers’ needs and preferences. A seamless customer experience can lead to increased customer satisfaction, loyalty, and repeat business.
Using Google Analytics to Make Data-Driven Decisions
Using data analytics to make data-driven decisions is another essential aspect of developing a successful market positioning strategy for your WooCommerce business in 2023. Google Analytics can provide insights into customer behavior, product performance, and overall website performance.
By analyzing this data, you can make informed decisions to improve the customer experience, optimize your website for a higher conversion rate, and enhance your product offerings.
Data analytics can help you identify patterns and trends that are occurring in your business, which can then inform your strategy and improve your bottom line. Overall, data analytics can help you stay ahead of the competition and create a better experience for your customers.
How to Establish an Effective Market Positioning for Your WooCommerce Business
A market positioning creates clarity around who you serve. It also explains to your target audience why you are the best company for them and what sets your products or services apart. It helps you justify your pricing strategy.
So how do you do it?
Research and Find Your Target Audience
The competition is fierce, and to win in the market, it’s a must to choose the exact target customers and understand where you are standing in their eyes. Then you develop your strategies from there.
The first task is segmentation. It starts with identifying who your products’ or services’ potential customers are. These customers can be divided into groups based on common traits (demographics, psychological ones like attitudes, or beliefs).
Find the segments with traits that make them different from other segments. You must employ traits that are simple to recognize and that have enough impact on consumers’ purchasing decisions. Also, to be considered a meaningful segment, it must lead to significant sales volume.
Once you work out the segments, you need to decide which one to go after, as you cannot satisfy all of the customers. This is called Targeting. It’s a process to define the attractiveness of a segment.
The target audience can be derived from a deeper analysis of their characteristics, needs, emotional motivations, and shopping behaviors. Still, the target segment needs to be qualified by size, profitability, and growth ability.
Particularly in WooCommerce, the attractiveness of a segment is shown if it is willing to pay more for better services, has many loyal shoppers, or has a low level of competition.
To achieve this, you need to carry out customer surveys yourself or hire an agency to do that. The survey can give you an assessment of
- Your product’s strongest selling points
- Any obstacles or setbacks
- The values and features that are most important to customers.
What’s more, you should regularly check customer reviews on your sites and engagement on social media platforms to see both positive and negative views from your target market.
Analyze the Competitors
To stand out in the market, you can’t ignore who is offering a similar solution to yours and what competitive advantage they have.
List all of the possible competitors and substitutes and break down their strengths, and weaknesses; what gives them the advantage to compete; and especially what needs or demands from the customers that they fail to satisfy. Then you may figure out something you can surpass or else find another aspect to hit on.
For WooCommerce businesses, take a further step by becoming a real customer to experience your rivals’ online stores. You may consider some of these factors to assess:
- Audience engagement
- Target audience demographics
- Past and current marketing efforts
- Cultural factors
- Current marketing tactics
Develop a Market Positioning Strategy
To work this out, mind 2 things: frame of reference and point of difference.
The frame of reference defines which category or market landscape you play in. It can be seen as how and where you can meet your target audience’s needs. For example, if you run a toothpaste business, the possible landscapes are preventing cavities, teeth whitening, or for braces.
With each category, there are some competitors out there, which means you have to find your point of difference. A point of difference has a similar notion to a USP and must hold strong, favorable, and unique brand associations.
Especially it should be sustainable to play the game for a prolonged period. A PoD may involve performance attributes, benefits, or imagery association.
Remember all the strategies above? Those are some key suggestions to identify your Point of Difference.
For WooCommerce, the frame of reference affects how you set up your store website, your range, stock management, and order-to-delivery procedures.
When most WooCommerce sites offer rather similar functional benefits, it’s harder to stand out. So emotional benefits or values play a vital role in the awareness and consideration stage.
This is also why many WooCommerce stores try their best to personalize the customer experience and attached emotional value to it.
Combining all that with the target audience, brand/products, benefits, and sometimes with brand personality, you can develop a market positioning for your business.
Communicate Your Market Positioning to The Customers
This is where you turn that market positioning into a message to tell your valuable customers and include it in every form of communication you will execute. The positioning statement resembles a company’s mission statement as it expresses its identity and goals.
With the statement, you spell out your target customers with any challenges to encounter or any desires to pursue. Then justify how the product or service would beneficially and distinctively solve it.
Some Mistakes to Avoid When Establishing a Market Positioning
- Keep changing the product features or values, making people hard to connect with the positioning.
- Choosing a too-niche market that cannot guarantee sales
- Fail to create a distinctive image in customers’ minds to differentiate from others
- Too-good-to-be-true positioning makes customers question your validity
Furthermore, use common activities like advertising, content marketing, newsletters, social media, promotions, and direct mail to reinforce your market positioning.
Market positioning helps businesses differentiate themselves from competitors and create a unique niche in the market. A well-defined and executed market positioning strategy can increase brand recognition, customer loyalty, and revenues.
In 2023, to effectively market your WooCommerce business, you must understand your target audience and their needs.
The market landscape is constantly changing, and WooCommerce businesses must stay current with the latest trends in technology, consumer behavior, and digital marketing strategy. It is also essential to be flexible and adaptable, as customer needs and preferences shift over time.
By using market positioning strategies to differentiate your brand, prioritize customer satisfaction, and stay on top of trends and technology, you can ensure that your WooCommerce business stays ahead of the curve in 2023 and beyond.