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Archives October 2023

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key factors to carry out a brand positioning strategy

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A brand positioning strategy should be valued as a transcendental project in every company. Which is why it requires planning, analysis and effort. First of all, you need to carry out a study that allows you to. Detect the current level of visibility and authority of your company. To then outline coherent, realistic and strategic progress objectives. Once you have clarified this point. You need to take into account different actions and key factors from the beginning to the end of the strategies.

Discover consumer needs and preferences

To position yourself in your market segment you need to Top People Data know what the consumers who are part of it want and search for. Survey strategies , interviews , and focus groups provide access to this knowledge, but the truth is that today there are more sustainable alternatives that provide results quickly and constantly. Although we should not leave these traditional practices aside, it is also a reality that in the times in which we live it is advisable to focus mainly on practical, agile and powerful methods to obtain information.

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Analyze the competition

Currently, it is advisable to direct this EA Leads analysis to the digital level. Since it is the scenario in which the “battle” for the best brand positioning is fought. Do a solid and rigorous audit of your competitors’ digital presence. Identifying what they do and what. The audience’s perception of their actions is. This will give you a clear picture of what is positive in your. Market segment and what things are not entirely convenient. In addition, it will help you identify elements and actions that will allow you to differentiate yourself, stand out and fill gaps.

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Branding and brand positioning

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Many times we talk about branding and positioning as synonyms. But in reality there is a difference between them , branding is the process of giving visibility. To a brand and positioning is the result of that process . But in most cases they can be used interchangeably. What can be a little confusing when talking about the topic is the concept of place, since we are talking about spaces. Virtual and physical, so we can also talk about points of contact .

Let's define Branding

Branding is a type of marketing that requires Email Leads advanced understanding. Since encompassing the concept “memorable” is not so simple. It is much easier to understand a disclosure of a. Specific product benefit than a brand experience . And that’s the trick! Branding is not intended to be understood literally, but rather to generate sensations associated with a visual identity. Its importance lies in the fact that. Branding is omnipresence, the surprising spark that unleashes the desire, to be invisible and appear only to add value or to solve problems. 

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Types of brand positioning

What differentiates us is quality; when they EA Leads remember us, an emotion of refinement and exclusivity is triggered in our clients. The prestige, the power. The participation of a select group of people generates an acceptance of a very high price and a cost-benefit relationship of the type. It is expensive and it is for few! A good example is Rolex, which is in 3rd place in The Global RepTtrak. Ranking of the 100 companies with the best reputation in the world – after having led it for four years.

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How to consolidate the strength of your company in the consumer market

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This is a factor aligned with Branding. Which reinforces  the corporate identity and makes the entrepreneurship increasingly viable and prone to growth. The spaces for which companies compete are on several levels, not only in advertising or in the market, they are also in your mind. Brands want to get a place in your thoughts to provoke shocks. Of happiness every time you remember them. That is a fundamental concept when we talk about brand positioning. Due to its relevance in today’s competitive markets. Today we want to fully explore this key concept.

What is brand positioning

Genius and guru of modern Marketing. And czar of innovative Email Database business processes, are some very good descriptions for Philip Kotler , who also gave us a very good concept of brand positioning. According to Kotler, defender and disseminator of concepts such as the 4 P’s of Marketing , positioning consists of designing the commercial offer in such a way that it occupies a precious place in the minds of consumers. 

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Positioning vs brand recognition

This unequivocally reflects the difference EA Leads between positioning and brand recognition, also known as Brand Awareness . And positioning is a comprehensive concept, which is related to the level of sales, market share, frequency of use of products or services, positive user evaluation and strength and leadership in general . Within these aspects we also find brand recognition, that is, how well known it is to consumers and how much they know about it. Which shows that Brand Awareness is simply one of the aspects of positioning.

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What should you consider when using this strategy

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As in any digital strategy, it is necessary to maintain a consumer-oriented approach. A commitment to promoting better product experiences should be part of the company culture. To do this, development teams must have adequate tools to analyze user behavior. Without an investment in analytics, it is not possible to fully realize the potential of your product. Based on the data available in the intelligence reports, it is possible to make the necessary changes to improve the way users interact with the product. In this process.

Fitness for purpose

When developing your PX strategy, it is important to Job Function Email List consider fit for purpose, that is, whether the product has the necessary features to meet user needs. Sensory design Sensory design refers to how the product attracts the consumer, whether through its visual, tactile, sound, etc. appearance. Usability The greater the usability of the product, the more satisfied the consumer will be. This factor refers to the ease that the user finds when using the product.

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How are other brands using the PX

Now that you understand what EA Leads product experience is. Its importance, and what you should consider when implementing your strategy, let’s look at some practical examples. One of the main concerns of e-commerce customers is regret after making a purchase. With this in mind, L’oreal’s PX team has developed a creative way to deal with the situation. They have designed software that allows potential customers to try products before purchasing; all in a completely virtual way. How does it work? Through an interactive platform based on artificial intelligence principles.

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If your purpose is relationship-orient

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There is no point in carrying out an action for someone who has already purchas or who will not be interest in that product. The relationship routine is more suitable for companies where the sale is complex or the purpose is simply to generate reputation and brand value among the base. Even here, segmenting the base is equally important. The unsubscribe or mark as spam button is right there , and all it takes is one email addressing a subject that doesn’t interest the user for them to be remov from your list. 8.3. When to invest: The basic question to start doing email marketing is: do you have an email base? If you answer yes, consider another question: is it segment? If so, create lists separat by interest, region, product, age, gender. The more specific the better. “Ah, but it’s going to be work. Will I have to make several emails, one for each segmentation?” He is going yes.

Email action requesting more data from your

And that’s what will bring results. Now, if your company doesn’t have a base, consider the other strategies we cover here to generate traffic and leads. But NEVER buy email bases from others. And, if you have a base but it is not segment, evaluate the possibility of carrying out an initial email action requesting more data from your audience. Data that will be relevant to separate leads from the base. But of course, offer something in return . A content, an offer, a discount. Otherwise, no one will  special data  respond. 8.4. How to measure the result: organic results.Virtually any email trigger tool will offer you simple indicators: openings; clicks; opening rate; click rate; mark as spam; unsubscribes.

Also consider the possibility of running

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 If your purpose is relationship-orient focus on these numbers and vary the title, content and structure of your emails to try to improve. Also consider the possibility of running a/b tests on your shooting tool. Now, if the objective is sales, it will also be necessary to measure conversions. It’s a good idea to have a dicat landing page to receive traffic from email actions, or at least set up goal conversions in Google Analytics to track registrations generat through the email source. 9. Marketing automation Marketing automation 9.1. What is EA Leads it: Like content marketing, marketing automation is another discipline that has gain prominence due to the popularity of inbound marketing.

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The point is as we are talking about intangible

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But it can bring brand results. So, if your segment is relat to entertainment and/or products with a short sales cycle, it is possible to invest in social networks to generate sales. But if that’s not your case, getting on social mia will probably bring a return in engagement and branding, and your company will ne the other actions describ here (performance-orient) to bring in sales. 7.4. How to measure the result: Like other digital tools, social networks typically offer a lot of data that can be monitor: likes; comments; shares; engagement; relevance; among others. The point is, as we are talking about intangible aspects, each company nes to establish its priority and how to measure it.

How to measure the result Like other digital

But it can bring brand results. So, if your segment is relat to entertainment and/or products with a short sales cycle, it is possible to invest in social networks to generate sales. But if that’s not your case, getting on social mia will probably bring a return in engagement and branding, and your company will ne the other actions describ here (performance-orient) to bring in sales. 7.4. How to measure the result: Like other digital tools, social networks typically offer a lot of data  Latest database that can be monitor: likes; comments; shares; engagement; relevance; among others. The point is, as we are talking about intangible aspects, each company nes to establish its priority and how to measure it.

For example if the objective is to stay in the minds

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The big problem is that today email marketing is an analogue of street leafleting. It’s cheap, it’s easy to do and it takes no effort to get start. This causes most companies to rely on inefficient strategies, such as: buy email bases; send the same email to the entire base; send emails in image format; not working well with the email title; not measuring email performance; send without a reply contact. In other words, if your company has a segment ( and well segment ) email base, it is not difficult to do a good job of email marketing. Just focus on your user and you will have good results. 8.2. What is the objective: Email actions typically have two objectives: sales; relationship. Sales work involves  EA Leads sending emails to people who can buy more or who haven’t purchas yet. Note that this requires a good amount of segmentation work.

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And as they are in an entertainment context

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In any case, it is crucial to establish the reason why people use social networks , and how this can be a barrier and/or make it difficult for some companies to enter this field. Users of Facebook.Instagram and the like use these channels primarily for entertainment, to connect with friends and sometimes with companies. But the watchword is engagement. They are not there looking for products, they are relaxing and wanting to know what’s new from the people they know. 7.2. What is the objective: Can promoting your company on social mia work? Maybe yes. But there are caveats. First of all, it is necessary to separate two common contexts: advertise on social networks; disseminate content on social networks. Advertising on social networks, in our opinion, is the same logic as sponsor links. You are targeting, creating ads and chasing conversions. Of course, this approach is closer to interruption.

They will listen to you if you focus more on

That generates engagement. And as they are in an entertainment context, there is no point saying that your product is wonderful or that it is on sale. They will listen to you if you focus more on relationships and try to discuss their pain. Still, the result your company will achieve if it connects with the user is a like, a share or a comment. In other words, engagement metrics. So, for most companies, investment in social networks is the opposite of that in sponsor links. You new database marketing (unlike Google, where the person says what they want), but in practice your company is advertising , paying per click. Content dissemination is different.

You marketing unlike Google dissemination is different

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 What will be attempt here is to produce material that wins people over.won’t bring visits and leads: you will bring engagement and brand return. 7.3. When to invest: There are inde segments where sales-orient work on social networks is very powerful. This is more common in B2C and retail businesses, such as clothing stores, personal trainers, healthcare professionals, beauty professionals, etc. These are organizations whose product is very close to the entertainment context . And for that reason, connecting with the person using Instagram on your cell  EA Leads phone is easier. But when we talk about B2B or even B2C businesses with more complex sales or not link to entertainment, the social network is unlikely to bring sales results.

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Therefore we do not see investment in content dissociat

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Therefore we do not see investment in content dissociat from the SEO discipline. So, if the company wants to have positions on Google, organic visits and organic opportunities, it nes to invest in content marketing. But this nes to be done in a broader approach, where content production is a pillar of SEO , and not just the creation of materials without considering improving the site and gaining external links. 6.4. How to measure the result: Following the reasoning we explain, measuring investment in texts, images and videos would not deviate from the same SEO indicators. However, it is possible to consider micro indicators, in order to potentially optimize content over time to generate more organic hits and more performance: impressions of content in searches; content position in searches.

Where content production is a pillar

Therefore we do not see investment in content dissociat from the SEO discipline. So, if the company wants to have positions on Google, organic visits and organic opportunities, it nes to invest in content marketing. But this nes to be done in a broader approach, where content production is a pillar of SEO , and not just the creation of materials without considering improving the site and gaining external links. 6.4. How to measure the result: Following the reasoning we explain, measuring investment in texts, images and videos would not deviate from the same SEO indicators. However, it is possible to  new data consider micro indicators, in order to potentially optimize content over time to generate more organic hits and more performance: impressions of content in searches; content position in searches.

Channels such as Facebook

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Click rate; content conversions; bounce rate; time on page. Leaving the micro, we return to the broader numbers, which would be organic traffic and organic leads. 7. Social networks Social mia 7.1. What is it: Social networks are extremely popular and ne little explanation. Channels such as Facebook, Instagram, Twitter, Whatsapp are already part of everyone’s daily life, regardless of age, income or social class. In the context of digital marketing, however, social mia appears as a great potential opportunity for companies. Why? Because people use it . They spend many hours on these EA Leads channels. And everyone who sells something wants to be in this environment and try to show their products to these potential customers.

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