Creating a Marketing Plan, Part 4: Positioning and Pricing

So you’ve done your research on your target audience and looked at your competition. Are you done yet? Far from it. You need to do a little thinking now to figure out how to position your company among your competitors so you can grab market share in your target audience. Positioning, sometimes called branding, defines…

In the last post, we discussed personas – a way to find out who your target audience is. Today, we focus on finding out who’s also competing for that target audience. Chances are, unless you’ve come up with a new product or service that no one else has thought of, you’re going to have competition…

What’s the most important part of marketing? Advertisements? Press releases? Social media? No. It’s your audience. They’re the ones who will ultimately buy your product or service. They will determine whether your business succeeds or fails. To succeed in marketing – and to succeed in your business – you need to understand who those people…

In the movie “Field of Dreams,” Ray Kinsella is in his cornfield when he hears a voice say, “If you build it, he will come.” Sometimes we think of building our business that way: If you create your business, it will be such a great idea that people will be knocking down your door to…