{"id":3496,"date":"2022-01-18T00:29:07","date_gmt":"2022-01-18T00:29:07","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/18\/how-to-craft-an-industrial-marketing-positioning-statement-for-inbound-success\/"},"modified":"2022-01-18T00:29:07","modified_gmt":"2022-01-18T00:29:07","slug":"how-to-craft-an-industrial-marketing-positioning-statement-for-inbound-success","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/18\/how-to-craft-an-industrial-marketing-positioning-statement-for-inbound-success\/","title":{"rendered":"How to Craft an Industrial Marketing Positioning Statement for Inbound Success"},"content":{"rendered":"

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No one wants to waste time with a product or service that isn\u2019t right for them. Getting to the point of who you are<\/span> and what you do<\/span> is essential to effective messaging<\/span> and meeting sales goals.<\/span> Being clear in your marketing position statement<\/span> upfront will answer that and inform any content creation<\/span> for inbound marketing success.<\/span><\/p>\n

How will you know what kinds of content to develop if you haven\u2019t positioned yourself properly? Great content attracts the highest quality traffic<\/span>, holds greater credibility<\/span> with Google and other search engines, and helps build relationships.<\/span><\/p>\n

To produce content that performs<\/span>, you need a well-crafted, thoughtful positioning statement that has at its core a deep understanding of target personas<\/span><\/a> and their most pressing pain points<\/a>.\u00a0<\/p>\n

What is a Marketing Positioning Statement and Why is it Important for Inbound Success?<\/h2>\n

What\u2019s your positioning<\/span> in the marketplace? Where do you stand? Are you most reliable? Fastest? Most accurate?<\/p>\n

Think of Bounty paper towels and their \u201cquicker picker-upper\u201d philosophy. Maybe they aren\u2019t the cheapest and, therefore, won\u2019t market themselves as such; but they know where they stand with their product. The same concept applies to industrials \u2014 figure out your value proposition and then use that position to inform your marketing content<\/span> and overall inbound strategy<\/span>.<\/p>\n

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However, a marketing positioning statement isn\u2019t just a catchy slogan<\/span> or ad copy. An effective positioning statement defines your ideal customer<\/span><\/a>, pinpoints what you will represent<\/span> or mean to them, and supports<\/span> that claim with facts.<\/p>\n<\/blockquote>\n

While this approach will work for any business with a value proposition<\/span> that’s meaningful to their target, we want to talk about the complex <\/span>manufacturing<\/span> industry in particular, since this is where much of our experience lies.\u00a0<\/p>\n

Keys for Determining Your True Value Proposition<\/h2>\n

If you\u2019re marketing for a manufacturing company and need to create a positioning statement that results in inbound success, you must uncover some nuggets of truth about what the business\u2019s purpose<\/span> is as well as why it\u2019s successful<\/span>.\u00a0<\/p>\n

You\u2019ll achieve this by interviewing<\/a> the workers<\/span> who have their boots on the ground as well as those who interact with customers frequently. Why do they believe customers choose you?<\/p>\n

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It\u2019s best not<\/span> to directly ask, “What are your strengths as a company?” Our experience tells us that about 80% of the time people will answer that question with “our people” or “quality” \u2014 which we refer to as motherhood and apple pie.\u00a0<\/p>\n<\/blockquote>\n

That\u2019s all well and good, but that doesn’t put us any closer to a meaningful value proposition<\/span>. Imagine how the press would react if Green Bay Packers head coach Matt LaFleur was asked the keys to last week’s win, and he answered, “It’s because of our people.”\u00a0<\/p>\n

No argument there, Coach; you have great people, but what exactly did they do<\/span>? And how<\/span> did they do it? What resulted<\/span> in your team scoring more points than your opponent in the 60 minutes of action we’re focusing on right now? A good reporter interrogates for the deeper truths<\/span>, because that’s where valuable knowledge hides.<\/p>\n

We take the same approach with internal client interviews. Instead of generalizations and platitudes, we want to know what specifically<\/span> leads to important customers making “buy” decisions with our clients.\u00a0<\/p>\n