Can you explain the differentiating factor of our company's service in one sentence?
'A to Z Marketing Strategies for Tech Companies: Positioning and Website Content Creation.' A large number of people attended until late at night! Listening to the enthusiastic questions from those who came to Yeoksam despite their fatigue after work, it was a time to realize just how much thought they are putting into their respective companies' products and services.
For this lecture, we were joined by Grace, a 12-year veteran B2B marketer currently residing in the UK and serving as a Director at Dimension, a US IT cloud firm, and Kim Ye-ji, the CEO of our company, Elifunt, who is also a 12-year veteran content marketer and a member of the Content Growth B2B Marketing Group. It was truly impressive to see so many people gathered around the speakers, sharing questions and opinions from before the lecture began until after it ended. 😉 Let me introduce in detail the insights exchanged at Yeoksam Maru Hall! 👇🏻
Session 01. Positioning Strategies for Tech Companies to Dominate the Market (by Digiocean Grace)
Positioning that helps customers make quick decisions
"It is difficult to explain the product to potential customers, we spend more time explaining the product than selling it, customers drop off at the final stage of the purchase decision, and it seems that hard work in marketing or sales is not yielding results..." If you are a manager grappling with these concerns, it is time to review the positioning of your company's products or services.
Positioning is a key element that can influence the overall business strategy because it lies at the center of the process of identifying what is happening in the market, deciding who to focus on, how to be perceived (remembered), and how to explain the value you want to convey to persuade customers.
In other words, positioning can be described as the process of providing an overall frame and establishing context. When customers are given context regarding a product or service, they unconsciously begin to make inferences and make decisions based on those inferences. Positioning plays a role in enabling customers to make decisions quickly during this process.
Positioning Strategy for Entering a Changing Market
Positioning is determined by the company creating the product or service. However, since the market can change while the product or service is being developed, companies need a more strategic approach to keep up with rapidly changing customer needs.
1️⃣ Create a new market category
This strategy is effective when a product or service is created that does not fit into existing categories or when there is a significant shift in the market itself. Since it requires resources to first establish a market category and educate potential customers, it is advantageous for companies with substantial capital or influence. Examples include Netflix, Uber, Tesla, and Airbnb
2️⃣ Capture an existing market
This is a strategy used by market leaders when they want to solidify their positioning or take market share from other leaders. Since customers typically have clear criteria for making purchasing decisions, separate market training is usually not required. Examples include Intel, Coupang, and CJ CheilJedang
3️⃣ Capturing a segment of the existing market
This is a strategy worth trying if the market category is well-defined and there is a clear market leader, but there are potential customers with unique needs that the existing leader does not meet. It is primarily used by small businesses to target specific segments and reduce competition. Examples include Shopify, Spotify, and Dropbox
Starting Sharp Positioning Based on Market Conditions
Why should companies begin sharp positioning? It is precisely because it is much more efficient to reach potential customers. When positioning becomes sharp, development, marketing, and sales become possible with fewer resources and costs, and the likelihood of securing "die-hard fans" for the product/service or the company increases. Before implementing sharp positioning, you must check the following two points.
Is it a segment of sufficient size to achieve our business goals?
“Are there clearly important and specific needs that have not yet been resolved?”
After that, we make customers aware of the problems that existing solutions on the market cannot solve, and persuade them that our product/service has differentiating features capable of solving them. At the same time, we consistently convey the message that it incorporates the strengths and key features of existing solutions.
Curious about content marketing keyword strategies for different competitive situations?
Session 02. How to Turn Positioning Strategy into Content (by Yeji Kim, Elifunt)
A website that serves as an online store
Opening a website is like opening a store in an online marketplace. If you have opened a store, the path to the entrance must be well-paved, and the sign must stand out clearly even from a distance. The role of helping customers find their way to our store is precisely what the content that makes up a website can be described as.
Two customers of the website
“We are consistently uploading high-quality content, so why isn’t it getting enough exposure?” Many marketers likely share this concern. In fact, the target audience for website content is not limited to just (potential) customers of your company’s products or services. The content you create must first be recognized by search engines as high-quality material. To achieve SEO-optimized website content, you must write titles, descriptions, and headings, and organize structured pages. Furthermore, you must plan articles with professional expertise and topics aligned with customer interests, organizing them according to the customer needs funnel.
Common characteristics of successful B2B websites
Do you know what the websites of the two companies mentioned above have in common? If you examine the websites of rapidly growing companies, you can see that the main page itself serves as a condensed version of their positioning strategy. Along with explanations of the four pillars for customers—Product, Solution, Pricing, and Resource—there are various subpages that function as a single storytelling narrative to persuade customers.
As such, successful B2B company websites possess a meticulous content strategy that drives everything from traffic to conversion. This involves utilizing keyword-based content that maximizes potential customer touchpoints. It is necessary to expand touchpoints beyond simply directly explaining the company's products or services to include topics that address potential customers' problems. As such content accumulates, results grow exponentially.
Q1. What is the most resource-efficient method for SEO?
Designing a funnel strategy by understanding the customer's keyword intent
It is necessary to re-examine the intent of the keywords currently set. Additionally, you must understand which keywords customers use to discover your website or search for solutions to specific problems. You should organize keywords for each stage of the customer journey and tailor your content accordingly.
Q2. As a growth marketer, I write blog content. What criteria can be used to determine if the posts I have written are well-SEO-oriented?
Set goals (traffic, conversion) and measure content performance
It is necessary to differentiate and measure content that contributes to traffic from content that contributes to conversion. You should treat traffic-driven content as having the sole purpose of generating traffic and focus on keywords that customers actually consume, while conversion-oriented content should be designed to encourage direct CTA clicks. Additionally, 'on-site optimization' is also possible. This involves displaying new pop-ups at specific points as customers stay on the website reading, or analyzing incoming IP information to present customized content.
⭐️Summary of Insights on Positioning & Website Content Creation
- Positioning is an important strategic point because it has a significant impact on all areas of business.
- The sharper the positioning, the higher the probability of winning over customers.
- Since a website is like opening an online store, a content strategy that drives traffic into the store is important.
- Search engines are also customers of website content.
- A successful B2B website has four well-organized pillars for the customer.
Although it was a short lecture lasting only two hours, everyone present was fully engaged and shared insights with one another. Elifunt strives to create opportunities like this lecture where we can learn and share together on various topics. We will return with more interesting and informative insights so that we can grow together as Elifunt, solving the various challenges related to content marketing which is closely linked to corporate growth. 👋🏻
🔎 Watch the lecture again (Announcements will be coming soon on the Digiocean website!)
