If you are in the midst of starting an Internet business, the last thing that you want is to add to your "to do" list. However there is something that requires your attention during these early stages of business development.
Basically a marketing position identifies your unique place in your niche. The key word here is unique. What makes your enterprise different from your competitors? What features and benefits do you offer your target market that the other players don't?
-Client Service - Almost any enterprise you can think of boasts that they have good service. However, consider how many you've patronized who don't live up to those promises. The first step in making quality service a part of your unique position is to fulfill everything you promise. However, you still must identify for the customer what makes your serviceoffer special. Perhaps you have 24/7 live help; perhaps you have next day shipment or they receive their shipping free. Find something that makes your business stand out in this regard.
-Features and Benefits - Identify clearly what it is that you stress in your business operations or with your products or services. Maybe you are a "full service" attorney or you specialize in problems just like theirs. Possibly you offer more size options of your clothing lines than any other Internet store.
-Price Point - Not everyone can offer the lowest prices and still make a profit. But you must be certain to convince your prospect that your products and services are worth whatever it is that you charge.
-Negative Features - People probably find some things at your competitors annoying. Maybe they feel that they have to wait too long to get an answer to their questions. If that's a good angle for you, try not phrasing it as a special positive feature, but frame it as a negative that they don't have to worry about with your business. For example, you might say, "You'll never have to wait for an answer to your questions with us."
-Authority - Some businesses like to brag about their long history. If your business is new, you need to find a different way to establish your credentials. Perhaps you might say that you bring fresh ideas to your industry or niche. Adding logos from recognizable, trusted sources helps as well. Join the Chamber of Commerce or Better Business Bureau. Work to obtain the endorsement of a magazine or a professional organization. Display those endorsements prominently. Plan for the future by soliciting testimonials.
-Etc. - Literally anything that differentiates you from your competitors can be part of your positioning strategy - your clever URL, your hours of live help, the way your site looks. Small business owners need to think creatively here.
Proper and effective positioning is important from the day that you open your website for business. Traffic to your website is a precious resource. You must be certain that your unique position is visible and clear as soon as that first potential customer arrives. After all, you need that person to return time after time. You'll have time later to worry about other aspects of your continuing online business development, but the time is now for clear positioning.
