{"id":162032,"date":"2022-09-07T13:15:47","date_gmt":"2022-09-07T18:15:47","guid":{"rendered":"https:\/\/www.digitalmarketer.com\/?p=162032"},"modified":"2023-06-05T13:46:29","modified_gmt":"2023-06-05T18:46:29","slug":"5-ecom-positioning-challenges-jake-rheude","status":"publish","type":"post","link":"https:\/\/www.digitalmarketer.com\/blog\/5-ecom-positioning-challenges-jake-rheude\/","title":{"rendered":"Planning Vs. Reality – 5 Typical Ecommerce Positioning Challenges"},"content":{"rendered":"
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Few industries have as much potential for success as online sales, but successful eCommerce positioning can be challenging when your plans don\u2019t match reality.<\/p>\n\n\n\n

You know exactly what that means because you\u2019ve seen it already. It\u2019s the LinkedIn ad that has nothing to do with your job or the tech you use. Or it\u2019s a fad diet supplement on Instagram when you\u2019re really after those futuristic earrings or the latest kicks held up by your favorite sneakerhead. Getting positioning right means it\u2019s easier to understand your market and get those ads and drip campaigns right. <\/p>\n\n\n\n

It sets the tone, ensures you\u2019ve got the right audience, and helps execution turn into conversions. Your business deserves that, so here are five common positioning challenges and how your reality might look different.<\/p>\n\n\n\n

Awareness: Your Business & the Hungry Market<\/h2>\n\n\n\n

The first step in most customer value journeys<\/a> is building awareness of your products and brand. You\u2019re doing a lot of heavy lifting in the eCommerce space. By not being in traditional retail and competing with brands around the world, you\u2019re the top advocate for your products and the best place for people to learn about you.<\/p>\n\n\n\n

When facing that, many companies come out with a core plan. They say: I\u2019ll target a hungry market that wants exactly what I\u2019m selling because everyone is always shopping online!<\/p>\n\n\n\n

The reality is that it\u2019s hard to find a hungry market, and customers may be buying a lot online, but they\u2019re not shopping in many different places. Your best audience is out there, and they are hungry, but you will have to research and find them.<\/p>\n\n\n\n

Then, you place your message in front of them. This can happen in a variety of ways and one of the most advertised options is buying lists. Unfortunately, there\u2019s so much data available that it can be hard to get started with a reasonable and narrow target.<\/p>\n\n\n\n

Addressing this positioning challenge starts with a review of the current market. Look at competitors and brands that you like that are successful. If your product is in a new category or you have a specific position you haven\u2019t seen elsewhere, look for similar approaches in other market segments. <\/p>\n\n\n\n

Focus research on where potential shoppers are. For those of you with established brands looking to rekindle interest or gain new markets, slim down where you A\/B test to ensure you\u2019ve got reliable attribution.<\/p>\n\n\n\n

Awareness is an immediate need and something worth a long-term investment. Look for ways to solve specific issues for your customers today and showcase yourself as a reliable, long-term alternative. Tackle the bigger emotional hooks behind what you offer \u2014 improving relationships or giving people back their free time instead of accomplishing a specific task \u2014 so that you\u2019re not trying to fit a narrow product-and-problem niche.<\/p>\n\n\n\n

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The Industry’s Most Comprehensive E-Commerce Marketing Certification For The Modern Marketer. Turn Products Into Profit<\/em>, Browsers Into Buyers<\/em>, & Past Purchasers Into Life-Long Customers<\/em>. <\/p>\n\n\n\n

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Conversion Strategy: Leaning on Promotional Support<\/h2>\n\n\n\n

After people know about you and can find you, it\u2019s time to start selling. That\u2019s the bulk of an eCommerce business\u2019s operations, and most plan on letting their products speak for themselves. I mean, you make a great product, and people should be able to recognize that immediately, right?<\/p>\n\n\n\n

In reality, not so much.<\/p>\n\n\n\n

ECommerce is crowded, and there\u2019s a lot of differentiation that needs to happen to promote your products to generate leads and sales<\/a>. This work includes how you show off your products as well as the broader offers your store makes. <\/p>\n\n\n\n

If your product is better, but a competitor has a more compelling offer, you may still lose out on the sale. You need messaging that resonates with your audience and keeps them engaged. Even if someone doesn\u2019t convert when they see your first message or content, it can put you top-of-mind for when they are willing to buy.<\/p>\n\n\n\n

Where should you start? Create relevant offers for your different audiences. Target people with something they could use or enjoy. Be sure to consider their budget and initial offers that may get your foot in the door for a repeat purchase. Here are some elements to remember:<\/p>\n\n\n\n