They sell a wide range of products for everyone, which is also their greatest benefit. And the proof? It's all online. Taking the time to position your brand to appeal to a certain customer is just the beginning. Once your positioning statement is created, it's time to test, experiment, and gather feedback from your customers on whether or not your positioning achieves its goal.
As Ryan Robinson of Close. Connecting with your prospects on a human level before going in for the hard sell builds trust, and helps your prospect have a more positive experience with your company's brand. For example, at the beginning of the sales process, reps should take ample time to learn about your prospects and what problem they are looking to solve by using your product.
With a strong brand position, the differentiating properties of your company's offering should be easy to understand and refer to. Make sure your prospects understand what makes your brand unique throughout the sales process. Your main goal should be to help your prospect solve a problem or overcome a challenge they are experiencing. Ideally, your company's offering is part of the solution. Customer-facing employees are your company's most valuable ambassador. Prospects should receive an experience that embodies the core values of your company and aligns with the company's brand.
For example, if your company takes a light, fun approach to branding, you should incorporate this language into your sales conversations. Having an overly serious or stiff tone would not be authentic to your company's brand. If you want to see how your brand compares to others in consumers' perceptions, a brand positioning map can help.
According to the American Marketing Association AMA , " Perceptual brand mapping is the visual plotting of specific brands against axes, where each axis represents an attribute that is known to drive brand selection. Image source: American Marketing Association. A brand positioning map consists of attributes that are important to your target audience. To do mapping right, it's best to have multiple versions of the map based on different sets of attributes. By placing your brand and your competitors on your map, you'll see who's more competitive in a certain area over the rest.
The attributes used in the map come directly from the values your customers hold dear. The perception of your product or service is linked directly to those values. Brands focusing on shared values win in the end. As Harvard Business Review states , "Build brand loyalty on shared values with your consumers. It is not the number of interactions a buyer has with your brand, but the quality and relatability of the interaction. There are plenty of companies that have excelled at brand positioning over the years by building a positioning strategy that rivals the rest.
Here are five great examples:. Founded in by Whitney Wolfe after her departure from Tinder, Bumble was positioned as an app designed to empower women to take control when connecting with new people. In addition to its initial focus on bettering the female-user experience, Bumble has expanded beyond the dating category, giving users the option to find friendship and professional connections within the platform. Tinder, on the other hand, focuses on fleeting connections.
On its website, the brand states , "Bumble was first founded to challenge the antiquated rules of dating. Starbucks, on the other hand, focuses on highlighting craft and offering a more traditional coffee shop experience. It shows in their strategies, too.
The Spotify vs. Apple Music dilemma has been the subject of infinite attention. Spotify is known for its high personalization, whereas Apple Music is known for a more premium song selection and, of course, the high-quality Apple brand. Though their offerings are strikingly similar, both brands use radically different strategies to position themselves in the market. Spotify uses a price-based strategy. Apple Music uses a quality-based approach, touting its million song catalog as a principal attractor.
It also offers exclusive content such as videos and on-screen lyrics. In comparison, Spotify only offers this feature for a few songs. Popeyes and Chick-Fil-A have one thing in common — fried chicken. Popeyes focuses on down-home, southern, cajun-style recipes that pack a punch to your lunch hour.
Chick-Fil-A on the other hand, refrains from this edgy vibe and offers wholesome, well-rounded favorites that everyone in the family will enjoy everyday except Sunday. But the company stands out from the crowd as a run-of-the-mill fast-food chain that can hold its weight when compared head-to-head with the industry gold standard that is Chick-Fil-A.
This long-standing rivalry is a textbook example of brand positioning strategy at work. For some customers, geography might be a barrier to experiencing the Target brand since there are far more Walmart stores across the country.
But for the most part, these two retail chains are earning their fair share of the market. Walmart became the industry standard of convenient and inexpensive shopping for everything from groceries to automotive supplies.
The mega-retailer focused less on quality-based and customer service positioning — two of the areas Target adopted. Walmart patrons find the low prices and convenience of having a store just a few blocks away to be worth it.
Cashapp and Venmo have become cultural mainstays in their own right. Cashapp is most focused on getting money from point A to point B as quickly as possible. The brand leads its convenience positioning strategy right from the home screen of the app which prompts the user to enter a dollar amount before anything else. Conversely, Venmo puts the transactional aspect of sending and receiving money on the backburner while connection takes first place.
If you thought the market for at-home stationary bikes was a monolith, think again. This segment of the at-home workout equipment market has boomed in the past few years with Peloton leading the way. The brand has kept a pulse on trends that make the market tick and offers products and services that meet those needs in what seems like real-time.
Bowflex VeloCore knows that behind all the Peloton hype is a steep price point that boxes many out of the market, so the brand competes on price instead. With a comparable, and by some opinions, better product, the brand essence chart for Bowflex VeloCore will look completely different from one that Peloton might have. Image Source. The year changed the way we lived and worked. Google and Zoom have a similar immediate time to value metric since they both require an app to perform properly and have free, but limited, usage of their platforms.
As you can see, a strong brand makes all the difference when entering or competing in any market. A unique brand positioning strategy is critical to making a statement, getting and keeping your target audience's attention, and successfully growing your brand. Use the brand positioning strategies and frameworks outlined in this article to place yourself in the sweet spot of your target market. Editor's note: This post was originally published in December and has been updated for comprehensiveness.
Originally published Oct 3, PM, updated October 04 Logo - Full Color. Contact Sales. Overview of all products. Marketing Hub Marketing automation software. Service Hub Customer service software. CMS Hub Content management system software. A link to download the PDF will arrive in your inbox shortly. This is the most complete guide to ecommerce SEO on the web — period.
Despite the fact that SEO has the highest ROI of any ecommerce marketing campaign, most online shops are put together with little to no consideration of search engines.
Instead, we rely on social media or paid ads. Which are great and all, but require a constant effort and stream of income. SEO, on the other hand, only requires effort up front — once you rank, you practically make sales on autopilot with no recurring expense.
The best ecommerce SEO strategy includes:. Search Engine Optimization SEO is the scientific art of optimizing your website around specific keywords in order to rank higher in search results, such as Google.
I say scientific art because, while a lot is known about the technical aspects of SEO , there is a creative user-experience and design side to it as well.
But optimizing your site, ultimately, means one thing: creating the best possible result for your target keyword. For ecommerce, that means writing thorough, vivid product descriptions with beautiful, eye-catching photography and plenty of reviews to help visitors make purchase decisions.
It also means making it easy for visitors to purchase by making the buttons big enough, keeping your site glitch-free, and showing social proof of your best products.
SEO is a holistic effort of all pieces of a business, including social media, marketing, web design, networking and copywriting. In search results, Google displays a few ads, then they show the organic listings.
Most of the clicks, however, go to organic results. Of course, this varies depending on the number of ads and the keyword, but for the most part it holds true. Again, this varies, but mostly holds true. Most pages rank for multiple keywords, and most sites will rank multiple pages. You could get thousands of extra sales per month with just a little extra SEO effort — all for free. I hope by now you understand why Google is one of the best marketing channels.
If you get this part wrong, one of two things will happen:. Neither of these situations is ideal, which is why ecommerce keyword research is so important — it will ensure you target keywords that are fairly easy to rank for, have decent search volume and have high conversion rates. But there is more to choosing keywords than simply looking at how difficult it is to rank or how many people search for it…. This is because the more people are willing to spend advertising a keyword, the higher its conversion rate!
More on blogging in the content marketing section. Amazon is a gold mine of high buyer intent keywords — people literally search on Amazon with the intent of buying something. To find keywords with Amazon, start typing in your seed keyword.
These are all keyword ideas — put them in a Google spreadsheet to keep for later. As you can imagine, if you have hundreds or thousands of products, this could take a loooong time. We still need to understand search volume, difficulty and even buyer intent before we pick the ones we use in our store. If you have competitors who rank higher than you in search results, you can use their site to steal keyword ideas. The next section shows you how to do this in less than 5 minutes using Ahrefs.
However, do NOT blindly use the same keywords as your competitor! Pro Tip: This is a good time to mention breadcrumbs, which is an advanced navigation function that helps Google scan and index your site. More on that here. Ahrefs , the tool I mentioned above, is an all-around amazing SEO tool. You can use it for keyword research, competitive research, to build backlinks and much more. Once you sign up for an account you get a two-week free trial , put your URL into the Site Explorer search bar.
Specifically, I want to find my low-hanging fruit; the keywords I rank for. You can also sort this in by traffic in descending order just by clicking the Traffic column. If you like, you can put a minimum traffic filter as well, such as no less than searches per month. Type a competitor into the site explorer tool this time, and go to the same Organic Keywords page.
To find the gold nuggets, apply these filters:. This will show you all the low-difficulty, relevant keywords your competitor is ranking for! How awesome is that? I just do that to keep it to the highest potential keywords and to keep the total number manageable. Type three or more competitors in the top three fields and your site in the bottom.
Just apply filters like we did above to find the really great ones, then export and copy-paste to your spreadsheet. You need to determine keyword difficulty, search volume and buyer intent to know which keywords to use. Relativity is key. Take note of the volume and buyer intent in your sheet for all of your highly important keywords. Of course, Ahrefs does this for you automatically minus buyer intent , so I highly prefer that route.
Just perform some competitive PPC analysis and add those to your sheet! Those are the keywords you want to prioritize the most. A keyword matrix is basically a way to dig through all your keywords and organize your spreadsheet to quickly determine the best possible keywords to use on each of your pages.
Ecommerce site architecture, or structure, is how you set up your navigation, category pages and product pages. It breaks both golden rules. It takes four clicks just to get to a category page, and if you want to add a product or category page, you have to hide it deep inside the bowels of your site.
Typically, your home page is the most authoritative page on your site. This was formerly called PageRank, but Google no longer uses that term.
So your home page can pass the most authority to your category pages, which then pass authority to your product pages. Your pages are the plants.
Obviously, you want to give the most water to the highest producing plants — your major category and product pages. This is also a good time to mention content marketing. Great content can serve as your biggest plants, getting loads of external backlinks from other sites.
You can then funnel that link authority from your content to your product and category pages. Free water! We can help you consolidate pages, improve internal linking and redirect old pages to new pages without hurting your SEO. And remember the golden rules simple and scalable, no more than 3 clicks! Your home page should link to all your major category pages, and potentially even some of your best product pages as well.
Proper navigation and internal linking ensures those pages get the most authority from your home page, and thus have a better chance of ranking highly in search. To give you a better idea of this, take a look at the home page I created for my client, The Smoothe Store. As you can see, we link to all our top category pages. We also do so visually, making it more appealing and easy to browse. But more on that in the on-page SEO section below.
This will add more relevant internal links and has been shown to increase average order value. For the 15 features analyzed the last one being no SERP features reviews were number 1 appearing in Images were also important and surpassed video results appearing in Your category pages are arguably the most important pages to rank.
If someone finds them in Google, they immediately have access to all your products in that category. Putting your primary keyword in the URL and making the URL readable and friendly is simple and improves search rankings. This is especially relevant for websites competing in more competitive niches. There are many factors associated with organic rankings; however, optimized URLs are an additional way you gain the edge on your competitors to drive more traffic. You can also customize them to whatever keyword works best for your own category page rankings.
The title tag, or H1 tag, should have the keyword in it as close to the beginning as possible, like this:. This is where things get a little trickier. You should aim for at least a word intro with your keyword included at least times. This also gives you another spot to include your keyword on the page, and gives you a shot at showing up in Google image results. If you suck at design and need banners made for you, you can hire someone on Fiverr or submit a proposal to 99 Designs.
Personally, I like to use Canva to create all my designs! In the meta data. This is because when you include your main keyword in the metadata AKA description tag , Google bolds it in the search results:. Basically, do everything you just did for your category pages, with 2 major differences:.
So, when a page has a lot of information, Google thinks it has a better chance of containing the answer a searcher is seeking. Product reviews boost ecommerce SEO and increase conversion rates. To give you an example of a great product page, both for SEO and conversions, check out this page by Solo Stove :.
They do an excellent job of implementing reviews, long-form content and excellent usability all wrapped in an excellent design.
For example, Spellbinders has grown traffic to their site by , unique, organic visitors by adding a gallery page pulling in user posts from Instagram to their site. They mean basically the same thing, or are at least closely related.
Amazing plugin, simplified, to the point, and perfect. I needed for my customers to be approved before they can see their products, this does the job well enough. Thank you. I really recommend this, and probably all other plugins also from this developer. Fantastic plugin! Easy to use and very intuitive. And the best is yet to come Support of 10;. The plugin is really nice, it does perfectly what it says and in every update it grows with useful functions for your business. The support team is awesome, it answers in few hours, it listens carefully at your needs and it proposes the best way to fix your problem.
Nice job guys, keep on. Fastest support I've ever received and the author went above and beyond to ensure this plugin worked for my needs. Not only the plugin does what it says, but more! Also the guys on the support team are amazing, fast very cooperative and responsive. I give 10 stars not only 5! Thank you very much guys! Great support! And the plugin works as a charm. Keep up the good work Fabrizio. Fast response on support request, answered question well. Plug-in could have a couple extra features however, developer has indicated they will be adding more - so good to know plug-in will continue to grow.
Highly recommend for B2B site purpose. Perfetto, ha risolto la maggior parte delle richieste dei clienti che hanno un e-commerce B2B. Choose the plan you prefer and, if you want, extend your support. What are you waiting for? Use, by you or one client, in a single end product which end users are NOT charged for The total price includes the item price and a buyer fee.
Use, by you or one client, in a single end product which end users CAN be charged for The total price includes the item price and a buyer fee. Need help with WooCommerce B2B or have some doubts? Availability to answers within 1 business day about technical questions and item's features. Assistance with reported bugs and issues and help with included 3rd party assets.
Suggest ideas for future releases, we are always working to improve and grow WooCommerce B2B. Need to customize or improve WooCommerce B2B features? Take a look to our Tips and tricks and boost up you website with our team snippets.
Find out if WooCommerce B2B is available in your desired language, thanks to the collaboration of our fantastic users! Take a look to users most common questions and learn more about WooCommerce B2B.
You can download from your Envato account the zip file that contains both the plugin and the documentation, also available online:. When an update is available, you will receive a notification email and you will be able to download and install the new version. Since v3. To install new release, simply download it from your Envato account, unzip the archive and copy the entire folder:. NB: To know more, please take a look to Documentation. By default the plugin delete all its data if you uninstall it.
Alternatively, you can always deactivate the plugin without loosing data. Take a look to language packs provided by our awesome users: Translations. Since version 2. So, simply go to:. Since version 3.
You can know more about this hook by reading documentation , in Plugin Hooks section. If you want, you can also work around the problem by using the free plugin Multiple-roles , with which you can assign your custom role to users who already have the customer role and use both of them. Notice: Multiple roles is a third part plugin, then Code4Life is not responsible of problems or malfunctions resulting from its use.
If you get a error on your pages, make sure you have correctly set page visibility per group. With the new quotation request management system you will be able to allow your customers to receive personalized offers with respect to their requests. In this way each customer, depending on the group to which he is assigned, will see the text dedicated to his own group. You can select in every product category the visibility for each customer group.
Customers can see only products belonging the visible product categories. Yes, it is possible. Status and group fields are available only for users with customer role. All other users do not have them. To improve performance, WooCommerce B2B generates a cache of price using user ID, so every time the user navigates the site when logged in prices are not recalculated, but taken from the cache, improving the browsing speed and the User Experience.
VIES is an electronic mean of validating VAT-identification numbers of economic operators registered in the European Union for cross border transactions on goods or services. Options can be only set globally and not for each vendor. Please, ask support for more information. In this way, customers can choose their desired group when register. Just upload a CSV file containing at least two columns:.
Other columns will not be considered, but you can add others if you prefer and for your convenience for example: the title, or notes. During the upload phase, the cart will be emptied and the products contained in the CSV file will be added.
At the end of the operation, a report of the products inserted or that have generated an error will be printed on the screen. No, WooCommerce B2B new version automatically convert old groups in new version, you will not lose anything previously set. Here all the versions of WooCommerce B2B, listed chronologically from the oldest to newest. Complete your website with our experience, take a look to our collection. Follow us on social or visit our website. We should use cookies to provide social media functions and analyze our traffic.
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