Positioning is the Foundation for New Business

Michael GassMichael Gass

2012 Hubspot’s Inbound Conference Boston

Positioning is the Positioning is the FOUNDATIONFOUNDATION

80%80% of of decision makersdecision makers

said they said they foundfound their their vendorsvendors not the other way around not the other way around

“Most agencies are in a

perpetual state of

rebranding and

redesigning their websites.”

Practice what you preachPractice what you preach

No point of differentiationNo point of differentiation

Only 9% of marketers believeagencies are doing a good job of keeping up.

In 2010 Agencies Jump In

Agency Logo

A quick positioning exercise

•Choose a focus

•Establish a positioning of expertise

•Backing it up “looking under the hood”

First Step

• Target Audience

• Descriptor statement

• Blog title

• URL

• Key words

• Categories

Jump Starting Blog Traffic• Base of Content - 30 posts in 30 days

• Tool to Build “Targeted” Twitter Followers

• Integrate: Blog, Twitter, Facebook, LinkedIn & Google+

• eNewsletter

• Tools to repurpose content

• Key words to build search rankings quickly

• networking & referral business

• no longer having to “chase” new business

• skip the dating process

• controlling the client relationship

• ability to charge higher premiums

• maintain top of mind awareness 24/7

• personalized continuing education program

• national & international new business

A positioning tool +