August 2022
What is the Difference Between Targeting and Positioning?
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In the world of online marketing, jargon can dominate conversations almost as soon as you bring up the subject. The same can be true in the legal sector, too—that's why clients come to your firm in the first place. They need help navigating legal issues and the courts to understand what things mean and how those meanings might affect their case. That knowledge helps to underpin a successful approach.
The same is true for marketing your firm effectively online—breaking through the wall of jargon to build a fresh understanding will help you create successful strategies. As you start shaping your approach, you must understand two key terms: "targeting" and "positioning." What do these terms refer to, how are they different, and how are they related? Let's break down the answers.
Targeting in Marketing Applications, Explained
In marketing, "targeting" refers to directing your marketing efforts towards a specific group or individual. Targeting usually occurs after a related process called "segmenting," which involves analyzing customer data and identifying traits and trends that divide audiences into groups. With a segmented audience, you can more effectively target those groups who will be the most motivated to learn about your firm or engage with your content.
For example, the type of audience targeted by a real estate lawyer will usually be very different from the audiences targeted by divorce lawyers. Effective targeting requires data, analysis, forward-thinking, and a solid plan for executing the marketing.
The Importance of Effective Marketing Positioning
"Positioning" is where that plan comes into place. Unlike targeting, positioning is more about what your business says and does than your audience. This process involves creating in the minds of your target audience a brand persona that positions your business as the solution they may need now or later.
You'll position your law firm by distinguishing it from other firms, explaining what you do, and creating an image that reflects what the target audience wants to see. That often means positioning your firm as experienced, trustworthy, successful, and so on. Your position will depend mainly on what audience targets are the most valuable for you to reach.
Building a Plan to Reach Audiences Effectively
Segmenting, targeting, and positioning may differ, but each contributes a critical element to an overall marketing strategy. You can achieve key successes by better understanding those to whom you'll market and developing a strategy to position yourself at the top of their mind. Investments in this space pay significant dividends - from building a positive reputation for your law firm to driving more effective lead generation.
At Inherent, we've made it our mission to help those in the legal sector embrace the promise of digital marketing. With a wide range of services and a deep well of experience to draw upon in shaping your strategy, we can assist you with effective targeting and positioning today. Learn more about what you could do with a fresh understanding.
FAQs
While segmentation and targeting are about customers, positioning is about your product from the customer's perspective. You can consider positioning as the bridge that connects your product with the audience.
What is the difference between targeting and positioning? ›
Targeting identifies the most attractive segments, usually the ones most profitable for the business. Positioning proposes distinctive competitive advantages for each segment.
What is segmentation, targeting, and positioning with example? ›
STP marketing (Segmentation Targeting, and Positioning) is a three-step marketing framework. With the STP process, you segment your market, target your customers, and position your offering to each segment. What is an example of STP? The most classic example of STP marketing is the Cola Wars of the 1980s.
What is the difference between targeting and target market? ›
As with market segments, target markets are defined based on factors like demographics, psychographics, geography, and behavior. These are just one or more of those segments you'll pursue with tailored products and marketing. Targeting is about concentrating your strategy on the best opportunities.
What is positioning strategy and target market? ›
The STP marketing model
When creating your targeting and positioning strategy, you must evaluate the potential and commercial attractiveness of each segment, and then develop detailed product positioning for each selected segment, including a tailored marketing mix based on your knowledge of that segment.
What is the difference between positioning and marketing? ›
Branding is how you define what/who you are. Positioning is the articulation of your value proposition that makes your brand unique/why people should care. Marketing is how you communicate your branding and positioning to the world around you to get them to take the actions you want them to take.
What is the difference between marketing and positioning? ›
Marketing establishes the brand identity, influencing consumer perceptions of its position in the market relative to the alternatives available from competitors. “Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.
What is the difference between positioning and segmentation? ›
The final stage of the STP model, positioning, is where you use the insights gained from segmentation and targeting to decide how you're going to communicate your product to chosen audience segments. While segmentation and targeting are about customers, positioning is about your product from the customer's perspective.
What is the difference between segmentation and positioning? ›
Segmentation means dividing the whole customer base into different subgroups based on their similar characteristics. Targeting means deciding which subgroup the company should target to sell its products and services. Positioning means placing a good image in the minds of customers about the product.
What is an example of positioning in marketing? ›
The objective of market positioning is to establish the image or identity of a brand or product so that consumers perceive it in a certain way. For example: A handbag maker may position itself as a luxury status symbol. A TV maker may position its TV as the most innovative and cutting-edge.
Targeting is the process of identifying and selecting a specific group of people to receive a marketing message.
What is positioning strategy? ›
A positioning strategy is a strategic marketing plan that helps determine where your business stands in the market and how it should be positioned to attract more customers. It is a marketing strategy focused on distinguishing a brand from its competitors.
What is market targeting in simple words? ›
A target market is a specific group of potential customers who a business aims to reach with its products or services. This group may share common characteristics such as age, gender, income level, education, interests, or geographic location that make them more likely to be interested in and purchase from a business.
What is the goal of positioning? ›
Positioning refers to the ability to influence consumer perception of a brand or product. The objective of positioning in marketing is to establish the image or identity of a brand or product so that consumers perceive it in a certain way.
What is an example of a positioning statement? ›
“At Nike, we're committed to creating a better, more sustainable future for our people, planet, and communities through the power of sport.” Why is this a good positioning statement? Nike's positioning statement focuses on its purpose of incorporating sustainability and innovation into its activewear.
What are the four positioning statements? ›
What are 4 elements of a positioning statement? The four basic elements of the brand positioning statement are the target audience, category (common category of the market), differentiation from the competition, and payoff (benefits).
What is positioning in marketing with example? ›
The objective of market positioning is to establish the image or identity of a brand or product so that consumers perceive it in a certain way. For example: A handbag maker may position itself as a luxury status symbol. A TV maker may position its TV as the most innovative and cutting-edge.
What do you mean by targeting in marketing? ›
Targeting in marketing involves breaking the target audience into segments and then designing marketing activities that will reach the segments most likely to be responsive to your efforts. Target marketing can greatly increase the success you have in reaching potential customers.
In the world of online marketing, jargon can dominate conversations almost as soon as you bring up the subject. The same can be true in the legal sector, too—that's why clients come to your firm in the first place. They need help navigating legal issues and the courts to understand what things mean and how those meanings might affect their case. That knowledge helps to underpin a successful approach.