4 tips for promoting your business repositioning
Four tips for repositioning your business: learn how to use your business story, build excitement, engage the media and reach more customers.
If you want to make changes to what your customers associate with and expect from your business, it’s important to properly communicate that to your audience. Here are four tips to help promote your repositioning and familiarise people with your business’s new and improved identity.
One of the best ways to prepare your customers for a change is to build excitement around it. A teaser marketing campaign engages your audience using suspenseful language (e.g. using terms like ‘coming soon’ or ‘stay tuned’) to entice people to check back for updates. Social media teasers, eDM announcements and advertisements are just some of the tools that could help make your repositioning a success. These tools can help create anticipation, increase your customer engagement in the process and even contribute to a bigger sales push during the official launch of your business repositioning.
Journalists love a good story, so if you’ve got something truly newsworthy to share and if your target market aligns with their listeners or viewers you may be able to use the bigger story behind repositioning your business to attract media coverage. If you’ve already built media relationships throughout your career, you may be able to reach out directly. And don’t despair if the big dogs don’t bite right away - for some small businesses coverage in local news outlets might be even more valuable.
Thanks to their engaged following, brand ambassadors and influencers that align with your vision and values can also be a great way to share your new business angle. Thought leaders and influencers with a large following can be a great way to increase awareness of your brand repositioning, and those with a smaller following could help drive conversions when the time is right.
Regardless of how you plan to compensate them for their collaboration (e.g. financially or via a quid-pro-quo deal), the ideal ambassadors feel an authentic connection with your product or service and want to spread the word about it. Their audience will notice if they’re genuinely passionate about what you do and, as a result, their enthusiasm is more likely to spill over to you.
Sharing what inspired you to reposition your business and telling the story of why and how you did it can help people relate to you, like and trust you, which is the first step towards making a successful sale. Flood your channels, including your website, with your story and the thought process behind this move and use it as the foundation for your brand messaging. People will likely appreciate your transparency, which may help them bond better with your business on an emotional level.
Repositioning your business can be a great opportunity to reach a different, or wider, target group, evolve your offering and differentiate yourself from the competition. Whether this comes as a result of internal changes or external challenges, communicating your pivot is paramount to its ultimate success. through the COVID-19 crisis and beyond.
This article is a general overview and should be used as a guide only. We recommend that you seek independent professional advice about your specific circumstances before acting.