Rushing your SaaS product to market to capitalize on the still-growing demand for cloud-powered software solutions might seem sensible, but this can also lead to problems if you overlook the importance of positioning.
There are lots of factors which dictate the way that B2B SaaS positioning should be handled by startups in this sector, so here is a look at the things which should convince you to prioritize perfecting this ASAP.
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All emerging businesses need to be able to convey who they are, what they do and why their products and services are different from their competitors clearly and concisely to prospective clients.
Positioning will let you achieve this effectively and demonstrate what sets your SaaS product offering apart. This is incredibly relevant in a market where the products which are on offer can very similar to one another on paper, since the personality and individuality of your brand will potentially be the deciding factor when clients come to make a decision.
Put simply, positioning should empower your brand to shine through and remain distinct, rather than being grouped together with rivals and potentially being overlooked or mistaken for another firm as a result.
While it might be nice to believe that the SaaS startup with the best SaaS product will be the most successful in its niche, reality does not reflect this. Instead it is those brands which customers recognize and trust which are best positioned to keep growing, even if they may not lead the pack in terms of things like functionality or price.
By investing time and effort in brand positioning, you will be developing an identity for your business that will foster that all-important degree of trust that can mean the difference between making a sale and sending a would-be customer into the arms of a competitor.
Trust is paramount to brand reputation and thus tightly tied to success in both a B2B and B2C context. Positioning will let you showcase your brand values, personality and heritage to effectively but subtly establish trust and thus edge out less easily identifiable alternatives.
While brand positioning is not directly linked to standard marketing, it is undeniably parallel to this area and will be immensely influential in terms of determining the choices you make in planning your promotional efforts.
For example, by thinking about brand positioning and working out the personality that your brand should possess in order to reflect the values it represents, you can also determine the kinds of customers you should target and what aspects of their own personalities that your brand will reflect.
In turn you can leverage these revelations to make choices about everything from the imagery you choose for your campaigns to the tone and content of the copy you write to accompany them.
Ultimately it is important to appreciate that without positioning, your SaaS product startup might end up treading water alongside other unremarkable rivals, rather than surging ahead and joining the ranks of the hundreds of providers making $1 billion in revenues or more.