When to adjust your marketing strategy

Are you looking to grow your business? One of the key ways to do this is by adjusting your marketing strategy and brand positioning based on insights about your consumers. This can help you better connect with your audience, differentiate yourself from competitors, and ultimately drive sales. 

Here are some tips for adjusting your marketing strategy and brand positioning based on insights about consumers in your category.

Understand your audience

Before you can adjust your marketing strategy and brand positioning, you need to understand your audience. This means doing research to learn more about who your customers are, what they like and dislike, what motivates them to buy, and where they are located. You can gather this information through surveys, focus groups, social media monitoring, and other methods. Once you have a better understanding of your audience, you can tailor your marketing messages to their specific needs and preferences.

Identify your unique selling proposition

Your unique selling proposition (USP) is what sets you apart from competitors. It’s the reason why customers should choose your product or service over others in the category. To identify your USP, consider what makes your product or service unique, and why customers would prefer it over other options. Your USP can be based on factors such as quality, price, convenience, or customer service.

Use social media to your advantage

Social media is a powerful tool for connecting with customers and promoting your brand. Use social media to engage with customers, share content that is relevant and interesting to them, and promote your products or services. You can also use social media to monitor what customers are saying about your brand, and to respond to any concerns or complaints they may have.

Emphasise the benefits of your product or service

When promoting your brand, focus on the benefits that your product or service provides. Rather than simply listing features, explain how your product or service will make the customer’s life better. For example, if you sell cleaning products, emphasise how they will save customers time and effort, and how they will leave their home sparkling clean.

Be consistent in your messaging

Consistency is key when it comes to brand positioning. Ensure that all of your marketing messages are consistent and reinforce your brand values and USP. This includes your website, social media channels, advertising campaigns, and any other communications with customers.

Monitor your competitors

Finally, keep an eye on what your competitors are doing. This can help you identify gaps in the market that you can fill, and also ensure that you are keeping up with industry trends. Monitor your competitors’ marketing messages, pricing strategies, and product offerings, and adjust your own strategy accordingly.


To wrap up, adjusting your marketing strategy and brand positioning based on insights about consumers in your category is essential for growing your business. By understanding your audience, identifying your USP, using social media to your advantage, emphasising the benefits of your product or service, being consistent in your messaging, and monitoring your competitors, you can differentiate yourself from the competition and connect with your customers in a meaningful way.

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