Getting your market positioning right is crucial for Australian SMEs. It’s the foundation for all your marketing and sales efforts, and a misstep can mean wasted budget and lost opportunities. But how do you know if the message you’ve crafted actually resonates with your target audience *before* you launch a full campaign? It’s a common challenge, and thankfully, there are several practical ways we can test your positioning messages.
Too often, businesses rely on internal opinions. While valuable, these aren’t representative of the market. We need to get real customer feedback. Here are a few methods we recommend:
- Concept Testing with Qualitative Research: Before anything else, conduct in-depth interviews with a small group (around 5-8 people) who fit your ideal customer profile. Present them with different positioning statements – not as finished ads, but as concepts. Ask them what they think the business is about, what problems it solves, and if it appeals to them. This uncovers the ‘why’ behind their reactions.
- A/B Testing Landing Pages: Create two simple landing pages, each featuring a different positioning message. Drive a small amount of targeted traffic to each page (using Google Ads or social media) and measure which page converts better – whether that’s sign-ups, downloads, or requests for more information. This gives you quantitative data on which message performs best.
- Social Media Polls & Questions: Leverage platforms like LinkedIn, Facebook, or Instagram to ask your audience direct questions about your proposed positioning. Keep it concise and focused. For example, “Which of these statements best describes what you look for in a [your product/service category]?”
- Review Analysis: If you have existing customers, analyse their reviews (on Google, Facebook, or industry-specific sites). What language do they use to describe your business and its value? This can reveal existing perceptions and inform your positioning.
Don’t aim for perfection at this stage. The goal isn’t to find the *perfect* message, but to identify the positioning that’s most likely to cut through the noise and resonate with your target market. Remember, even small tweaks based on testing can significantly improve your marketing results. As we look towards 2026 and beyond, a data-driven approach to positioning will become even more critical in a competitive landscape.
The next step? Prioritise qualitative research. Start with those in-depth interviews. Understanding the ‘why’ behind customer perceptions is the most valuable insight you can gain before investing in a broader marketing launch.
