Many Australian small and medium enterprises (SMEs) quickly discover they have more than one ideal customer. This isn’t a problem – in fact, it’s often a sign of a versatile offering. However, trying to appeal to everyone usually means appealing to no one. The key is strategic market positioning that acknowledges and addresses these different segments simultaneously, without diluting your core message.
We often see businesses attempt a ‘one-size-fits-all’ approach, resulting in bland marketing that fails to resonate. Instead, think about ‘positioning architecture’. This means defining a core, overarching position for your brand, then creating specific sub-positions tailored to each segment. It’s about having a central brand identity while acknowledging unique needs.
Here are a few insights to help you navigate this:
- Identify Distinct Value Propositions: What specific benefit does your product or service offer *each* segment? Don’t assume it’s the same. For example, a financial planning service might position itself as ‘retirement security’ for older clients and ‘wealth building’ for younger professionals.
- Segment-Specific Messaging: Your core brand voice should remain consistent, but the language and imagery you use will differ. Website landing pages, social media content, and even email subject lines should speak directly to the concerns and aspirations of each group.
- Channel Optimisation: Where do your different segments spend their time? Don’t spread your marketing budget thinly across all channels. Focus on the platforms and media that will reach each group most effectively.
- Avoid Direct Competition Within Segments: Be mindful if your offerings directly compete *within* a segment. If so, clearly differentiate the options based on price, features, or service level.
Successfully positioning for multiple segments isn’t about creating entirely separate brands. It’s about smart segmentation, tailored messaging, and a clear understanding of the unique value you deliver to each customer group. This approach allows you to maximise your reach and return on investment.
The next step is to conduct a thorough customer analysis. Map out your existing customer base, identify common characteristics, and determine the core needs and motivations of each segment. This will form the foundation for a robust positioning strategy that drives growth in 2026 and beyond.
