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What is the use of sailing, when you are sailing in the wrong direction?

What is the use of sailing, when you are sailing in the wrong direction?

Many maritime and logistics companies want to be visible online. Yet, their messages are often not aligned to a greater goal. Why? They’re metaphorically sailing in the wrong direction, without a clear positioning strategy. In an industry where competition is fierce, you must stand out to be attractive to (potential) clients. Positioning with some solid core messages gives direction to your marketing efforts. Without it, you risk wasting resources and scattered messaging. But where do you start? Let me guide you.

The importance of positioning

Positioning is all about making clear choices. What does your company stand for, and just as important, what doesn’t it stand for? If you try to be everything for everyone, you’ll end up being nothing to no one. Effective positioning helps you claim a distinct space in the minds of your target audience. It’s about ensuring that when they think of your sector, your brand is the one they remember.

Brand awareness comes first, and brand preference follows. No one is buying from you, if they don’t know you! You need to grab attention, create interest, build desire, and encourage action—this is where the AIDA model comes in. AIDA doesn’t just catch attention, it ensures we move customers through the stages of Interest, Desire, and ultimately, Action, preferring your brand over the competition.

Pro tip #1: Don’t try to appeal to everyone. A sharp, focused position makes your brand memorable and desirable.  

How we do it: the strategic triangle

At Getting the Market, we believe that positioning isn’t just a marketing exercise—it’s a strategic tool that shapes how your brand is perceived. In a competitive marketplace, clarity in messaging and focus on differentiation are essential. Without them, your message becomes diluted, and you risk blending in with the competition. To cut through the noise and resonate with your audience, we use a structured approach that ensures your brand stands out for the right reasons.

Our method is built around what we call the strategic positioning triangle. This pragmatic framework allows us to thoroughly examine three essential components that define your brand’s unique place in the market:

1. Your company: We start by exploring what your business stands for. By conducting interviews with key team members and reviewing relevant documentation, we dig deep into your mission, values, and the “how” that makes your company unique.
2. Customers and prospects: Who are your target customers? We identify key stakeholders, such as users, budget holders and decision makers, outlining their pain points, values, and decision-making processes. By knowing who they are and what they want, we can create messages that resonate.
3. Competitors: We assess your competitors to ensure that your brand stands out. What are they doing well? Where are the gaps? We position your business to capitalize on these opportunities and differentiate it clearly.

This triangle gives us a 360-degree view of your company, customers, and competitors, ensuring that every marketing decision is grounded in strategic insight.

Pro tip #2: Competitor analysis is more than just seeing what others are doing. It’s about finding your unique edge and amplifying it.

The result: a communication concept with core messages

Once your positioning is clear, we create a communication concept built around three core messages. These messages are designed to stick with your audience and drive action. Whether it’s through SEO-optimized content, social media ads, or newsletters, consistency is what helps your brand stand out.

A strong position isn’t just about selling. It’s about connecting on a deeper level by offering solutions that meet your audience’s needs. By crafting compelling messages and repeating them across multiple channels, we keep your brand top of mind. The more often your audience hears your core messages, the more trust and preference you build.

Pro tip #3: Consistency builds familiarity and trust. Repeating core messages results in a stronger connection with your brand. The power of the message lies in repetition.

The impact on your website

Your website is where your positioning comes to life. Once we define your core messages, we assess whether your site reflects them properly. Does it speak to your audience’s needs? Do visitors immediately understand what sets you apart? We may recommend refining key landing pages or creating new sections that highlight your brand’s strengths, improving both user engagement and conversions.

Pro tip #4: Consistency builds familiarity and trust. Repeating core messages results in a stronger connection with your brand. The power of the message lies in repetition.

Knowing your audience

Understanding your audience is a key part of positioning. We help map out your target groups, creating detailed personas that reflect the decision-makers you need to engage. Are they ship owners? Logistics managers? Procurement officers? Once we’ve defined these personas, we determine the best channels to reach them—whether online or offline.

By getting to know your audience deeply, we ensure your messages resonate on a personal level, driving engagement and action.

Bringing your communication concept to life

With your positioning defined, it’s time to put your messages into action. We create content that speaks directly to your audience, sparks interest, and drives them to take the next step. Whether it’s visiting your site, downloading a resource, or booking a meeting, we ensure the message meets their needs and encourages action.

Maintaining engagement over time is key. We map out a multi-channel strategy with a content calendar to keep your messages flowing, from SEO and LinkedIn to trade shows and email newsletters.

Time for action & measuring success

Once your messages are ready, we distribute them using a content calendar. This ensures that your audience sees the right message at the right time. Online channels like SEO, SEA, and LinkedIn work in tandem with offline efforts like trade events and brochures to ensure full coverage.

Strategic timing ensures that your audience sees your message when they’re most likely to engage. But how do you know it’s working? Using tools like Google Analytics and LinkedIn Insights, we track the effectiveness of each channel, adjusting the strategy to focus on what delivers the best results. We can even deliver tailor made dashboards, so that you will always have real-time insights in the success of your campaigns.

Positioning is a dynamic process. It’s crucial to measure what’s working and continuously optimize. We analyze data to ensure your brand stays top of mind with your audience, making refinements as needed. This ensures that your brand not only stays visible but becomes the preferred choice for your customers.