If you target multiple segments with different behaviors and needs, you’ll need to make sure that you communicate what they care about.
For example, SEO professionals, marketers, and even ‘regular’ website owners all use our product. But their needs are very different. Our positioning attributes work regardless of target segments, but we certainly need to adjust the nitty-gritty separately.
We reflect that on pages where different segments are likely to land.
We target the biggest segment, website owners, on our freemium product page. The copy is written for SEO beginners:
It also utilizes the “versus” positioning type:
The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results.
On the other hand, our product page for Site Audit targets more seasoned marketers and SEOs:
Here’s the interesting thing about this: Site Audit is a core tool in the freemium product. We’re simply addressing the same thing from two very different angles.
4. Choose a few brand codes to become distinctive
A brand code, aka distinctive asset, is anything that you use consistently in your communications. You can think about it as your sidekick to positioning.
The most common brand code is your logo and visual style. But that’s about it for most brands. It’s not enough to stand out and be distinctive in the mind of your target audience.
Your ultimate goal should be that your target audience recognizes your brand even without showing any logos:
Your brand codes should be unique, which makes you distinctive, and ideally famous, which enables your existing audience to connect the dots easily.
At Ahrefs, besides our logo and the color blue, we also have two more brand codes. The first is our custom font