Problem/goal
An audit of our positioning identified an error in the prioritization of our messaging. Current positioning placed too much emphasis on the feature and how it worked over the value it provided, so a value-based positioning approach was chosen as the north star for updating positioning and messaging across the site and company collateral.
My role
I performed a positioning and messaging audit of the product lines I managed with the goal of updating them to a value-based approach.
Strategy/process
I duplicated an existing spreadsheet where I tracked collateral under my stewardship, then repurposed it for this project so I could track what needed fixes and when they went live, so I could methodically chip away and update all relevant resources across the web and our internal content management system.
Deliverables
The current Access Control, Community WiFi microsite (6 total pages), and Hardware pages of the SmartRent website are examples of this value-based positioning update. Click on the links above to view.
Our interactive guided demos (tourials) are another example where we updated our positioning – see here. For guided demos look for value-based positioning on the opening and closing slides. The slides in the middle are more instructive on how to use the product.
One sheeters and pitch decks are some of the better examples of this positioning overhaul but as I don’t have access to these anymore, I am unable to share them. If that changes, I will update this page.
Results
I don’t have website performance data to share personally, but will repost a co-worker’s LinkedIn post where she shared some relevant details about the performance of the website at the time of my departure.
