Nothing fuels a startup like sales. Even if the product isn’t perfect, selling a good item now is better than forgoing sales to sell a perfect offering later.
Besides, updates to a product line down the road create excellent opportunities to earn repeat business from early adopters. Plus, new product releases are great public relations opportunities for building buzz and increasing market exposure. So, if you’ve got a decent product ready to go, how do you market it to sell as many as possible in as short a period as possible?
Aggressive marketing is a marketing tactic that emphasizes communicating directly with potential customers and actively pursuing their engagement with your business.
In contrast, passive marketing means making product information available but leaving it up to consumers to take action if they want to engage with your business.
Aggressive marketing can take many forms as you solicit potential customers who’ve never engaged with your brand. The goal is to pique their interest in your offerings. Here are a few examples of aggressive marketing tactics on various platforms:
Here are some specific aggressive marketing strategies to help rev up your sales from day one.
People who interact with your target audience frequently are crucial marketing allies. For example, TV and radio personalities, YouTube channel hosts, Instagram influencers and TikTok stars can be invaluable partners. If your target customer pays attention to them, getting influencers to market your product can be a huge win.
Identify relevant influencers in your space and contact them via email, direct message or phone. Offer them free products to get them on board and treat them like your best customers. The right influencer enthusiastically endorsing your products can help your startup skyrocket.
Many startups have found success via influencer relationships. For example, Happy Feet enjoyed significant success working with Snooki from the MTV reality show Jersey Shore. She tweeted about the company’s oversized sneakers and slippers and garnered much enthusiasm. In return, she received a commission on every pair sold.
Get creative and find ways to develop relationships with the influencers your customers follow and respect.
Many marketing campaigns contain an element of fear. For example, ads may imply that you’re not as attractive as the model unless you buy the perfume or cologne they’re wearing. They may also warn that your home needs a security system because robberies are rampant.
However, successful aggressive marketing provides a sense of urgency without being malicious. For example, retailers may have weekly sales and clearance events to build a sense of urgency in the buyer. They don’t want to miss out on a great deal or a scarce product. When something is scarce or only available for a limited time, consumers are more inclined to purchase it.
Social media buzz is invaluable. The more consumers talk about your brand or service with their friends, the more free advertising you get.
Tech-savvy companies use social media marketing tactics on Instagram, Facebook, X, TikTok and more to generate buzz. Engaging content that suits the platform is key. For example, you can conduct a Facebook Live Q&A to share product launch updates and behind-the-scenes happenings. Alternatively, share your brand’s story via Instagram with photos and captions detailing your product’s inception.
Invite your social media followers to engage and share your posts and comment, like and respond to brand mentions online to keep the buzz going.
Strategies that involve both facts and emotions can be enormously successful sales tools. However, emotion is particularly essential in aggressive marketing. Don’t be afraid to appeal to your audience’s deepest priorities with emotional content.
For example, a Whirlpool ad that emphasized the challenges parents face in raising a family went viral. It showed how a simple washing machine can minimize the headaches of laundry and give families free time to spend together.
Even when you’re smaller than your industry’s market leader, you can gain high visibility by calling them out. Well-known companies tend to have well-known faults and disgruntled customers. Address these consumers’ pain points by showing how you’re better than the juggernaut.
To differentiate yourself from the competition ― particularly from a market leader ― you must show where you hold a distinct advantage beyond price.
For example, in its early days, Apple gained attention by contrasting itself with market leader Microsoft. It didn’t focus on processor speed or tech specs. Instead, it emphasized the relative “coolness” of Macs vs. PCs. One of Apple’s iconic ads cast Microsoft as Big Brother and Mac as the choice of individualists. You may also recall the “Hi, I’m a Mac” commercials that portrayed the Mac as cool and laid back in contrast to the nerdy, uptight PC.
It gets immediate results.
It alienates certain groups.
It increases brand recognition.
It may be flagged as spam.
It’s a quick and easy way to sell.
It lacks focus.
Before engaging in aggressive marketing tactics, consider if this approach is right for your business. Think about your ideal customer: Would they respond better to being approached directly or would passive marketing strategies compel them to act?
Here are the pros and cons of aggressive marketing.
When crafting your company’s advertising campaigns, focus on striking an emotional tone that resonates with your audience. If you can parlay the support of an influencer in your market, you’ll reach significantly more people.
Focus your message on why your customers need your product right now to solve a significant problem in their lives and you’ll find new customers rushing to open their wallets for you.
Jennifer Dublino contributed to this article.