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Small businesses must be aggressive to win

BY: Charles Benoni Okine
  Due to competition, small businesses must do something extra to make their products or services known
Due to competition, small businesses must do something extra to make their products or services known

Intense competition around the world has made it tough for small businesses to thrive anywhere and Ghana is no exception. It means that if these small businesses have a product ready to go, they need to market it forcefully so they can sell as many as possible in a short time.

It is imperative to note that there is nothing that fuels a small business like sales. Even if the product is not perfect, selling a good product now is better than forgoing sales to sell a perfect product later.

Besides, updates to a product line down the road will be an excellent opportunity to get repeat business from early adopters. Aggressive marketing?

Aggressive marketing is a tactic of communicating directly with potential customers and actively pursuing their engagement with your business.

This is opposed to passive marketing, where information about a product is made available, but it is up to the consumer to take action if they want to engage with your business.

Examples of aggressive marketing

Aggressive marketing can be achieved through several different strategies. Cold-calling and email campaigns are probably the best examples.

Thus, it refers to the practice of soliciting potential customers who have never engaged with your brand to see if they would be interested in what you’re offering.

Large banner ads, pop-ups and video ads on platforms such as YouTube are also forms of aggressive marketing, as they bombard the audience with information. These digital marketing materials are often segmented, appearing on relevant websites and alongside content the target customer is already engaging with.

Another example of aggressive marketing is assembling a street team to hand out flyers or acquire email addresses. This can be a draining practice, but it’s a great way to connect with people who otherwise may not know about your company, if one can handle all the rejection.

Strategies to boost your sales
Below, you’ll find several aggressive marketing strategies to rev up your sales from day one.

1. Reach influencers and cultivate relationships
It is often ignored but as a small business, the most important people in your market are the individuals who speak to your target audience on a daily basis.

These could be TV or radio personalities or they may be YouTube channel hosts or TikTok stars. Simply put, if your target customer is paying attention to them, you need to use these influencers to your advantage.

Email them, call them, offer them free products and, above all else, treat them as your best customers. A mention from an influencer can propel your startup from a nobody to a force to be reckoned with.

2. You need this product

One should not despair. Have confidence in your product and portray it as a ‘Must have”. Usually, there’s an element of fear that is part of many marketing campaigns. It is normal for one to harbor the fear that you’re not as attractive as the model in the ad unless you buy the product you have in hand. For instance if you sell news, you need to position your brand in the minds of the people that until they read, listen and watch that news on ‘XMedia’ platform, nothing has happened. Regarding other products, major retailers have weekly sales and clearances to build a sense of urgency in the buyer. This method can be adopted by small businesses too.

3. Social media craze

Social media has become the in-thing globally. Do not lose it that. Know what competitors are doing on that platform with one thing at the back of your mind – “there’s no such thing as bad publicity”. Invariably, the more consumers are talking about your brand or service with their friends, the more free advertising you’re getting.

Tech-savvy companies are beginning to use a variety of marketing tactics on Instagram and other social media platforms. Start taking pictures of your products. If you already do, intensify it. Curate them into collections and type up little stories to go along with them and flood social media with it.

After you identify the high-performing tactics that your audience loves, hammer it home with unwavering attention.

4. Use emotion over logic

Various studies show that emotional advertisements are the most effective. So if you haven’t figured it out by now, you need to get out there and pull on some heartstrings.

A Whirlpool advert that went viral emphasised the challenges parents face in raising a family. For many consumers, the advert takes the viewer back and allows them to feel a sense of nostalgia for times when parents could save the day and make things easier for their kids.

Conclusion

Aggressive marketing pays because of competition. Like the saying goes, “Doing business without advertising is like winking at a woman in the dark”.

However, it has its pros and cons. Be aggressive but just bear in mind that being overly aggressive can irritate the public. Consistently review your tactics, make the necessary changes to your approach as and when necessary and the results will be evident.