Every business needs a marketing plan in order to be successful. As you market your business, you bring in new customers and continue to build your business. Sometimes business owners get overzealous when it comes to marketing, either in an effort to build up their business more quickly or to compete with other businesses. They get overly aggressive in their marketing tactics and end up alienating the customers they were trying to bring in.
Aggressive marketing costs your business money and is ineffective because you are spending money marketing to people who are tuning out your message. Have you ever seen an annoying commercial on television that you became so tired of you would change the channel or mute the TV anytime the commercial came on? Now apply this to your marketing strategies. Are they so repetitive that people no longer pay attention to them? Are they being marketed to the wrong target market so that you are annoying people who have no interest in your business?
Aggressive marketing can take many forms. Here are a few marketing strategies that may be seen as overly aggressive:
• Email marketing: Are you sending out too many emails to your customers? If you bombard your customers, they will soon view your emails as spam. Stick to just one or two emails a month. In addition, make sure you are sending emails only to customers who have opted to receive them, or you will be turning off other potential customers from returning.
• Social media: It’s great to connect with customers and fans through social media sites. However, there is such a thing as going overboard. Are you only broadcasting your message, telling fans how wonderful your product or service is? This can quickly turn off fans and lead them to unlike your pages. Use social media to post information relevant to your target market and to get to know your fans, and keep posts to only one or two a day.
• Cold Calling: Sometimes a business needs to make cold calls to get the message out about their business. A call or two to a potential client can be okay, but can quickly become a nuisance if you continue calling, and can make the potential customer want to avoid doing business with you at all. If you have already tried calling, consider sending an email or a postcard with additional information. But know when to stop and move on before you become an annoyance.
To avoid being seen as too aggressive in your marketing tactics, make sure you are marketing to the right target market. If you are marketing to people who have a need or desire for your product or service, they will be more open to receiving your message. Don’t waste your marketing dollars on marketing strategies that are annoying or turn people away. You can be a great salesperson without being a pushy salesperson, and learning the difference is what will make your marketing campaign a successful one.
This article was written by Steve Litzow, CEO of Marketing Lantern. Marketing Lantern helps businesses create marketing plans that work. Visit Marketing Lantern now to learn more about writing successful marketing plans and for a free 30 day trial account.