Mar 27, 2017
Active vs. Passive Marketing
by Heath Fletcher
Passive marketing is simply the marketing and promotional tools we build and use to help explain what our service or product is to potential clients. In a nutshell, anything that is created, branded for your company and put on display for the world to stumble across, is passive marketing. There is no question that we need all these marketing bits and pieces but the trick is getting them to be more active in generating leads and sales.
When we think about marketing our business the obvious first steps are to find a great location, put up a sign, place an ad in the local paper, build a website, set up some social media pages and then wait for the clients come running through the doors; this is called 'Passive Marketing'.
These marketing initiatives are no doubt helpful and necessary, but it leaves a lot of responsibility with customers to make the next move.
A few ideas to convert your marketing from Passive to Active
Google/Facebook Ad Campaigns
This activity uses Social Media Marketing (SMM) and Search Engine Marketing (SEM) to allow businesses to target their audience through demographic and geographic filters. The budgets are flexible and campaign management is easy enough to DIY.
Being active on Social Media platforms and engaging with customers.
Engaging your audience is an ongoing process but keeping followers engaged is the key. Remember this when creating content, you either want to Educate, Entertain or Empower your people.
Use calls to action to drive traffic
Don’t be afraid to tell your people what you want them to do: Visit our website, Enter our contest, Get connected, Stay in touch - In the end you want to drive traffic to your website where they will get the full story. Most importantly the activity can be measured.
Active marketing requires some creative thinking, a willingness to step out of the comfort zone and start engaging with our audiences. Social Media has been a driving force in motivating business owners to take action and we applaud those that have taken that challenge. That is a step in the right direction but there is still a bit more to do.
Keep in mind that the goal is to be able to measure the ROI (Return on Investment) of all your activities. Here are some examples of Measurable ROI actions:
Acquiring email addresses for a contest
Market research survey feedback
Promoting an event or workshop participation
Sale or Promotion discounts
Pay Per Click Advertising
Today we have a variety of tools at our disposal that provide us with many more options for targeting, engaging and retaining customers. The power of the internet and social media analytics gives us the ability to be very specific about who we want to reach, what we want them to do and all at a very reasonable cost. Best of all these ad campaigns are measurable and customizable, so we can fine tune them to achieve different results and increase the ROI.
Remember, Passive marketing does not take a lot of effort, such as the costs associated with setting up a directory listing, making posts on blogs or social network sites, or throwing an ad in the newspaper. You'll spend more money and time on active marketing, but it has a larger return on your investment, is measurable and engages your customers by telling them what you want from them while also giving them what they want. Are your current campaigns active?