Active vs. Passive Marketing and Why You Should Use Both

Active vs. Passive Marketing and Why You Should Use Both

Just as it isn’t wise to put all of your eggs in one basket, it simply isn’t wise to market your business in only one way. An effective marketing campaign only happens when you strategically divvy up the marketing “eggs” of your business across a variety of segments and platforms. When you do, you will be better positioned to win over new customers and keep your current ones loyal to your brand.

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New Active Marketing Techniques

When a business deliberately reaches out to a specific customer or a specific type of consumer, it is using active marketing techniques. Active marketing requires practice, persistence, and a concerted effort to meet and talk face-to-face with consumers. The goal is to win their loyalty.

The costs associated with active marketing go toward incentives, discounts, and direct marketing materials.

Cold calling, email blasts, and canvassing still work as active marketing techniques, but if you’re looking for fresh ways to market your business, try the following new tactics:

  • Referral Marketing Software: The cost of acquiring a customer by referral is low but it is an extremely effective form of marketing, especially for direct sales businesses. By simplifying and automating the process of enrolling, tracking, and rewarding your customers and partners, this software helps to gain high-value prospects.
  • Location Data Marketing: The old saying that location is everything is still very much true today. However, now it refers to local searches, geo-targeted mobile ads, and micro-moment marketing.
  • Coupon Aggregator: An inexpensive way to gain a lot of customers fast, setting up an online coupon deal is a great way to promote your business.

Modern Passive Marketing Techniques

Anticipatory of a consumer’s needs, passive marketing techniques are planned and put into place ahead of time. This ensures that when a customer is ready to research information on a needed product or a service, it is easily found so that an informed purchasing decision can be made.

The costs associated with passive marketing techniques typically go toward directory listings and search engine optimized (SEO) online material.

Print ads, Facebook posts, and SEO blogs still work as passive marketing techniques but if you want to do something of-the-moment, consider the following modern passive marketing tactics:

  • Customer Rating and Review Platforms: A powerful tool for driving in-store traffic and online sales, this platform increases your review volume, funnels customer ratings and reviews directly to you, and helps you quickly share them on social media.
  • Decoy Pricing: This pricing structure is built in such a way to influence the consumer in the purchasing decision between two similar products.
  • Viral Videos: Creating a video advertisement could be classified as active marketing but when the material is so good that it turns viral (shared and reposted rapidly online) it becomes a passive technique.
  • Infographics: Sponsor an informative, easy-to-understand graphic visual representation of a topic or data that relates to your industry. Share it online.

Successfully Combining Both Techniques

It is important to regularly analyze the results of both your active and passive marketing efforts to ensure that what you are doing is working and providing your business with the desired outcome. Revisit and revise the efforts that aren’t paying off in profits to your company, then analyze again. If a specific marketing technique is working successfully, keep doing it!

For continual positive results over the long term, there must be a successful marketing combination of both the tried-and-true and the trendy, the active and the passive. By combining all of these marketing techniques you are giving your brand the opportunity to reach as many people as possible, significantly upping your profit potential.


Category Business