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What Is Passive Marketing And How Could It Help Your Business?

Most of the traditional marketing strategies that you can think of are active marketing techniques. Sales calls, for example, are one of the most common forms that people use these days. An employee has to actively call up a customer and try to convince them to make a purchase. It takes direct action from your staff for each lead that they generate. A passive marketing technique is something that continues to give you a return on your investment over time without you having actively push marketing materials. Active marketing is still very effective and you should still spend some of your marketing budget on it, however, passive marketing is equally important and is often a better choice, especially if you’re a small business or a new start up that doesn’t have a huge marketing budget.

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The major benefit of passive marketing is that it’s more cost-effective. After the initial investment, you’ll still see constant returns without having to pay that much money. It can also be more effective when you’re trying to target certain demographics. Often, people are put off by a very pushy marketing campaign and if they keep seeing annoying pop-up ads for your product or getting cold calls from you, it might actually make them less likely to buy it. If you aren’t making good use of passive marketing techniques, these are some of the best examples that will help you to boost sales in a more cost-effective and efficient way.

Your Website

One form of passive marketing that you’re probably already using is your website. It’s the most effective and common form of passive marketing there is but a lot of people still get it wrong. Building a professional website is obviously a very important step but that’s not the only thing that you need to consider. If you want your website to be an effective passive marketing strategy, it needs to get a lot of regular traffic. There are a lot of different ways to drive traffic to the site, some of them active marketing techniques, but the most important thing to consider is search engine optimization. If your page ranks highly on the Google search results, you’re going to get a lot more hits on your website. The majority of people never bother looking past the first few results and hardly anybody goes past the first page, so if you’re not up there, your website isn’t going to perform well.

Search engine optimization is a very complex thing and not everybody knows how to do it well, so you need a professional. The big mistake that a lot of businesses make with their website is choosing the wrong design company. You might be able to find a company that creates amazing websites, but if they don’t know what they’re doing when it comes to search engine optimization, it doesn’t matter how good the site is because hardly anybody will visit it anyway. You need to find a company that offers web design & marketing services as a package. A company that has good experience with both web design and search engine optimization will be able to build a quality website that gets a lot of traffic as well, making it a far more successful passive marketing strategy.

Social Media

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Social media is another great passive marketing tool that you should be using. It does still require some input because you need to spend time posting on there, but it only takes a few seconds to create a post that can drive a large number of people to your website. Your social media pages will also build a following over time with very little input on your part in terms of the time that you actually spend posting.

If you want to make it even more passive, you can use scheduling tools for your social media posts. The way that it works is that you’ll write all of the posts at the beginning of the week and then set dates and times for them to go live. That way, you can have a social media page that is getting a couple of posts every day, but that’s all happening automatically in the background and you’re not spending valuable time managing it every day. A lot of these scheduling tools also have very good analytics features so you can see which posts are landing well and driving traffic to your site and which aren’t. You’ll also get a better idea of what time of day you should be posting to reach the most people. Once you automate your social media accounts, you can see some very good returns with minimal investment.

Automated Email Lists

Email marketing can be a very effective way of reaching a lot of customers without spending too much money, but if you’re treating it as an active marketing technique, it’s incredibly time consuming. If you’ve got employees that are writing and sending individual emails out to customers, that’s going to take up all of their time and the returns that you’ll see on it will be far outweighed by the number of hours spent on it. But email can be a great passive marketing technique if you know how to automate it properly.

The first step is building an email list, your website is the easiest way to do this. Have a small pop-up that comes up when people enter the site asking if they want to sign up to your email list so they can receive news about new products and any deals and offers that you have running at the moment. Not everybody is going to sign up but you’ll get quite a lot of email addresses, you’ll also get more from the people that buy your products as well. Once you’ve got a healthy email list, you just need to write an email and send it out to everybody on the list. It only takes a few minutes and you’re reaching a lot of potential customers. You can also set automated emails that go out every now and again to remind customers that might have forgotten about you.

Business Cards

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A lot of people think that business cards are old fashioned and there isn’t much need for them anymore but that’s not the case at all. If you don’t have any business cards, you should get hold of them because they’re a great passive marketing tool. You can leave them in places where potential customers are likely to pick them up and you should carry some around with you. Networking is such an important part of running a business and if you’re making good connections with people, you need to make sure that they can contact you easily so you can follow through with those relationships. That’s the main reason to use business cards but they’re also great for passive marketing. If people have them lying around, they’re constantly exposed to your brand and they’re more likely to think of you if they’re in need of your products and services in the future. Buying business cards is so cheap and you’d be surprised just how effective they can be. If you want to get the best results from your business card, you should try to do something a bit more innovative with it so it sticks in people’s minds.

These are all great passive marketing tools that you can use to increase sales without having to invest a lot of time and money, but the best marketing campaigns are the ones that combine passive and active marketing strategies.  

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