Passive and Active Marketing.

If I were to ask you to come up with an analogy for what marketing is and how it works, I bet you might compare it with fishing.

You see, most business owners often say that marketing is a “risk” or “cost”, because much the same as when fishing, one doesn’t really know if there’s fish in the spot one is casting the lines.? And lines and lures are expensive.? And time is of the essence.? And let’s face it, waiting is hard to do!

I think you would be correct in your analysis of marketing being much the same as fishing, however, I would like to propose that only 50% of marketing is much like fishing…but not its entirety.? You see, there is actually another side to it, that most people don’t consider, don’t make the time for and certainly don’t have the discipline to do; and that is what I like to refer to as, active marketing.

When I speak of active marketing, the analogy changes from going fishing, to going to the gym.? No one has ever passively gone to the gym and seen amazing results.? Nobody can bend my elbows for me and I grow the muscle.? Believe me, I’ve tried!? But, that’s just not how building muscle or losing weight works.? One will get out of it, only what one puts into it.

Thus, the other 50% of marketing, calls for the business owner/representative to take actions to get their name, face, story, brand and reputation in front of their ideal customers.? This can be done in many ways over many different seasons.? From stop in visits with possible referral sources, attending various networking groups, giving gifts, buying someone a coffee and learning their story, to social media collaborations… there are SO many ways to take action, and thus, control of one’s marketing.? That’s one of the greatest thins about Active Marketing, is that one actually has control over the results.? And, who wouldn’t want a certain level of agency over their own results?? I know I would!

The last thing to mention here is that every successful business I’ve met with over the years, has employed both an active and passive marketing strategy.? And even more important, they do it consistently.? Consistency in anything, is where a business will either survive or thrive.? Being active helps to ensure that your business will be top of mind when that customer/prospective customer, is in the buying cycle…which could be 2 days, 2 weeks, 2 months or 2 years from this very moment.

Marketing can still feel risky and look costly, just like purchasing expensive fishing pole, tackle or equipment usually is.? But, I doubt you would feel that way if you were catching fish, and wouldn’t feel that way about a gym membership, especially if you’re seeing results of your hard work!? Thus, when looking to balance passive and active marketing, the business owner will begin to see the investment they are making into their business.? And with consistency, they will see that its worth both their time and their attention.

How are you using both passive and active marketing in your current marketing/business development campaigns?

I’d like to help you figure that out.? Lets chat today!

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