Blending Passive and Active Marketing Tactics for Optimal Results

As a recovering marketer, I know HOW to do marketing.

I've done it for others for decades and occassionally dabled with doing it for myself.

But the effort to market was always a big ebb and flow.

I've always been pretty fortunate when it comes to finding new clients.

They come from word of mouth or find their way to me without too much effort — most of the time.

When the leads would dry up, a bit of marketing would get that pipeline going again and then I might not do any more marketing for months.

A lot of my clients and students do the same thing.

They market when the well is dry and stop when it's full.

So when I set out a couple of years ago to create the 4th Pillar of my BLUEprint framework — Client Acquisition Plan — I wanted to create a system that was easy to maintain even when work is busy and time is limited. One part of that system is the approach I'm about to share with you.

Imagine having strategies that work with your natural skills and bring you joy, and yet maintain a solid and steady marketing pipeline.

Sounds good, doesn't it?

That's where the blended passive + active approach comes into play.

It's not just about mindlessly throwing money at ads or spending hours networking.

It’s about finding balance in your marketing strategy.

Let's break this down...

Passive Strategies

Passive strategies are somewhat like planting seeds.

You put in the effort initially, and they continue to generate leads for you over time.

This includes stratgies like blog articles, referral campaigns, building an email list, and growing a social media audience.

For example, you might write a blog article today and publish it and it could still be ranking on search, generating leads for you, years from now.

Plus, you can repurpose that blog anytime you want by sending it to your list in an email, sharing it on social media, or doing an update to it later to refresh it on search.

Pros:

• Long term benefits with consistent lead generation.

• Lesser time commitment after the initial setup.

Cons:

• Time-consuming at the beginning.

• Result generation may be slower.

Active Strategies

Active strategies, on the other hand, require constant effort to generate leads. If you stop doing these strategies, they stop bringing in leads.

These could be paid ads, networking events, cold calling, or direct mail.

If you stop funding the ads, stop going to events, stop making calls, etc — then the leads stop coming in.

Pros:

• Near-immediate results can be achieved.

• Effective for speedy lead generation.

Cons:

• Requires constant effort, time, or money.

• Leads may dry up quickly if not consistently pursued.

A Balanced Blend

The key remains in achieving a balance between active and passive strategies.

This ensures that if one pipeline slows down, there's always another one working for you. It's essential if you're just starting out or if you're planning to scale your business.

Here's an example of this blended approach in action:

Let's say you're running a web design startup.

For passive strategies, you could:

1. Write Blog Posts: This could be about the latest trends in web design or a step-by-step guide on creating an easy-to-navigate website.

2. Set Up Referral Campaigns: Offer a discount or free consultation session to anyone who refers a friend or a business to you.

3. Grow Social Media Audience: Share your client's success stories, interesting tidbits about your work process, or even a quick tutorial to fix common web design issues.

For active strategies, you might:

1. Run Paid Ads: Google Ads or sponsored posts on social media can get your name in front of the right audience.

2. Network: Attend local events or web design conferences to meet potential clients and partners.

3. Direct Mail: Send out a postcard or a well-designed brochure to local businesses that might need your services.

By using both strategies, you're ensuring your leads continue to trickle in even if one channel experiences a slowdown.

Additionally, it gives you the flexibility to scale up or down your efforts based on your current capacity and business goals.

Remember, the blending of these tactics isn't a one-size-fits-all solution — it requires tweaking and fine-tuning to fit your business model and strengths.

You don't need to overcommit yourself across too many tactics at one time. Instead, focus on what you can handle regularly without burning out. Stick to strategies that are easy for you to execute.

Once you find that sweet spot, you'll have a consistent stream of new clients even when you get too busy and your marketing slows down.

Let's ditch the marketing rollercoaster, and embrace the smooth and steady lead generation express, together!

Accelerate Your Progress

Ready to hop off the feast or famine rollercoaster?

Join the movement at The Neuro-Spicy Academy today — it's free!

Get the support to plan, build, and grow your empire, and say goodbye to the marketing ebb and flow for good.

So, what are your thoughts on these strategies? Which ones have worked best for you?

Remember, the key is balance, consistency, and working with what brings you joy.

Let's make marketing less of a chore and more of a journey, together!