How to Use Passive Marketing to Your Advantage
Because it works, damn it!
Marketing does not mean we have to be loud.
Yes, we must tell others we exist.
Yes, we must tell others that we are open for business.
But we can leave the trumpet behind.
Enter passive marketing.
Passive Marketing 101
There is a branch of marketing known as passive marketing.
The use case for passive marketing is immediately obvious to me. But first, this is what it means.
Passive marketing is the process of setting up different outlets for the customer to come to you. Examples of passive marketing include creating business accounts on social media, developing a website for people to visit, or writing content just like this blog.
- Differences Between Active and Passive Marketing
In brief, passive marketing involves setting up customer catchment areas. However, we need to tweak and apply our understanding to the consulting space.
We can consolidate our outlets into one.
Because we are our best outlets.
Be the Bearer of Industry Knowledge
The top consultants lead the charge. Always.
I used to work with a senior manager in a technology consulting firm. James is known to many as an intelligent guy, witty client manager, natural socialite, and effective dealmaker.
He has one attribute that caught my attention. James is unbelievably curious.
And he engages with his curiosity outside of office hours.
James could articulate the pluses and minuses of Best-of-Breed Integrated Software products even before they became industry jargon. He played with different software platforms and wrote lines of code on different platforms to connect them.
James could tell me casually over coffee that Hadoop is the future, Python is necessary, and the Java-based middleware integration platform will be a thing of the past.
Peers say he is 5 years ahead of the industry. Customers recognize his industry expert status even before the technology space starts chiming about Best-of-Breed Integrated Software like choir boys.
And at that point, James is already trying to figure out the mechanics behind the Internet of Things.
If you want customers to come to you for your consulting services — Work to be a bearer of industry knowledge.
Customers always want to work with people who know their stuff. All the time.
You don’t have to keep telling people you are good.
Our YouTube Channel – Knowledge Topics
On our Youtube Channel, we produce content to uncover topics that permeate all walks of life. Our community can understand what it means to be in the trenches of our interest.
Here are some topics of interest we recorded with high viewership:
Search Engine Optimization (S.E.O.).
Why we buy what we buy.
Mindset and Career.
Marketing on a Dime.
Our goal is to share our research with our community from a practitioner's standpoint.
Sometimes, the counterintuitive is effective.
Marketing need not be loud. It can be passive.
Most importantly, it is about achieving our objectives.
And honestly, that is it.
The job of Bottomsup Perspective is to research, discuss, and share our findings so our community can grow with us.
This topic is one example of sharing our practitionership.
Do you believe in what we do?
If you do, push this big purple button.