Marketing a business can be complicated at times. With so many marketing strategies and approaches to use, it can get confusing as to which style is best. Two basic branding styles are active marketing and passive marketing. Both styles have advantages that will help bring your business to the next level. Knowing the differences between the two and when to use them is key.
Active Branding
Active marketing requires action on your part. This may mean networking with other businesses, engaging with potential clients and handing out promotional products. With active marketing, you are required to put in the effort. There is a great deal of skill and patience that goes into this style of marketing since you are actively working to gain attention.
The benefit to active branding is that you have control over the interactions with consumers and other industry professionals. You can set up phone calls, host a sales event or attend a trade show whenever you want rather than waiting for people to come to you.
Passive Branding
Passive branding still requires effort, but in a different way. This style of marketing reaches customers by positioning your brand in the right place at the right time.
The bulk of passive marketing can be achieved through inbound marketing. Let’s say a potential customer needs to have their toilet looked at and they search online for a local plumbing company. By having a solid online presence, the customer finds your company and hires you.
To make passive branding successful, you must anticipate your customer’s needs. This requires you to know who you’re trying to reach and what their pain points may be. This way, you can be there for them when they come looking.
Which is the Best?
There is no single best way to market to your audience. To make marketing work for you, it’s important to have a balance of both active and passive branding.
Passive marketing is a great way to establish your business so that people can learn about your products and services as quickly as possible. Utilize technology and inbound marketing strategies to effectively build your presence.
As you expand and meet new people, active marketing is your friend. Make cold calls, set up business meetings and hand out trade show promotional items. When people want to learn more about you, they can simply revisit your online channels to further engage.
Inkwell Global Marketing helps businesses of all sizes get their brand noticed through creative branding. To amp up your marketing strategy using promotional branding, call us today!
