MBA1714 Grow Your Business Consistently: Passive vs Active Marketing

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Business Whether you're selling a product, a service, you're in E Commerce, you're in SaaS, you're selling courses, you're selling books, whatever it is, you have to continually be marketing this. This is a very important point because many people, they will create their product or service, launch their business, do a big hoopla for the launch, and then stop marketing. Marketing is something you have to do every single day. It's like washing your face. It's like taking a shower. But the reality is that you have to work smarter, not harder, so you can be marketing all the time and getting results as an entrepreneur. As you get further in your career, you have to start working smarter. You have to understand that everything that you do, everything that you implement in your business will have a different effect. Some will have a big effect, some have a small and some are just necessary to do to keep the traffic rolling. So first I want to define what do I mean by passive versus active marketing? Let's start with active. So active marketing is any kind of marketing that require your presence, requires your time in the moment. So here are some examples of active marketing Speaking on stage at an event Sponsoring an event as a sponsor Running a live webinar Being on Clubhouse, the new audio platform app, right? With all these initiatives, you are required to spend your time in an allocated amount of time. When you're not doing it, you are not getting a result. So when you're not on stage speaking at an event, you're not going to get the fruits of that labor. You're not going to get the results of being on stage. Same thing with being a sponsored event. You or somebody on your team has to be at the event and when you're not at the event, sponsoring when the event's over, you're not really getting any of those benefits anymore. Same thing with Clubhouse Live webinars going live on Facebook, whatever it is. I'm not saying this so I can poo poo or say active marketing is a bad idea. No, just the contrary. Right? It's very powerful and you can make some strong connections and close more deals with active marketing. And I encourage you to do that. But you have to do it in a smart way. I'll talk a little bit more about that in a second. But let's get into passive marketing. What's not passive marketing activity? Well, writing a blog post. You write it once, right? You publish it and you reap the benefits of that blog post for years to come. People read that blog post today, tomorrow, next week, next month, next year. An email automation campaign. When somebody signs up to your newsletter, they get an automation campaign of a series of emails depending on the actions they take. Every time somebody signs up, that email sequence serves you. You don't have to be there live to do that. It just happens automatically. Automated webinars. Somebody signs up, they watch your webinar, they get the benefit, they see the offer, they you close a sale, you're not around, it continues to work. Now, does that mean passive marketing is the best marketing of all? It's good and it has its place and it can help you tremendously. But if I'm going to compare one marketing activity that's passive versus active, I can't tell you if one is going to perform better than the other. What I can tell you is that you can do one more than the other. And here is the lesson. Okay, here is what you want to grab from this lesson. You only have a limit amount of time, so you need to make sure you're doing as many passive marketing activities as possible so that your marketing serves you even when you sleep, even when you're on vacation, even on the weekend. Now, passive marketing may not convert at a higher rate, but it's serving more people at a higher rate. Now let's go back to active marketing. Let's say, for example, you're going to run a live webinar. Live webinars are proven without a shadow of a doubt. The data doesn't lie that it converts the highest versus any other type of webinar. Any other passive marketing activity, including email marketing. So, for example, If I have 100 attendees on a webinar, more people will convert to customers versus if I sent 100 emails out to 100 customers or potential customers. I should say so this means I still want to do active marketing, but I want to capitalize on that event as much as possible. Meaning I want to make sure that I have as many people on my webinar. I want to make sure that I have as many people as possible on that clubhouse room. I don't want to do small rooms. I don't want to do small webinars. I want to fill them up as much as possible. So that means maybe I'll do a webinar every two weeks, promote it with all these passive marketing strategies so I can get the most out of my time. And then outside of my active marketing, I'm doing a ton of passive marketing. And guess what? My passive marketing again leads people to my active marketing. Now, I wanted to do this lesson because I want you to really think critically about how you spend your time marketing. Are you doing more active marketing than passive marketing? I believe you should do 80% passive marketing, 20% active marketing. So if I'm going to do 10 activities of marketing, eight of those activities are passive and two are active. And that's really my formula. I do two types of active marketing. I do live webinars. I get on stages. These convert the highest for me, and therefore I capitalize on those. And then the rest of my marketing is passive blogging, podcasting, email marketing, email automations, batched social media posts, things that scale. Because you have a limited amount of time, you got to work smarter, not harder when it comes to marketing. Because if you want to be everywhere and you want to be able to reach new audiences, you just can't do active marketing every day of the week. You're going to be spending too much time on that and not enough time on building your business, managing your team, improving your product. I get worried when I see people say, you know, I spend six or seven hours on social media every day. You know, replying to people, talking to people, getting on clubhouse rooms or whatever it is. I worry about that because that means you're just investing too much time in active marketing. And eventually what you want to do is grow your team to the point where you do none of this. The passive marketing is done by passive means, and the active marketing is done by somebody on your team, not you. So you leverage your time with labor, of course. I mean, like hiring a team member, labor in the classical sense, not in manual labor. Time is your greatest asset. So you want to make sure you market and grow your business in a way that doesn't utilize your time or at least maximizes your time. You do something once, you create a blog post once and it serves you for years to come. For example, again, same thing with YouTube videos. Same thing with podcasts or podcast episodes or an automated webinar. Like I mentioned, the vast majority of your marketing should be passive. Gas, snacks, tolls. This trip is draining my wallet.

Yeah, but we'll be with family.

You're in a good mood. What's your deal?

What's my deal? I saved at Metro with no activation fees and I got one line of 5G for just $25 per month. Kept the phone I love and a 5 year price guarantee on my top.

Text and data detour to Metro.

Get that more for your money feeling only at Metro by T Mobile Just.

Bring your number $30 first month and 25 DOL with autopay not available. If with Metro T Mobile in the past 180 days to wrap up today's lesson, I want you to take a look at all the marketing activities you've done in the last three months. Write them down in a notebook or in a note taking app, right? And ask yourself how many of these are passive? Meaning that if I do the work once, people reap the benefits from it for days and years to come. And how many of these are active where I only get the benefits when I'm doing that action. So do you have an 8020 split? If not, if you're too heavy on the active, which ones of the active marketing activities get you the most out of those efforts? Right? They get you the most sales, get you the most customers, get you the most leads. Put them in order. Right? This one gives me the most, second, third, fourth and take the top ones to make it an 8020 split. Many of us don't have the problem of creating new content. We have a marketing problem. We don't share our content, our product, our services. And sharing something can definitely be passive. When it comes to social media, I highly recommend using a tool called Buffer. It allows you to schedule your posts in advance so you don't have to be all over social all the time. You can literally have all your social media content scheduled to go out on time every single day, weeks in advance so you can literally sit back and relax. You know you can. If you're gonna do it yourself, you can go ahead and spend an hour, schedule everything up and not touch social media for weeks. Talk about leveraging passive marketing. That wraps up today's lesson. Thank you so much for listening to the $100 NBA show. If you love what you hear hit subscribe right now and whatever you use to listen to podcasts. If you like today's podcast episode, the best thing you can do for us is to share this podcast episode. Share it with your friends and family on social. Take a screenshot and let them know what you love about this episode. Before I go, I want to leave you with this. If you want to learn an effective way to use a form of passive marketing, I encourage you to check out automated webinars. I actually have a free webinar you can sign up for that teaches you the four key steps in building a great automated webinar. And you can literally go and sign up for free right now over at webinarninja.com automated-webinar that's it for me today guys. I'll check you in. Tomorrow's episode Q and A Wednesday. I'll see you then. Take care. Gas, snacks, tolls. This trip is draining my wallet.

Yeah, but we'll be with family.

You're in a good mood. What's your deal?

What's my deal? I saved at Metro with no activation fees and I got one line of 5G for just $25 per month. Kept the phone I love and a 5 year price guarantee on my top.

Text and data detour to Metro.

Get that more for your money feeling only at Metro by T Mobile.

Just bring your number $30 first month and $25 after with autopay not available. If with Metro or T Mobile in the past 180 days.