Top 5 Passive Marketing Techniques For Your Small Business

Download PDF

We all know that purely automated marketing techniques DON’T WORK – no matter how many internet scam artists are selling them. That doesn’t mean you can’t take advantage of your passive marketing opportunities in conjunction with your active marketing strategy.

passive marketing strategy - content marketing1. Flesh Out Your E-mail Tagline.

We receive a lot of e-mail messages that don’t position the sender well. Your tagline should have a brief bio and links to your active social media channels (graphical links if you’re tech savvy) and your web site. Avoid the bio being just a resume entry – you’re not applying for your own job. But don’t make it a sales pitch, either. Explain what you do in terms of the direct impact on your prospective clients (bend it to be more about them than us). Include a differentiator – something that is tangible, specific, and competitive that adds value to the client. Brand it, and you’re done.

2. Put More Thought Into Your Voicemail Message.

The ‘leave your number after the beep’ thing was hip and cool in the 1980s, when it was on a cassette answering machine, but not anymore. Above all, don’t pitch – but this is a great opportunity to connect, in the briefest time frame, with what prospective clients need. Keep it short – no one likes long waits once they’ve determined it’s not a human being, but do give them a REASON to give you the information. You’re exchanging value for value – something you promise to do that directly impacts them in a positive way, in exchange for their contact info. Keep the same vibe as your e-mail tagline. Be sure to mention your web site. It’s amazing how many voice mail recordings don’t ever give the caller an action they can take NOW.

3. Maximize Your E-mail List.

Sure, it takes some involvement to send out a newsletter or an e-mail drip campaign, but some of that can be automated, and getting the contact info is as simple as having something valuable to offer and a good, visible place to put the form. It can be anything from a free report to a free consultation to a free webinar, but offer something worthwhile in exchange for that info – earn it – say it briefly – and put it where people will see it. You’ll get more leads than with a generic contact form. Make sure there’s an autoresponder or an instant message that thanks them and assures them you’re not going to SPAM, especially if they need to click a confirmation link to complete the subscription.

4. Bring Your Marketing Collateral Up to Date, Digitally.

There are people who market their businesses/profession quite successfully with NO business cards. Steve Pruneau of Free Agent Source asks for your mobile number (now he’s got that info) and immediately texts you a prepared digital vcard and contact info. Now you have each other in each other’s phones. The contact is more immediate, and the info doesn’t become the back side of a memo stuck in a visor or get sent out for dry cleaning. But if you do a lot of networking in person, your business cards and other paraphenalia should at least have your web site address and a couple of social media channel links. If nothing else, it takes very little space to mention your twitter handle – like @madpipe for people in the know. It at least shows you’re making the effort to connect.

5. Engage Your Followers & Cultivate Reviews.

While just creating a page, and adding no routine content additions, is unlikely to garner any interest, you aren’t stuck with just your main web site or home page. Think of all your other web pages. Schedule a daily tweet to add value to your Twitter channel (how long does it really take to type 140 characters?) – be sure to use hashtags (get coaching if you don’t know how). If you’re out and about on the job, and can take photos with your phone, set up a Pinterest for business page and an Instagram for business page and upload them to both with interesting captions. Ask happy clients to review you on your Yelp Page or at least click the +1 Button on your web site to show appreciation. There are services like YEXT that you can use to set up your Yelp and many other review pages all at once and manage them in one central console, while CustomerLobby will help you get more reviews and even make it easier for clients to review you. This stuff is the classic ‘no-brainer’ of passive marketing. If you’re a local business, ask your website consultant to recommend appropriate optimizations for your main web site also.

Passive marketing techniques aren’t just for the lazy business owner, they’re a part of any well-rounded digital marketing strategy. There’s no substitute for active marketing (blogging, video blogging, social media content marketing), but it’s also not all there is you can do. And if you’re willing to do both, you’ll be a cut above competitors who don’t get this kind of advice. For more help like this, get some coaching from MadPipe – we’re in your corner.

MadPipe – handing out marketing reality, before it’s too late!

Daniel DiGriz strategizes and directs marketing projects. As CEO of MadPipe, Daniel is external Marketing Director for a variety of businesses and organizations. As a thought leadership coach and digital philosopher, he has written two compact books: The Blogging Playbook for Small Businesses, and All Marketing is Dead. Daniel is creator of the Digital Ecologist™ designation for Digital Strategy.