In Episode 11 of The Business Development Podcast, host Kelly Kennedy discusses the difference between active and passive marketing strategies. Kennedy emphasizes the importance of active marketing, which involves meeting customers and vendors in person and building relationships. He highlights the effectiveness of active marketing in acquiring new customers, particularly in business-to-business and relationship-based selling. Kennedy also acknowledges the role of passive marketing, such as social media advertising and website promotion, but emphasizes that its main purpose is not to acquire new customers. He shares a personal experience of a business owner who invested a large sum of money in passive marketing but did not see any return on investment. Kennedy concludes by encouraging listeners to focus on active marketing to drive business growth.
In the episode, Kennedy also expresses his gratitude for the support and feedback he has received from listeners. He mentions his interaction with Solace Safety, a company he has been working with, and celebrates their progress. Kennedy mentions the value of face-to-face introductions and emphasizes the importance of consistent active marketing strategies. He emphasizes that active marketing is more effective in reaching out to potential customers and building relationships, as opposed to passive marketing strategies that rely on customers coming to the business independently. Kennedy encourages listeners to consider their current marketing strategies and explore the benefits of active marketing for their businesses.
Key Takeaways:
• Active marketing is more effective than passive marketing for acquiring new customers.
• Passive marketing strategies, such as social media advertising and Google AdWords, are still important in the digital age.
• Business-to-customer (B2C) companies should participate in passive marketing strategies.
• Active marketing is effective for business-to-business (B2B) and relationship-based selling.
• Consistency with active marketing strategies leads to success in acquiring new customers.
• Active marketing allows businesses to reach out to potential customers instead of waiting for them to come to the company.
• Passive marketing relies on customers coming to the company and requires them to jump through hoops to make contact.
• Receiving feedback and support from customers is motivating and positive.
• A website is a passive marketing strategy that provides information about a company.
• Active marketing is more effective in getting potential customers to take action and make a purchase.
• Active marketing is particularly important when there is competition from other companies offering similar products or services.
• Building a relationship and trust with customers is crucial for business success.