Is your company being held back by passive marketing?


Passive marketing

Passive marketing is exactly what its name suggests: no thoughtful or adequate marketing strategy in place, with $0 in the advertising budget. There are some managers who believe their website will sell their product for them. While we all wish this was the case, the marketing landscape is that of competition; those who receive the views – and those who make conversions – are those who win.



The first step: developing a platform

Whether your start-up is a B2C or a B2B, you will always fight the uphill battle of brand name recognition and loyalty. The good news is that loyalty can be purchased, at a cost. Nothing good on the internet comes for free, and that includes customers. Passively marketing yourself puts you at a serious disadvantage in comparison with a company that actively seeks its audience. Business is an economy of scale – if you aren’t selling online you’re missing out on a valuable revenue stream. But if you don’t budget for advertising, or spend the time growing your presence, you will never reap the benefits that you can expect to receive from trading online.



Our evaluation

Through an evaluation of similar businesses and the eCommerce strategies they employ, we’ve found it’s difficult for a company to be discovered online at the best of times, worse when online revenue isn’t coming easily, as there are countless companies who are desperate to be known but scarce resources for them to use to get ahead. Online marketing effectiveness is key to build an online digital presence, to find clients and generate sales.

Over the course of a year, we tracked the eCommerce traffic of numerous small business clients. We have found that passively marketed companies remain at a depressingly low viewership compared with similar actively marketed Claridge & Co. websites. Having a website is just the first step in developing an online presence. But a website won’t sell your product for you – it’s only the first step on the road to success.



The second step: finding followers

Exposure must be generated by growing a social media presence, developing a strong user community and producing frequent, new and interesting content and products, alongside maintaining the business website. It is also recommended that a business grows and maintains a database of customer emails, and produces a regular newsletter to maintain a connection with existing clients. Interacting with clients via social media and company newsletters moves more traffic to the business website. Actively pursuing your customers keeps your brand in the back of their minds.



The third step: maintaining the connection

Effective active marketing involves finding the balance between the company’s own news and news that provides general interest to followers. This way, a company builds rapport with customers and public, and in turn customers are more likely to convert upon visiting the website. The measure of digital marketing success is website traffic, number of social media followers and, of course, conversions.

Though the majority of small online retailers have a Facebook page, their strategies have been less effective than they could be, as the pages are often updated infrequently and lack relevance to users. The updates are of company news, rarely offering something extra to Facebook followers, such as industry news, novelties or information on sales.



Company stagnation

If a company only employs passive digital marketing, they are unable to effectively communicate with their audience, preventing further research and development of products. By the simple act of implementing active digital marketing strategies, a business can rapidly increase their conversion rates and views, once an effective marketing mix is found. A passive marketing strategy is cheap, but you get exactly what you pay for.



The verdict

We have been able to conclude that passive marketing in the digital landscape is ineffective for the majority and, unfortunately, used by the majority. A website will only help a company sell stock if a following is developed so that traffic is directed to their platform. A business must be active in their digital marketing if they want to grow, as passive digital marketing can only take a company so far.