The biggest mistake I see with small businesses on social media is the misuse of active and passive marketing. Social media is a platform made for active marketing and having conversations. Content that business share should be structured to fit to active nature of social media. This means engaging with individuals and being part of the community.
Active marketing is all about engagement and conversation between the business and customer. This requires action and purpose. This type of interaction is what makes up the majority of new technology and social media websites.
Passive marketing in contrast is about smart positioning and having a clear message. This means little to no engagement with individuals and is form of mass marketing. This category of marketing includes most forms of traditional marketing and marketing like websites, commercials, and paid advertising.
Every business should include both active and passive marketing into their campaigns. They should also consider the pros and cons of both kinds of marketing and considering what would work best for them. On active platforms like social media, content should be created with making conversations happen.
If you do post passive content on social media you should share valuable content with your customers that they will be interested in. This means news, images, videos, inspiration quotes, questions, quizzes, witty pictures, and interesting articles.
Just remember that social media is not just about promoting yourself. Technology like this help connect people like billboards never could. You can talk one-on-one with every potential customer. You’re not just trying to get as many likes or follows as possible. You’re building relationships with real people.
If you have more to share about active vs. passive marketing, please leave it in the comments below!
If you have any questions you can leave them in the comments below and feel free to e-mail me directly!