When we talk about marketing, we often think of aggressive tactics such as hard-selling products or services on social media, spending a lot of money on ads, or collaborating with other brands. However, there are other ways to approach marketing that are less aggressive.

It is a well-known fact in the marketing world that repeat customers are the key to a successful business. They already know and trust your brand, and you don't need to spend a lot of money on advertising to convince them to make a purchase. In the digital age, it can be challenging to establish and maintain relationships with customers, especially when they are bombarded with ads and marketing messages every day. This is where passive marketing comes into play.

Passive marketing refers to marketing methods that are less aggressive and have the advantage of being cost-effective. Examples include search engine optimization (SEO), content marketing, and remarketing. However, passive marketing can also have some disadvantages, such as short-term returns. For instance, SEO can take anywhere from 6 to 12 months to generate results, and content needs to be updated regularly. Passive marketing is particularly useful for products or services that customers need to purchase repeatedly.

One of the keys to successful passive marketing is building and maintaining strong relationships with your customers. This can be achieved through personalized communication, such as email newsletters or social media engagement, and by providing excellent customer service. By creating a positive customer experience, you can encourage repeat business and positive word-of-mouth advertising, which can ultimately lead to increased sales and revenue.

In practice, it is recommended to use a mix of active and passive marketing tactics. This approach can help you find the optimal cost for acquiring new customers through active marketing while extending the lifetime value (CLV) of existing customers through passive marketing. By striking the right balance between active and passive marketing, you can generate more revenue for your business while keeping costs under control.