What is an active buyer? What is a passive buyer? What are the differences between them? If these questions are haunting you down, no worries, you are not alone. Many people have similar questions but do not know where to find the answers. Luckily, I have all the answers for you and I will explain everything in this article.
What is an active buyer?
An active buyer refers to a person who has already made a purchase from a business. For example, If someone bought an iPhone from the apple store. So, he is an active buyer for Apple. As he is using the product of Apple, there is more chance that he will buy more products than others from the company.
What is a passive buyer?
A passive buyer is a person who is not looking for your product to purchase now but may have the need for that. In this case, business owners or marketers need to introduce and encourage the person to make a buying decision.
What are differences between active and passive buyers
There are some major differences between an active buyer and a passive buyer. I am describing a few key differences between them below:
- Awareness: It all starts with brand awareness. An active buyer is totally aware of your brand and product. On the contrary, a passive buyer does not even know the existence of your brand identity.
- Intention: While an active buyer is ready to purchase or purchased already, a passive buyer has no intention to make a purchase now.
- Buyer’s journey: Active buyer is on the buyers’ journey as he has already bought something from a company when a passive buyer does not.
Who to target for your business
For a marketer, it’s very important to identify the active buyers of a particular brand. Otherwise, it will be tough and less effective to plan and run a successful marketing campaign.
Suppose, if you run an ad on an online newsletter expecting that you will get more leads, you may end up having a less number of actual leads from the campaign. The reason is although more people are watching your ad, there is more chance that most of your visitors are your passive buyers.
The scenario will be completely opposite, if you run an ad campaign on social media targeting a specific niche, you will get more actual sales. It happens because this time you identified your active buyers and targeted them. They tend to make a buying decision from your brand than others.
How to find and reach active buyers
Finding your active buyers is a challenging task, but you can make the task effortless if you know how to do it correctly. I am sharing a few tips that will help you find active buyers for your brand.
- Create a segment with a group of people with similar attributes such as age, location, income, lifestyle, education, profession, and many more. If you know whom you are looking for, the rest of the marketing activities will be easier for you.
- Enrich your email ist from your website visitors and buyers. Make regular communication with them by sending newsletters to build a strong relationship with your subscribers.
- Be present to the social media platforms where your active buyers spend most of their times. You better keep them engage with your brand with valuable content.
- Build a community with your active buyers in social media. Trust me, this will be a permanent asset for you and generate more active buyers in future.
Active and passive buyers have the potential for any business although you may get instant gain from active buyers. If you can encourage passive buyers in a correct way, they can become your active buyers as well. Finally, I hope this article provided essential information with examples to give you a clear idea about what is an active buyer and a passive buyer and their differences.