Sometimes it feels like something isn’t clicking. You’ve got a valuable product or service, you’re posting good content, your messaging is thoughtful, your offer is solid – but the leads aren’t pouring in. Perhaps you make a ton of great connections with people, you’ve had coffee with them, and you are fully expecting a signed proposal any day now, but nothing is happening yet.
The reality? A lot of people aren’t ready to buy right away. Especially in business-to-business (B2B) spaces or during times of uncertainty, your audience might be interested (even enthusiastic), but they’re not looking to commit. That’s why it helps to understand the difference between active and passive buyers – and build a marketing approach that speaks to both.
How to Reach Active Buyers vs. Passive Buyers
Active Buyers
Active buyers are the people searching for a solution right now. They’re comparing options, and they’re ready to take the next step. They need clarity, simplicity, and proof that you can solve their problem or need. They are searching on Google or ChatGPT and using specific phrases, like “pizza place near me”, “tennis shoes on sale”, or “best project management software in 2025”.
What reaches them as they’re ready to convert:
- Search ads for specific services or products
- Social media content that shows how you can serve them now
- Clear pricing or “get started” calls-to-action (CTAs)
- Demos, consultations, or comparison guides
- Follow-up emails that help them know you’re here to help them make that final call
- Local listings that pop up immediately (such as Google Business) with your phone number, driving directions, and reviews
These folks are ready, but you just need to show them the path to be ready with your product or service.
Passive Buyers
These are the people who may like what you’re about, but they’re not in a place to commit yet. They could be waiting on budget, they’re chatting internally, or they’re just not there yet; that’s perfectly okay! When they are ready, they’ll remember who showed up consistently – whether you made them laugh, helped them learn, offered them excellent insight or tips, or you just look like a reputable organization they could trust.
Think of it this way: maybe someone is expecting their first child, and they’ve seen your “top 10 car seats” comparison Reels on Instagram. Maybe they’re planning an event and remembered your brand because their friend tagged you in a post. Perhaps they’re now responsible for marketing at a new job, and they finally read your blog post they bookmarked months ago.
What helps them keep you at the top of mind?
- Educational content that answers questions they’re just starting to ask
- Emails that feel helpful or friendly, not pushy
- Downloadable guides, checklists, or free tools that meet a real need
- Entertaining or humorous content that they enjoy seeing when they scroll after work
- Customer stories or testimonials, as well as excellent online reviews
- Organic social media impressions that build familiarity and credibility over time
Those impressions add up, and when it’s time to buy or sign up for something, they’ll already know (and often trust) you.
Prioritizing Long-Term and Short-Term Marketing
Decision makers for any type of organization understandably like to have clarity to make sure they’re investing their money and time wisely. That doesn’t mean your marketing isn’t working; it just means you’re playing the long game. When you keep showing up, for both the ready and the not-quite-ready, you’re not just marketing: you’re building trust and keeping them aware of you, without forcing anything! When the timing is right, you won’t be a cold call – you’ll be a meaningful conversation. You’ll be a familiar name.
So, what should you do?
- Keep room in your strategy for both active and passive buyers
- Don’t abandon educational, entertaining, or “non-salesy” content just because it’s not instantly converting
- Make sure an excellent website and clear next steps are always available when someone is ready to act
- Stay consistent and be dependable
At Juxt, we love to help organizations craft thoughtful marketing strategies that meet people where they are – whether they’re ready to sign today or just starting to explore. From brand identity and website development to strategy, content, SEO, social media, and paid campaigns, we support both the immediate and the long-term. Whether you’re starting something new or scaling a business that already exists, we’re here to help you think big, execute well, and reach the right people in the right way.
If you’re actively looking for an agency to help you build a marketing plan that serves your audience (no matter where they are in the journey), we’d love to help.