Marketing Blueprint - the 95/5 rule

Ever wonder why only a small percentage of your target audience seems to engage with you? It’s not that they’re ignoring you or that your Ideal Customer Profile (ICP) is wrong—it’s the 95/5 Rule in action.

Understanding the 95/5 Rule

Your audience consists of two groups: active buyers and passive buyers. While all may fit your ICP and genuinely need your product, only 5% are active buyers ready to make a purchase now. The other 95% are passive buyers who might not be ready to buy today, this quarter, or even this year. Their time will come, but it requires patience.

What Can You Do About It?

To maximize your growth potential, you need a balanced strategy:

1. Capture Active Buyers: Target the 5% who are ready to make a decision today.
2. Nurture Passive Buyers: Build a relationship with the 95% so they remember your brand when they’re ready. This means investing in:
   • Demand Generation: Create awareness and interest in your product or service.
   • Brand Building: Ensure your brand is top of mind and trusted.
   • Market Education: Share valuable insights to position your brand as an authority in your field.

By focusing only on active buyers, you risk capping your growth. Nurturing passive buyers ensures you’re planting seeds for future success.

Stay tuned for the next concept on Marketing Blueprint!

Julien Rio.