Content marketing mostly, and over delivering awesome, awesome support that gets customers to refer others.
You can also do really well by just optimizing the hell out of the visitors/expired trials you already have. SO MUCH EASIER than attracting more eyeballs.
Doesn't all of the above take this out of the realm of "passive"? Or are you able to magically get all of that done in such a short time that you consider it negligible?
I spend about 2 hours a week total, so right - it's not totally passive... But I'm at the point now where I could outsource first tier support and maybe get away with no weekly involvement.
But I want more growth, so I'm still actively working on promoting Planscope.
You can also do really well by just optimizing the hell out of the visitors/expired trials you already have. SO MUCH EASIER than attracting more eyeballs.