Push versus Pull Marketing: Is Your Company Using Both Strategies?
This is a guest post by Amanda DiSilvestro of Business.com
Lately the buzz seems to be surrounding the term “pull marketing.” Because this term is becoming so popular, the term “push” marketing has also been brought to the surface. Push marketing is supposedly an approach that most marketing departments have been using in the past, while pull marketing is the latest and greatest. If you don’t know whether you are pushing or pulling your customers, consider some of the major differences below:
Pull marketing is a method of advertising companies use to try and get consumers to find the company on their own. The idea is that people will find your company because your company was able to build a successful brand. This would mean that a company has offered a valuable product and created enough social media visibility to become something that a person wants all on his/her own. One of the most popular ways to do this is by offering a “20% off” type-deal or special promotion.
Push marketing is an approach that tries to put advertisements in front of someone who does not necessarily have any knowledge of your company. Push marketing strategies could involve cold calling, advertising banners, or generating referrals. They are designed to get others to really promote the company and “push” the idea that your company is something of value.
Most marketing departments would agree that a good marketing department will utilize a little bit of push and a little bit of pull. However, most would also agree that your company would ideally be able to rely on a pull marketing strategy. After all, the customers who seek out your company on their own are the customers who are more likely to convert.
Why a Pull Marketing Strategy Isn’t Just the Flavor of the Week
Most companies understand the need for push marketing; especially at the start of a company. However, pull marketing is a newer concept and it has caught the attention of many, and for good reason. Pull marketing takes less effort and is less expensive than more traditional marketing techniques. It also takes advantage of the growing social media and search engine marketing popularity.
So how do you get started with pull marketing? The truth is – your company is likely already using pull marketing strategies and you just didn’t know it. Nevertheless, consider some of the following strategies that are considered pull marketing methods:
Blogging – As a blogger I might be a bit bias, but I directly see the affects that blogging can have on a company. Blogging is a great way to let a large audience know that your company knows what it’s talking about (provided you have a good writer); thus helping pull them into your company.
Social Media – Any type of social media marketing would be considered pull marketing. This is another great way to increase the visibility of your brand and offer deals to people who want to see them. You aren’t forcing anyone to see your promotions when on social media because if they want to see more, they have to go to your page and click.
Speaking Engagements – This is a great time for a company to really promote its brand and show off the type of value the company can bring to those listening. It’s a way to pull people in without having to actually call them or bother them to listen to your messages.
Email Newsletters – This is a great type of pull marketing because you can put special deals in your newsletters without forcing them in someone’s face. People sign up for your newsletters, so it is there choice whether or not to receive these emails. When they see your special deal, you’re likely to pull them in and turn them into buyers.
Ultimately, a company should utilize both a push and pull marketing approach. Although these might be new terms to some, companies have still been utilizing many push and pull methods.
Photo Credit: ionicmedia.com
Amanda DiSilvestro is a writer on topics ranging from social media to credit card processing. She writes for an online resource that gives advice on topics including VoIP service to small businesses and entrepreneurs for the leading business directory, Business.com.
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