Overview: Push marketing, also known as outbound marketing, can lead to quicker sales and audience growth. It’s powered by what you "push" out to your audience through marketing. Inbound, or pull marketing, begins internally and is focused on showcasing a professional, marketable brand to new and existing customers.
Just like any of the yin-and-yang combinations in life, there is a certain magic that can happen when push and pull marketing strategies are executed to perfection. Not only is it important to send out ads and garner attention, but it is also important to rope in relevant customers who already know what they are looking for. Setting up a successful digital marketing strategy in today’s day and age requires a focused execution - and balance - of this powerful two-pronged approach.
What is Push Marketing?Push marketing in its simplest form is just traditional marketing techniques that focus on spreading general awareness to a target audience. These techniques focus on using tactics that include behavioral targeting, Pay-Per-Click (PPC) ads, email list collection, form fills, as well as social media posts, just to name a few examples.
The point of push marketing is to show people what you are about and create some interest so that they will remember your brand when they come into contact with the pull strategies. For businesses that don’t have access to a large advertising budget, push marketing is best utilized with a diligent emphasis on the efficiency of your ad spend focused on a wide reach and a targeted audience.
What is Pull Marketing?Pull Marketing, on the other hand, is a strategy that focuses more on naturally drawing consumer interest with relevant and interesting content and stellar branding. It consists of marketing to people that have shown that they have some kind of interest in your brand.
Pull marketing strategies typically focus on enticing new and relevant audiences into your web by providing them useful content that shows them you have what they are looking for. In the age of independent consumers educating themselves and independently discovering new products and services, pull marketing has become vital to markets with heavy saturation, like new apps or real estate agents. Pull marketing shows that you are unique as a brand and deserve the attention of those who need your services, and if executed properly, will convert those recruited from push campaigns into tangible conversions.
Why Push-Pull Marketing Works.Even though these two strategies appear to be opposites, they can work wonders when used together. As it turns out, 98% of people do not make their buying decisions on their first visit to your website. Using push marketing is primarily for exposing people to your brand, and the pull methods are for closing. This is why these two approaches work so well together.
When this strategy is executed properly, you can be attracting fresh new clients from multiple points of access. In order to understand this approach in more detail, let’s look at an example of a common push-pull strategy - social media marketing.
Using social media, you can start by pushing out ads to a targeted audience of your choosing based on data, competitors, etc. Once these leads have been captured, you can then execute a retargeting campaign that draws in the audience that engaged with the original campaign. If this is executed properly, you will be drawing in new clients and retaining their interest at a much more efficient rate
Overall, most companies will benefit the most from a balanced use of both of these strategies. For example, a new real estate agent can’t rely solely on pull marketing to bring in new clients, as his awareness will not be high. This is why the initial push marketing must be implemented in order to establish some brand recognition. Combined with a pull strategy, this will begin to drive consumers towards the brand where the use of re-targeting will merge consumers and eventually pull them closer to the final conversion.
If you’re interested in learning more about Push and Pull digital marketing strategies, reach out to us today at sales@mydigitaladv.com