It’s important to understand the differences and similarities between push marketing and pull marketing. In simple terms, push marketing entails the marketing actions that promote products and services. With pull strategies, marketers hope to provide products or services that will draw consumers in by the power of the brand.
Push Marketing Examples
Push marketing is generally an approach that operates from the top to the bottom. Customers aren’t looking for a company’s brand or product. Business owners look to push customers through a marketing funnel often use tactics considered interruptive in nature. Push marketing examples include, but are not limited to, the following:
- Direct selling
- Sales canvassing
- Social media marketing
- Point of sales displays
- And face to face
Push marketing is often synonymous with classic marketing. Examples include television advertising, direct mail catalogs, or buy-one-get-one-free coupons. Companies that use these strategies are casting a wide net in the hopes of snaring as many customers as possible. There are no real relationships that marketers are trying to build with customers.
Businesses place their focus and energy on pushing products toward prospects. These businesses may mention terms like quality, value, and innovation. However, their goal is usually to create a quick-sale scenario. The concept of branding remains secondary to creating instant demand for the product or service.
Is There a Downside to Push Marketing?
Some industry experts think there is somewhat of a disadvantage. They believe push marketing is expensive and that results are, at best, temporary. Marketers must keep hatching creative ways to push marketing strategies since the goal is never to cement a long-term relationship with prospects. The creative pitches to consumers focus on what companies claim to be product values. They have to keep reengaging market prospects. This is generally known as outbound marketing.
The Nuances of Pull Marketing
Pull marketing aims to capture consumers who are already looking for particular product or service. These consumers are looking for a company’s brand. These are people who don’t need pushing to make a purchase. If they see your brand and are looking for your products, they’ll get back to you.
Pull Marketing Examples
Pull marketing operates from the bottom to the top. Marketing experts find ways to make a product or service available when customers and prospects are looking for it. Consumers recognize a brand and are inclined to ask for it. While pull campaigns sometimes require a substantial investment, they can be more cost effective in the long run. Pull marketing generally implies greater loyalty and a higher rate of conversion. Several examples include:
Pull Marketing Strategies in the Digital Age
In the digital marketing age of content production and social media, the pull marketing strategy can be the most effective way to penetrate markets. Modern consumers spend a lot of time on the Internet researching products, companies, and services. Consumers are looking for a reason to trust. This is a huge shift in consumer behavior of the past.
Marketers must work to create a robust online presence for their company’s brand. One way of doing this is by creating high-quality content in the form of text, videos, infographics, and informative Web properties. This is generally known as inbound marketing.
Companies also utilize social media to target customer where those customers interact. Customers react to companies that provide an informative and well-maintained blog. They like the option of email sign-ups too. Customers also prefer companies that maintain an active social media presence. Throw in a friendly and active presence when they interact online and the deal seals for many customers.
An Additional Dive into Pull Marketing Strategies
For pull marketing, focus your efforts inward. By this we mean to spend valuable time developing your marketing skills that help build brand loyalty and recognition as opposed looking for the next sale. When you become an expert at things that you do best, you’ll likely build a reputation that tends to pull prospects and visitors to you in a short amount of time. Of course, you already know there are no silver bullets when it comes to branding or networking. Building your brand with a pull marketing strategy will offer a better return on investment.
Here’s a Reality Worth Considering
You may need strategies for both push and pull marketing. Some successful online marketers use both strategies in a complementary way. You will always need to push and reach out to prospects that may not be familiar with your brand offerings. Push strategies work well with creating and qualifying leads. Once the leads become more familiar with your brand, you can then pull those prospects through the buying stage and promote your business as the thought-leader that you are.
For 2019 and beyond, content strategies that pull people into your realm of influence should accurately reflect your brand’s voice. Up to 94% of all consumers say they can see themselves remaining loyal to brands that convey complete transparency. Convey value to your customers who are looking for authenticity. Authenticity can be a key element that leads to purchasing decisions.
Get your push and pull marketing strategies up-to-speed by partnering with online marketing experts who navigate digital marketing landscapes for a living. Contact Level343 and take your marketing to the next level.