Push and pull marketing are fundamentally different from one another because pull marketing focuses on luring customers to you rather than the other way around.

You’ll discover examples of push and pull marketing in this manual, along with information on which approach is more successful and how to combine the two for your company.

In this guide we will cover:

What is push marketing?

What Is Pull Marketing?

Is Push Or Pull Marketing More Effective?

Pull And Push Marketing: Combining Them Together

What Is Push Marketing?

Push marketing is a tactic intended to “push” products on a particular target market.

Push marketing aims to reach customers with what you have to offer through marketing. For instance, you can promote your products using social media marketing content.

Push marketing, also referred to as direct marketing, is a type of all-purpose advertising. When I go grocery shopping, I keep an eye out for signs announcing sales and tend to gravitate toward them, buying limes I didn’t know I needed. An illustration of push marketing is this.

Push marketing tactics

These three push marketing strategies are examples.

  1. Using a cold email

Sending a stranger a cold email in an attempt to obtain something from them is known as cold emailing. This can include acquiring links, promoting a new product, and more.

Usually, to accomplish this, a list of prospects is compiled, their emails are located, and then contact is made.

  1. Direct mail

the conventional, offline method of cold outreach. To introduce a new product or service, marketers send physical mail to real homes rather than an email.

A simple mail can be used, but other variations have also been used, such as lumpy mails (i.e., mails that are not flat) and mails containing actual money, to draw attention and stop the mail from being thrown into the wastepaper basket.

  1. Advertising

Push marketing refers to any form of advertising that “interrupts” you in order to present you with a good or service, whether it be a physical billboard or a Facebook advertisement.

Ads are typically displayed while someone is working on something; no one goes looking for them.

What Is Pull Marketing?

How to Choose the Right Marketing Method: Push Vs. Pull

The best time to use pull marketing is when you want to entice customers to buy your goods. By offering marketing materials that highlight what they’re looking for, the objective is to develop devoted customers.

For instance, someone might go to Care.com to find a new babysitter. Based on a list of preferences that are specifically displayed to meet their needs, they can choose a babysitter.

Pull marketing has become essential to markets with high saturation, like new apps or clothing companies, in the age of consumers who educate themselves about goods and services. Pull marketing demonstrates your brand’s distinctiveness.

Pull marketing tactics

Here are three pull marketing strategies as examples.

  1. Search engine optimization (SEO)

Every time a customer needs a question answered or a problem solved, they go to Google. They come across a wide variety of companies, goods, and services along the way while searching.

You must use SEO if you want your brand to show up for these queries. The process of optimizing your website and its webpages for search engines is known as SEO.

Generally speaking, SEO entails:

  • figuring out the terminology your customers use to 1) describe the issues your product solves and 2) locate your brand or goods that are similar to your brand.
  • increasing the chance that your website and its pages will rank for these keywords by optimizing them.
  • generating links to your pages through either building or organic means.

I wholeheartedly recommend watching this course in its entirety if you want to learn more about SEO.

  1. Word of mouth

Customers who enjoy your product will recommend it to their friends and family. Additionally, according to Nielsen research, 83% of people believe recommendations from friends and family.

It’s largely out of your control to increase positive word of mouth. However, you can make an effort to persuade or motivate your clients to recommend you to their friends.

This entails developing a fantastic product, establishing a likeable and respected brand, and frequently interacting with your audience.

  1. Social media

While paid social media advertising is regarded as push marketing, organic content is pull marketing. That means:

  • making entertaining, interesting, and useful content.
  • establishing a fan base.
  • involving your audience in conversation.

Is Push Or Pull Marketing More Effective?

How to Choose the Right Marketing Method: Push Vs. Pull

Consider how you want to interact with customers when choosing the approach that works best for your company.

Push will probably be the best course of action if you’re trying to spread the word about your company. Pull is probably the best strategy if you’re a marketer trying to create brand awareness in your industry, perhaps for a particular good or service.

Push marketing does have some drawbacks, chief among them cost sharing and retaining loyal clients. If your business is collaborating with a supplier to implement a push marketing strategy, you would ultimately have to split profits with the supplier, which would result in lower sales for you. Building brand loyalty with an outbound strategy is challenging because push marketing prioritizes quick sales.

Pull marketing has the drawback that you might not reach the right target market. You must understand who your customers are and what they’re looking for in order to connect with them. For instance, advertisements for heels may not pique the interest of a runner looking for running shoes.

By combining the best elements of both push and pull marketing strategies in a way that’s complementary to your company, audience, and goals, you can ensure that you’re covering all your bases with your marketing strategy.

Pull And Push Marketing: Combining Them Together

How to Choose the Right Marketing Method: Push Vs. Pull

The most successful companies combine push and pull marketing to increase sales. After all, why wouldn’t you want to employ both strategies if they are effective?

You can combine push and pull marketing in the following ways:

  1. Use push marketing to close leads that are generated by pull marketing.

Numerous businesses, including HubSpot, employ this tactic. Simple is the idea:

  • Produce content that appears highly in search results for your target keywords (pull marketing)
  • Encourage these readers to join your email list by offering a reward
  • Later, the sales team will contact these prospects by phone or email (push marketing)

As an illustration, HubSpot’s article on how to write an effective email receives about 28,000 search visits each month and ranks for more than 1,700 natural keywords:

When a reader finds the article and starts reading it, HubSpot prompts them to “upgrade” their content by subscribing to its email list:

After receiving the prospect’s email address, HubSpot can now get in touch with them using its sales team.

Naturally, the sales team doesn’t contact everyone. Simply put, there are too many people and not everyone can or will buy. HubSpot “scores” these leads, as do many other businesses.

In essence, a score is assigned to each prospect based on the actions they take. Therefore, a person who downloads a beginner’s guide to email marketing is probably new to marketing and is not the best person to contact at this time.

Of course, if they continue to read HubSpot’s articles and download more and more sophisticated guides, they might turn out to be a good prospect in the future.

  1. Use social media ads to advertise your content

Your content won’t spread by itself. It needs to be made easier for people to find by being placed, perhaps, directly in front of them.

And running ads is one of the most dependable ways to do that.

Because of this, we display ads on the majority, if not all, of our blog posts. We spend an average of 10 to 20 hours producing each piece, so it would be a waste if nobody saw it.

  1. Concentrate on audiences that are similar to the ones you “pulled” for your ads.

Consider building a lookalike audience if you’re using tactic #2 and want to connect with new people who are probably interested in your content.

A lookalike audience is a group that resembles the “source audience” you upload to the advertising platform.

They make the ideal “source audience” because your “pulled” audience consists of people who are actively looking for the kind of content you’re producing.

  1. Use outreach emails to spread the word about your current content.

Links play a significant role in rankings. And building them is one way to get more of them. To do this, you must approach other websites and convince them to link to you.

You need a list of websites to contact to get started. Finding websites that cover similar topics to your own is one way to find these websites. This is how:

  • Search for a term associated with your article in Ahrefs’ Content Explorer.

We can find 290,125 pages when we search for “home workout,” for instance. However, there are too many pages to browse through, so let’s add some filters to focus our search:

  • English (or the language you write in) should be set as the language filter.
  • Set a DR filter to a 30-90 range (or any range you feel comfortable extending)
  • Put a 500+ filter on a website’s traffic.
  • Set a Words filter to 500 or more.
  • Select only explicit results.
  • On\sCheck omit homepages
  • Exclude subdomains is selected.
  • Check Just one page per domain so we don’t have to contact every site twice

We are now down to about 9,000 pages. Play around with the filters to further reduce the list if necessary.

Find the website owner’s email address once you’ve done that. Inquire with them later to see if they can connect to you.

Conclusion

There is no superior approach to either. One may be more appropriate than the other depending on the situation and your objectives.

The best companies, however, do not differentiate between the two approaches. Instead, they combine the techniques to make them more efficient.

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