I recently bought a new laptop. Before deciding which one was right for me, I poured through Yelp and Google reviews to make an informed decision. Once I narrowed my search down to a couple of models, I visited the store to examine specs in person before committing.
To put this in a different way, I was “pulled” into brands by their marketing of laptops for a young professional. Then, I was “pushed” into selecting the right fit by looking at the marketing inside the store. This is how push and pull marketing are at work separately and together.
What is Push Marketing?
Push marketing is a strategy focused on “pushing” products to a specific audience. The goal is to bring what you offer to customers in your marketing. Social media channels are considered to be “push” sources because they’re great for launching new or niche products.
Push Marketing Strategy
Also known as direct marketing, push marketing is a form of general advertising. When I grocery shop, I look for the signs that notate sales and gravitate towards them — picking up limes I never knew I needed. This is an example of push marketing. Similarly, let’s look at Suzie.
Suzie’s marketing company — specializing in local businesses — is ready for its big debut. But these local businesses have no idea Suzie’s company exists. This is a job for push marketing. Suzie reaches out to businesses in her area via email marketing, put ads in participating locations, and create a social media business page to expand her reach.
Because Suzie’s goal is to introduce her company to local businesses as she launches a new product, push marketing is her best option.
For a business that’s been around for a while but still wants to execute a push strategy, another option is running a limited time offer for your product. Use a channel your target market is closely integrated with, such as social media, or use landing pages to your advantage by including a CTA at the end.
Pull Marketing Strategy
You guessed it — pull marketing is the opposite of push marketing. Pull marketing is best for when you want to draw consumers to your product. The goal is to create loyal customers by providing marketing that showcases what they’re looking for.
For instance, if someone is looking for a new babysitter, they might visit Care. They can select a babysitter based on a list of preferences that are specifically shown to fit their needs. To put this in the context of another business, let’s take a look at Luis.
When businesses are looking for a point-of-sale (POS) app, Luis wants his POS system to be the one they choose. Pull marketing channels are exactly what he needs. To pull his target market, Luis starts a blog on his app’s website, runs specialized and high-traffic social media campaigns, and focuses on differentiating his brand.
To amp up his pull marketing strategy, Luis focuses on …read more
Read more here:: hubspot