Push Vs. Pull marketing — What Should be Your Brand’s Marketing Style?

Let’s Start with The Definitions

Push marketing involves taking your brand or products directly to your potential, future customers. It allows you to play a more dominant role and inform your prospects about your brand. In simple words, it’s literally like pushing yourself into their world like those salespersons who make cold calls to sell credit cards or go door-to-door selling discount coupon booklets! As is evident, push marketing is often considered interruptive. You aren’t the pamphlet they hoped to see plugged inside a magazine. You aren’t the radio jingle they wanted to hear or the billboard ad they expected to see on the highway or at the bus stop! Yet you are there.

How Do you Know Whether to Push or Pull?

Customers today don’t want to be ‘sold’ to. They want to make purchase decisions on their own. So, naturally, when you reach out to them with sales-laced messages — in the form of ads or other traditional means of push marketing tricks — it totally turns them off. The aftermath? They turn you down and head in the opposite direction!

So, What Changed Over the Years?

Why is it that people are not as responsive to push marketing as they used to be? The simple answer is that consumer behavior has evolved. Today, a customer’s journey is longer and non-linear. They are no longer buying anything off the shelf merely after having read or seen an ad.

Does That Mean Push Marketing Is Really Dead?

Certainly not. Although, Demand Metrics suggests that “Staples of the outbound marketing approach are no longer found to be effective.” However, let us be fair and add that pull might score better than push, you still need to both push and pull levers depending on where the buyer is in your marketing funnel. It can help you overcome your biggest challenge of generating traffic and quality leads. Brands like Nike and Dunkin Donuts, among numerous others, are proof that a combination strategy pays off. They advertise heavily offline as they do online.

Awareness Stage

It is the top of the funnel where people are aware of their problems and still looking for solutions. Considering, your brand is unheard and unknown, it works best if you begin with push strategy. You will be able to get people curious and create a demand for your product.

Consideration Stage

This is when people, who’ve found you through some medium, are evaluating and ‘considering’ you as a solution provider. They are still researching whether or not your product or service fits their needs. To convince them that you are indeed ‘the’ one, use pull tactics. Begin with case studies and highlight how you were able to help your customers accomplish their goals. By publishing your success stories, you will make a strong case for your brand. A lot of brands including Contently use case study to do exactly the same. See below.

Transaction Stage

This is where you need to give one last and final incentive to your qualified leads. Since pull marketing works perfectly, you can send them a discount coupon or recommend a free demo or a free trial. Why? Because they have come this far in their journey of finding a solution and so they must be genuinely interested in your products and services. You can send them these offers through newsletters or use it as a pop-up on your website. Seeing these lucrative, special deals they are likely to give them a shot and eventually turn into buyers. Search Engine Journal uses the exit pop-up to lure their prospects.

How do you Retain your Customers?

The post-purchase and sale phase is rather crucial if you want to repeat business. And, that’s possible only if you give your current customers reasons to come back to you. But, how do you keep them hooked in the first place?

Related Read: 70+ Lead Generation Tips To Boost Your Marketing in 2018

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