Push vs Pull Marketing: Top Differences & How to Use Them
What is Push Marketing?
Push marketing is an approach focused on “pushing” products to a specific audience. The goal of push marketing is to bring what you offer to customers through your marketing. For example, you can push your products via marketing content on social media. Also known as direct marketing, push marketing is a method of general advertising.
What is Pull Marketing?
Now, let’s talk about pull marketing.
Pull marketing is best for when you want to appeal to buyers of your product. The goal is to create loyal customers by providing marketing materials that showcase what they’re looking for. In the age of consumers educating themselves on products and services, pull marketing has become vital to markets with heavy saturation, like new apps or clothing companies. Pull marketing displays how you are exclusive as a brand.
Push vs. Pull Marketing
Push marketing, or outbound marketing, can lead to faster sales and is driven by what you push out to your audience via your marketing. Pull marketing, or inbound marketing starts within and is focused on building and completing a marketable brand to new and prevailing customers
Is push or pull marketing more effective?
To decide which method best fits your business, think about how you want to approach consumers.
If you are trying to get the word out about your business, push will most likely be the way to go. If you’re a marketer building a brand high in your market perhaps about a specific product or service pull would probably be best.
There are a few rip-offs to push marketing, mainly splitting costs and keeping long-term customers. If your company is working with a contractor to implement a push marketing strategy, you’d have to split profits with the supplier at the end of the day, which means less revenue for you. Since push marketing focuses on short-term sales, building brand loyalty is difficult with an outbound strategy.
Meanwhile, a downside to pull marketing is that you might not cater to the correct target audience. In order to bond to your consumers, you need to know who they are and what they’re looking for. For instance, an athlete shopping for running shoes might not be interested in advertisements for heels.
An effective way to make sure you’re covering all bases with your marketing strategy is by implementing a push and pull marketing strategy you can marry the best parts of both strategies in a way that’s complementary to your business, audience, and goals.
Push and Pull Marketing Strategy
Push and pull marketing strategies can work together. Customers need a push for demand to be created and a pull to satisfy that demand. For those who haven’t heard of your company, a push is needed. For those a little further along in their buyer’s journey, you can pull them in.
The way you include both strategies at your company will depend on your unique push and pull goals to help you determine what your push and pull strategy will look like, let’s review some examples of push marketing followed by examples of pull marketing. Then, you’ll have a stronger thought of what your strategy will end up looking like.
Push Strategy Examples
Display ads seem in areas that are specifically dedicated to paid ads and may be arranged in a variety of ways, such as a banner ad. There are also display ads on social media platforms, such as Instagram, that you can create and share.
Billboards are an active way of building brand awareness and spreading your business, product, service, or campaign to as many people as possible. They’re strategically placed in high-traffic areas to get as many eyes on them (and hopefully, members of your target audience).
Direct marketing and direct advertising are also forms of push marketing — this can happen in an outlet, at a trade show, or in a brick-and-mortar store. It might also entail someone at a grocery store, like Trader Joes, offering free samples to shoppers.
Pull Strategy Examples
Social Media Marketing
Disregarding social media paid ads, as mentioned in the push strategy section above, there are a number of ways you can use social media marketing as a form of pull marketing. This includes how-to videos, influencer content (e.g. an influencer sharing a demo on how they use your product), beautiful images and videos of your product, and co-marketing campaigns on social media.
Search engine optimization (SEO) is a strategy that allows you to get your content, web pages, and more in front of the people who are searching for relevant keywords, phrases, and terms.
When you enhance your web pages and other content for those search terms your target audience is actively looking for, your marketing materials and web pages will appear in front of them gradually. This is a great way to naturally get in front of your target audience and buyer identities without feeling pushy while also increasing brand awareness.
Blogging is an effective way of educating your target audience and providing them with the knowledge they need to make knowledgeable buying decisions, understand how to use and apply your product or service, or gain insight into changes in an industry, product updates, etc.
When search engines optimize your blog content, it appears in front of your target audience organically on search engines like Google, automatically increasing the number of people who see and interact with your content as well as improving brand awareness and more.