Improper marketing balances have caused the ROAS of multiple companies to go haywire, never to recover again unless that balance is restored. With social media, search engine and other online and offline marketing tactics often deployed, we need to properly balance the push methodologies and pull schemas so we’ve achieved totally harmonious marketing campaigns. Unfortunately, many people are shifting from push marketing to strictly pull marketing, and we’ll see why strictly pull marketing techniques simply will not get the job done when considering the overall scope of marketing campaigns pitted against the available methods which consumers choose to find your businesses, if at all.
Defining Each Method
To set the record straight, we’ll define what each method of marketing entails and whether it falls into categories which your campaign has been labeled. From these definitions, we’ll build off our definitions to assure you that one isn’t better than the other.
Whereas old school marketing methods were nearly all pushy and no pulling, the focus has definitely shifted over the years, forcing marketing departments to become slightly more creative than your national television advertisement or interstate billboards. Along with this level of creativity, you’ll need plenty of methods for balancing both types without conflict. Now that we’ve defined these two distinct marketing styles, let’s see where our current definitions take us.
Pull Marketing Today
With socialization becoming the epicenter of marketing focuses around the world, pull marketing has taken new definition, offering better methods of naturally pushing company names across the internet without expensive advertising or unnatural marketing methods. What we now call pull marketing consists of the following areas of marketability:
Blogging, or web logging, can naturally pull traffic and potential customers simply by writing news, tips and offering deals via personal or corporate web blogs.
Social media has exploded to new heights which we all should have expected considering the nature of internet browsing in general. From Twitter to Pinterest and even Digg, social media has taken many great forms and will continue to grow as the pull marketing method of choice.
Webinars, either self-hosted or via YouTube, have become the verification tool potential customers will use to validate businesses as real, fake or simply nothing. Using webinars to project sales messages and other types of information definitely pull consumers.
Emailing potentially interested candidates has become the dark horse of pull marketing, yet it still remains factually correct that inventive email marketing campaigns will always pull the targeted traffic you seek so long as you’ve contact people via permission-based methods.
Picture Advertising through Pinterest is the hottest, and newest, method for pull marketers around the globe. Provided your website or blog has the pictures to show, you’ll tap into the growing picture market and pull your way to successful sales totals.
Push Marketing Today
Now that you’ve seen some naturally invocated marketing methods which widely work today, let’s take a quick glance at how push marketing has evolved, if at all, and what methods are currently considered ‘pushing’ products and services at people.
Buying lead lists, by and large, could be the most potent method of push marketing today. Through the purchase of Hoovers’ lists or other database acquisitions, one can market to millions in hopes to corralling just 100-200 buyers. Emailing ‘blasts’ which have little value yet push a purchase onto customers are the most common use for these lists.
Groupon is definitely the most nationally immersed push marketing method as the only value receiving local coupons has, of course, is to corrupt your thinking into purchasing what you believe to be ‘great deals’ which, in essence, are merely higher priced items temporarily escalated even higher then dropped back down to make people believe they’re getting an excellent deal.
Anything interrupt not previously mentioned which has the proprietary goal of making you want to purchase items which have either little known or totally unadvertised exposure fall into this category of interruptive tactics.
With push marketing, you spend a lot of time deleting spam messages, clicking off popups or wishing the company would get a life in which, many times, the life they life revolves around suggestive buying.
If, for example, you're trying to optimize content for credit card debt consolidation sites, you should run several split tests to determine whether you'll pull this off, or not.
Achieving Healthy Balances Of Both
While it may appear we painted push marketing as the abhorrent evil of internet advertising, the case is actually the opposite; push marketing can easily be combined with pull methods to attain healthy balances in marketing strategies while raising your ROI by higher numbers than if you’d only used one. The way to properly accomplish this syncopation is by implementing bits and pieces of each type into A/B testing modes to see which combination would work the best. Here are some pragmatic examples which you could consider implement in push-pull marketing combinations:
Social media emailing: If you’ve obtained followings through social media and have been ‘liked’ or ‘friended’ by these individuals, you could easily promote these targeted peer groups with ads based on their liking of your business. You have the ability to send mass private messages or even @facebook.com email messages; tap into this and test the reactions your receive.
Webinars with coupons: You could conduct webinars with coupon codes or special product discounts embedded into your dialogue. People can then watch your webinar, visit your site, and have access to previously unreleased coupon codes which can be applied at checkout. Totally perfect method of combining push-pull.
Picture coupons: While optimizing your Pinterest campaigns, you could easily slip an image of coupons being offered on your site as ‘limited time only’ to achieve the effect of optimizing your images and purporting your sales pitch during the process.
Blogging to lead lists: Seems like an odd way of attracting customers, yet consider this: millions of people may want to read your content yet haven’t discovered who you are; by using purchased lead lists to send blog article ‘teasers’, you could attract instant readerships and potentially grow your sales just by suggesting blog articles to untested lead lists.
Translating your content: Making sure you make all content bilingual-friendly to expand reach which Technovate Translations can assist with.
Human resource software implementation: When all has completed, you should invoke human resources software to keep track of all incoming and outgoing finances to assure your ROI is truly increasing.
There is nothing wrong or unethical about push marketing, and using solely pull marketing methods could rob your business of potential customers. By maintaining healthy balances between both marketing methods, you’ll have the ability to find new customers and grow old with existing ones while watching your ROI increase exponentially simply by spending less on singular methods and concentrating more on duality.
When running combination campaigns, it’s still always suggested to run A/B tests and gauge the metrics of each running campaign to figure specific amounts of money being spent in these places and where adjustments could be made to increase the effectiveness of push and pull marketing campaigns.