The goal of pull marketing, sometimes referred to as inbound marketing, is to attract customers. It draws customers in, primarily online, by using strategies like providing valuable blog articles, videos, webinars, and other types of rich content on the company’s website. Although the opposite of pull marketing is push marketing, and each strategy differs in its delivery, both can be used together to attract new customers and lead them to a purchase.
Why pull marketing works
Pull marketing, or inbound marketing, attracts customers by offering quality unique content for SEO on a website, like blog articles or videos, that consumers can access on their own time for free. The internet is the main reason why this strategy has increased in popularity over the last few decades.
Today, search engines are often the first point of contact when consumers are searching for information. Companies take advantage of a user’s interests in a topic by creating content they can click on to learn more about what they’re interested in, which also exposes them to the brand that is publishing that content. Monitoring and encouraging positive online reviews from current customers is also a great way to engage in pull marketing, as is using SEO and making sure the brand is searchable on social media.
Pull marketing is effective because it is less abrasive than push marketing. In addition, when users are already interested in a topic, they are more likely to learn faster and retain more information, especially if the media they are consuming is enjoyable to read or to view. It relies on direct contact between the company and the consumer, which most consumers prefer.
How push marketing differs from pull marketing
Push marketing is often considered the old way of marketing. It involves help from other parties to get the word out about a business, product, or service.
Email marketing to consumers who are not part of an email list, online advertisements, landing pages, and aggressive social media campaigns are considered push marketing. Traditional magazine ads, billboards, and television commercials are also examples of this kind of marketing.
Push marketing can be a great way to get the word out when launching a business or product, and it can help clinch sales from familiar customers, but it is not a good long-term option for attracting new audiences.
How pull and push marketing work together
Although push and pull marketing are opposites, they are not mutually exclusive. A good marketing campaign uses both strategies.
Inbound marketing is an effective long-term strategy for attracting the right audience to a product or service. Those who are searching online already have an interest in what the company has to offer. By providing quality blog articles, videos, eBooks, and other online materials, that company can retain their interest.
Once a user is identified as being interested with the help of pull marketing tactics, push marketing can be used to help clinch a sale. Email newsletters may be sent out to previous customers alerting them to the launch of a new product and online advertisements should be displayed based on a user’s previous search history.
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