Push and pull marketing are strategies used to create awareness for brands, products or services. Push marketing goes directly to the consumer, i.e you take your brand, product or service to them, whereas pull marketing brings the consumer to your brand, product or service via webpage, social media, etc. This kind of marketing is the most beneficial marketing strategy that you can implement for your business.
Push and pull marketing are essential strategies in reaching and influencing customers throughout their buying journey. Each approach has its unique strengths, and when used together, they can effectively increase brand awareness, drive customer engagement, as well as reach a wider range of customers.
Unfortunately, a lot of organisations, including marketing agencies, only use one side of this tactic. Advisedly, both push and pull marketing strategies should be used so that businesses can fully market to potential customers through their buying journey, and help them develop a positive relationship with your business.
What is push marketing?
Push marketing is a strategy that companies use to create awareness of their product, service, or brand, whether you are already considering their product or not.
This is often used when introducing new products. Examples of push marketing are picking up an item you never knew you needed after seeing a sale sign in the grocery store, or creating a social media business page to project your message to the right people who are more likely to buy your product.
Push marketing is a proactive strategy designed to introduce a product, service, or brand to potential customers who may not be aware of it. The goal is to push the information directly to the audience, capturing their attention and encouraging them to take action. This approach is particularly useful for launching new products or services.
Examples of push marketing tactics
Display ads – These include online banner ads or ads on social media platforms aimed at reaching a specific audience at the right time.
Billboards – Large outdoor advertisements that broadcast your brand or product to a broad audience, creating widespread visibility.
Direct marketing – Involves personalised outreach, such as in-store promotions, product demonstrations, or direct mail, to create a direct connection with potential customers.
What is pull marketing?
Pull marketing, on the other hand, focuses on attracting customers who are already interested or actively seeking information about a product or service. This approach pulls customers in by providing valuable content and positioning your brand as a solution to their needs.
This type of marketing tactic is beneficial for long term relationships, as it nurtures customer loyalty and fosters ongoing engagement. Pull marketing ultimately leads to sustainable business growth. Additionally, pull marketing enhances brand visibility and authority. Over time, pull marketing makes your brand the go-to resource for consumers searching for your product/service.
Examples of pull marketing tactics
Social Media Marketing – Content strategies that engage with an existing audience and draw attention to your brand, such as how-to videos or influencer partnerships.
SEO (Search Engine Optimisation) – Optimising your website to appear in search engine results for relevant keywords, making it easier for potential customers to find you when they’re looking for products or services like yours.
Pay Per Click (PPC): Paid ads that appear in search results or on other websites, driving traffic to your site when users click on them.
How do push and pull marketing tactics work together?
The real power of push and pull marketing lies in their synergy. Push marketing is excellent for creating initial awareness and generating immediate interest, while pull marketing nurtures this interest, guiding customers toward making a purchase and building a lasting relationship.
By combining these strategies, businesses can engage customers at various stages of the buying journey—whether they’re just learning about your product or are ready to make a purchase. This integrated approach not only maximises conversions but also fosters long-term brand loyalty.
Is it a good idea to have a push and pull marketing strategy?
Having a balanced push-pull marketing strategy ensures that your business is reaching the right people at the right time. Push marketing is ideal for introducing new products or services, ensuring they get the attention they need.
Pull marketing helps to build trust and deepen customer relationships by providing the information they’re searching for.
By implementing a Push Pull marketing strategy, you will be able to market your product, service, or brand to potential customers throughout their entire buying journey. This type of marketing strategy generally leads to more sales versus doing just one or the other.
For example, push marketing might highlight a new product with a bold display ad, while pull marketing could support this by offering in-depth product reviews or how-to guides that customers discover through a web search. A potential customer is thus made aware of your product and then seeks your company out for more information. The more the potential customer interacts with your business, the more likely they will purchase from you.
Last line
Not all organisations fully utilise both push and pull marketing strategies. Some may focus exclusively on one approach, missing out on the benefits of a comprehensive marketing strategy. Always ensure your preferred approach aligns with your business goals and can effectively reach your target audience.
