Push and pull marketing focuses on pushing products to an audience (through social media, promoted advertisements, or social media posts), then drawing consumers to your service and making it visible to potential prospects. Push and pull marketing techniques work separately and together to help consumers make an informed decision on a product or service.
Push marketing involves curating targeted social media content, sending out email campaigns, and offering incentives in exchange for increased visibility across a crowded or niche market. In push marketing, the timing, content, and frequency of promotions are set in the hope that consumers will respond to the awareness of your product or service. Google has an easy-to-understand model for using boosted posts or advertising to target users by demographic, location, or interests. By using channels like Google Ads, you’re able to locate and reach people using specific keywords online. Display ads on Google yield 180 million impressions per month, so it’s an effective way to drive traffic and customers to your site or business. As you locate potential consumers and push them toward your social media site, you consequently boost website traffic and encourage engagement.
In comparison, pull marketing redirects consumers to you. Mass media promotions, search engine optimization, lead nurturing, and social media marketing play an integral role here. Pull marketing offers consumers valuable content that enables them to make an informed choice and uses varying channels to generate interest. A core element of pull marketing is search engine optimization, especially social media content, advertisements, and marketing campaigns with keywords unique to your service or product. Search engine optimization (SEO) attracts consumers searching for those keywords to your social media page or website.
The average click-through rate for the first position on the Google search results page is nineteen percent, which drops to ten percent for the second position. By creating unique, accurate page titles, heading tags to emphasise important text, and adding a structured data markup, it’ll ideally make it easier for search engines to crawl, index, and understand your content, and generate more traffic.
Allowing customers to make an informed decision based on pushing advertisements and SEO tools via Google may be the key to having an effective and cohesive channel strategy.