The Pull and Push of Web Marketing Strategies
Pull marketing is the process of attracting people to your company and generating inquiries or sales. Push marketing is the process of targeting people and contacting them directly to solicit their business. The Internet has driven huge growth in pull strategies based on content distribution, search engine marketing and other methods for getting found by potential customers.
Smart marketing professionals now use Web content to pull people to their company’s products and services. This puts control in the hands of the Web surfer and has resulted in a sharp decline in push strategies.
Old school sales processes that push people to the company with cold calling and selling techniques are much less effective. It is now very easy for people to ignore what they don’t know and trust. People tend to trust what they find using their own research methods, mostly on the Web. People believe what we want to believe, whether it is true or not, and the Web facilitates this and keeps control in the hands of the Web research and reader.
The challenge becomes to connect with people that respond and believe in your message, services, or products. This is the essence of pull marketing and it can drive excellent marketing results on the Web. Develop a strong pull strategy to meet consumer needs and grow sales.