5 Tips for Maximizing Your Business’ Success With Pull Marketing
As the name suggests, pull marketing is all about pulling customers to you. This means attracting leads and sales with strategies like word of mouth and mass media promotion. Compared to push marketing, which emphasizes taking products to customers and selling merchandise directly, pull marketing is more of a long term venture that aims to scoop up customers that are in even the earliest stages of the buying process. Thankfully, pull marketing isn’t nearly as complicated as it sounds, and following some simple advice can do wonders for your campaign.
Quality Content Above All
Getting the content portion of a pull marketing campaign correct is about generating high quality content that has been targeted to best suit the needs of your demographic at every state of the sales funnel. Apart from its usefulness to the reader, this content should help identify you as an expert in the industry. In essence, this means working to make sure that you get the right information into the hands of the right leads, depending on where they are in the sales cycle.
Make Transparency Work For You
Much more than push marketing, pull marketing depends on your ability to carefully track the progress of your efforts. This means keeping meticulous analytics of what’s happening on all of your marketing channels at any given time. Not only is this necessary for you to help identify at which part of the sales funnel your leads are in, but it’s the only way that you can fine tune your future marketing efforts. After all, it’s much harder to improve something if you can’t or don’t measure it. One of the best ways to access all of your website’s data is to use Google Analytics, which is relatively simple to learn and it is completely free.
Get the Latest Technology
While services like Google Analytics can go a long ways towards helping to provide that transparency your marketing campaign needs, there are more than a few software suites that can help take your marketing to a whole new level. From HootSuite to HubSpot, there’s a huge range of free and premium applications that can help you do anything from micromanage your social media pages to enhance your ability to collect and analyze your marketing data. The right software can provide invaluable insight into where your potential customers are and what stage of the buying process they’re in.
Use Campaign Synergy
If you also work with more traditional marketing strategies, it’s important to try and give your marketing a single voice by having your push and pull campaigns work side by side. The most obvious way to do this is through social media marketing. Odds are that pull marketing already has you heavily invested in social media, and social networking affords everyone a great opportunity to try and build networks offline, meet with current or future clients, and make your push marketing work alongside your pull.
Word of Mouth
One of the more under-appreciated aspects of push marketing is word of mouth. According to the most recent market studies, consumers trust online recommendations nearly as much as they trust personal recommendations from a friend. Whenever you reach out to a current or former customer, you open the gates to referral marketing and build your credibility without having to spend a dime. And for those who are willing to spend a little, combining a firm like Orangesoda and pull marketing can help take these recommendations to the next level.
Done correctly, pull marketing is one of the most cost effective ways to build leads and drive sales. By distinguishing between active and passive members of the market, pull marketing enables you to reach customers that aren’t even aware they’re in the buying cycle yet. With the appropriate tools, the right consistency, and a little thought as to how your pull marketing can collaborate with your push marketing, just about anyone can master it overnight.
