Both push and pull strategies are a key part of the Marketing Plan of every product brand that has a physical and online store. In order to use them intelligently, it is necessary to know them and know how to combine them at each stage of the funnel to attract the customer, convince them and make the purchase.
Push Marketing
Push Marketing Strategies are those of impulse, which bring the product to the consumer. This promotional strategy is a quick way to move the customer to purchase.
The main advantages are the creation of value for the brand and for customers, with the aim of reaching the final consumer through different channels.
The time to use these strategies is when you want to highlight the brand in a competitive market niche, to highlight a new product being launched, for example. This new product covers a specific need in the potential client and the sale is pushed with different actions so that the client finally purchases it.
The great advantage here is the reach that a push strategy can have, although it can often be a bit aggressive or intrusive. Here we are talking, for example, about radio or television advertisements that interrupt programming to publicize a product or brand, or when a telemarketer calls people by phone with special and irresistible offers.
Strategies at the point of sale, promotions at conferences, fairs or events offering significant discounts are also part of push marketing where the customer is pushed in a certain way towards what we sell.
At the same time, packaging design is also considered a push strategy.
Pull Marketing
On the other hand, pull marketing is attraction marketing, which seeks to get customers closer to the brand by provoking interest due to reputation. These strategies also manage to establish a continuous relationship with the client.
These tactics offer an opportunity for conversation so that the customer is the one who goes out to look for the product when he needs it because he knows that he will be able to satisfy his demands.
Advertising also takes place here, but it does not include promotions. The purpose of these actions is to attract the consumer with quality content and that is why having a Social Network Plan is essential, added to other content strategies.
The aim is not to push the consumer but to attract them from the brand’s values, among other things that can stimulate the client’s desire to be part of it. It will then be the clients who are interested and who come.
In Pull strategies, the image of the brand, its reputation, is reinforced, which makes demand high. It’s about being present in the consumer’s mind.
Customer testimonials or referral marketing can help position the brand, as well as other non-intrusive actions that can offer quality content.
Combine push and pull strategies
In order to combine both strategies, it is necessary to know the customer’s journey from the first contact with the brand to the purchase, and thus define what can be done at each stage to help them decide.
At the first point of Awareness or awareness of the brand, we will draw your attention. Then, in the second step we will have something that sparks their interest in the brand. In the third step, to generate purchase desire, push and pull strategies can be combined to cultivate the relationship. And finally, the purchase.
Knowing how to use each strategy at each moment of the sales funnel will be key to the success of the plan.
In an e-commerce, a push strategy is the classic wide-reaching advertising that obtains results quickly, designed for launches or specific campaigns. On the other hand, pull strategies are necessary
5 Pull strategies
SEO – Here the work on SEO within a website allows organic positioning in search engines and the arrival of quality leads. This strategy works because when the user has a specific need, they will search for it online and find the brand’s one among the solutions.
Content marketing – In addition to helping SEO positioning, it serves to provide real value to the user, so that he can understand his need and solve it.
Lead generation – The objective is to get the potential client who has come to the website to voluntarily leave their data to receive news from the brand. Here you can use a Lead Magnet strategy by offering extra content in exchange for an email.
Lead nurturing – In this strategy we can segment customers within the database to offer communications according to their needs and accompany them on the path to conversion.
Generation of opinions and recommendations – The opinions of other users are essential for conversion, this strategy encourages reviews.
5 push strategies
SEM – Online advertising for search engines is complementary to SEO and allows highly effective ads to be placed on keywords that have purchase intent.
Advertisements on Social Networks – Paid Media targets users on social networks to offer them products segmented according to their habits.
Affiliate marketing – This strategy allows you to promote products through third-party channels and is paid only when the recommendation converts into a purchase.
Calls to hot leads – Telemarketing can be very effective if you target leads who are in the last phases of the conversion process and offer a promotion appropriate to their needs.
Fairs and exhibitions – They allow you to network and demonstrate the product live to potentially interested users and generate quality leads.
