By Ryan J. Sweeney and Larry Stopa
Push and Pull Marketing. You’ve probably heard of these terms, but do you know which one best applies to modern Online Marketing? At E-Power, we’re rolling out the chalkboard and podium to break down the complex dichotomy, Push vs. Pull, with a simple lesson plan.
Let’s begin with Push, the “teacher’s pet” of Online Marketing. Think back to your years as a high school student. Now, try to pinpoint the one classmate that first comes to mind when you think of the term “teacher’s pet.” They’re typically the first one to raise their hand (although they’ll often shout out the answer instead), they strategically bond with the teacher to gain an upper hand over classmates, and their aggressive personality often frustrates other students.
Then there’s Pull, the “everyone’s friend” of Online Marketing. Think of this persona as the high school friend who lets you borrow their organized notes before a test, offers you a ride home from school when your car breaks down, and is extremely friendly and well-liked by their educators and peers.
Now, we may be digging into some classic high school stereotypes here (and if you were that teacher’s pet, sorry!), but we promise we’re going somewhere with this. So far, you know that you should avoid being the “teacher’s pet” and embrace the “everyone’s friend” persona.
Okay, but how can this be applied to Online Marketing?
Lesson #1: Boast Less, Listen More
Online Marketing is all about attracting qualified leads and creating engaging user experiences. In general, Push Marketing relies on sending out messages to unreceptive audiences. You may achieve some leads in the process, but ultimately it should be more than just a numbers game. Instead of tossing around generalized message points, focus in on what your consumers will be most receptive to. By boasting less and listening more, you’ll be able to engage with your unique audience to find out exactly what they’re hoping to get out of your brand.
Homework – Reevaluate your Social Media Marketing strategy and objectives, specifically Facebook, and answer the following questions:
1. Do you constantly brag about your brand?
2. Do you see a lot of engagement on specific posts?
3. Is there a key demographic that keeps reappearing in your followers and engagement?
4. What are you hoping to get out of your business’ Facebook presence?
5. Do you tend to push your messages out or gradually pull customers in with your Facebook content?
By answering these questions, you’ll be able to better understand where your brand is currently at with Facebook, and reveal any issues and opportunities for boasting less and listening more.
Lesson #2: Don’t Cheat
If something sounds too good to be true, it probably is. There’s no quick and easy way to build your brand through a Pull Marketing strategy. If you’re trying to sneak behind Google and achieve short-term results, you’re doing Search Engine Optimization wrong. Try to pull a fast one on Google and you’ll find yourself in detention.
Instead, put yourself in the mind of your consumers—what would make them want to care about your brand? That’s how Google wants you to think about SEO. What interests your target audience? Give that to them. Find out what they want by listening to your target audience through relationship building tools, such as Facebook. Stay true to your target audience’s wants and needs if you want to succeed.
Homework – Reevaluate your Search Engine Optimization strategy and objectives, specifically within Google, and answer the following questions:
1. Is your SEO approach based on what users are searching for?
2. Is your site first and foremost user-friendly and focused on giving the best user experience possible?
3. Is your site being penalized by a search engine?
4. Are you sticking to Google’s steps to a search engine-friendly site
Answering these questions will help put into perspective whether or not you’re doing SEO right; following the rules will help you get back on the right track.
Lesson #3: Provide the Right Answers
Address any specific needs that your customers have about a product or service within your unique industry. This can be done with highly-targeted Online Advertising strategies. The Google Search Network
provides numerous targeting methods that brands can use to get their message in front of online web searchers looking for a helpful resource. Rather than pushing ads that aren’t relevant to your target audience, you’ll be able to assist them with a landing page that will keep them on your site, and hopefully turn into a conversion.
Homework – Reevaluate your Online Advertising strategy and objectives, specifically Pay-Per-Click, and answer the following questions:
1. Does your ad copy answer a specific need?
2. Is there a clear CTA included in your ad copy?
3. What kinds of targeting methods are you using?
4. Are you targeting the right keywords?
By answering and analyzing these questions, you’ll be better able to understand if your business actually addressing your customers’ needs through Online Advertising.
Lesson #4: Be More Likeable
This final lesson really goes back to the basics. Give your customers what they actually want to engage with rather than what you think they might enjoy. Ultimately, buyers aren’t going to invest in your business if you’re not giving them what they’re looking for. Whether you’re inviting healthy conversations on Social Media, creating an infographic for your next Blog post, or building a new website, ensure that your online activity is naturally pulling in your customers to like, or maybe even love, your brand.
Homework – Reevaluate your overall Pull Marketing strategy and objectives, and answer the following questions:
1. Is your online presence enjoyable and engaging to your customers?
2. Do you listen to customer questions/comments/concerns and respond accordingly?
3. How many Online Marketing tactics are you currently using?
4. Are all of your tactics and strategies intertwined and working in a cohesive manner?
If you find that you’re not truly engaging your audience, or you’re focusing too much on one Online Marketing tactic, it’s time to re-strategize. Being a likeable brand takes a lot of hard work, and all of your tactics need to be effective and working together to make it happen.
Still puzzled by the distinction between Push and Pull Marketing? Struggling to answer any of the homework questions? Have concerns regarding where to go from here? No problem! Feel free to contact E-Power Marketing
today. We’ll do our best to address all of your inquiries, and get you headed in the right direction.
Ryan J. Sweeney - Account Specialist, Online Marketing
I started at E-Power Marketing in September 2014 as an Online Marketing Intern, and have focused on content creation, social media marketing and branding for our clients ever since. I recently graduated from the University of Wisconsin Oshkosh, where I studied Public Relations and Creative Writing, and now work full time as an Account Specialist. I have a background in event planning, graphic design, customer service, and content development. Feel free to connect with me on LinkedIn
, or Tweet at me
Larry Stopa - President
Larry Stopa is President of E-Power Marketing. He has 17 years of Search Engine Optimization experience and thirty-five years of marketing communications experience. His knowledge of traditional marketing enables his interactive marketing skills to guide highly effective online marketing programs. Follow him on Google+
Labels: Online Marketing, SEM Back to Basics