“Pull” to open doors

Push pull 2

There are lots of buzz words in marketing speak. Any conversation centered around integrated marketing communications is likely to spark a debate about push versus pull marketing.

But what are they talking about?

Push marketing is, admittedly, a little pushy. It consists of content pushed out to an audience who are passive recipients. TV and radio advertising would be good examples. Online, push marketing might appear in the form of a banner ad or live chat pop-up.

Pull marketing, refers to an active audience who are actually looking for what you have to offer, are pulled in and choose to connect.

Both strategies have merit in an integrated marketing communications strategy, but pull marketing has a particular affinity with emerging media. Search engine optimization is one of the purest forms of pull marketing. In an online search by a prospective customer, a marketer’s goal is to make sure their brand is positioned for the searcher to find it easily.

Author, Greg Verdino, expands the definition of pull marketing to being visible where your ideal client hangs out and becoming part of their communities.

Pull is not about pulling consumers in; it’s about giving consumers a reason to pull us in.

Pull means that we to go to them, join their communities, give them reasons to voluntarily draw us into their personal media experiences. We’re not interrupting them. They’re opting into us.

Valuable collateral in pull marketing is expert knowledge. Share it with others. Emerging media vehicles for pull marketing include websites, blogs, discussion forums, industry articles, whitepapers, webinars, infographics and videos. All of this suggested content must be authentic and have intrinsic value for the audience.  Thinly veiled promotional vehicles will be obvious, and possibly offensive.  Building trust and relationships through pull marketing is a long-term commitment to a relationship with an audience – on their terms. They choose where they want to go in the digital realm, when and how they wish to connect, and what they decide to experience.

A brand that has consistently proven itself to be a thought-leader in sharing expert knowledge is American Express.  The Open Forum is Amex’s online community for small business owners. It offers the concept of “collective ingenuity” with other business owners as they discuss and share ideas and experiences. Monthly traffic on the Open Forum website has grown to over 1 million visitors, the Facebook page has 327,000 likes, the Twitter feed has amassed 191, 500 followers.

Pull marketing through emerging media, done well, has great potential to open doors and grow your audience.