Digital marketing strategy: Push Vs Pull? – Part 2
Pull Marketing Strategy The pull marketing is a direct opposite of the push marketing. The goal of the pull marketing is to make customers come to you instead of you going “pushing” to them. In this social media age, the pull marketing strategy is the best and right form for market penetration. The pull digital marketing strategy is all about content marketing.
What is Content Marketing?
Content marketing is the subtle digital marketing strategy of creating valuable free content online through the use of blogging, social media platforms, infographics, newsletter and search engine optimization (SEO) to attract and convert prospects into customers and customers into repeat buyers. Using this strategy, the type of the content you share should be closely related to what you sell. Content marketing is also the subtle way to educate people about your product so that they know, like and trust you enough to do business with you. This is a public relation effort to reach out to potential or targeted prospects, customers and keep them engaged with you.
The pull digital marketing strategy is less expensive than the push marketing, only that it is time consuming. i.e. it requires a greater investment of time; you have to be regularly available to engage with people on the social media.
Therefore it is advisable you engage the services of someone to manage your social media platforms, write your blogs (Note every company and organisation that wants to succeed in this digital economy must have a website and a blog) in other to respond to people who leave comments or ask questions.
Content Marketing as a Pull Digital Marketing Strategy
Remember, social media is not like the traditional media which operates from one source to many receivers and leaves no room for feedback. Social media is all about engagement; it operates from many sources to many receivers. This medium of communication creates room for feedback because it gets people talking which ultimately improves your product awareness and sales. With this method, customers are educated about your products and company. In this digital economy, it is content that drives the internet and consumers are looking for information that solves a problem and not an immediate advertisement that lays claims of what it can do. The trust and credibility that content marketing creates pulls customers rushing to your products or brand much more than direct marketing or advertisement can do alone.
Therefore to succeed in today’s online business, companies and business organisations are advised to adopt the pull marketing strategy using content marketing. This involves constantly putting out valuable information about your products and services without any direct sales agenda. The contents created must be good enough to educate prospective customers about your products and services which will make them to know, like and trust your brand and must be able to influence and convert them into customers, and from customers into repeat buyers. With this strategy, people who are following the valuable contents you share online using different social media platforms will in turn re-share your contents thereby increasing your products/services visibility online. The more visibility you receive online, the more people get to know your products and develop preference for your brand. The effective use of pull digital marketing strategy is highly rewarding. Customers get to know firsthand about your new products and services through your social media platforms, blog posts and email newsletters. They frequently come to your platform to know if there is any latest trend or development. They re-share your contents free at no cost to you.
In conclusion, any company or business organisation that wants to succeed in this digital economy must master the art of pull digital marketing strategy using content marketing. In this digital and information driven economy, content drives the Internet and consumers are looking for information that solves a problem. Therefore any business that consistently puts out this information (content) online has laid the foundation for an everlasting success!
Tito Philips Jnr. is young Nigerian that is M.A.D – Making A Difference