The Big Push Into Pull Marketing!

Sept. 17, 2010 - PRLog -- Pull Marketing is online marketing (http://www.weprovoke.co.uk), aimed at being found by potential customers. Before the birth of Google in 1998, companies could only follow their customers online onto mass media sites with their offline identity. Post millennium, we saw the rise to dominance of the all powerful search engine and now, today, Web 2.0 and the takeover by social media, where former read-only platforms have been transformed into interactive, self publishing, content sharing channels across multiple platforms of engagement.

That’s not to say that cold-calling, print advertising, mass email marketing (http://www.weprovoke.co.uk/email-marketing) mailouts, trade shows and face to face networking are completely redundant. Simply, we all now have to operate a push or pull approach according to whether we’re online or offline.

However, we should be reminded also, that the emergence of a sophisticated array of software is forcing the issue by making the push techniques increasingly more redundant online, from spam filters to block mass emails and caller IDs to block cold calls.

Circulating company awareness offline by buying display ads in print publications is being overtaken by building brand identity online by publishing their own blog. Prospects are pulled, not pushed to subscribe and repeat visits. Cold calling is being replaced by hot  attraction!  People call themselves to search, enquire and engage at a website.

No more scattergun messaging into the unknown, instead it’s  pre-qualified, market niche customers magnetised to respond.

Pull Marketing campaigns combine:

Content – Absolutely is King! Every website must have fresh, frequent, genuine and interesting blogs, articles, news stories, comments, tweets of relevance and value to their segment audience. Writing content for today’s savvy online users is a specialised skill. To engage and communicate across multi channels requires a combination of experience and know how. Companies still hiding behind industry jargon and obsolete business speak should have learnt by now what’s really required to speak to an audience online!

Search Engine Optimisation – The King’s brother! Every site page must be optimised for SEO to enable potential customers to quickly and easily find content and the object of their search. Today, rising up Google PageRank is all about great link building to develop valuable inbound links where the search process begins.

Social Media – Starting the conversation, creating the buzz! Social media is where a networking audience can spread the message, confer brand authority and status. Site content is shared and commented upon, attracting both search engine votes and qualified visitors, alike.

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- Gain online/offline brand presence.