What is Push Strategy?
Push Strategy in marketing (also known as Out-Bound strategy) which focused on ‘pushing’ a product or service to the target audience. The activity in push marketing is to promote or market the product and pushing a specific audience to buy the product. Here, we push a specific audience to buy the product through advertising as it may be traditionally or digitally. Hence, final goal is to sell the product to the target audience. Push strategy is primarily for selling products or services. Also for building brand awareness in the market, B2B and B2C selling. Push strategy in marketing is for ‘demand generation’ as it has ‘no-upper cap’. It has ‘low conversion rate’ with ‘thin margin’ but it is a scalable business.
Push Strategy in digital marketing is used to sell products or services through advertising on digital platforms or channels. You can engage specific audience and make them buy your product or take action through advertisement campaigns. Hence, we can run advertising through distribution channels like Google Ads, Social Media Ads, Email Marketing and Push Notifications online. Push Strategy is for building brand awareness, remarketing, offers and selling product or services to the target audience.
What is Pull Strategy?
Pull strategy in marketing (also known as In-Bound strategy) which focused on ‘pulling’ the target audience towards product or service. The activity in pull marketing is to promote or market the product organically and pulling a specific audience to buy the product. Here, we try to pull a specific audience to buy the product by organically marketing the product as it may be traditionally or digitally. Hence, final goal is to sell the product to the target audience. Pull strategy is to build online or offline presence in the market organically and sell the product or service and build brand awareness, direct selling, B2B and B2C selling. Pull strategy in marketing is for ‘demand fulfilment’ and it has a ‘upper cap’. It has ‘high conversion rate’ with ‘high margin’ but is a sustainable business but not scalable as push strategy.
Pull Strategy in digital marketing is used to sell products or services by consistently publishing content organically through digital platforms. You can engage specific audience and make them take action by building trust of the user on the specific niche product or service through organic content. Hence, pull strategy is for content creators, influencers or public figures to build brand awareness and sell their service or product through organic reach on social media platforms. We sell product or services to a specific niche audience and followers or subscribers in pull strategy.
Examples of Push Strategy in Marketing
1. Google Search Ads (PPC)
Google Search Ads (also known as pay-per-click) is one the most popular and targeted format in online advertising. Advertisers bid on specific keywords which users type in the search engine as a search query. When user make a query in the search engine, the sponsored results ran by advertiser appear on the search engine result page (SERP).
In push strategy in google search ads, advertisers pay only when the user clicks on the advertisement (PPC). Google Search Ads is the most used format and most commanding format of Online Advertising. Google Search Ads other names are pay-per-click (PPC) and search engine marketing (SEM). Therefore, PPC in push strategy is used by people who want to market their brand, product or service on search engine result pages (SERP).
2. Display Advertising
Display Advertising is a type of online advertising which is shown visually on websites, applications and social media platforms. They are shown in the form of banners, images, gifs and multimedia content. Display Advertisements appear on websites which are the part of Google Partner Programme and most of the websites are news/media, blogging and free tools.
Display Advertising is best to collect prospects from the top of the funnel. They have two types of format in Display Advertising, Responsive Display Ads and Fixed Sized Banner Ads. Therefore, display advertising in push strategy is for people who want to remarket or retarget the audience or to build brand awareness.
3. Video Advertising
Video Advertising is digital video format ads that is primarily delivered on platforms such as YouTube, Social Media and Streaming services. YouTube is the best platform for Video Advertising and has a great potential to target specific audience. YouTube is most popular among Advertisers for Video Advertising.
Video advertising has 3 formats. First is Bumper Ads which are the smallest ad of 6 seconds that are primarily used for remarketing. Second is Non-Skippable In-Stream Ads. These ads are of 15 second that are non-skippable and are mostly to buiild brand awareness and remarketing. Third format is Skippable In-Stream Ads as it is the best format in video advertising. They are 15-60 seconds ads that are cost efficient and made for communicating to the target audience. There other names are Pre-Roll, Mid-Roll and Post-Roll Ads. Therefore, this type of push strategy is to build brand awareness and remarketing target audience.
4. Social Media Advertising
Social Media Advertising is ran throgh platforms like Instagram, Facebook, LinkedIn, X(Twitter) and Pinterest. These platforms allow to advertise people or target audience on based on behaviors, interest and demographics. You can retarget your audience using custom audience feature which is like remarketing audience of google.
Social media advertising has different formats like image post, carousels, video ads and stories. They are most effective for direct response and brand awareness. People are highly active on social media which creates a chance of higher reach and effective audience segment. Therefore, video advertising in push strategy gives higher reach, product selling and increasing brand visibility online on social media.
Examples of Pull Strategy in Marketing
1. Search Engine Optimization (SEO)
Search Engine Optimization is to rank website or web page on the search engine result page (SERP). In pull strategy, we have to publish content on the search engine as blog posts or article and rank the web pages organically on SERP. Business use it for writing commercial content about brand, product or service which make the content actionable and transactional. It will drive traffic and make user take action.
2. Content Marketing
Content Marketing is to engage and attract audience by delivering relevant and valuable content to get our ideal audience and drive them to our final goal. Hence, final goal of pull strategy is to convert ideal audience into customers and get leads through content marketing
We can pull our target audience through by blogging, newsletter, social media posts, videos, podcasts, e-mail and other. Content Marketing helps in increasing online visibility, generate more leads, boosts loyalty, improves domain authority and increases trust of audience.
Content Marketing provides information and entertainment that user finds useful. By consistently delivering high quality content can get you potential audience organically. It is helpful in pull strategy in marketing as it builds brand authority and has long term benefits.
3. Social Media Marketing (Organically)
Delivering content consistently on social media platforms like Instagram and LinkedIn. It is a pull strategy which helps in building online visibility, brand awareness. To build brand awareness at social media, create content on your niche’s product or service. Therefore, share tips, tutorials and behind the scenes through content creation. It is the most used pull strategy as it builds audience trust and get higher reach.
4. Influencer Marketing
In Pull Strategy, influencer marketing involves partnering with content creators, social media influencers and public figures to promote product or services to their viewers. They have loyal and engaged audience that enables brands to take credibility and reach of the Influencers.
In Influencer Marketing, social media personalities recommend our product or services on social media in the form of sponsored post, product review and collaboration. Furthermore, pull strategy works well and the personal recommendation of the influencers matters.
Conclusion
Therefore, push and pull strategy are both different in nature. Pull strategy needs more hard work then push strategy. There are some key differences in push and pull strategy in marketing. Firstly, push strategy is ‘demand generation’ but pull strategy is ‘demand fulfilment’.
In push strategy we advertise but in pull we produce free content. Moreover, push has no-upper cap as it is scalable but pull has upper cap that’s why it is sustainable. We market via push strategy through platforms such as Google Ads, Video Advertising and Social Media Advertising. Pull Strategy exmaples are SEO, Content Marketing, Content Creation on Social Media Platforms and Influencer Marketing. Still the choice is yours, you will choose push strategy or pull strategy.
