In our last blog, we learned about the push strategy. Now, it’s the pull’s strategy’s turn.
If the push strategy relies on the power of persuasion with a bit of force, the pull strategy is the other way around. If the customers in the former strategy are passive, now they are active. Customers will be actively seeking your service/product.
Pull marketing strategy is a promotional tactic that focuses on further establishing your brand on its core. Its end goal is to be a household name to its target audience. It focuses on linking itself with customer satisfaction as they believe that end-users value it the most.
But don’t get us wrong, it is still about persuading customers. It’s just that this time, you’re more confident that they are gonna come to you.
Pull marketing strategies are Search Engine Optimization, blog content, social media campaigns, content marketing. It relies on painting a good brand image so retention to and repetition of customers will be at a higher rate.
The more you focus on building trust and genuine connection to your customers, the more that they will seek for you.
Content marketing and SEO are there to hook and pull customers in. Intensive campaigns are often done to the point that it conditions the target audience to seek you whenever there are links.
Please note that this concept is general and can be translated in other ways as long as it adheres to the logic of the pull marketing strategy.
Most design businesses rely on digital marketing, so their strategy is to put out social media campaigns and content out there so they can show what they can do and provide to their future business partners.
They can easily put out their ‘resume’ and ‘portfolio’ online so active seekers can see it.
They can use catchy visuals, memorable logos or witty headlines so clients can remember them.
WHO SHOULD USE IT AND WHY
Pull marketing strategy can also be used by startups or new and emerging brands. But it is more common with established brands because customers are already familiar with it. It will just be a matter of competition among their peers.
Since these businesses have already built a brand image and penetrated the market, they just need to draw the attention of their customers and ‘pull’ them in.
Also, before using this strategy, we have to assume that customers already know what they want and what are they looking for. Through this, we adjust and tweak our campaign and tools so it will match their needs.
Pull marketing is commonly used to have long-term relationships with customers that are rooted in loyalty and customer satisfaction. While these two strategies can be found on opposite sides, they can actually work simultaneously. It’s all about balance and determining what you should do first. Many businesses initially do push marketing to introduce the product, then intensify the pull strategy so they can attract more clients.
After all, it’s all about knowing where you are in the market and making the right decisions so you will survive as a brand.