What is Pull Marketing?
Pull marketing, also known as ‘inbound marketing’, allows you to promote your brand to new and existing customers. So, they will think of you when they have an interest or need in for your product or service.
Pull marketing is about making your products or services to prospective customers. Pull marketing is very relationship-focused. Marketing channels such as Search Engine Optimization (SEO), email marketing, and social media can help you to attract those customers.
With social media and email marketing, you can use existing audiences by allowing them to engage with your content or remarketing to them. Great content is at the heart of all pull marketing efforts: If someone likes the blog or social media posts you are sharing, the chances are high that they will come back to you when they are ready.
Types of Pull Marketing
Market Penetration Strategy
When a company focuses on selling its current products to existing customers, it adopts a market penetration strategy. The marketing activities that will dominate this type of marketing program emphasize increasing the loyalty of existing customers.
So that they do not cause loss to competitors, attract competitors’ customers, increase the frequency of product use, and turn non-users into users.
Market Development Strategy
Selling existing products expand sales in new markets are referred to as a market development strategy. These efforts may involve entering new geographic markets, such as international markets.
Creating product awareness and developing distribution channels are key pull marketing activities. Some product modifications may require to suit the needs of the local market better.
Product Development Strategy
Creating new products to sell to existing customers is a product development strategy, a common marketing strategy among companies that can improve their relationships with existing customers. Also, Research and development activities play an essential role in this strategy.
The time required to create and test new products can be long, but once develop a product. It should be relatively rapid to create awareness, interest, and availability because it already has a relationship with customers.
Diversification Strategy
A diversification strategy includes taking new products into new markets. This is the creation of an entirely new business. This is a risky strategy, and the strategy likely to require a lot of patience in waiting for a return on investment.
Search Engine Optimization (SEO)
SEO is one of the most productive pull marketing strategies. Even if you pay for paid search results, getting high on organic search engine results should be earned differently: by upgrading your website to search engine algorithms.
Part of this is identifying the keywords that make you attractive to users and search engines and are expected to match users’ search queries. We will not explore SEO in-depth, but you can check out our previous post on increasing traffic to your site.
Content Marketing
Content marketing should be an essential part of your pull marketing strategy. In this way, SEO and content marketing mix quite a lot. Without high-quality content, ranking highly in search engine results pages will be impossible. You should invest in content that aligns with your target audience’s goals and interests for sustained business growth.
Google Ads
Some marketers may not consider paying-per-click advertising as an inbound marketing channel. Because they paid to advertise it. We disagree with this notion. Rather, PPC should be a part of inbound marketing.
This is different from traditional advertising and often disruptive outbound marketing. Google Ads targets the right time and place when customers are actively searching for a product or service. At that stage, marketers can target a wider audience by using broader keywords to capture traffic.
Examples of Using a Pull Marketing Strategy
In a Pull Marketing Strategy, a company markets its product directly to consumers. The consumers then find out the products to purchase. There are various Pull marketing methods available today, including:
- Social media networks
- Word of Mouth
- Media coverage
- Sales promotions and discounts
- Advertising
- Email marketing
Advantages of Pull Marketing Strategy
There are several advantages to pull marketing strategy;
- Can establish direct contact with consumers and develop consumer loyalty
- Have a more substantial bargaining power with retailers and distributors
- It centres on creating brand equity and product value
- Consumers are actively seeking production, which removes much of the pressure of conducting outbound marketing
- It is used to test the acceptance of a product in the market and obtain consumer feedback on the product
Disadvantages of Pull Marketing Strategy
The disadvantages of using a pull marketing strategy include the following;
- Often works effectively only when there is high brand loyalty
- Lead time is high, as consumers are comparing alternatives before making a purchase
- Needs creating a high demand for a product, which can be difficult in a highly competitive marketplace landscape
- Needs strong marketing efforts to convince consumers to actively find out the product (they may, instead, decide to settle for whatever similar product a retailer has in stock, rather than getting your product)
