There are two types of marketing, Push Marketing and Pull Marketing.
Push Marketing is also called “interruption marketing”, it’s when you get your marketing message in front of potential clients while they are doing something else (spending time with their family, looking at a website, driving in their car, etc). You are “pushing” out your message.
A few Push Marketing tactics include:
- Cold Calling
- Flyers
- Newsletter and E-zine Ads
- Banner Ads
- Classifieds
- Radio Spots
There is so much information coming at your ideal client every day, ads screaming “BUY THIS”, “BUY THAT”, sales people cold calling to try to PUSH the sale through. It makes me tired just thinking about all the effort that goes in to push marketing.
Even with all the EFFORT that goes in to Push Marketing, prospective clients are learning to tune out all that Push Marketing noise. That’s where Pull Marketing comes in.
Pull Marketing is when you get your products and services in front of ideal clients who are ACTIVELY SEEKING what you are offering. These potential clients are demanding information on products and services like yours and want to know how their problems may be solved and their needs may be met. This could be their need to find a photographer, a chiropractor, a life coach, etc.
A few Pull Marketing tactics include:
- Pay Per Click Marketing
- Search Engine Optimization
- Strategic Networking
- Online such as your newsletter or social media sites
- Offline such as tradeshows, conferences, public speaking
- Blogging
Push Marketing has a lower return on investment. You get fewer clients for each dollar you spend than you would with Pull Marketing efforts. That means Push Marketing costs more money and takes more effort.
Pull Marketing is very targeted. It targets ideal clients who are actively seeking a solution to their problem (which you solve), creates a high conversion rate (i.e. return on your investment). Targeting your ideal clients when they are seeking what you offer attracts more clients, with MUCH LESS EFFORT.
As a small business owner, service or self employed professional the key to your financial success is to attract more clients with less effort so you can make more income.
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