3 Step Process to Using Pull Marketing Online
Let’s start off with defining what push marketing is and what pull marketing is so everyone is on the same page:
Push marketing is where businesses actively work to convince customers to buy their product.
Example: Company Widget pays for messaging marketing through a variety of media channels informing customers they are the best Widget maker in the world because of XYZ.
Pull marketing is where businesses motivate customers to seek out their organization.
Example: Customer John buys a widget from Company Widget and is thrilled with the product which he just purchased. Company Widget asks John if he would refer his friends for a discount on a future purchase Because John is asked for a referral, and he loves the product Company Widget put out he tells his friends to go shop at Company Widget.
Both marketing types work. Having strategies for both methods is still a sound business move. However the trend in today’s marketing environment is moving to Pull Marketing. Here are some tips on how to capitalize on pull marketing.
Step 1: Create a Product or Service Worth Talking About.
Unless your business has something about it worth talking about, you’ll be facing an uphill battle. So evaluate your business, identify what is it about that’s worth talking about and begin to focus on that. (Try to focus on the positive, while all PR is good PR as they say. When working to generate revenue, positive business attributes outweigh negative).
Personal Example: Prior to an engagement with a client, I ask if they are comfortable with me being completely candid to avoid the time wasting effort of not stepping on toes. By doing this we get the job done faster and begin reaping the rewards. This alone has been a great source of referral business for me.
Step 2: Provide a Customers (and non-customers) a Reason to Talk about You.
Having a great product, service, or experience will not always yield a throng of people talking about your business. Continue stacking the odds in your favor by providing additional value if they DO talk about your business. Common ways to do this are; coupons, special gifts, social status (think Foursquare) or a variety of other unique ways to incentivize users to talk.
Step 3: Open Your Communicate Channels
Having a great product or service, combined with a reason to talk about your business remains useless. Unless you have open communication channels for your current and future customers to chat about you. Heavily leverage Social Media (Twitter, Facebook, LinkedIn, Foursquare, StumbleUpon) and a variety of others. Be active and continue to develop relationships to keep the Pull Marketing ball rolling.