Pull marketing is an approach designed to “pull” customers to a business through non-intrusive methods — typically when a customer is seeking to purchase a particular service or product. The ultimate goal is to strengthen consumer awareness of a business, service or product at exactly the right time.
A pull marketing model contrasts with a traditional (push) marketing approach, in which promotional material is presented to large groups of people through channels including flyers, magazines, television, radio and billboards as well as online ads of various types.
Local internet search is likely the best and most common example of pull marketing. The key to winning local internet search is to develop and execute a consistent and strategically-crafted campaign so that your business shows up front-and-centre when a local consumer is seeking your services or products.
Here are four key steps.
1. Know your customers: Understand how potential customers are looking for your services or products. That is, the words they typically use when doing their search;
2. Speak consistently in your customers’ language: Describe your business using the same words that your customers would use when looking for your services and products;
3. Amplify your voice: Consistently and accurately place these descriptions of your business, services and products on trusted, high-authority websites to create a large online footprint; and
4. Monitor your online footprint and regularly update your descriptions to keep up with changes in your business, consumer needs, and internet trends.
You’d be surprised how many businesses, big and small, fail to get this right.
In the coming weeks, we’ll provide more details about each one of the above steps.
Yours in Health,
The Health Local Team