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If your company has been looking for new ways to attract an audience, taking on the pull marketing strategy may be the perfect solution to your business’ needs. Basically, this form of marketing relates to pulling consumers to your brand without them feeling forced to do so. The strategy works through showing customers what they want or may have been looking for without them realising, as well as gaining trust between brands and their existing audience.

Now with your own brand looking to reach consumers through a different approach, this article will go over tips and suggested ways to successfully achieve the pull marketing objective.

Pull Marketing Strategy

Pull Marketing Strategy

As mentioned previously, pull marketing works at showing relevant content that consumers are currently seeking out. So, what is an example of a pull strategy? Let’s say you own a travel company, and a consumer is looking to book a flight and hotel. Once they’ve started googling their options, having one of your ads at the top of the page will help attract or pull users to your site. But understanding how this approach works requires it being broken down into different points in order to help your own business recreate this success.

Know Your Audience: The first step to successful pull marketing is to have a defined target audience your brand is trying to reach. Depending on your industry, factoring in demographics, browsing habits, and search history of your consumers will help your products reach the ideal audience increasing the chance of conversions.

SEO: Your business using SEO-friendly words and phrases to attract an audience will guarantee visibility amongst your consumers. After researching what your audience is looking for, making sure your platforms’ content has relevant SEO terms will help make it visible to the people most likely to interact with it.

Valuable Products: It’s important to offer products that your audience is actively looking for; make sure your brand carries a general inventory of consumer necessities to produce results when people shop.

Create a Budget: Despite the size of your company, investing money in PPC ads, social media platforms, and SEM are all great ways to raise brand awareness and boost your pull marketing strategy.

Create a Blog: Your eCommerce brand should consider creating a blog attached to its site. This is a cost-efficient method to attract a larger audience and produce content that can be valuable to consumers.

Pros and Cons of Pull Marketing Strategy

Despite the benefits a pull marketing strategy can give your business, you should also be aware of the hidden side effects that your company may run into. Below are a handful of concerns to consider:

Cost: Like most marketing strategies, the pull approach could end up costly if budgets are closely monitored. Your brand should be keeping track of all promotional ads it’s currently invested in to avoid any unforeseen expenses.

Conversions: Although this method is great at alerting consumers to your products, it’ll take some extra effort to get the audience to go through with a purchase. Your brand will need to work hard at creating persuasive content to reach ROI goals as just putting it in front of people will not be effective on its own.

Conversions

However, despite these potential pitfalls, the advantages of a pull marketing strategy are still worth the risk. Below is a list of the benefits this method provides:

Direct Contact: Through the use of pull marketing, this approach allows your business to have direct contact with customers. Your company can have confidence knowing that your ads are reaching targeted consumers.

Fast Checkouts: By placing products and services directly in front of consumers’, it gives them the opportunity to buy items right away without the need of dealing with eCommerce or in-store checkout processes. This streamlines the entire purchasing process by reducing the number of clicks needed to make a sale.

No Discounts: Your business will not need to attract an audience through persuasive discounts using the pull marketing approach as you will already know who you are speaking to through performing thorough research prior to beginning the campaign. This helps to improve your ROI as you will not need to cut prices to attract customers.

Pull Marketing Strategy Examples

What is an example of a pull strategy? An ad for a home listing in someone’s local paper could be considered a great example of successful pull marketing objectives, as someone reading the newspaper may be interested in looking to move. When it comes to the strategy used digitally, the below examples can help inspire your own brand’s use of the approach:

Expedia: When consumers are using Google to search for flights, one of the first websites that pops up is Expedia. The travel company is catering to users’ search history that might be for either flights, hotels, or something similar. By using common SEO-terms embedded into their content, they are able to generate a high search ranking as well as entice consumers with cheap offerings and helpful travel suggestions.

Apple: Apple are incredibly effective at catering to their existing audience. Ahead of their newest releases, the brand knew that consumers were looking for high-quality cameras through studying search history data. In response to this, Apple created Instagram posts on its new 3 camera-operated iPhone to attract consumers to their site and increase sales, giving their audience what they wanted without the company needing to be told.

Conclusion

Overall, the use of the pull marketing strategy can be of great benefit to eCommerce businesses. Although your business will have to work at generating conversions, this method is a great way of persuading consumers to view your products, build brand recognition and awareness while developing a loyal audience who understand your company identity.

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