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Internet Marketing: Are You Pushing or Pulling?
  e-Publisher: (c) Charlie Page
Added: 09/11/2011
Type: Tutorial
Viewed: 994 time(s)
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Internet Marketing: Are You Pushing or Pulling?

Online marketing can be confusing to say the least!
Nothing we do in our real lives prepares us to work online, and terms like "autoresponder" or "solo ad" or "CPM"  are foreign at best.
To add to the confusion and information overload there are countless "gurus" handing out conflicting advice. It's enough to make your head spin!
Let me help simplify things a bit.
There are really only two methods of marketing online.
Those two methods are ...
Push marketing and pull marketing.
These are two very different approaches to getting traffic to the sites you promote, so it's important to know about them so you can choose wisely. Once you see the difference you will better know where to spend your time and money, and that knowledge alone can help you save both time and money.
Here are the two types of advertising online. I'm sure you will recognize both.

PUSH MARKETING is that type of marketing where you push your message out to your audience.
PULL MARKETING is the type of marketing where you place ads you hope will pull people to your website.

Let's look at each one for a moment so you can know which will work best for the goals you are working toward right now.

Push Marketing

PUSH MARKETING is proactive. You are taking your message to your market and get their attention long enough to create interest. You don't need to sell the product you are promoting with push marketing -- just sell the click to the website.
Most "guerrilla marketing" (a term coined by Jay Conrad Levinson and used loosely by many marketers) is push marketing.
Some forms of Push Marketing include:

  • Ezine Advertising
  • Email Marketing
  • Twitter
  • Pop Up Or Pop Under Ads
  • Slide In Ads
  • Endorsed Mailings (Joint Ventures)
  • Facebook posts

When using push advertising there are four things that you MUST do right.

  1. Know your target market
  2. Create a great headline
  3. Sell the click to the website
  4. Create curiosity and urgency

The reason the headline is so important with push marketing is that you have to capture attention and often need to do that in a setting where other messages are competing for the attention of your prospect.
Email marketing is a good example. If your email subject line is strong your open rate (how many people open your message) will be high. If you use a weak subject line your email will be ignored. When it comes to email marketing always remember that the subject line of the email is your headline for the ad.

Push marketing usually creates response MUCH faster than pull marketing because you are proactively sending your message. You choose how, when, and how often prospective customers see your selling message.

Pull Marketing

PULL MARKETING is that type of marketing where your ad lives in one spot and is seen by many people.  The ad is never "sent" to anyone but rather placed on sites where you hope your audience is searching.
One of the advantages of pull marketing is that you can set it and forget it. A great Pay Per Click campaign is a good example. With pay per click, once your ads are converting your main concern becomes not getting outbid for your selected keywords. Some pay per click campaigns can run for months without modification, pulling in visitors for a low cost per click.
Another example is banner advertising. Often overlooked, banner advertising is incredibly cheap and banner campaigns can run for literally years unattended. Just set it up right and let it run!
Some forms of Pull Marketing include: 

  • Banner Ads
  • Pay Per Click
  • Ads on Directories
  • Online Yellow Pages
  • Classified Ad Sites
  • Search Engine Paid Listings
  • Testimonials on other peoples' sites
  • Re-marketing campaigns

When using pull advertising there are four things that you MUST do right.

  1. Choose keywords carefully
  2. Choose the sites your ad will appear on carefully
  3. Use a great headline
  4. Create curiosity

Now it must be said that selling benefits is an important part of any ad, but with pull advertising the goal is to make them curious enough to visit your site.

Should You Push or Pull?

Is push or pull right for you? Ultimately, you must decide based on your budget, audience, offer, how much time you can invest, and more. One very important factor is this: almost all great marketing campaigns consist of both push and pull marketing.
Generally, push marketing works best for products that meet a specific need of a specific market.
Selling an eBook, course or membership about how to make money at home is one example. Such products are very effectively marketed with push marketing methods because the target market is so easy to identify and reach. You can email a group of people who want to work at home very easily.
Pull marketing generally works best for products and services that are broader in nature.
Health is a good example. People who want better health are very active searchers, which means you will have many options when it comes to placing ads they might see. Because they are searching so actively you have the chance to put your ad on the sites they find in their searching.
Almost any product can be marketed effectively with either technique, or a combination of both. Whether you choose pull, push, or a mix, the most important thing is to remain in control of the process and take action immediately. Whether you push or pull, let the entrepreneur's motto be your guide ...
Late to bed, early to rise, work like heck and ADVERTISE!

Because GREAT advertising is a beautiful thing indeed!


(c) Charlie Page is the owner of Directory of Ezines and highly knowledgable in the advertising and internet marketing fields.

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