Pull vs Push Marketing

The days of talking “to” or “at” your market are gone aren’t they?

Think about it, when we go to buy a book online, we pay attention to the Amazon reviews and increasingly look inside the book and may even watch a video from the author. 

When we book travel online, who doesn’t visit TripAdvisor (or a similar social networking site) to find out the latest reviews, view pictures from visitors, etc…

For many of us, we now find out about world events, new products, new opportunities via relationships we have on Facebook, LinkedIn or Twitter before we hear them on TV, radio, newsprint or even on most new portals today. 

Amazingly, in less than 2-years many of us have stopped paying attention to Push media dn Push marketing and more often now are influenced by the Pull influence where we choose who we want to pull information from and make good use of those relationships.

The ultimate Push marketing is the used car commercial that screams in your face, but think of that versus a group of your friends, peers or those that you aspire to be like having a discussion about cars – which one are you most likely to be influenced by? 

How Do You Get “Pull?”

So, what does “Pull” marketing really mean – and how do you position yourself to be an influencer in this new market?

1. To influence, first you must be involved.  That means becoming engaged with your market wherever they are online.  That could be Amazon, Twitter, Facebook, LinkedIn, YouTube, eBay, etc… – wherever they are, you need to be there, first listening, then being involved

2. Listening:  Just like great communicators, you listen, empathize and carefully internalize both the words and then the thoughts that are behind the words of those within your area of interest.  Great listeners know that everything said tells you much more about the state of mind of that person and market than just the words will tell you. 

3. Enter at their level – become involved.  A peculiar thing about the current “Engagement” model of marketing is that you become first “one of” your market and then influence from the inside out instead of talking “to” your market from the outside telling them what to do.  You need to “infiltrate” your market (with good intentions in mind of course) rather than bash them in the head.    This often means getting involved in their conversations rather than starting one of your own.  Or, if you do start a conversation, do so with the intent of getting others involved rather than making it one-sided.  Nobody cares what you know until they know WHO you are.  That statement has never been more true than with engagement marketing. 

4. Invest & Prosper.  Gain your market’s trust by a) Being a constant participant, b) Actually giving a shit about what they are saying and asking 3) Work hard to give extra value and 4) Don’t be afraid to ask for their support after you have engaged them. 

Pull marketing means that you work from the inside out within your market…that way you pull them along with you rather than appearing as an outsider who tries to push them into taking action. 

Have you recognized signs of “Pull” marketing?  Share them with us by leaving a comment.