The Importance of Pull Marketing in Your Strategy. Given the instability in the current business environment, branding, content marketing, and thought leadership have never been so important.

COVID-19 has already had a dramatic impact on consumer behavior.

Entire workforces have gone remote and many workers have seen their jobs disappear completely (even if only temporarily).

Media consumption is up as people seek not only to be entertained but to find solutions to their every need:

• From getting groceries and household supplies delivered.
• To learning how to homeschool children.
• To upgrading their own skills while they have time on their hands.

People are searching for credible, authoritative information on which to base their decisions.

There is a time to push marketing and a time to pull.

Balance is key.

And in times where audiences may not want a full push sell, then pull marketing can slowly help.

What Is Pull Marketing?

Equal parts science and art, pull marketing is the practice of attracting consumers to your brand.

Humans have a psychological need to opt into what it is we’re learning.

When we care and are actually interested in a topic, we are able to learn faster and retain more information.

In fact, consuming that media becomes enjoyable; it is no longer just a task we have to complete.

This is why pull marketing, or inbound, is such an incredibly effective tactic.

That’s not to say that push marketing shouldn’t be a part of your strategy, as well – in fact, they work better together.

Push, or direct, marketing is the act of literally pushing your product or service to a specific audience.

PPC ads, landing pages, traditional advertising, and social media are all examples of push marketing.

Many marketers best use it as part of a 1- 2 stroke strategy.

And while these tactics might do well lower in the funnel, pull marketing is a great way to attract the right audiences to you at the top.

This is how pull marketing can actually increase the efficacy of your push marketing, by giving your paid tactics and direct marketing a warmer, more responsive, and targeted audience.

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