Old-Fashioned Push & Pull Marketing

Everyone has heard of push-and-pull marketing, but how can you use this tactic to generate leads? In this blog post, I’ll explain how we use this tactic for successful B2B online marketing campaigns.

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See Think Do Care Model

We successfully apply the push-and-pull tactic using the See Think Do Care model. This model helps guide the process of informing, activating, converting, and retaining a target audience. To persuade people to take action, you need a number of touchpoints. During these touchpoints, you provide the target audience with various types of content to guide them step by step through the customer journey.

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See phase: raising awareness

This is the first point of contact. This is where you introduce yourself. Who are you as a company, what do you do, and why do you do it? Your goal here is to maximize reach and ensure that your message is seen by the right target audience.

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Think phase: consideration

The lead or customer is searching and trying to figure out what the right choice is for them. You want to provide them with insights into how you can solve their problem. To do this, you track how long someone has viewed your page, which pages they’ve viewed, or whether they’ve signed up for a webinar, for example. The lead is still in the process of gathering information.

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Phase: Activate

In this phase, you try to encourage the person to take action—for example, by having them share their information in exchange for downloading something of value to them or even entering a contest. Your focus here is on the KPIs: MQL and SQL (marketing-qualified lead and sales-qualified lead).

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Care Phase: Building the Relationship

Once a customer has purchased your service or product, you’ll want to retain them and, ideally, build on the relationship so they’ll buy more from you. During this phase, you’ll tailor your content accordingly. The KPIs you can use are Customer Lifetime Value or repeat purchases.

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Push & Pull Campaigns

During the See phase, we primarily use the push strategy. Our goal here is to increase our visibility among the selected target audience and make ourselves known. Channels you can use for this include social media ads on LinkedIn or Facebook, as well as email marketing. With email marketing, it’s possible to purchase lists of companies or contact persons and create and send targeted email ads to them.

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During the Think phase, we use both tactics, employing the push strategy to reinforce our message and provide potential leads with more information about a specific solution or product. On the other hand, with the pull strategy, we try to capture the target audience using a combined SEO and SEA approach. If the target audience is searching for, say, tension bolts, we ensure that we rank among the top results (organic and/or paid).

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The Do phase calls for a more personalized approach in which you can use both strategies to generate leads. The goal of your message is to encourage people to take action, such as downloading a file. A tool well-suited for this is the LinkedIn lead generation form, which uses a pre-filled form. With this, the LinkedIn user simply needs to click the download button.

The final phase is the Care phase. In this phase, your goal is to turn a customer into a loyal customer and, ultimately, to make them an ambassador. By this stage, you know the customer well and can use a push strategy to offer them free service or maintenance, for example. The most important thing during this phase is to respond to their needs and stay in regular contact to strengthen the relationship.

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Examples of Successful Campaigns

To achieve the best possible results, it’s important to use both tactics. The strength of these tactics lies in the fact that they reinforce each other during a campaign—moving from building brand awareness to being found. You can only properly monitor the results of this approach after a longer period, such as half a year. It’s important to monitor the KPIs along the way so you can make adjustments to maximize results. For PD-fasteners, we’ve been running campaigns this way for quite some time. This approach has resulted in a 32% increase in orders, as well as a rise in website traffic (56%) and LinkedIn followers (150%).

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Want to get started with push & pull marketing too?

Please contact me by email or fill out the contact form.

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