Old-fashioned Push & Pull marketing

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

‍

See Think Do Care model

Successfully applying push & pull tactics is done using the See Think Do Care model. This model helps in the process of informing, activating, converting and binding a target group. To persuade people to take action, you need a number of contact moments. During these contact moments you provide the target group with different content to guide them step by step through the customer journey.

‍

See phase: creating awareness

This is the first moment of contact. This is where you introduce yourself. Who are you as a company and what can you do and why do you do it. Here you steer for reach and that your message is seen in the right audience.

‍

Think phase: consideration

The lead or customer is looking and orienting on what is right for him. In doing so, you want to give him considerations on how to solve his problem. Here you control how long someone has viewed your page, which pages they have viewed or whether they register for a webinar, for example. The lead is still gathering information.

‍

Do phase: activate

In this phase you try to activate the person to take action by, for example, sharing his data in exchange for downloading something of value to him or even requesting a price. Here you steer on the KPI: MQL and SQL (marketing qualified lead and sales qualified lead).

‍

Care phase: building relationship

After the customer buys your service or product, you want to keep them and preferably even build the relationship so they will purchase more. During this phase, you tailor your content accordingly. The KPI you can use is Customer Lifetime Value or repeat purchases.

‍

Push & Pull campaigns

During the See phase, we mainly use the push strategy. Here we want to be visible to the selected target group and make ourselves known. Channels you can use for this are the social media ads of LinkedIn or Facebook and through email marketing. With the latter, it is possible to purchase addresses of companies/contacts and build and broadcast targeted email ads for them.

‍

At the Think stage, we use both tactics, using the push strategy to once again land our message to give potential leads more information about a particular solution or product. On the other hand, with the pull strategy, we try to capture the target audience with a combined SEO and SEA approach. If the target audience is looking for pre-tension bolts, for example, then we make sure that we are on the first positions with a search result (organic and or paid).

‍

The Do phase requires a more personalized approach where you can use both strategies for the purpose of lead generation. The goal of your message is to trigger people to do something, such as a download. A tool suitable for this are the LinkedIn leadgen forms where you use a prefilled form. With this, all the LinkedIn user has to do is hit the download button.

The last phase is the Care phase. In this phase you want to turn a customer into a loyal customer and as an ultimate goal make him an ambassador. In this phase, you know the customer and can use the push strategy to offer him, for example, free service or maintenance. The most important thing during this phase is that you respond to his needs and have regular contact in order to strengthen the relationship.

‍

Example of successful campaigns

To get maximum results, it is important that you use both tactics. The power of both tactics is that they reinforce each other during a campaign. From creating awareness to being found. The results of this approach can only be properly monitored after a longer period, think of six months. It is important that you monitor the KPIs in the interim in order to make adjustments for maximum results. For PD-fasteners we have been carrying out campaigns in this way for quite some time. This approach has resulted in 32% more orders and an increase in website traffic (56%) and followers on LinkedIn (150%).

‍

Also successfully getting started with push & pull marketing?

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

‍