We have been having some really awesome conversations about my recent Tech Talks related to Facebook Ads as a deal generator, so I thought I would dig a little bit deeper.
Facebook and LinkedIn ads are really good examples of push marketing where you interrupt their social feed with brand exposure in hopes of converting them. Google and Bing ads are examples of pull marketing that draw consumer attention based on a trigger that the consumer creates like a keyword search in a browser.
Intent is probably the most important consideration when you are creating a push-pull marketing strategy as you want a combination of both.
Look at the screenshot below: This is VetfranDev.org website traffic sources and the red circles are the average session duration and the number of pages viewed by the search engine. This site helps veterans find franchise opportunities that offer discounts and incentives to own a franchise. The time on site and the average number of pages viewed are more than twice that of any of the 2 dozen franchise recruitment websites we are tracking. The reason why traffic is so engaged, is ah, let’s call it a Trifecta of Awesomeness.
First, they are veterans visiting the site made for them. Secondly, they came to the site from a user initiating user-initiated search phase. And third, they have a measurably high intent to become a business owner.
So when you think about your strategy try to create a combination of high intent pull marketing tactics as well as some low intent push marketing tactics that help provide brand awareness.
As always, let me know with a BOOM in the comments if you would like a shortlist of recommended push-pull channels and strategies. Take care.